Trends - the rise of rail travel

Globally consumer travel behaviours and values are shifting.

We have been talking about slow travel for years, but like many things, covid-19 has accelerated consumers desire to take things more slowly, and as an industry and marketers many are clambering to catch up.

So what is slow travel?   It’s about slowing down, taking the time to embrace the journey as much as the destination.  It’s about catching a train rather than a plane, and not coming home from a holiday exhausted.

Research out of the UK is suggesting people are taking longer trips less often, the journey increasingly part of the holiday experience, and train travel continuing to gain modest market share.

With flights throughout Europe relatively short, many travellers are asking if they would be better environmentally and financially to travel by train.

Emissions from long distance rail is 20 times less than a commercial flight, with lawmakers in France exploring banning short-haul internal flights where train alternatives exist to reduce carbon emissions.

To further amplify interest in train travel and the environmental benefits, the European Union have claimed 2021 as the Year of Rail, further building consideration of train travel as an alternative to other transport types.

While the EU campaign is building on a solid base of customers, it is reaching a new target market with a narrative around being ‘green, safe and smart'.   The campaign is positioning train travel as innovative, a transport solution for the future and the socially responsible transport option when travelling though Europe for business and leisure.

Around the world, tourism will continue to undergo transformation as consumer behaviours and values shift.   Slow travel and a renewed love affair with train travel based on being green, safe and smart is just one the changes we are seeing and opportunity for the future.

Each month Roadmap Strategy will explore an emerging trends in marketing and tourism.   Subscribe to our enewsletter at roadmapstrategy.com.au to keep in touch.

EU Year of Rail promotional video

https://www.youtube.com/watch?v=eAlD_79XmfA

 

Roadmap Strategy can help you navigate the future

Roadmap Strategy is a Marketing Partner agency based in South Melbourne.

We can help you with your marketing and brand strategy, or a completely outsourced marketing solution including creative, branding, social media and advertising.

We also offer marketing mentoring for CEO’s, marketing leaders and their teams to help build your business’ marketing muscle.

We’d love the opportunity to discuss the best way to help you achieve your business goals, by helping you as little or as much as you need.

 

Alison McDowell

Director, Roadmap Strategy


Growing your market share in a recession

Did your business successfully adapt your product, your channel to market, and maintain and attract new customers over the past two years?   McKinsey & Company recently reported 75% of consumers switched to a new store, product or buying method during the pandemic.

With a bumpy ride forecast for 2022, and we grapple with a recession, businesses need to continue to adapt and adjust to their customers needs as we navigate the future.

While Roadmap Strategy are strong advocates for having a long term vision and plan, we encourage you to regularly check in on your plan to ensure you are still on track, or you need to adjust your path forward.

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?

Easy cost savings are in marketing – however ruthless cutting marketing spend is a mistake, and one that you will likely pay for in the long term, and maybe never recover from.   Brands who stop advertising (go dark), loose their share of voice in the market, their customers forget about them and move to alternative brands.

On the flip side, businesses who maintain or grow their advertising spend during recessions not only set the company up to survive the recession, but they thrive in the period that follows.

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.

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.

 

We can help you navigate the future

Roadmap Strategy is a Marketing Partner agency based in South Melbourne.

We can help you with your marketing and brand strategy, or a completely outsourced marketing solution including creative, branding, social media and advertising.

We also offer marketing mentoring for CEO's, marketing leaders and their teams to help build your business' marketing muscle.

We'd love the opportunity to discuss the best way to help you achieve your business goals, by helping you as little or as much as you need.

 

Alison McDowell

Director


Recognising excellence in tourism

The Victorian Tourism Awards represent an industry framework for peer recognition which fosters a culture for business development excellence and innovation.

Operating for over 30 years, more than 4,000 businesses have entered the awards.   This year, for the first time VTIC have released a list of our 2021 Victorian Tourism Award finalists.

