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Waikerie Revitalisation Progra m Final Report April 2002

Prepar ed for:

Prepar ed by:

District Council of Loxton and Waikerie East Terrac e PO Box 409 Waikerie SA 533 3

Steer Davies Gleav e 22- 26 Vardon Ave Adelaid e S.A. 5000


Waikerie Reports

Contents

Page

1 INTRODUCTION – THE WAIKERIE REPORT ...........................................................4 2 VISUAL MERCHANDISING PROGRAM REPORT ...................................................1 2.1 Introduction - Visual Merchandising Program .................................................1 2.2 Retail Excellence Display and Merchandising ..................................................1 2.3 Considerations .......................................................................................................1 2.4 Consultants Evaluation - Visual Merchandising ..............................................3 3 MARKETING – ‘AN ALL OF BUSINESS APPROACH’ REPORT ..........................1 3.1 Introduction – Marketing - An All of Business Approach .................................1 3.2 Philosophy, Aims and Objectives .......................................................................1 3.3 Evaluation of the program. ................................................................................4

Appendices 1 Evaluation – Waikerie Revitalisation Program 2 Tourism Research Sources


Waikerie Reports

SUMMARY The Waikerie Report incorpor a tin g: The Visu al Merc h a n d i s i n g Rep or t The Mark e ti n g – ‘An All of Bu si n e s s Appro a c h ’ Rep or t Ste er Davies Gleav e und er t ook the two project s liste d abov e with the aim of enh a n ci ng local busine s s in Waikerie. The project s provide d the cons ult a n t s with an insight into the vitality of Waikerie, while reve aling some of the real thre a t s and opport u nitie s that the towns hip will encou n t e r over the coming ye ar s. It is acknowl e d g e d that while the dept h of the cons ult a tion was brief and restrict e d to thos e busine s s e s that were prep a r e d to unde r g o scrutiny of their busine s s e s , the cons ult a n t s did me e t with a good cross section of owner s in a wide variety of busine s s e s . The issue s referr e d to in this sum m a r y are not new or unknow n by the busine s s e s or District Council of Loxton Waikerie. The su m m a r y is an att e m p t to link some of thos e issue s toge t h e r and pres e n t the m in a constr uc tive and positive ma n n e r that will infor m futur e decision- ma king for the ret ail and touris m sector. The Ret ail Se c t o r There was a poor showing of busine s s e s that att e n d e d the Visual Mercha n dising se min a r but the excellent participa tion rate reflect e d in the “All of Busine s s Approac h’ to Marketing worksho p s indicat e d a mor e positive and proac tive ele me n t of Waikerie’s retail sect or. Base d on the cons ult a n t s’ obs erv a tion s and cons ult a tion, the sect or see m s relatively healt hy and has a local, com mi t t e d appro a c h de mo n s t r a t e d by a good proac tive group who mak e up the Waikerie Progre s s Association. One of Waikerie’s disadv a n t a g e s is that it is not situa t e d in a location that attr a c t s non- local shopp e r s . A choice to shop in Waikerie by a non- local would mos t likely be driven by a consciou s decision mor e tha n one of impuls e “bec a u s e I was pas sing throug h”. Most peopl e living in, or visiting the Riverlan d, would not pas s throug h Waikerie during their daily or weekly trips. Waikerie is just off the main highw a y, has the pote nti al to attr a c t pas s e r bys with a stop over, howev e r ther e is the definite nee d to pull the s e pot e n ti al custo m e r s in off the highwa y. This can be difficult, esp e ci ally when ma n y traveller s have either not long left Adelaide or have not got muc h furthe r to go to get ther e . Many would have a destin a tion in mind and will gat h e r goods and ne e d s once they have arrive d. If it is purely fuel, food and drink they requir e, then the highw a y, esp e ci ally at Waikerie has this well and truly cat er e d for with the well appoint e d Bakery, Petrol Station and Orang e Tree. Summary ii


Waikerie Reports

There is also the sens e that as locals, you don’t drive back down the track to shop but go forward, esp e ci ally since the towns hip s forwar d of Waikerie are larger and well cat er e d for in a ret ail sens e . There is a gre a t e r pote nti al for Waikerie to promo t e custo m e r s from outlying towns hip s such as Swan Reac h.

and

attr a c t

Threa t s to Waikerie’s Retail Future As he alth y as the local ret ail sector is in 2002, it, like Loxton, Waikerie will come unde r thre a t mor e and mor e from the growing retail sector s in Berri and Ren ma r k. In the natur al flow of busine s s it can be expe c t e d that Waikerie will lose a significant mark e t shar e in ma n y cat e g ori e s causing a weak e ni n g of the curre n t ret ail mix. To retain mark e t shar e in its curre n t position, the ret ailers of Waikerie will nee d to embr a c e the winds of chan g e and selec t new strat e gi e s that will comp e n s a t e for the expe c t e d loss of mark e t shar e . While ther e including:-

are

seve r al

factors

that

could

stre n g t h e n

an incre a s e in local popula tion,

the attr a c tion of new industrie s ,

the growt h of curre nt indus trie s,

by attr a c ting incre a s e d sales from the wider region,

a significa nt incre a s e in touris m,

local

ret ail

this brief has focuss e d on the pot e n ti al of Waikerie, their busine s s e s and com m u ni t y to ret ain local custo m, develop broa d e r custo m e r bas e and attr a c t a gre a t e r shar e of touris m sector. As in ma n y are a s toda y, opport u nit y exists for Waikerie to significantly develop their touris m offer over the next 10 ye ar s, incre a si ng its econo mi c retur n to the district and reducing the impa c t of the expe c t e d downt ur n in busine s s . Again Waikerie is part of a bigger touris m stra t e g y, and could be see n as the gat e w a y to the Riverland journe y. As part of that strat e g y the y offer river front experi e n c e s , carav a n ni n g and ca mpi ng, boating and wat er activities, family activities, golfing and good bird watc hing pot e n ti al and should optimis e touris m promo tion and links with all asp e c t s of the Riverland as a touris m produc t throug h, the Riverlan d touris m body, other touris m oper a t or s , the District of Loxton and Waikerie and industr y partn e r s SATC. Many of the s e ele m e n t s were addr e s s e d throug h o u t the worksho p s and a numb e r of the statistics and exa m pl e s of the touris m pot e n ti al were discus s e d and cited.

Summary

ii


Waikerie Reports

Attach e d is res e a r c h sourc e d throug h SATC (Sout h Australian Tourist Commi s sion), which ma y be of inter e s t to the Waikerie Progre s s Association for distribution to all participa n t s and inter e s t e d partie s. It is a sugg e s t e d guide for infor ma tion, which ma y assist in und er s t a n di n g your mark e t , but it mus t be stre s s e d that as part of any mark e ti ng stra t e g y infor ma tio n mus t me continu ally upd a t e d and res e a r c h e d to re mai n releva n t to the cha ngin g mark e t . (Appe n dix 2 titled Res e a r c h Sourc e s )

1

I NTRODUCTIO N – THE WA IKERIE REPORT Stee r Davies Gleave was invited to design and pres e n t enh a n c e m e n t progr a m for the ret ail busine s s e s of Waikerie.

a busine s s

The brief include d: •

a progr a m to stimul a t e and enh a n c e the visual merc h a n di sing skills of local busine s s e s

a progr a m focus e d on mark e ti ng that would motiva t e participa n t s to mak e positive chan g e s in their busine s s .

In respo n s e to the brief Ste er Davies Gleav e: •

develop e d a visual mer c h a n di sing progr a m that would be pres e n t e d as a se min a r on Dece m b e r 3 rd to an ope n hous e . In addition, 10 busine s s e s would receive a one- hour pers on al me n t oring ses sion

design e d and pres e n t e d a series of works ho p s to follow 5 – 6 weeks after the visual merc h a n di sing progr a m. Entitled ‘Marketing - An All of Busine s s Approac h’ thes e were conduc t e d over a four- week period com m e n c i n g Febru a r y 11 th . In addition 13 busine s s e s would rec eive a one hour me n t oring ses sion

The visual merc h a n di sing and mark e ti ng progr a m s wher e e mbr a c e d by the participa ting busine s s e s with the final outco m e s being exce ption al. Without exc e p tion the busine s s e s endor s e d the progr a m as a succ e s s and stat e d that they rec eive d direct ben efits from the progr a m. (See Appendix 1 titled Evalua tion).

Summary

ii


2 2.1

V ISUAL MERCHAN DISI NG PROGRAM REPORT Introduction - Visual Merchandising Progra m This progr a m, pres e n t e d over two days, was an initiative of the Waikerie Town Develop m e n t Advisory Commi t t e e . The aim of the cours e was to inspire, educ a t e and motiva t e local busine s s e s to cha ng e how the y appro a c h and imple m e n t visual mer c h a n di sing. While the cont e xt was visual merc h a n di sing, given the short natur e of the cours e , the focus was prima rily on visual displa y. The participa tion rat e and ent hu si a s m of this group was exc ellent and is evide n t in the outco m e s .

2.2

Retail Excellence Display and Merchandising As a port al to busine s s develop m e n t , aime d at busine s s exc ellenc e in the ret ail sector, Steer Davies Gleave unde r t o ok the training and me n t oring of 8 busine s s e s in Waikerie. The proce s s involve d two levels of cont a c t: •

One on one, in- stor e me n t oring of busine s s e s prep a r e d to place their oper a tion s und er the visual merc h a n di sin g and displa y micros c o p e with a view to obtaining profes sion al advice on the app e a r a n c e , layout and ‘must ent er’ app e al of their pre mi s e s to prosp e c tiv e custo m e r s .

A total of 8 busine s s e s regist e r e d for, and receive d, this service. •

2.3

A Display and Mercha n dising se mi n a r wher e the basic principle s of visual mer c h a n di sing and displa y techniqu e s wer e discus s e d and de mo n s t r a t e d . A total of 5 busine s s e s (approxi m a t e l y 12 people) att e n d e d this ses sion.

