Synnovate Helps Launch Slice of Kiwi to the World

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Slice of Kiwi a innovative web based destination that incorporates e-commerce and an interactive tribal membership was successfully launched during December 2005. The marketing strategy for this successful launch was crafted and developed by the team at Synnovate. is a unique business concept that latches onto the passion that national pride and patriotism generate. Capitalising on the strong sense of belonging held by most New Zealanders, Slice of Kiwi has developed a specific service that caters for x-pat Kiwis no matter where they are on the globe.

Brett Milne the Managing Director and lead strategist on the Slice of Kiwi project says that "the original aim of the stakeholders in slice of kiwi was to sell a few t-shirts, but by extending the paradigm we were able to create an emotional experience that bonded kiwis to the brand." In fact many Australians have been purchasing merchandise for their Kiwi friends, a truly unique and astounding cultural experience.

One of the key launch strategies was able to generate a high level of interest amongst x-pat kiwis was delivered by a very cost effective yet simple email campaign distributed amongst a few friendly kiwis. In fact an email sent to less than 100 kiwis in our network of contacts resulted in over 10,000 unique visits to Slice of kiwi in a matter of days. Since then the traffic on the site has grown beyond the best expectations of the founders.

Brett Milne says "that the Synnovate approach to marketing strategy and execution focuses on a clients "crazy" idea and takes that idea through a structured program of analytical thinking, creativity and development and finally launch and operation. He says that this approach ensures that business ideas like Slice of Kiwi are given the maximum chance of success".

In fact he actually cautions businesses or entrepreneurs against the traditional approach favoured by many of "let’s just float this out there into the world and see what happens". Milne says that without proper analysis, scoping, planning and creative thinking great ideas rarely see the light of day. In fact many are restricted from ever becoming more than a small business because the planning to create a large successful business was never considered upfront.

Slice of Kiwi will launch their next exciting offer on the February 4, check out for more details.


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Brett Milne