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.


Interview Series: Talking Victorian tourism during COVID

Alison was interviewed by Rob Cameron for 94.7 The Pulse, The Front Page.

They discussed the impact COVID-19 was having on the Victorian Tourism industry and how regions and operators were coping.

If you'd like to listen to Ali's interview simply click on the link below to find out Ali's thoughts and her advise to local businesses and operators.

 


FairFeed - created to satisfy a consumer need

Chef Tom Jacobson, owner of Elsternwick's Smoke & Pickles, created FairFeed to bring some positivity to Melbourne's hospitality industry during COVID-19 pandemic by:

  • Providing the community with high quality food at an affordable price
  • Celebrating and helping keep his staff and other local chefs and hospitality staff in work
  • Supporting local suppliers and producers

The FairFeed's growing team is now at 40 people who produce over 10,000 meals per week. Meals cost between $10 and $15 for two serves, and can be picked up or delivered Melbourne wide for $10.50 with $10 going to the driver.

The Tom and the FairFeed team have solved a consumer problem, supported their people, their industry, local producers and are making a real difference to our community.

And if you haven't put your order in yet for the weekend, get on to it now. I cannot recommend their food, their team and the Fair Feed experience more highly.


MONA - a brand thinking differently

Mona - Museum of Old and New Art are beaming 49 search lights 15km into the night sky every Saturday from sunset to sunrise until they reopen.

The light instillation is a work called ‘spectra’ by artist Ryoji Ikeda and can be seen up to 100kms from Hobart, reaching over 250,000 people. In addition, this monumental installation is live streamed to a global audience through Facebook.

As always MONA is being noticed, be it through media promoting ‘spectra’ or locals and people across the globe experiencing MONA from the safety of their own home.

MONA is maintaining connection with its locals and potential visitors to keep everyone engaged and their brand top of mind, until they can travel and visit again.
Mona, a brands not going dark.

Marketing in a recession

Australia is about to go into a recession, we have been warned, we have been there before and know how it plays out. Albert Einstein once said “If you want to know the future, look at the past.”

So let’s have a look at the past.

Businesses who maintained or grew their advertising spend during recessions not only set the company up to survive the recession, but they thrived in the period that followed.

This result has nothing to do with the recession, it has everything to do with advertising share of voice. Simplistically, if you are the only brand in the market advertising and promoting yourselves, your brand becomes the only brand in the segment for the consumer.

While during the recession it is likely you will experience a reduced return on your advertising investment, you will likely increase market share, and once the economy improves your chance to maintain market share is strong.

The alternative is your brand goes dark, loses market share, loses customers to competitors and has to start again.

What are you going to do?


Moonlit Sanctuary - building connections for the future

At its heart, Moonlit Sanctuary Wildlife Conservation Park wants to help animals and halt extinction.

They understand that that every contact they have with a person is an opportunity to create a connection that can help save endangered Australian native wildlife from extinction.

So while their gates may be closed, they are continuing to reach out, engage and encourage their audience to connect with local wildlife in new ways, until they can once again visit Moonlit Sanctuary Wildlife Conservation Park.

Their most recent initiative was a school holiday Backyard Wildlife Photography Competition that attracted over 500 entries. Simple and effective, they now have over 500 children connected and engaged in their plight and more likely to visit the Moonlit Sanctuary when it reopens.

This is one of the winning photos by Connor Bowes in the Year 10-12 category.


Bulla - a brand extension

For years, Bulla has been the ice cream served from plastic tubs in homes across middle Australia after tea with chocolate topping. And while plastic tubs are still available, Bulla has been loosing market share, while the industry has seen strong growth in the premium ice cream category.

Bulla ice cream has responded with the release of their award winning premium ice cream product, Bulla Murray Street.

Watching this video you'll see that Bulla has a deep understanding their new target market, and is truly passionate about their people, their place and delivering a quality product from the heart.

We can't wait to share more of the Bulla Murray Street brand building journey with you, but in the meantime....... pick up a cheeky iso tub of Bulla Murray Street Caramel Maple & Macadamia, it's amazing.


The Wiggles - a brand shining brightly

For over 30 years The Wiggles have been entertaining children and incorporating early childhood learning into their songs, music and dance.

And while they have cancelled their 2020 tours, their brand is shining brightly.

On 30th March The Wiggles released their Social Distancing song to help children understand the importance of social distancing and why we need to stay home.

And with its release, their PR machine swung it to action and delivered the headline "Wiggles to the rescue" and have thus far earned $10 million in media exposure across prime time tv, radio and press.

But most importantly, this song and this message is exactly what we would expect from The Wiggles. It speaks to their values and purpose, and further increases our trust and respect of them.