Consider a ti ons It is the cons ult a n t ' s view that consid ering location, and econo mi c and ret ail clima t e throug h o u t the region and industr y in gen e r al, the vast majority of ret ail busine s s e s in Waikerie fall within the acce p t a bl e to high rang e of visual merc h a n di sin g sta nd a r d s . There are a nu mb e r of busine s s e s that are class e d within the high to excelle nt rang e of expe c t e d ret ail visuals and mer c h a n di sing, with evide nc e of poor ret ail merc h a n di sing and visuals being mini mal. For each of the busine s s cat e g orie s it was evide nt that throug h careful conside r a tio n of the produc t and with the ben efit of me n t oring and fresh idea s , the participa ting busine s s e s could reas s e s s and refine curre nt proce s s e s and conside r imple m e n t a t i o n of the sugg e s t e d alter n a tive s . In doing so, retailer s gaine d a clear e r insight into their busine s s e s , custo m e r s and pote nti al custo m e r s’ nee d s , gaining a rene w e d focus on their future pros p e c t s . The cons ult a n t’s aim was for the s e busine s s e s to: 

achiev e their individual outco m e s ,

Visual Merchandising Program Report 1


be re mind e d of the ma n d a t o r y industr y stan d a r d s and the acce p t e d levels of ret ail exc ellenc e expe c t e d by toda y’s custo m e r s .

re- ignite their pas sion, ent hu si a s m and desire to further develop all are a s of ret ail busine s s ther e b y incre a sin g the levels of excelle nc e , in order to derive profita ble, sust ain a bl e , ret ail, touris m and com m u ni t y econo mi c outco m e s for the District of Loxton,Waikeri e and beyo n d.

Of the eight busine s s e s me n t or e d , six displa ye d genuin e desire to mak e a cha ng e and enac t on their rene w e d ambition to produc e a quality comp e ti tive visual and mark e t a bl e produc t. The balanc e saw little they could do or little the y nee d e d to do to enh a n c e their curre n t position. Two of the six proa ctive busine s s e s wer e alre a d y in the throws of major cha ng e and upgr a d e with a rede v elop m e n t for one and a compl e t e new busine s s vent ur e for the other. Both busine s s e s wer e of a high sta n d a r d and sta n d to gain from their curre n t mark e t situa tion, esp e ci ally if best practic e mark e tin g initiative s are imple m e n t e d and maint ain e d . Thes e busine s s e s nee d to ass ur e their produc t s continu e to me e t mark e t nee d s and new mark e t s or produc t lines are sort so as to crea t e growt h. For the other four busine s s e s me n t or e d in Visual Mercha n di sing, varying levels of upgr a d e s and initiative s are being conside r e d . Thes e are at the planning sta g e s and are at the idea s and innova tive stag e s of develop m e n t . Howev e r, it is the cons ult a n t’s view that eac h of their visions and conc e p t plans are worthy of purs uit and will deliver positive outco m e s . Each of the eight busine s s e s were further me n t or e d and assist e d throug h o u t the secon d round of worksho p s in “An all of Busine s s Approac h” mark e tin g and me n t oring. The cons ult a n t s are confide nt that thes e busine s s e s have the ent hu si a s m and acquire d skills to formul a t e busine s s stra t e gi e s , which will assist the m in gaining an improv e d position for their future s . Althoug h ther e were eight busine s s e s that receive d one on one me n t oring, the eve ning se mi n a r, which was an ope n ses sion to all busine s s e s , was not well att e n d e d . Of the eight regist e r e d busine s s e s participa ting in the one on one me n t oring, five busine s s e s plus their staff att e n d e d , totalling less than a doze n participa n t s . No other busine s s e s att e n d e d . This ses sion was well rec eive d with thos e att e n di n g sta ying on to ask que s tion s and to discus s ele m e n t s a mo n g s t the ms e l v e s . The feedb a c k from the group as a whole was that other s in the town could have take n adva n t a g e of this opport u nit y and the y also voice d their disa pp oint m e n t in the level of participa tion to the Visual Mercha n di sing Open Se min a r .

Visual Merchandising Program Report 2


2.4

Consultan ts Evaluation - Visual Merchandising The cons ult a n t s , on returning to Waikerie six weeks later to conduc t Marketing and Busine s s Develop m e n t progr a m s , unde r t o ok an infor mal evalua tion proc e s s for each of the busine s s e s that participa t e d in the visual merc h a n di sing me n t oring. For mos t of the ret ailers, who participa t e d in the visual mer c h a n di sing, ma n y had proce e d e d with some ele me n t s of their plann e d mer c h a n di sing revisions. Howev e r, ther e were justifiable and logistical conside r a tion s for holding the proce s s over to a timefr a m e that would allow mor e time for the enor mo u s task of reconfiguring a shop layout.

The willingne s s of all participa ting ret ailers to embr a c e cha ng e and challeng e s with solid solutions is to be com m e n d e d , and the rewar d s will be strong e r econo mi c and com m u ni t y growt h for thos e who continu e to pursu e excelle nc e . Sever al busine s s e s or have alre a d y redev elo p m e n t or timeline s , financial are a time factor in

have com mi t t e d to und er g o conside r a bl e cha ng e and unde r t a k e n previously plann e d chan g e d throug h develop m e n t of a new busine s s . Develop m e n t planning, feasibility studie s and mark e ti ng stra t e gi e s the s e inst a n c e s and will take due cours e .

Other s who have com mi t t e d to improve m e n t s are in the planning and develop m e n t sta g e s of the s e chan g e s and are reliant on com mi t t e e s or com m u ni t y involve m e n t or mer c h a n di s e part n e r s hi p s with suppliers to progr e s s and deliver mut u ally agre e d outco m e s .

Visual Merchandising Program Report 3


3 3.1

M ARKETI NG – ‘AN ALL OF BUSI NESS APPROACH ’ REPORT Introduction – Marke t i n g - An All of Business Approach The functions of mark e tin g affect the oper a tion and succ e s s of ever y part of a busine s s , and a review of a busine s s mark e ti ng proc e s s is an excelle nt vant a g e - point from which one can review the efficienc y of their busine s s . The ‘Marketing – An ‘All of Busine s s Approa c h’ serie s consist e d of a numb e r of mini lectur e s and discus sion ses sions and involved participa n t s by requ e s ti n g the m to do some ‘home w or k’ betw e e n the first and secon d ses sion. The participa n t s worke d on improve m e n t s to their own busine s s e s , which ens ur e d the progr a m was compl e t e d with ‘live’ exa m pl e s that they could imple m e n t imme di a t el y. The succ e s s of this appro a c h is confir me d in the participa n t’s evalu a tion report. (See Appendic e s 1 Evalua tion)

3.2

Philosophy, Aims and Objectives The progr a m was design e d to work with up to 15 retail busine s s e s situa t e d within the centr al ret ail precinct. The aim was to stimul a t e and excite thes e busine s s e s into positive action. It is our expe rie nc e that the de mo n s t r a tio n of succ e s s and enth u si a s m by the participa ting busine s s e s instils confide nc e to all busine s s e s . While the progr a m was focus e d on enh a n ci ng the participa n t s’ mark e ti ng skills, it recognis e d that mark e ti ng impa c t s on, and is impa c t e d by, ever y facet of a busine s s’s oper a tion s . From this viewpoint the facilitator s were able to lead the participa n t s to exa mi n e every facet of their busine s s and the nec e s s a r y actions to re me d y or enh a n c e the situa tion. The ses sion s wer e in the form of a works ho p and were facilitat e d by two cons ult a n t s . Each participa n t was also offere d a one- hour perso n al me n t oring ses sion which was acce p t e d by all exce pt one participa n t . The objective s of the progr a m wer e to: •

provide a significant boos t to a numb e r of individu al retailer s.

enh a n c e ret ailers’ unde r s t a n di n g of mark e ti ng.

crea t e an awar e n e s s of the differe nc e betw e e n mark e tin g and adver tising/ pr o m o tio n.

develop a pers on al mark e ti ng plan.

identify tips and initiative s that could conside r a bl y enh a n c e busine s s .

rec eive assist a n c e turnov e r .

incre a s e ret ailer confide nc e .

Marketing Report

to imple m e n t

short ter m stra t e gi e s to incre a s e

1


This would be achiev e d by: •

attr a c ting 15 retail busine s s e s to participa t e in the progr a m.

facilitating the participa n t s throug h thre e worksho p ses sion s and one pers on al me n t oring ses sion over a thre e week period.

facilitating the busine s s e s to apply the principles pres e n t e d to their own busine s s during the works ho p, henc e compl e ting the ses sion s with a mark e ti ng plan in plac e. (The dept h of the plan will dep e n d on the ne e d s of the participa n t s and the degr e e of their input. e.g. It ma y focus on seve r al ele m e n t s or be a compl e t e plan.)

The participa n t s were: Waikerie Hotel

Mena du e Phar m a c y

DN’s News a g e n c y Loxton)

Catch (IT Centr e

Orang e Tree Giftma ni a Centr e

Waikerie Soaring

Waikerie Carava n Park

Waikerie Club Inc.

Pre mi e r Sport s

Waikerie Golf

Club Waikerie Recre a tion and Sport s Centr e Hous e

Waikerie

Printing

Waikerie Commu ni t y Builders Worksho p ses sion s wer e offere d at 6.30p. m. Attend a n c e s were:

6:30p m Session Week 1

Week 2

Week 3

Waikerie Hotel

Mena du e Phar m a c y

DN’s News a g e n c y

(Illn e s s)

CATCH (IT Centr e Loxton)

Orang e Tree Giftma ni a

Out of to w n

ap ol o g y

x

Waikerie Club Inc.

