Celebrating the Creative Spirit of Murihiku

Celebrating the creative spirit of Murihiku

Every Region has People Quietly Creating Incredible Things

They might be painting, writing, composing music, performing, designing, carving or making something completely unique. Their work brings colour to our communities, challenges the way we think and helps shape the identity of the place we call home. That’s exactly what the Southland Creative Arts Awards celebrate.

Hosted by Arts Murihiku, the awards recognise the artists, makers and creative thinkers. Those who continue to push boundaries and contribute to a thriving creative community here in Murihiku. The awards shine a spotlight on the people whose talent often works behind the scenes, but whose impact reaches far beyond the arts sector.

CreatiVE CONNECTIONS

At Elm Marketing, creativity sits at the heart of everything we do. Our canvas might be websites, campaigns and brands rather than galleries or stages, but the spark is the same. Great ideas come from curiosity, courage and a willingness to see things differently. That’s why we are so proud to have once again sponsored the Elm Marketing Creative Excellence Award. The award recognising those who demonstrate outstanding skill, creativity, innovation and mastery in their field.

Creative Excellence Award WINNER

A huge congratulations to Brian Johnston, this year’s recipient of the Elm Marketing Creative Excellence Award. It was a very well-deserved recognition of his creativity, skill and contribution to the arts in Murihiku, and we were delighted to be there to celebrate with him.

Elm Marketing had another special connection to this year’s awards, with our very talented designer Helen creating the beautiful stained glass winners trophies. Each one was meticulously handcrafted, making them a pretty special way to recognise some of Southland’s incredible creative talent.

Congratulations to all of this year’s winners and finalists, and to everyone who continues to contribute to the vibrant creative landscape we have here in Southland.

Arts Murihiku has been championing creativity in our region for years, supporting artists through professional development, advocacy, networking and opportunities to connect with one another. The Southland Creative Arts Awards are a brilliant example of the important role they play in creating opportunities for our local talent to be seen, recognised and celebrated.

Whether you’re part of the creative sector, a local business, or someone who simply enjoys seeing talented people recognised, the awards are a reminder of just how much creativity exists on our doorstep.

Thank you to Arts Murihiku for another fantastic awards evening and for continuing to champion the incredible creative talent we have right here in Southland.

Marketing

Showing up for Southland

SHOWING UP FOR SOUTHLAND

Seeing Southland get behind its own, well ain’t that something special!

We saw plenty of that recently when the Southland Sharks made history, playing their first-ever home grand final and coming away with the win. The place was packed out, the atmosphere electric and we were there for it.

As proud sponsors, the Elm Marketing team were courtside, hoarse from cheering, weepy with pride, and while that well-deserved trophy belongs to the Sharks, wins like that feel like a win for all of us.

Because every time a Southland team succeeds, a local artist gets recognised, a business does something brilliant or someone from our region makes their mark, it shines a spotlight on our little corner of the South. It puts Southland on the map and we all get to bask in the afterglow.

Yes, we’re slightly more than a hop, skip and a jump away from the biggest cities, but Southland has never let geography get in the way of doing big things. There’s a lot of talent down here. In sport, business, the arts and right across our communities. And every achievement gives us another reason to be proud of where we come from.

It creates opportunities. It gets people talking about Southland. And it gives the next generation something to aspire to. But perhaps most importantly, it reminds us what can happen when a community gets behind its people.

Get Amongst It

For us, supporting local isn’t just about putting the Elm Marketing logo on a sign. It’s about being there.

It’s cheering from the sidelines, buying the ticket, sharing the post, attending the event, volunteering your time, choosing the local business and telling other people about the good things happening right here. Not every bit of support has to be big. But collectively, it makes a big difference.

Proudly Southern

At Elm Marketing, we spend a lot of time talking about growth. Helping businesses grow, ideas succeed and brands find their place in the world. But we want the place around us to grow too.

We want to see Southland businesses succeeding, our creatives being recognised, our sports teams winning, our events packed and our communities thriving.

Every achievement adds to our reputation. Every success gives people another reason to look south. So we’ll keep sponsoring, we’ll keep supporting, and we’ll always show up for Southland – see you out there!

Marketing

Digital Content Strategy – Get Better Results!

Start turning your content into results…

We’re teaming up with the Southland Chamber of Commerce again on Wednesday, July 15, to run a new two-hour workshop on Digital Content Strategy and Trends. If you are already posting online but want to get more traction from the effort you’re putting in, then this one’s for you. You can register here.

If you’re showing up consistently, trying different formats, putting in the time but finding that some posts take off while others fall flat, this session will help you make sense of all of it.

