Darrell Lea - a brand getting it right
An Australian family owned business established in 1927, and after nearly collapsing in 2012, Darrell Lea is shining brighter than ever before.
With strong brand equity and awareness, Darrell Lea owned a place in the hearts of older Australians. And while the brand wanted to maintain those relationships it needed to build relationships with a younger audience to ensure its future.
From asking questions and listening, Darrell Lea developed a deep understanding their customer, and responded accordingly. A new brand identity, new packaging, new products, and sharing their journey with consumers resulted in stronger relationships, increased trust, and brand advocacy.
Next, they demonstrated their commitment to sustainability. In 2019 the brand moved to 100% sustainable cocoa, and last week they announced Darrell Lea is PALM OIL FREE, the first Australian chocolate supermarket brand to do so.
The Darrell Lea brand understands and cares about what it’s customers think, want and need from a brand and responds.
There is nothing about Darrell Lea that is going dark.
Congratulations to Marketing Director Tim Stanford and the team at Darrell Lea, we can’t wait to see what’s next.
Celebrating the women of Port Phillip
On Friday 6th March, we were thrilled to celebrate the women who live love or work in Port Phillip and recognise those that come before us at our Live Love Work Port Phillip, 2020 International Women’s Day Breakfast.
It was a fantastic morning, for a great cause where over 120 people came together to hear inspiring local stories and had the opportunity to mix and mingle with people who make up our community.
Live Love Work Port Phillip and our International Women’s Day Breakfast was developed by Ali and two other local female entrepreneurs who are passionate about building connection and community with a place they love.
The Port Phillip community is a magnificent kaleidoscope of people who live, visit, and work in Port Phillip. They are unique, diverse, entrepreneurial, creative and have plenty of heart, soul and smarts, but mostly we are authentic, welcoming and respect and celebrate each others differences.
We are looking forward to building stronger connection with the Port Phillip social and business communities over the coming year.
To find out more about Live Love Work Port Phillip, head over to our website and subscribe to our eNewsletter to keep up date.
If you would like to know more about how you can get involved, call Ali directly on 0411 135 317 or email alison@roadmapstrategy.com.au
It took a village to deliver the Live Love Work Port Phillip, 2020 International Women’s Day Breakfast and ours is made up of some pretty great people and Port Phillip businesses
Co-Founders
Alison McDowell, Marketing Director, Roadmap Strategy
Georgie Stayches, Chief Engagement Officer, Fetching Events & Communication
Vesna Grdjan, Client Relationship Manager, The Incubator
Major Supporters
City of Port Philip
Chisholm & Gamon Property
Event Sponsors
SkyBus
Spotlight
Charity Partner
Lord Somers Camp and Power House
Supporters
Albert Park Indoor Sports Centre, Azalea Flowers, Bunnings, Gasworks Arts Park, Gewuzhaus, Higher Living, Linen House, Luna Park Melbourne, Ora Recovery, Pizzini Wines, South Melbourne Market, The Garden of Eden Nursery, William Angliss Intitute, West Beach Bathers Pavillion, thl – maui, Britz & Maighty Campervan Rentals
Speakers
Councillor Bernadene Voss
Bernadene has been a resident of Port Phillip for almost 20 years and has three primary school aged children and two Labradors, Bronte and Paris. All of her family are actively involved in the community and love living in Port Melbourne.
Georgina Dragwidge
Georgina Dragwidge founded Georgie’s Harvest at South Melbourne Market in 2011 and is the recipient of multiple awards at the Melbourne Market Awards. Extraordinarily passionate about fresh seasonal produce, Georgina is equally committed to supporting local farmers and the market community.
Dinah Boswell
Dinah Boswell, Life Member and President of the South Melbourne Life Saving Club, shared some of the history of the club, by sharing the story of Aileen “Mac” Kennedy, the woman who was the driving force behind the club’s revitalisation in 1944.
Our talented musician:
Kate Worley
Music by Kate Worley, Australian National Academy of Music (ANAM), South Melbourne.
The risk of going dark
It might be tempting, easier, and maybe even save you a few bucks by letting your brand go dark, but the result could be catastrophic for your business.
Your customers care about your brand, and personally invest in your business and what you do. They want your brand to be successful, they want to share your story, and their experiences with your product with their family and friends.
However, if you go dark, you risk a competitor or alternative product grabbing your customers attention, and the place in their heart that you once owned.
Increasingly, your Marketing Partner or agency are critical to help guide and support you through this period of change.
Consider the following
1. Do you need to adjust your business goals?
2. Have your customers’ needs changed?
3. Does your product need to be adjusted?
4. Can your marketing effort deliver better results?
We encourage all businesses to bring their external Marketing Partners to the table to work with you help you review your approach and reach out to your audience with the right message, at the right time, in the right place to achieve your marketing and business goals.