Pre mi e r Sport s

Waikerie Golf Club

Waikerie Soaring Centr e Waikerie Carava n Park

Waikerie Club

Recre a tion

Waikerie Printing Hous e Marketing Report

and

Sport

2


Waikerie Commu ni t y Builders

Agro Tech Irrigation

x

x

x

Thirte e n busine s s e s wer e repr e s e n t e d in this worksho p delivering eight e e n participa n t s with one busine s s having booke d but not att e n di ng. This was an excelle nt repr e s e n t a t i o n com m u ni t y and econo mi c pote nti al

and

an

encour a gi n g

show

of

This group repr e s e n t e d varied busine s s , ret ail and com m u ni t y inter e s t s , with an impre s siv e arra y of divers e local and tourist opport u nitie s . As was evide nt in Loxton, this group have a pas sion for their com m u ni t y and, just as Loxton, one of the overwh el mi n g outco m e s of thes e worksho p s was the rene w e d and unite d ener g y of networking and a com mi t m e n t to work mor e closely toge t h e r as busine s s and com m u ni t y partn e r s . The report e d motiva tion and qualification gaine d from thes e works ho p s emp o w e r e d and inspire d each participa n t to mov e forward with rene w e d confide nc e and learning. One ele m e n t , which warr a n t s consid er a tion from this group, howe v e r , is their overwh el mi n g sens e of being the poor cousin to Loxton. As a group thes e busine s s e s discus s e d issue s of poor self- est e e m for Waikerie, sugg e s ti n g that eve n sporting groups compl ain to have to travel “down” to Waikerie for awa y ga m e s . The outco m e of thes e discus sion s lead to a positive note, with the group deciding that a ca mp a i g n to project Waikerie in a mor e positive welco mi ng light would lift their imag e , project a sens e of town pride and could eve n attr a c t gre a t e r nu mb e r s to the town esp e ci ally if the ca mp ai g n ma d e Waikerie that plac e to sta y and play “befor e, during and after” a sporting eve nt . When aske d as group, “wha t hinde r s busine s s in Waikerie?” the poor cousin syndr o m e and the nee d for improv e d infrastr uc t ur e rat e d highly. The group consid er e d that the s e two asp e c t s are linked. It was also significant to not e that in ter ms of infrastr uc t ur e the critical ele m e n t for welco min g and enticing peopl e to visit or exte n d their visit was the mos t basic of a me ni tie s, a dec e n t , clea n and inviting public toilet facility. This group cited the curre n t facility as portr a yin g a disgr a c ef ul imag e and sugg e s t e d that it turne d people awa y from the town. Their next sta n d out issue was one of sta n d a r di s a tio n of infor ma tio n provider s. They viewe d a nee d for a focal point with accr e dit e d tourist infor ma tio n i.e. a main touris m outlet such as the Orang e Tree, but see that ma n y busine s s e s have bits and piece s of tourist infor ma tion, which could be, limite d and sta nd a r di s e d pointing to a main location for unifor me d , resour c e d and gre a t e r selec tion It is import a n t that local tourist infor ma tio n is available from outlet s in the towns hip. Howeve r thes e outlet s servic e a differe nt and mor e focus e d purpos e tha n the role fulfilled by the highw a y outlet (The Orang e Tree). Marketing Report

3


The outlet s in town could be best serve d by having a small and wellselec t e d group of infor ma tion brochur e s on local attr a c tions and acco m m o d a t i o n. The displa y could be sta n d a r di s e d (to a degr e e ) , and ther e could be a ‘quality code’ on the sta n d a r d s of displa y and servic e. In return, eac h participa ting busine s s receive s a sign/d e c al to plac e on their busine s s which stat e s that the y are a “Waikerie Touris m Partn e r” (or similar na m e ) . This would ena bl e the council to encour a g e busine s s e s to re mov e the – i – logo from thos e shops that display the m. With this conc e p t come s some new respon si bilities-

Loxton Waikerie’s touris m Manag e r would be respo n sibl e for developing and ‘selling’ the conc e p t and kee ping up regular infor ma tio n, brochur e supply, encour a g e m e n t and suppor t.

The participa ting busine s s e s nee d to kee p the m s e l v e s and their staff infor me d , no only on local touris m infor ma tio n, but also on local busine s s infor ma tion. The latter should be a task of the Waikerie Progr a m Association, and could be facilitat e d by a printe d or on- line direct or y.

Other issue s of parking (close n e s s to shops) and gradie nt of footp a t h for eas e of walker s wer e see n to be hindr a nc e s but an unde r s t a n di n g was acknowle d g e d that some solutions were unat t ai n a bl e or the issue s not significant enou g h to warra nt solutions. 3.3

Evaluation of the progra m . All participa n t s were telep ho n e d four weeks later to follow up on their expe rie nc e of the progr a m. Each participa n t was aske d a series of que s tion s about how the progr a m cha ng e d their mark e ti ng appro a c h. Table next pag e Twelve of thirte e n busine s s e s respo n d e d positively to the evalu a tion, which reve al e d exc ellent results. All busine s s e s respo n d e d enth u si a s tic ally to all que s tion s by stating that they had eithe r, imple m e n t e d positive actions, genuin ely inten d e d to imple m e n t actions, or the cours e had reinforc e d their curre nt and plann e d actions. The following table is a sum m a r y of the Yes/No respo n s e s to the que s tion s aske d during the evalu a tion. The det ailed respon s e s in Appendix 1 provide the insight into the degr e e of cha ng e ma d e and propos e d by eac h busine s s . In relation to que s tion 10, which asks would the participa n t s want to ma k e any chan g e s to the progr a m, all participa n t s indicat e d ther e should

Marketing Report

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be no chan g e s to style while two me n tion e d technic al chan g e s re the display equip m e n t and one sugg e s t e d differe n t hours. 1. Did your att e n d a n c e at the “Marketing an all of busine s s appro a c h� enh a n c e your busine s s or your appro a c h to your busine s s in anyw a y ?

12 of 12 respo n s e s stat e d YES

2. Did your att e n d a n c e to the cours e enh a n c e your unde r s t a n di n g of mark e tin g ?

11 of 12 respo n s e s stat e d Yes

3. Did your att e n d a n c e to the cours e crea t e an awar e n e s s of the differe nc e betw e e n mark e tin g and adver tising/ pr o m o tio n s ?

11 of 12 respo n s e s stat e d Yes

4. Have you use d or chan g e d your Marketing Plan since the cours e ?

4 of 12 respon s e s stat e d Yes

1 respon s e stat e d reinforc e d knowle dg e 1 respon s e stat e d reinforc e d knowle dg e

7 respon s e s stat e d intention to imple m e n t 1 stat e d no cha ng e s

5. Did you identify tips and initiative s that could have enh a n c e d your busine s s conside r a bl y? 6. Did the me n t oring ses sion, or specific discus sion s about your busine s s , assist you with imple m e n ti n g any imme di a t e or short ter m initiative s that result e d in an incre a s e in turnov e r ?

11 of 12 respo n s e s stat e d Yes 1 respon s e knowle dg e

stat e d reinforc e d

12 of 12 respo n s e s stat e d Yes

7. Did your att e n d a n c e to this progr a m assist your confide nc e as a retailer in anyw a y?

11 of 12 respo n s e s stat e d Yes

8. What other ben efits did you gain from this progr a m?

12 of 12 respo n s e s stat e d Yes

9. It is now 3 mont h s since you att e n d e d this progr a m. Over that time, what have you chan g e d or instiga t e d since compl e tin g this cours e , or are still planning to imple m e n t ?

7 respon s e s stat e d

10. What would you cha ng e about the progr a m and its style?

12 of 12 stat e d satisfac tion

1 respon s e knowle dg e

stat e d reinforc e d

Yes

5 respon s e s stat e d intention to imple m e n t

The mos t import a n t me a s u r e m e n t of the progr a m’ s succ e s s is que s tion 9, which asks what peopl e have imple m e n t e d from what they learnt in the ses sion s . 58% had alre a d y ma d e chan g e s , 42% stat e d the intention to Marketing Report

5


imple m e n t new actions soon. This is a very high ratio and reflects the succ e s s of the proc e s s and the degr e e of com mi t m e n t ma d e by participa n t s . We com m e n d the participa n t s for their com mi t m e n t to their own learning and their busine s s e s /orga nis a tion s growth. Their enth u si a s tic involve m e n t and focus ma d e the facilitation of the progr a m fulfilling and enjoya bl e . Ray Goldi e Project Director Mary Elle n McMah o n Senior Consult a n t Dece m b e r 2001

Marketing Report

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APPENDIX 1 Evaluation


“Marketin g a Whole of Busine s s Approa c h” Waik eri e Feb – April 20 0 2

Respon s e s from participa n t s

Julie Dubrich DN’s Newsagency With 4 weeks down the track from the course – we are now looking at the effectiveness of the course. What were the benefits of the program and particularly if you have implemented anything that you have gained from the course that has enhanced your business or lifestyle. 1.

Did your attendance to the “Marketing an all of business approach” enhance your business or your approach to your business in anyway?

Yes √ / No How did it? Because people spend time working in their business, this helped to look outside at your business – appraising more and gaining motivation 2.

Did your attendance to the course enhance your understanding of marketing?

Yes √/ No How did it? I realised marketing is more than advertising. It helped me think broader, look at all aspects – reassess marketing focus- really understanding customer needs better. 3.

Did your attendance to the course create an awareness of the difference between marketing and advertising/promotions?

Yes √/ No How did it? Its every aspect of your business working on and not just in it, understanding more. 4.

Have you used or changed your Marketing Plan since the course?

Yes √ / No How? I have redirected marketing focus. Planning to do things differently. Greater customer approach – varying tactics- be more customer orientated. Tripled sales one afternoon by using good customer involvement! Created lots of laughter in the shop. I am going to work my plan on each section of the shop, section by section i.e. product lines, suppliers etc. to get a whole strategy across the shop.