Emma from Elm Marketing will walk you through how to shift from simply being active online to being more strategic with the content you’re already creating. It’s not about starting from scratch, it’s about refining what you’re doing and focusing your energy in the right places.

Social media has changed a lot. It’s no longer just “post regularly and hope for the best.” Platforms are leaning harder into search, short-form video is still dominating, and there’s a lot happening behind the scenes with how content gets ranked and shown. You can be ticking all the obvious boxes and still miss the mark if you’re not working with how the platforms actually operate.

Understand what’s working and why!

Emma will teach you how to evaluate your existing content and learn how to spot what’s performing well and why. There’s a strong focus on understanding your performance data in a way that’s genuinely useful. Find out what matters, what doesn’t, and how to use those insights to shape stronger content going forward.

The small details that make a big difference…

This course will cover the small but important details that often get overlooked, like captions, hashtags, and even your bio, which can influence whether your content gets found. Once you understand how those pieces work together, creating content that reaches the right people becomes a whole lot easier. You’ll also learn how to capture better photos and videos on your phone, plus simple editing and optimisation tips that can lift your content quality without adding a tonne of extra time.

By the end, you’ll have a clearer structure for your content, a better sense of what’s working, and more confidence in planning what comes next. If you’re already putting in the effort and want to see more return from your content – we’ll see you there. Find out more here.

The session is delivered through the Regional Business Partner Network, which means funding may be available depending on your business. It’s definitely worth checking in with your local advisor to see if you’re eligible.

Digital Content and Strategy Trends with Emma Lindsay
Wednesday 15 July 2026, 10am – 12pm
5 Don Street, Invercargill

REGISTER HERE

Marketing

The Best Side of Elm Marketing – Authentic Branding

The best side of Elm Marketing

Perfectly posed team photos, matching blazers and steely “can-do” expressions… yeah, nah, not on our watch. There’s absolutely nothing wrong with polished, but we thought it was high time to inject a little personality – our personality!

We’re always encouraging clients to show up for their business, so we thought it was about time we lead by example in our latest team photoshoot.

Creativity, chaos and a camera…

Over the past few months, we’ve been quietly working on a refreshed Elm Marketing website, which meant new imagery, updated content, and a little more insight into who we are and how we work. Creative, relaxed, real, professional people who genuinely love what we do.

For this shoot, we wanted to capture the energy behind Elm Marketing – the conversations, the humour, the creative thinking, and the mix of personalities that shape our work every day. As creatives, we’re wired to challenge the obvious, but it wasn’t enough to tell you that we think outside the box. We really wanted to show you.

Behind the brand, infront of the camera

Good branding isn’t about blending in, it’s about leaning into what already makes you different. That might be your story, your people, or simply your offering, but it’s unique to you.

The new website is still on its way, but this photoshoot feels like a meaningful shift toward a more honest reflection of who we are and how we show up.

Your brand has a story, a heartbeat, and a personality worth celebrating too. So if this is the nudge you’ve been waiting for, and you’re ready to explore authentic branding, elevate your online presence, or craft visuals that actually feel like you, talk to Elm Marketing today.

Marketing

Social Media Content – Build a plan that works!

Calling all Social Media Content Creators…

If your social media has been quietly whispering, “hey… remember me?” this is your moment to finally give it some love.

Emma – Elm Marketing‘s Founder and resident marketing guru, is running a practical, two-hour session on Content Creation for Social Media on May 14, hosted at the Southland Chamber of Commerce. Emma is all about helping businesses get clear, get consistent, and actually get results from what they’re posting. Register for the course here.

Most businesses aren’t short on ideas…

They’re short on time, consistency, and a clear plan for what to post and why. That’s exactly what this Content Creation for Social Media session is designed to fix.

Over the two hours, Emma will walk you through how to figure out what your business actually needs from social media, how to make the whole thing manageable, and how to ensure your content genuinely supports your business goals.

You’ll learn how to plan:

Who you’re talking to, and how to reach them without guessing
How to come up with content ideas that don’t dry up after a week
How to build a content plan you can actually stick to
What makes someone stop scrolling… and what makes them keep going

You’ll also dive into building strong content pillars that streamline your social strategy and maximise your output. With everything shifting from video-first to AI-assisted creation, you’ll get a clear look at what’s coming next and how to make sure you stay relevant, click here to find out more.

The session is delivered through the Regional Business Partner Network, which means funding may be available depending on your business. It’s definitely worth checking in with your local advisor to see if you’re eligible. We’ll see you there!

