Meg Matthews became Head of Marketing, Australasia, for Air New Zealand, under Rob Fyfe’s leadership after beginning her career as an accountant.  Now working for the Nelson Winegrowers’ Association, Meg provided these tips to our Business Building Block workshop on Marketing;

  • Staff are your biggest asset and ambassadors. Treat them well and aid them to have positive BBQ conversation or elevator pitches about your company
  • Social media isn’t new – it relies on story telling and referrals which people have been doing for generations. It’s the same as the conversations you have at the water cooler or café
  • If you don’t have a marketing budget, you’re lucky. It means you have to be more creative.
  • Sweat your assets. Make them work hard for you. Eg Air NZ got priceless publicity by painting the Silver Fern on its new fleet of planes in the lead up to the Rugby World Cup. The planes were going to have to be painted anyway so it cost nothing extra.


  • Look for your first mover advantages – that gives you about 18 months on the competition
  • People don’t like being “sold” to. Look at to push your brand in the most subtle way
  • Don’t be afraid of having a static website. There are plenty of social platforms to push creative content
  • People aren’t searching for content anymore – content is finding people
  • The future of marketing sits with PHd students who can deep dive data
  • 80% of people take a peer recommendation over a brand recommendation
  • You don’t have to be active on all social media platforms but you want to be there – if someone is talking about us positively or negatively, you want to know.
  • Authenticity is the number one for everything when you’re on social media
  • The more love you give out, the more you get back.
  • Don’t be afraid to experiment.