Appendix 1

1


5.

Did you identify tips and initiatives that could have considerably enhanced your business?

Yes √ / No What were some examples? Tactics – use of suppliers- customer focus- product lines – freshen shop-keep current 6.

Did the mentoring session or specific discussions about your business assist you with implementing any immediate or short initiatives that assisted in an increase in turnover?

Yes √ / No How did it? Got a good result from mentoring – ideas and assistance implemented gave me a good March result. Pleasantly surprised with March figures % up – they’ve gone up quite significantly, and it’s not more people but increased sales! 7.

Did your attendance to this program assist your confidence as a retailer in anyway?

Yes √ & No How did it? Nothing is impossible. Obviously by discussing with other businesses as well , I felt a) we are not alone I am b) less inhibited to try new things and c) thinking out of the square 8.

What other benefits had you gained from this program?

Networking: Now you talk frequently to other businesses on the street, even if it is only a wave of the hand. 9.

It is now 4 weeks since you attended this program. Over the time, what have you changed or instigated since completing this course, or are still planning to implement? Contacted merchandising and suppliers: negotiated with each and decided on a direction and who to go with. We measured the increase in sales results. Reassessed layout and display and product lines. 10.

What would you change about the program and its style?

My pet hate as an ex teacher is to be reading things on a screen when notes are in front of you, however, hey were good to write notes on and you did expand on the words and the interaction with the group was excellent.

Appendix 1

2


“Marketin g a Whole of Busine s s Approa c h” Waik eri e Feb – April 20 0 2

Res p o n s e s fro m parti ci p a n t

Renee Gay Premier Sports With 4 weeks down the track from the course – we are now looking at the effectiveness of the course. What were the benefits of the program and particularly if you have implemented anything that you have gained from the course that has enhanced your business or lifestyle. 1.

Did your attendance to the “Marketing an all of business approach” enhance your business or your approach to your business in anyway?

Yes √ / No How did it? It made me open my eyes more. More strategies, more promotions, clearer ideas and understanding. 2.

Did your attendance to the course enhance your understanding of marketing?

Yes √ / No How did it? Because we could group work and gain good understanding from each other – good examples and relevant to each of us. 3. Did your attendance to the course create an awareness of the difference between marketing and advertising/promotions? Yes√ / No How did it? Activities and going through examples and listening to all the other businesses helped get this clear for me. 4.

Have you used or changed your Marketing Plan since the course?

Yes √ / No How? I have a meeting planned with the owners, we are in the process of discussions and approval will be sort from there for me to implement marketing plan as I see it. 5.

Did you identify tips and initiatives that could have considerably enhanced your business?

Yes√ / No What were some examples? Appendix 1

3


Everything, I have a list of ideas from advertising to displays. From what everyone was offering I got good ideas. 6.

Did the mentoring session or specific discussions about your business assist you with implementing any immediate or short initiatives that assisted in an increase in turnover?

Yes √ / No How did it? It was good because we could do it in the shop. It made it relevant and we could be specific about my problems. 7.

Did your attendance to this program assist your confidence as a retailer in anyway?

Yes √ & No How did it? I would do more of the courses if they were available! It helps open u[ your eyes, gives a fresh look and is mind opening. 8.

What other benefits had you gained from this program?

Group work. Networking. Learnt more about Waikerie. It was good that people could work together on their businesses and it was good to get more community involved. 9.

It is now 4 weeks since you attended this program. Over the time, what have you changed or instigated since completing this course, or are still planning to implement? I have it all on paper, I just need to put it to my bosses at our planned meeting, this is very soon. We have also devised a Sports and Rec Centre promotion and I have some advertising ideas which just need approval. 10.

What would you change about the program and its style?

Don’t change anything. It was a relaxed atmosphere. questions, don’t change anything.

Appendix 1

Really good. We felt free to ask

4


“Marketin g a Whole of Busine s s Approa c h” Waik eri e Feb – April 20 0 2

Res p o n s e s fro m parti ci p a n t

Marlene Waikerie Club With 4 weeks down the track from the course – we are now looking at the effectiveness of the course. What were the benefits of the program and particularly if you have implemented anything that you have gained from the course that has enhanced your business or lifestyle. 1.

Did your attendance to the “Marketing an all of business approach” enhance your business or your approach to your business in anyway?

Yes √ / No How did it? It gave me a different prospective and let you look at your business through fresh eyes and made you think. 2.

Did your attendance to the course enhance your understanding of marketing?

Yes √ / No How did it? It gave me a good idea of what to do and gave me a good understanding, made it clear. 3.

Did your attendance to the course create an awareness of the difference between marketing and advertising/promotions?

Yes√ / No How did it? It showed me how marketing-advertising-promotions are linked but it broadened your understanding of marketing as a whole. 4.

Have you used or changed your Marketing Plan since the course?

Yes / No X How? Haven’t had a chance yet, after only four weeks, we have been full on in the lead up to Easter and throughout. We fully intend doing it though when a space can be made. 5.

Did you identify tips and initiatives that could have considerably enhanced your business?

Appendix 1

5


Yes√ / No What were some examples? Different ways to do things and how to implement them, we’ve made a list. 6.

Did the mentoring session or specific discussions about your business assist you with implementing any immediate or short initiatives that assisted in an increase in turnover?

Yes √ / No How did it? When you could talk in-house you could gain relevance around your issues, it made it tangible. 7.

Did your attendance to this program assist your confidence as a retailer in anyway?

Yes √ & No How did it? I don’t lack confidence – I felt confident already it more inspired and motivated us. 8.

What other benefits had you gained from this program?

Listening to other people – we’re all in the same boat so it helps you to feel less isolated. The session gave good guidance as a group and good feedback. 9.

It is now 4 weeks since you attended this program. Over the time, what have you changed or instigated since completing this course, or are still planning to implement? As a flow on from the sessions we have had a meeting with the board to decorate and make changes to the club. They are getting a load to make these changes. We have already changed our signage at the front to promote the Lockmaster Restaurant. 10.

What would you change about the program and its style?

Don’t change anything. It was informal, felt relaxed, very good, informative. You didn’t speak over our heads. Most comfortable seminar I’ve ever been at. You didn’t isolate yourselves from participants and showed genuine empathy, knowledge and colleagueship.

“Marketin g a Whole of Busine s s Approa c h” Waik eri e Feb – April 20 0 2

Res p o n s e s fro m parti ci p a n t

John Ryan Waikerie Soaring Centre Appendix 1

6


With 4 weeks down the track from the course – we are now looking at the effectiveness of the course. What were the benefits of the program and particularly if you have implemented anything that you have gained from the course that has enhanced your business or lifestyle. 1.

Did your attendance to the “Marketing an all of business approach” enhance your business or your approach to your business in anyway?

Yes √ / No How did it? It certainly made me think about things. You put a lot of things to the back of your mind sometimes in business, this made me pull them out and address them. 2.

Did your attendance to the course enhance your understanding of marketing?

Yes √ / No How did it? It broadened my knowledge. A lot of these seminars I’ve been to before but this gave me a clearer, broader view. 3.

Did your attendance to the course create an awareness of the difference between marketing and advertising/promotions?

Yes√ / No How did it? I was pretty much aware of marketing and the concepts already, this reinforced what I really know. 4.

Have you used or changed your Marketing Plan since the course?

Yes / NoX How? Not yet. I am intending to do it soon though. We have just entered our off season and this is when we undertake a lot of our planning and business forecasting. 5.

Did you identify tips and initiatives that could have considerably enhanced your business?

Yes√ / No What were some examples? I got a lot of ideas! Interesting to listen to others, although we are very specialised and are focussed on an overseas market. Appendix 1

7


6.

Did the mentoring session or specific discussions about your business assist you with implementing any immediate or short initiatives that assisted in an increase in turnover?

Yes √ / No How did it? This was an hour well spent, although Ray did say that he’d learnt more about gliding than he felt he’d been able to impart about marketing!___________________________ 7.

Did your attendance to this program assist your confidence as a retailer in anyway?

Yes √ / No How did it? It was interesting to hear everyone has similar problems, it gives you confidence to do things better and keep trying. 8.

What other benefits had you gained from this program?

It made me think about how I can use my time best. In and On the business. Networking was also good, it’s always good to network. 9.

It is now 4 weeks since you attended this program. Over the time, what have you changed or instigated since completing this course, or are still planning to implement? Haven’t had time to think yet and will use our off season (which is now), to look at all of this more closely. 10.

What would you change about the program and its style?

Better screen for Projector – power point couldn’t always be read, some of the print ran off the screen – think the screen needed to be bigger. Followed format well, presentation and style good, really quite happy with everything overall.

Appendix 1

8


“Marketin g a Whole of Busine s s Approa c h” Waik eri e Feb – April 20 0 2

Suc c e s s of obj e c t i v e s – Res p o n s e s fro m parti ci p a n t s

David Ward CATCH IT With 4 weeks down the track from the course – we are now looking at the effectiveness of the course. What were the benefits of the program and particularly if you have implemented anything that you have gained from the course that has enhanced your business or lifestyle. 1.

Did your attendance to the “Marketing an all of business approach” enhance your business or your approach to your business in anyway?

Yes √ / No How did it? It gave you a fresh look, people can get stale and loose focus. This reinforced your approach. It si a good program and I would do more every year if I could to keep fresh. 2.

Did your attendance to the course enhance your understanding of marketing?

Yes √/ No How did it? I have a good understanding of marketing already, however, it gave me a sharing opportunity, a broader look, networking and expanded my views talking to others 3.

Did your attendance to the course create an awareness of the difference between marketing and advertising/promotions?