Content Creation for Social Media with Emma Lindsay
Thursday 14 May 2026, 10am – 12pm
5 Don Street, Invercargill

REGISTER HERE

Marketing

Busy year – but did your marketing work?

March rolls around and suddenly everyone’s looking at the numbers.

What came in. What went out. What’s left.

Somewhere in that mix sits your marketing spend – often the hardest one to pin down.

Unlike stock or equipment, you can’t always point to it and say, “That’s what we got.”

But you should be able to.

‘What did your marketing actually do for your business this year?’

If we asked you this question right now, would you know the answer? Rather than knowing “we posted a lot,” or “we updated the website.” Would you know the outcomes? For example: More enquiries, increased sales, stronger brand recognition?

Because activity and results aren’t the same thing.

For many businesses, it’s not a case of blowing the budget – it’s more of a slow leak.

A few boosted posts here and there, ads that run… but aren’t reviewed, content without clear purpose. Nothing’s wildly wrong, but nothing’s really working either. It’s not wasted spending, it’s just unfocused.

If you can’t track it, you can’t trust it

If you don’t know what your marketing is doing, you don’t know if it’s worth it. You don’t need spreadsheets that make your eyes water – but you do need clarity.

What are we doing?

Why are we doing it?

What are we trying to achieve?

Good marketing isn’t random – it’s intentional. You need to have:

· Clear goals (not just “being more visible”)

· The right channels (not trying to be everywhere)

· Consistent messaging

· Regular check-ins on performance

· And most importantly – knowing what’s working, and what’s not.

A better way to head into the new financial year

EOFY isn’t just about closing the books, it’s the perfect opportunity to reset. If you roll into next year doing the same thing… you’ll get the same results (just with a slightly bigger invoice). So before you charge ahead, take a minute to ask yourself:

What actually worked?

What didn’t pull its weight?

Where should we focus instead?

It’s not about increasing the budget – it’s about getting more from it.

If you’re not quite sure where your marketing budget went this year – you definitely won’t be alone. But going into the next year without a clear plan? That’s where it could really start to cost you.

Let’s make it make sense.

Elm Marketing can help you cut through the noise, figure out what’s actually working, and put a plan in place that pulls its weight.

Marketing

Website v Social Media – What does your business actually need?

“Do we actually need a website? We’ve got (…insert social media platform…).”

It’s one of the most common questions we get. And honestly? It’s a fair question.

Maybe you’re active on Facebook.
Maybe you’re building on Instagram.
Maybe you’re networking on LinkedIn.

So… is that enough?

The honest answer? It depends what you want your marketing to do.

Website vs Social Media… let’s unpack it.

WHAT SOCIAL MEDIA IS GREAT AT…

Social platforms are powerful tools.

They help you to stay visible, show personality, share updates quickly, engage with your audience, build community, run targeted ads… the list goes on.

Just like a shop front – bright, busy and full of movement, they keep you in front of people regularly, creating touchpoints and encouraging conversation.

But there’s a catch, you don’t own the building.

Algorithms change.
Reach fluctuates.
Accounts can be restricted.
Content disappears down a feed within hours.

Think of social media as rented space.

YOUR WEBSITE IS YOUR HOME BASE

It’s where:

· You control the layout

· No algorithm deciding who sees you.

· No disappearing into a feed.

· No competing with cat videos.

Just your business, presented properly.

ATTENTION Vs CONVERSION

Here’s the simplest way to think about it:

Social media creates buzz. Your website closes the loop.

Social media gets people curious. Your website answers the question.

One starts the conversation. The other asks, “Shall we get started?”

Using social media alone, is like networking without ever handing over your business card (don’t get us started on the importance of a business card!).

What if you skip the website?

If you rely solely on social platforms, your info is limited in structure, your brand sits in a crowded feed and your visibility depends on the algorithm mood of the day.

What if you skip SOCIAL?

If you only have a website you might struggle to stay visible, and miss out on being part of daily conversations whilst waiting for people to find you.

HOW about using both… properly?

The strongest businesses use social media to attract attention and then drive them back to their website. They build trust through clear messaging, and capture leads along the way.

They’re able to analyse what’s working and then refine and repeat.

Stop chasing every platform, and focus on being intentional where it matters.

QUICK CHECK

If someone heard about your business today and Googled you:

Would they find a clear, professional website?

Would your social media show activity and personality?

Would it be obvious how to take the next step?

If not, there’s opportunity to build something solid, not just pitch your tent in someone else’s paddock.

If you’re not sure whether your digital foundations are doing their job, we can help – get in touch with the Elm team today.

Marketing

From Southern Field Days to Social Media: Making the Most of Local Events

Local events like Southern Field Days aren’t just a few blustery days on-site, they’re powerful marketing opportunities that can generate content, visibility and leads – long after the free pens have run dry.

So many businesses show up, look the part, have great conversations… and that’s where it ends.

Here’s how to turn event presence into measurable marketing momentum.

Build Anticipation

Don’t leave it until you’re already on-site in your best gumboots! In the weeks leading up, announce you’ll be attending, give location details, share what you’ll be showcasing, introduce the team, tease giveaways or promotions, and create a reason for people to visit your stand.

Instead of just saying “Come see us” tell them why it’s worth their time. (Keep the free pen up your sleeve.)

During the Event

Events are content goldmines, so capture more than you think you need.

Take team photos, candid customer conversations, product demonstrations, crowd atmosphere, behind-the-scenes moments and short video clips (even 10–15 seconds works).

Don’t strive for perfection. Aim for authentic.

And most importantly collect contact details. Social engagement is great. Data is better.

After the Event

We get it, Fields Days are exhausting and once you’ve wrangled the last peg out of the ground, and your main focus is ‘“Next year we’ll bring better chairs,” – don’t lose momentum, extend the life of the event by posting: a thank you message, a recap video or carousel, a highlight reel, or a “Get in touch” call-to-action.

The 72 hours after an event are critical, don’t be tempted to measure success based on foot traffic – track: enquiries received, leads collected, website traffic spikes, social growth and post-event conversions

Marketing isn’t just about being seen. It’s about being remembered and followed up.

This is where strategy comes in. One event can turn into: 5–10 social posts, a blog article, an email newsletter, a testimonial post, use it as a content engine.

Local events build trust in a way digital ads can’t, but digital follow-up can turn conversations into customers. When research, strategy and good old-fashioned hard work come together, Field Days become growth opportunities, rather than just another date in the calendar.

Showing up matters. Showing up with strategy is where real traction happens. Want a plan that’s stronger than a southland head wind? Let’s nail it down together – get in touch with Elm Marketing today.

Marketing

The Fall of the Blue Check Mark – Why Verification No Longer Means Trust

The Fall of the Blue Check Mark - Why Verification No Longer Means Trust

Once upon a time, the blue checkmark was a digital badge of honour. It meant you were verified: a real public figure, brand, or organisation. In a chaotic online world, it offered clarity, helping users separate genuine voices from impersonators.

But that trust has cracked. With the rise of pay-to-verify models and AI-driven accounts, the blue checkmark has lost its meaning. Today, it often sparks suspicion rather than confidence. For marketers, this loss of trust reshapes how we prove credibility online.

How Verification Lost Its Meaning

Pay-to-play verification
Platforms like X (formerly Twitter) now allow anyone to purchase verification. While this democratised access, it also stripped the badge of its original purpose: proving identity.
Bots wearing badges
Investigations (including reporting from The Guardian) show that bot networks are buying checkmarks to auto-reply to trending content, boosting visibility and farming ad revenue without any human behind them.
Rise of AI personas
Many blue-checked accounts are run by AI or content farms, blending in as if they’re real people. This blurs the line between authenticity and automation, confusing users.

Where the blue tick once simplified credibility, it now raises questions: Is this a real person? A bot farm? An AI persona designed to look authentic? Instead of building trust, the blue check often now damages it – and that scepticism bleeds into how users view brand accounts, even when they are authentic.

Why This Matters for us as Marketers – and How to Rebuild that Trust

The collapse of verification as a trust signal means marketers must proactively prove their legitimacy rather than relying on a platform-issued badge. This requires reshaping both content strategy and brand governance to demonstrate authenticity.

1. Establish independent credibility signals

Collect and display third-party reviews and ratings from verified sources (Google, Trustpilot, industry directories).
Partner with known industry figures or creators for co-branded campaigns to lend recognisable human authority.
Pursue media features and press coverage that show your legitimacy outside of social platforms.

2. Make brand transparency your default

Introduce your team members publicly, use names, roles, and real voices in posts.
Share internal milestones, failures, and lessons learned to show there are humans behind the logo.
Publish clear policies on data use, sustainability, or customer service to reinforce integrity.

3. Double down on consistent engagement

Respond promptly to comments and questions with personalised, human replies.
Use voice notes or video replies where appropriate to show real human presence.
Build rapport with your audience over time so they know you, not just your brand icon.