Yes √/ No How did it? I was aware already, but helped me to confirm and reinforce the marketing process. 4. Yes

Have you used or changed your Marketing Plan since the course? / No X

How? Had a look at our current one. We do need to review both our marketing and business plan and this has been discussed for implementation with the main committee.

Appendix 1

9


5.

Did you identify tips and initiatives that could have considerably enhanced your business?

Yes √ / No What were some examples? There were a few tips and initiatives. I made a list of them. They were all good and we will eventually implement them. 6.

Did the mentoring session or specific discussions about your business assist you with implementing any immediate or short initiatives that assisted in an increase in turnover?

Yes √ / No How did it? The mentoring session really helped. Ideas really good and we are looking to implement them. The one on one really worked for me. 7.

Did your attendance to this program assist your confidence as a retailer in anyway?

Yes √ & No How did it? I am already quite confident, but a course like this always assist to gain more. Fresh ideas was good and gave confidence around implementing them. 8.

What other benefits had you gained from this program?

Always gain something from a course like this. Reinforced understanding. Networking good and helps people. 9.

It is now 4 weeks since you attended this program. Over the time, what have you changed or instigated since completing this course, or are still planning to implement? Going from one flier a month to two a month – it gets good results. Implementing games night as suggested, it is also something our young volunteers had suggested. Many others yet to implement. 10.

What would you change about the program and its style?

Change nothing it was very good.

Appendix 1 10


“Marketin g a Whole of Busine s s Approa c h” Waik eri e Feb – April 20 0 2

Succ e s s of obj e c t i v e s - Re s p o n s e s fro m parti ci p a n t

Sharon Thompson Community Builders With 4 weeks down the track from the course – we are now looking at the effectiveness of the course. What were the benefits of the program and particularly if you have implemented anything that you have gained from the course that has enhanced your business or lifestyle. 1.

Did your attendance to the “Marketing an all of business approach” enhance your business or your approach to your business in anyway?

Yes √ / No How did it? We shared our new learnt information. Gave us a different view on how to connect with people and sell ourselves. 2.

Did your attendance to the course enhance your understanding of marketing?

Yes √ / No How did it? It broadened our view. Always thought of marketing as graphs, figures and statistics, too high above us, but this gave me a good understanding and good communication skills. 3.

Did your attendance to the course create an awareness of the difference between marketing and advertising/promotions?

Yes√ / No How did it? It showed a broader view from gathering information , working with the information, defining target markets and consumer groups. It overviewed being strategic. 4.

Have you used or changed your Marketing Plan since the course?

Yes / No X How? Not yet, been busy. We are intending to create our own strategies by going through our folder and utilising this resource, it is in our plans. 5.

Did you identify tips and initiatives that could have considerably enhanced your business?

Appendix 1 11


Yes√ / No What were some examples? We found good simple tips which could really work. 6.

Did the mentoring session or specific discussions about your business assist you with implementing any immediate or short initiatives that assisted in an increase in turnover?

Yes √ / No How did it? It gave us encouragement to go ahead and do things. We have gone ahead with the Youth Festival and the skate park. 7.

Did your attendance to this program assist your confidence as a retailer in anyway?

Yes √ / No How did it? We gained reaffirmation that we are on the right track and fine tuned our thoughts 8.

What other benefits had you gained from this program?

It has given me a greater awareness of utilising what we’ve got, being better at tapping into other groups, existing projects, building a repour with groups already doing similar things and combining all these talents with joint promotions and ensuring are more intouch. 9.

It is now 4 weeks since you attended this program. Over the time, what have you changed or instigated since completing this course, or are still planning to implement? Planning to put together our own strategy plan for Waikerie Community Builders ie trees, graphs, where we are planning to be. We have started welcoming packages which will include retailer specials, vouchers, fliers etc. 10.

What would you change about the program and its style?

Really happy with it. Format good, breaks and having tea together, being able to talk to others was really good.

Appendix 1 12


“Marketin g a Whole of Busine s s Approa c h” Waik eri e Feb – April 20 0 2

Succ e s s of obj e c t i v e s - Re s p o n s e s fro m parti ci p a n t

Tania Menadue Pharmacy With 4 weeks down the track from the course – we are now looking at the effectiveness of the course. What were the benefits of the program and particularly if you have implemented anything that you have gained from the course that has enhanced your business or lifestyle. 1.

Did your attendance to the “Marketing an all of business approach” enhance your business or your approach to your business in anyway?

Yes √ / No How did it? By looking outside the square. The Waikerie SWOT was extremely beneficial. It really broadened the thoughts and gave good focus to Waikerie. 2.

Did your attendance to the course enhance your understanding of marketing?

Yes / No X How did it? Not as a negative, but we were already pretty aware, it confirmed and reinforced our understanding though. 3.

Did your attendance to the course create an awareness of the difference between marketing and advertising/promotions?

Yes / No X How did it? Again not as a negative, but already new this one, we are pretty much up with marketing. 4. Yes

Have you used or changed your Marketing Plan since the course? / No X

How? We have a marketing plan already in place and working, we put a number of initiatives from our SWOT though into our existing marketing plan during the three week period, so now it is complete and up to date. 5.

Did you identify tips and initiatives that could have considerably enhanced your business?

Yes / No X What were some examples? We are already doing many of these initiatives, already thinking about newsletter however will do it now. It confirmed and reinforced our ideas. Appendix 1 13


6.

Did the mentoring session or specific discussions about your business assist you with implementing any immediate or short initiatives that assisted in an increase in turnover?

Yes √ / No How did it? It was interesting and worthwhile, but I would have liked it to be outside of work hours. A better choice of hours could have been offered 7.

Did your attendance to this program assist your confidence as a retailer in anyway?

Yes / No X How did it? We felt fairly confident already, it did give clarification though. 8.

What other benefits had you gained from this program?

Interesting. Good for us(from the Pharmacy) to be able to do it all together. What I would really like to have seen is people who could have benefited most from this to have come. It was sad that those who really needed to go to it didn’t come. 9.

It is now 4 weeks since you attended this program. Over the time, what have you changed or instigated since completing this course, or are still planning to implement? We have plans to implement more, we are in the plans of a shop fit out – relocation and joining a brand. 10.

What would you change about the program and its style?

More choice of hours for the mentoring, we would have liked it after hours. The workshops were good, liked the style. It was really good that you referred to our experiences, it made it relevant and interesting. Wish others had come – there are plenty in Waikerie who cold benefit from this. Note: We really liked the SWOT and work we did on Waikerie, would be good for another session. Would like to see much more done around working with people on Waikerie, I understand that these sessions focussed on individual businesses but we really liked the lead-in to the workshop on Waikerie – Need more of it!

Appendix 1 14


“Marketin g a Whole of Busine s s Approa c h” Waik eri e Feb – April 20 0 2

Succ e s s of obj e c t i v e s - Re s p o n s e s fro m parti ci p a n t

Danielle Battams Waikerie Printing House With 4 weeks down the track from the course – we are now looking at the effectiveness of the course. What were the benefits of the program and particularly if you have implemented anything that you have gained from the course that has enhanced your business or lifestyle. 1.

Did your attendance to the “Marketing an all of business approach” enhance your business or your approach to your business in anyway?

Yes √ / No How did it? I Feel more confident in attending to detail and my approach to customers and potential customers. I have a better understanding of target markets and can see that benefiting my business. I have a clearer and broader understanding in which to work. 2.

Did your attendance to the course enhance your understanding of marketing?

Yes √ / No How did it? My basic understanding was improved. I can see there is more than one way to go about my marketing. I am able to pass my new learnt knowledge and experience onto my customers to help them sell their product better. I now have many other ways to help my customers market their business to their customers 3.

Did your attendance to the course create an awareness of the difference between marketing and advertising/promotions?

Yes√ / No How did it? I see the tie in and the whole of business focus, an all of business aspect not just advertising. 4.

Have you used or changed your Marketing Plan since the course?

Yes √ / No How?

Appendix 1 15


I not used my Marketing Plan to the full extent yet. One main area that I am working on is Readership Value of advertising within the paper. I have started looking at this in our marketing plan and we are moving forward on this. 5.

Did you identify tips and initiatives that could have considerably enhanced your business?

Yes√ / No What were some examples? Definitely! I was glad to have the folder to refer back to and link the ideas and initiatives to my memory. It is sometimes hard to remember all the tips and ideas but the folder has helped me and helped me but them in to practices. This will be ongoing 6.

Did the mentoring session or specific discussions about your business assist you with implementing any immediate or short initiatives that assisted in an increase in turnover?

Yes √ / No How did it? Because the chat was with my boss as well, we were able to work as a team. It gave good information an opened up good ideas. It made it relevant having it take place in the workplace and involved others. 7.

Did your attendance to this program assist your confidence as a retailer in anyway?

Yes √ / No How did it? It gave me confidence to feel strong and honest about my job, selling advertising space. It gave me confidence to make my approach meaning for the customer which gives me credibility and I feel I am actually helping the client and they will see this. Selling advertising is a confidence game and it can be daunting. The program re-energised my confidence and made me feel credible and honest. It was great. 8.

What other benefits had you gained from this program?

Personally I gained a business network and a good understanding of other businesses needs. The “ I can do this” feeling it gave me was another good benefit 9.

It is now 4 weeks since you attended this program. Over the time, what have you changed or instigated since completing this course, or are still planning to implement?

Appendix 1 16


Implemented package deals – Showing our customers how to advertise over a twelve-month period. I am getting out to more customers, more direct and personal contact. 10.

What would you change about the program and its style?

Don’t change anything – No! I thought the whole thing was great. Felt at ease. You both were only too happy to listen to anyone at anytime. Gave us confidence to speak up and feel o.k. about our views. Some Seminars are too daunting you feel that they are too above your head. I really enjoyed it. The folder was fantastic – great to refer back to – The overheads and while board work was really clear and good.

Appendix 1 17


“Marketin g a Whole of Busine s s Approa c h” Waik eri e Feb – April 20 0 2

Succ e s s of obj e c t i v e s - Re s p o n s e s fro m parti ci p a n t

Al McFarlane Waikerie Hotel With 4 weeks down the track from the course – we are now looking at the effectiveness of the course. What were the benefits of the program and particularly if you have implemented anything that you have gained from the course that has enhanced your business or lifestyle. 1.

Did your attendance to the “Marketing an all of business approach” enhance your business or your approach to your business in anyway?

Yes √ / No How did it? Missed last session but overall it did change my thought around my business. 2.

Did your attendance to the course enhance your understanding of marketing?

Yes √ / No How did it? It broadened my view. I already had a good idea about marketing previously but it refreshed my experience and freshened my ideas. 3.

Did your attendance to the course create an awareness of the difference between marketing and advertising/promotions?

Yes√ / No How did it? It made it definitely clear that marketing is an all of business focus. 4.

Have you used or changed your Marketing Plan since the course?

Yes √ / No How? I have been using it. I have a girl who comes in to help me in the office with marketing and we are using the folder and marketing plan to go step by through our marketing plan. 5.

Did you identify tips and initiatives that could have considerably enhanced your business?

Appendix 1 18


Yes√ / No What were some examples? I made a list of ideas and look to use them as I need. 6.

Did the mentoring session or specific discussions about your business assist you with implementing any immediate or short initiatives that assisted in an increase in turnover?

Yes √ / No How did it? Was unable to mentoring due to unforeseen Doctors appointment had to cancel and no other time available in my schedule. 7.

Did your attendance to this program assist your confidence as a retailer in anyway?

Yes √ / No How did it? I am fairly confident but It did give a reaffirmation of what we are doing and a fresh look and clear goals. 8.

What other benefits had you gained from this program?

Networking. Good community feedback and see others in a similar boat. A good working ethic seen from others. 9.

It is now 4 weeks since you attended this program. Over the time, what have you changed or instigated since completing this course, or are still planning to implement?

We’ve commenced work on our marketing plan also reviewed advertising and looking at other alternatives to traditional print media. We have produced a new in-house table flyer to utilise existing client base and foot traffic. 10.

What would you change about the program and its style?

Quite a good format. Open – Easy going and easy to understand. Well delivered and very pleased with style.

Appendix 1 19


“Marketin g a Whole of Busine s s Approa c h” Waik eri e Feb – April 20 0 2

Succ e s s of obj e c t i v e s - Re s p o n s e s fro m parti ci p a n t

Lucy Quintrel Orange Tree With 4 weeks down the track from the course – we are now looking at the effectiveness of the course. What were the benefits of the program and particularly if you have implemented anything that you have gained from the course that has enhanced your business or lifestyle. 1.

Did your attendance to the “Marketing an all of business approach” enhance your business or your approach to your business in anyway?

Yes √ / No How did it? Made me stop and thing I am working 7 days a week and not making any money. Changing focus – reassessing target markets, decided to get rid of gift line completely and going for coffee and Tourist focus. 2.

Did your attendance to the course enhance your understanding of marketing?

Yes √ / No How did it? Absolutely. I basically had no understanding before. I had come out of nursing where I was trained and went into this which I had no experience in. I was just bumbling along. 3.

Did your attendance to the course create an awareness of the difference between marketing and advertising/promotions?

Yes √ / No How did it? Before I was doing my own thing. Plodding along getting nowhere, wondering why and blundered through. 4. Yes

Have you used or changed your Marketing Plan since the course? / No X

How? I have signed up with River News for a 12 month contract and have started aspects of my marketing plan but complete outline still to be done.

Appendix 1 20


5. Did you identify tips and initiatives that could have considerably enhanced your business? Yes √ / No What were some examples? The list of coach companies was good, good tips. Never would have changed direction if I hadn’t gone to course. 6.

Did the mentoring session or specific discussions about your business assist you with implementing any immediate or short initiatives that assisted in an increase in turnover?

Yes √ / No How did it? The best for me was Mary-Ellen coming in and made me stop and think, this got the ball rolling, then you came back later and Ray said the same things, this cemented it for me and made me really think! 7.

Did your attendance to this program assist your confidence as a retailer in anyway?

Yes √ / No How did it? Its given me the confidence to feel that I have more knowledge. More informed base to work from, less unknown factors than before. It gave me confidence to know I was also doing lots of things right. 8.

What other benefits had you gained from this program?

Stop and Look – Break my stock down to where I make money and don’t have dead money on the shelf- be more strategic – look at the bottom line. Work sometime on the business and not just in the business and it was nice to know that your not alone – it’s the same for everyone. 9.

It is now 4 weeks since you attended this program. Over the time, what have you changed or instigated since completing this course, or are still planning to implement? I am looking at stock and turnover – attempting to cut losses and retain profit lines. I am scanning the papers for tables and chairs and know what I want in that line. I now have two new plants in pots outside. I have signed a 12 month contract with River News and have talked to Loxton Hotel to be in Christmas Lights Brochure and connect with coaches. 10.

What would you change about the program and its style?

No changes, perfectly good style for me – don’t change anything

“Marketing a Whole of Busine s s Approa c h ” Waik eri e Feb – April 20 0 2 Appendix 1 21


Succ e s s of obj e c t i v e s - Re s p o n s e s fro m parti ci p a n t

Anthony Baker Waikerie Caravan Park With 4 weeks down the track from the course – we are now looking at the effectiveness of the course. What were the benefits of the program and particularly if you have implemented anything that you have gained from the course that has enhanced your business or lifestyle. 1.

Did your attendance to the “Marketing an all of business approach” enhance your business or your approach to your business in anyway?

Yes √ / No How did it? Pushed focus in right direction. It you think more about where you are aiming your efforts. 2.

Did your attendance to the course enhance your understanding of marketing?

Yes √ / No How did it? I pretty much had a good idea before but this was good in reinforcing it and looking at current situation. 3.

Did your attendance to the course create an awareness of the difference between marketing and advertising/promotions?

Yes √ / No How did it? I already had this understanding, but it was good to fine tune it. 4. Yes

Have you used or changed your Marketing Plan since the course? / No X

How? I fully intend to, because you’ve opened my eyes to expanding my market and opened opportunities to new markets in the opposite season to the boaties. We’ve been busy with Easter etc, but do intend doing this. 5.

Did you identify tips and initiatives that could have considerably enhanced your business?

Yes √ / No Appendix 1 22


What were some examples? We will be aiming at Bird watching target market groups and expansion of our markets. We currently focus on Skiers and speed boats but Bird watching occurs during what is currently our off season – this is opposite time to boaties, we could really focus on this and make packages to promote this location. We will build on and expand our product over time. 6.

Did the mentoring session or specific discussions about your business assist you with implementing any immediate or short initiatives that assisted in an increase in turnover?

Yes √ / No How did it? In house was good to look at our visuals and site. You found marketable aspects to optimise our potential i.e. shade, cool atmosphere, picturesque, opposite river. Long term this will be good for us. 7.

Did your attendance to this program assist your confidence as a retailer in anyway?

Yes √ / No How did it? I have a better understanding of what everybody else are doing. Good seeing others in same boat. 8. What other benefits had you gained from this program? Networking 9.

It is now 4 weeks since you attended this program. Over the time, what have you changed or instigated since completing this course, or are still planning to implement? Not too much implemented as yet, but planning to aim at certain markets, tie in with other businesses and cross promote and package product. 10.

What would you change about the program and its style?

I wasn’t at all of the sessions, but I felt is was quite good. You got to have your say, felt comfortable saying what ever you wanted.

Appendix 1 23


“Marketin g a Whole of Busine s s Approa c h” Waik eri e Feb – April 20 0 2

Succ e s s of obj e c t i v e s - Re s p o n s e s fro m parti ci p a n t

David White Waikerie Golf Club With 4 weeks down the track from the course – we are now looking at the effectiveness of the course. What were the benefits of the program and particularly if you have implemented anything that you have gained from the course that has enhanced your business or lifestyle. 1.

Did your attendance to the “Marketing an all of business approach” enhance your business or your approach to your business in anyway?

Yes √ / No How did it? It has given me a lot to think about. It is going to take time to put our plan together but it has made us see how ad hoc we are – that is going to change. 2.

Did your attendance to the course enhance your understanding of marketing?

Yes √ / No How did it? Indeed! It gave me a greater and expanded view on what I had previously considered. Even with my experience. It really gave me a more unilateral view to consider. 3.

Did your attendance to the course create an awareness of the difference between marketing and advertising/promotions?

Yes √ / No How did it? Came through very clearly. 4. Yes

Have you used or changed your Marketing Plan since the course? / No X

How? Timing is the issue here – waiting to present to committee in line with budgets etc. I am going to put a whole plan together and get it approved through the committee. 5.

Did you identify tips and initiatives that could have considerably enhanced your business?

Yes √ / No Appendix 1 24


What were some examples? Many of the tips were good but some may not work for us. It is a matter of trying different things to see what will work for us. We are going to test some out. 6.

Did the mentoring session or specific discussions about your business assist you with implementing any immediate or short initiatives that assisted in an increase in turnover?

Yes √ / No How did it? The mistake I made was not including our Club Manager in the sessions. He really didn’t participate in the mentoring very well. The good thing for me was seeing the club from someone else’s prospective – it’s good for us to see how other people see us. 7.

Did your attendance to this program assist your confidence as a retailer in anyway?

Yes √ / No How did it? It gave people a more systematic way to work through, better than the ad hoc way we normally do things. It has given me more confidence to talk in this area. I took heart from Mary-Ellen’s and Ray’s real experiences. 8.

What other benefits had you gained from this program?