4. Visibly verify yourself through content, not badges

Post original behind-the-scenes content that no bot could replicate — office tours, team lunches, real-time updates.
Create long-form thought leadership content (LinkedIn articles, whitepapers, blogs) that demonstrates expertise and depth.
Sign content with real names/titles rather than publishing anonymously as a “brand voice.”

5. Audit your visual brand cues

Ensure your profile imagery, tone, and content style are consistent across all platforms. Inconsistent or overly generic branding often reads as “bot-like.”
Regularly refresh your creative assets so they look current and actively maintained.

The blue checkmark has gone from a symbol of trust to a point of doubt. In this new landscape, authenticity can’t be bought, it has to be proven.

Marketers who depend on platform-issued verification alone will struggle to win audience confidence. Those who thrive will build credibility through visible human presence, honest engagement, and transparent storytelling, proving they’re real, even when the internet increasingly isn’t.

Marketing

The Dead Internet Theory — What It Means for Marketers

DEAD INTERNET THEORY - What it means for marketers

In recent years, many internet users have begun to notice a strange hollowness across digital spaces. Comments, posts, and engagement often feel repetitive, soulless, or eerily automated. This unsettling sense has fuelled the Dead Internet Theory (DIT) — the idea that most content online is now created by bots or AI rather than real people.

While some critics dismiss DIT as conspiracy thinking, the growing evidence of bot-driven traffic, algorithmic content farms, and AI influencers suggests something real is shifting. For marketers, this transformation has huge implications for how we build trust, craft content, and connect with audiences.

Understanding the Dead Internet Theory

The Dead Internet Theory rests on two central claims:

Displacement of human activity Proponents believe that since around 2016–2017, organic human presence online has been overshadowed by automated systems. The internet has become “sterile,” filled with algorithmically generated content while authentic human interaction dwindles.
Manipulative or profit-driven intent Others argue this bot activity isn’t random, but part of corporate or state-driven efforts to influence perception, manipulate algorithms, and maximise engagement metrics for profit.

Though the more conspiratorial aspects are debated, the underlying concerns about automation overtaking human voices are backed by real-world trends.

Evidence That Supports DIT

Bots dominate traffic Imperva reports show that automated programs accounted for over 52% of web traffic in 2016 and nearly 50% in 2023, revealing just how much of the internet may be non-human.
AI-generated content is exploding A 2025 survey on DIT found that social media feeds are increasingly shaped by content farms, algorithmic reposts, and bot engagement, rather than authentic interaction.
Rise of AI influencers Entire social accounts now operate without any human behind them, yet amass millions of followers and brand deals. These AI personas exemplify how digital spaces are becoming populated by non-human entities.
Low-value “slop” is crowding out real voices Journalists and academics warn of a “hostile internet” clogged with mass-produced, SEO-driven content created for metrics, not meaning — pushing out the genuine human conversations that once defined online communities.

Why This Matters for Marketers — and How to Respond

If bots and AI-generated content are overtaking human voices online, marketers can’t just post more — they must differentiate themselves as unmistakably human. That requires concrete, structural changes in how we create, distribute, and measure content.

Here’s how to adapt:

1. Redefine success metrics around depth, not volume

Move away from chasing impressions or clicks as the primary KPI.
Use metrics like comment quality, user dwell time, and repeat visits to gauge real human engagement.
Run periodic content audits to identify “empty” engagement patterns often associated with bots.

2. Build real communities, not just audiences

Create spaces for peer-to-peer connection like private Facebook Groups, Discord servers, or brand forums.
Incentivise user-generated content and highlight real customer stories across channels.
Use community managers or ambassadors to keep discussions active and personal.

3. Humanise your content production cycle

Spotlight actual staff members in campaigns — use first names, photos, and informal language.
Document behind-the-scenes processes (how a product is made, who makes it, how the team works).
Incorporate live video formats, AMAs, or interactive webinars where bots can’t mimic real-time nuance.

4. Be transparent about AI use

If AI helps create your content, acknowledge it and describe how human oversight ensures quality.
Add editorial sign-offs and style guides that prioritise tone, originality, and personal perspective.

5. Prioritise brand trust over algorithm wins

Instead of following every trending keyword, focus on what aligns with your brand’s values.
A slower posting cadence with consistently thoughtful, human content will build durable loyalty.

Whether or not the internet is truly “dead,” the rise of bots and AI content is undeniable. For marketers, this is not just a philosophical debate – it’s a practical challenge. The brands that thrive will be those who deliberately choose human-first strategies, building real trust in an online world that often feels automated and hollow.

DIT might have started as fringe speculation, but it highlights a truth we can’t ignore: authenticity is now your competitive edge.