It was interesting to hear others in the same boat – Great to see the willingness from others to co market and cross promote and work together. More of Waikerie as a broader picture was a good thing to see. 9.

It is now 4 weeks since you attended this program. Over the time, what have you changed or instigated since completing this course, or are still planning to implement?

We previously did things in an ad hoc fashion – We are now planning a marketing plan which we will follow through and monitor against time to measure progress. 10.

What would you change about the program and its style?

Some of the overheads, pictures and things were hard to see. A single picture would be better, just a technical issues of not being visible. The style and presentation was comfortable – easy

Appendix 1 25


APPENDIX 2 Research Sources


Research Sources To suppor t the cons ult a n t ' s touris m obs e rv a tion s and reco m m e n d a t i o n s the following South Australia n Touris m Commi s sion Res e a r c h project s are quot e d in order to opti mis e the identified produc t develop m e n t opport u nitie s . Aspect s for conside r a tion were sourc e d from: Riverland Market Surv e y 1995 Metropolitan Australian Touris m Com mi s sio n SATC

Adelaide

Surv e y

South

Report Nature Touris m Back grou n d Res e arc h Profile Augus t 2000 SATC Regional Branding Res e arc h Augus t 2000 SATC

Holid a y Int e n t i o n s (Riv erl a n d Marke t Stu d y 19 9 5 ) Rec e n t visi t o r relat e s to the 49% of respon d e n t s from sa mpl e study that had visite d the Riverlan d within the past five year s. Non- rec e n t visi t o r relat e s to the 51% of respo n d e n t s from sa mpl e study that had not visite d the Riverlan d with the past five year s. •

Approxi ma t el y half the respon d e n t s in both the groups (rec e n t 53%, non- visitor: 46%) chos e 2- 3 ni g h t s as the likely dura tion next holiday. Gre a t e r tha n on e w e e k and up to four holiday dura tion was not popul ar amo n g s t either group with a 13% of rec e n t victors and 5% on non- rec e n t visitors.

Both group s preferr e d holida y des tina tion s that wher e within 2- 3 ho ur s driv e awa y form home (rec e n t visitors: 58%, non- rec e n t visitors: 65%). A third of respo n d e n t s in both group s wer e likely to travel mor e tha n 2- 3 ho ur s driv e aw a y fro m ho m e to their holiday des tina tion.

The top thre e conside r a tion s when deciding on a holida y des tin a tion for both groups was the st yl e of ac c o m m o d a t i o n (rec e n t visitor: 36%, non- rec e n t visitor: 37%), cost (rece n t visitor: 34%, non rece nt visitor: 36%) and thin g s to do (rece n t visitor: 33%, non rece nt visitor: 29%)

Approxi ma t el y half of the rece nt visitor sa mpl e was likel y to visit and one in ten of the non- rece nt visitors indicat e d the y were likel y to visit the Riverland in the twelve mont h s subs e q u e n t to the intervie w.

Nearly ninet y perc e n t of rece nt visitors (88%) and fifty perc e n t of nonrece nt visitors (52%) were fa mili ar with the Riverland region. A third of non- rece nt visitors were unf a m i li ar with the are a .

The top thre e popular description s of the region for both group s in order of popularity, is that the Riverland is g o o d to visi t for a fe w day s (rec e n t visitor: 98%, non- rec e n t visitor: 87%), ma g n i f i c e n t riv er and sp e c t a c u l a r cliff s (rec e n t visitor: 89%, non- rec e n t visitor: 86%) and a g o o d plac e for w at e r ac ti vi t i e s (rec e n t visitors: 85%, non- rece nt visitor: 81%).

Appendix 2

visitor: of their weeks total of

1


The top thre e neg a tiv e description s of the region for both group s is that the Riverlan d has noi s y sp e e d b o a t s (rece n t visitor: 34%, nonrece nt visitor: 40%), poll u t e d w a t e r rec e n t visitor 30%, non- rece nt visitor: 41%) and is e x p e n s i v e for a ho u s e b o a t holi d a y (rec e n t visitor: 31%, non- rece nt visitor: 37%).

The tre e mos t com mo n expla n a tion s by respo n d e n t s on why they have not conside r e d the a holiday des tin a tion is that no t hi n g at tr a c t s (21%), lack of ti m e (20%) and ov e r s e a s / i n t e r s t a t e / f u r t h e r a fiel d (19%)

Top thre e reas o n s given for choosing the Riverland as a holiday des tin a tion include visi ti n g frie n d s and rel a t i v e s (27%), river ac ti vi t i e s (17%) and nat ur a l e n vir o n m e n t (16%).

Nearly half of the respon d e n t s had holidaye d in the Riverland in the pa s t tw e l v e mo n t h s , with a furthe r two in five or 37% holidaying ther e betw e e n 1 an d 3 ye ar s ag o .

The incide nc e of repe a t holida ys to the Riverlan d over the last five year s was comp a r a bl e to other studi e s with only onc e (33%) and 2- 3 ti m e s (33%) accoun ti ng for a third of respo n s e s each.

Travel comp a ni o n s wer e cited as par t n e r / s p o u s e accoun tin g for 28% of respo n s e s and fa mil y onl y and fa mil y and frie n d s were also popul ar travel comp a ni o n s accou nti ng for anot h e r one in five respo n s e s each. Over half (58%) of the respo n d e n t s that cited fa mil y and fa mil y an d frie n d s took childre n age d 16 and unde r on their holiday to the Riverlan d.

The mos t popul ar holiday des tina tion in the Riverlan d was Ren m a r k accou n ting for one in five respon d e n t s , other popul ar destina tion s include Bar m e r a (15%) and Berri (14%).

42% of respon d e n t s rat e d their holida y in the Riverlan d as very good with a further 31% rate d it as exc ellent and 19% gave it a good rating.

The top thre e reas o n s for giving their holiday such a positive rating include d enj o y m e n t (36%), pe a c e f u l / q u i t e / r e l a x i n g (24%) and frie n d l y (24%).

The mos t com mo n choice of acco m m o d a t i o n use d by respo n d e n t s was hot e l / m o t e l (35%) of respo n d e n t s , car a v a n park s (24%) or sta ying with rela t i v e s / f r i e n d s tha t re s i d e in th e ar e a (15%).

Two thirds of respon d e n t s had sought infor ma tio n on the Riverland prior to their visit. Famil y and frie n d s wer e the major sourc e of refer e n c e for infor ma tio n, accoun tin g for two in five respo n s e s .

The majority of respon d e n t s did not use or g a n i s e d trips. Less than ten perc e n t (9%) availed the ms e l v e s of this option and only 5% had their entire trip orga nis e d.

The Big Oran g e was visited by 38% of respon d e n t s while 23% had bee n to a co n s e r v a t i o n / n a t i o n a l park in the region and 22% of respo n d e n t s visited the Waik e ri e Hist or i c a l Villa g e .

Most inter e s t in touris m attr a c tion s or activities for the entire sa mpl e group was river s i d e nat ur e retr e a t (66%, 63%), historic river

Appendix 2

non- rec e n t visitor Riverland region as me to th e re gi o n pr e f e r to go

2


journe y (65%, 62%), w al ki n g tour s (51%, 57%).

Appendix 2

trail s

(58%, 52%) and Abori g i n a l

3


Mar k e t Se g m e n t s Se g m e n t 1: The los t cau s e (6%) - This seg m e n t is not a seg m e n t that is worth purs uing Se g m e n t 2: The alr e a d y con v e r t e d seg m e n t of the sa mpl e group.

(4 8%)

- This was the large s t

Rec e n t visi t o r s numb e r e d 53% to no n- rec e n t visi t o r s 47%. They are positive about every asp e c t of the Riverland. 66% of this group are fe m a l e s . Over all this seg m e n t has very positive view of the Riverland in particular with regar d s to its ma g n i f i c e n t river (99%), ab u n d a n t bird life (94%), and a g o o d plac e for w at e r acti vi ti e s (93%). There is scope with this group to motiva t e and incre a s e in visits throug h an attr a c tive pro mo tion al pack a g e . Se g m e n t 3: The w a t e r sp or t / o u t d o o r ty p e (3 5%) - This is the secon d large s t seg m e n t . The mix of age, sex and occup a tion provide s a real opport u nit y to conver t the "no n- visi t o r s " to "visi t o r s " by targe tin g their inter e s t in wat e r sport and other outdoor activities ass oci a t e d with the river. Sli g h t l y mor e mal e s (54%) tha n fe m a l e s (46%) in this seg m e n t with age s within this seg m e n t ranging from 18- 30 ye ar old s (25%), 31- 54 ye ar s (40%), 55 ye ar s and old e r (35%) and 65 ye ar s and ov e r (24%). Their inter e s t s are ranke d, w al ki n g / b i k e trail (49%), his t o r i c jour n e y (44%) and river s i d e nat ur e retr e a t (42%).

riv er

Se g m e n t 4: The har d to pl e a s e gr o u p 11% - Defined as hard to plea s e this seg m e n t has expe c t a tio n s of what a trip should offer and is disap p oint e d if the expe c t a tio n s are not me t. There are nearly an equ al nu mb e r of mal e s (51%) and fe m a l e s (49%) in this seg m e n t . This group has a smaller propor tion of peopl e age d 65 y e a r s or ov e r (8%). Over half of this seg m e n t falls into the 31- 54- ag e brac k e t . With 65% in paid employm e n t This seg m e n t (22%)

cont ains a muc h highe r proportion of yo u n g

fa mili e s

This seg m e n t ass oci a t e s the Riverland with a g o o d plac e for w at e r ac ti vi t i e s (90%), ho u s e b o a t holi d a y s (86%), ma g n i f i c e n t river (82%) and ab u n d a n t bird life (78%). They are critical of the Riverland in ter ms of its go o d win e r i e s (29%) and g o o d wini n g and dini n g (30%) facilities This seg m e n t views the Riverland as noi s y sp e e d b o a t s (67%), being dang e r o u s for childre n (58%), an d havi n g poll u t e d w a t e r (57%). Like seg m e n t thre e they enjoy the wat e r sport/out d o or sce n e . Wellaime d educ a tion could chan g e the neg a tiv e asp e c t from boring, noisy Appendix 2

4


dang e r o u s and pollut e d to a mor e positive actively involved natur e- bas e d idea. This group could be respo n siv e to natur e / e c o touris m opport u nitie s. In this seg m e n t riv er s i d e nat ur e retr e a t (59%), Abori g i n a l tour s (55%) and the gui d e d can o e tre k (51%) were favour e d over the w al ki n g / b i k e trail (49%), and his t o r i c river jour n e y (43%)

Appendix 2

5


Re gi o n a l Bran di n g Res e a r c h 20 0 0 SATC •

So u t h Aus tr ali a n Re si d e n t s - 60% of respo n d e n t s had holi d a y e d in the Riverlan d within the past 5 ye ar s Vict ori a n Re si d e n t s - 13% of respon d e n t s had holi d a y e d Riverlan d within the past 5 year s

So u t h Aus t r a li a n Re si d e n t s aw ar e n e s s of the Riverland Vict ori a n Re si d e n t s the Riverlan d

-

90%

of

all

respon d e n t s

had

- 38% of all respon d e n t s had aw ar e n e s s

of

So u t h Aus tr ali a n Re si d e n t s - 79% of respon d e n t s aw ar e of region describe d the Riverland as either 'very' or 'fairly' app e aling Vict ori a n Re si d e n t s - 69% of respo n d e n t s aw ar e describe d the Riverland eithe r 'very' or 'fairly' app e aling

in the

of

So u t h Aus t r a li a n Re si d e n t s - awar e n e s s multiplied reve al s that 71% recog nition of bran d str e n g t h

region

by app e al

Vict ori a n Re s e n t s - awar e n e s s multiplied by app e al reve als that 26% indication of bra n d str e n g t h With this surve y group the mos t attr a c tive feat ur e is associa t e d with hous e b o a t s and ca mpin g holidays. The region ma y be perc eive d as too war m for a holida y during the su m m e r period. Region specific activities identified by the participa n t s include d: •

fishing (ma n y avid fisher m a n were vocal in their conc e r n over the det e rior a tion in the Murray):

wat er s kiing (attr a c tive to young e r / sin gl e s )

golf

Some participa n t s felt that the region was not tourist friendly. 'The shops shut at 12 on Satur d a y, and the y'r e not going to open on a Sunda y' . 'They se e m to res e n t tourist s ' The Monas h adve n t ur e playgro u n d attr a c tion both for childre n and adults.

was

identified

as

an

exciting

The qua ntit a tive res e a r c h indicat e d the following ass oci a tion s: •

week e n d esc a p e (43%)

quiet & pea c ef ul (37%)

natur e and wildlife (35%)

wine tasting and cellar doors (34%)

cat er s for wat er sports (31%)**

carav a n & ca mpi ng (29%)

fishing (25%)**

golf cours e s (22%)**

regional food (22%)**

**Above aver a g e Appendix 2

6


Colin Brans gr ov e of Touris m New South Wales unde r t o ok an inter n a tion al study tour in late '99/e a rly 2000 to exa mi n e world best practic e in regar d to sust ai n a bl e destina tion branding at the regional level. He conclud e d that: 'The trend in countrie s visite d indicat e s an incre a sin g focus and application of des tina tion bran ding to aid develop m e n t and mark e tin g. The other trend of note was that of incre a si ng the m a ti c produc t develop m e n t and mark e tin g. Direct mark e ti ng and dat a bas e mark e tin g are incre a sin gly suppor ting this trend' .

Nat ur e Touri s m Re s e a r c h SATC Int er n a t i o n a l Mark e t •

Australia' s nat ur e , and opport u nitie s to expe rie nc e it, are major influenc e s for intern a tion al visitors in deciding to visit Australia. Of intern a tion al s that identified factors that influenc e d their decision to visit Australia, 45% identified nat ur e - rel a t e d fe a t u r e s .

For pote nti al intern a tion al visitors, nat ur e- bas e d activities are amo n g the activities intern a tion al visitors would be mos t inter e s t e d to do if visiting Australia.

For holiday purpos e visitors, wildlife/na t u r e was the thing mos t enjoye d about their trip to Australia and 23% identified natur e / wildlife as one of the things they enjoye d

Almost half, or ne arly 2 million intern a tion al visitors, participa t e d in a nation al park visits/bu s h- walking/r ainfor e s t walk while in Australia in 1999.

23% of intern a tion al to South Australia in 1996 visite d a National Park during their stay in this star e.

Femal e s are mor e likely to visit nation al parks/ bu s h- walk, althoug h mal e s have the highe r participa tion rate s in adve n t ur o u s and indep e n d e n t nat ur e activities.

Thos e visiting nation al parks have a similar lengt h of sta y and use similar acco m m o d a t i o n as holiday purpos e visitors gen e r ally consist e n t with the high participa tion in visiting parks by holida y visitors. In contr a c t thos e participa ting in mor e adve n t u r o u s or re mot e natur e activities, are likely to sta y conside r a bl y longer in Australia and have above aver a g e use of a rang e of acco m m o d a t i o n type s including back pack er host el, carav a n s / c a m p i n g and mot el.

Backpa c k e r s have higher participa tion tha n other intern a tion al visitors in a rang e of natur e- bas e d activities.

Do m e s t i c Mark e t •

In 19 9 9 aro u n d 9. 4 milli o n or 13% of all ov e r n i g h t trip s incl u d e d 'visiti n g nati o n a l park s / b u s h - w alki n g / r a i n f o r e s t w al k s ' as an ac ti vi t y , as did aro u n d 57 0 , 0 0 0 of all ov e r n i g h t do m e s t i c visi t s in So u t h Aus t r al i a .

Appendix 2

7


A low 16% of holi d a y / l e i s u r e visi t o r s to So u t h Aus tr al i a par ti ci p a t e in thi s ac ti vi t y w hi c h , giv e n th e ran g e of So u t h Aus t r al i a' s nat ur e - ba s e d pro d u c t , su g g e s t s con s i d e r a b l e sc o p e to bo o s t parti ci p a t i o n by bot h th e int e r s t a t e and intr a s t a t e visi t o r s

Acro s s a ran g e of g e n e r a l an d re gi o n a l l y ba s e d touri s m sur v e y s , nat ur e / w i l d l i f e e x p e r i e n c e s co n s i s t e n t l y rat e am o n g th e to p 3- 4 mo s t ap p e a l i n g fe a t u r e s of a trip or str o n g e s t influ e n c e s on trip de c i s i o n .

Abo v e av e r a g e parti ci p a t i o n in visi ti n g nati o n a l park s / b u s h w aki n g is al s o as s o c i a t e d wit h holi d a y / l e i s u r e visi t s tha t ar e mor e tha n a sh or t br e a k , (i. e . lon g tha n 3 nig h t s ) , incl u d e chil dr e n in th e ir trav e l part y , us e ac c o m m o d a t i o n opti o n s suc h as car a v a n / c a m p i n g , B&B/ g u e s t ho u s e or s el f- cat e r i n g cot t a g e s , and ar e fairly acti v e , inv ol v i n g a ran g e of ac ti vi t i e s incl u d i n g tho s e of a heri t a g e / c u l t u r a l nat ur e .

Fro m vari o u s sur v e y s , th o s e tha t visi t nati o n a l park s al s o te n d to hav e an int e r e s t in art s an d cult ur a l acti vi ti e s .

Natur e and the natur al environ m e n t rate s highly as a ben efit sought on holida y and, given holida ys are frequ e n tl y plann e d aroun d a 'the m e ' , it is conside r e d and ther e is scope to stre n g t h e n natur e as a the m e for a South Australian bas e d holiday.

South Australia curre n tly has low recog nition and a poor comp e ti tive position with resp e c t to natur e touris m. This comp a r e s with relatively strong position in relation to wine/food, herita g e and eve nt s .

Major issue s in developing natur e touris m in South Australia are the curre n tly low awar e n e s s and limite d perc e p tion s of South Australia's natur e attr a c tions . To realise the pot e n ti al of nat ur e- bas e d touris m in South Australia ther e is a ne e d for further develop m e n t and for strong promo tion of South Australia's nat ur e- bas e d produc t an its comp e titive stre n g t h s . Con s u m e r Profil e su m m a r y - Nat ur e Touri s m Thos e with abov e aver a g e participa tion in visiting nation al parks on last holiday/leis ur e trip: •

femal e

life cycle sta g e - couple or family with childre n at home

intern e t user s

visible achiev e r s or socially awar e value seg m e n t s

high income group s

higher educ a tion/ t e r ti ar y educ a tion

AB socio- econo mi c quintile

over 35 year s

ABC/SBS me di a cons u m p t i on

Appendix 2

8


Last trip mor e likely to be: Travel part y of adult(s) with childre n, followe d by couple Inters t a t e travel, particularly Northe r n Territory or Tas ma ni a Longer trip 3 night s Staying in carav a n park/c a m pi n g are a, B&B/gue s t hous e or self- cat ering acco m m o d a t i o n And to include: Above aver a g e participa tion in other nat ur e activities such as visiting outb a c k, whale/dolphin watc hing, aboriginal experi e n c e s and non- nat ur e activities such as mus e u m s / a r t gallerie s, winerie s, history/h e rit a g e buildings, bot a nic al gard e n s and wildlife parks/zoo s But only aver a g e or below aver a g e attr a c tion s e.g. casinos, discos, golf.

Appendix 2

participa tion in sporting/ big city

9


Appendix 2

10


Waikerie Report 16.04.02