Well done to all the businesses who entered this year’s awards, and congratulations to the finalists

Finalists – 2021 Victorian Tourism Awards

A-B J-O
Absolute Outdoors/

Grampians Peaks Walking CompanyAccessible Accommodation

Adventure Park Geelong

Alexandra Hotel

Alpine Nature Experience

Anchors Port Campbell

Balgownie Estate Bendigo

Balgownie Estate Yarra Valley

Ballarat City Council

Ballarat Heritage Festival

Beachcomber Holiday Units

Bendigo Visitor Centre

BIG4 Castlemaine Gardens Holiday Park

JimmyRum

Living Legends

Melbourne Airport

Melbourne Boat Hire

Melbourne Cable Park

Melbourne Cricket Ground

Melbourne Music Week

Mercure Warragul

Moonlit Sanctuary Wildlife Conservation Park

Mornington Boat Hire

Mornington Peninsula Regional Tourism

C-F P-R
Cactus CountryCarmel at Sorrento

Central Deborah Motel

CherryHill Orchards

City of Greater Bendigo

Crowne Plaza Melbourne

Deep Blue Hot Springs Warrnambool

Destination Gippsland

Falls Creek Resort Management

Fed Square

Peninsula Hot Springs

Phillip Island & Bass Coast Visitor Information Centre Network

Phillip Island Nature Parks

Pt. Leo Estate

Quincy Hotel Melbourne

Red Hill Candle Co

RGYC Summer of Sailing

Royal Botanic Gardens Victoria

G S-T
Geelong Gallery

Genesta House Bed & Breakfast

Golton in the Gap

Grampians Tourism Board

Grape Explorations Australia

Grazeland

Great Ocean Road Regional Tourism Board

Greater Shepparton City Council

Green Olive at Red Hill

Gumbuya World

Sandbar Motel

Sea All Dolphin Swims

Searoad Ferries

Starward Whisky Distillery

Tallawarra Homestead

Tesselaar Tulip Festival

Tour Local

Tourism Holdings Australia Pty Ltd

Trulli

H-I U-Z
Harman WinesHawkes Farm

Heytesbury House

Higher Mark – Geelong Cats

Hilton Melbourne Little Queen Street

Holmesglen at Eildon

Hop It

Uniquely Bendigo and the Living Arts Space

Urbnsurf Melbourne

Wildlife Wonders

William Angliss Institute

Wilsons Promontory Cruises

Wyndham City Council

*Please note: the above list does not include individual categories (29-30-31).

 

Our founder, Alison McDowell has been a judge for the Victorian Tourism Awards for the past seven years.

A tourism veteran, Ali is passionate about understanding what visitors value, and working with destinations and businesses to understand how to adapt and connect with consumers and visitors to achieve their business goals.

Alison is an experienced and multi-talented marketer across private, franchise, mutual and not for profit industries that include tourism, travel, accommodation, conservation, attractions, membership, events, agriculture and engineering.

Her corporate career has involved Director of Marketing, Communication and Digital Strategy for Zoos Victoria and National Marketing Manager for BIG4 Holiday Parks, giving me a strong background in complex brand strategy, target marketing and membership strategy, stakeholder engagement, and innovation and technology driven performance improvement.

Alison earned a Masters of Commerce (Marketing) and a Graduate Certificate in Competitive Systems and Practices (LEAN), is a Judge for the RACV Victorian Tourism Awards, Co-Founder of Live Love Work Port Phillip, and a past Industry Board Member and Acting Chair for Business Without Borders for Swinburne University of Technology.

 

To discuss your needs and how Roadmap Strategy can help your business, give Ali McDowell, our Founder a call on 0411 135 317 or email alison@roadmapstrategy.com.au


Leverage our experience

Sometimes you need a sounding board for your thoughts, and have access to someone with experience to help gain a different perspective and grow your skills.

Roadmap Strategy offer marketing mentoring to CEO’s, marketing leaders and marketing teams to help build your strategic marketing muscle, provide guidance help build your internal marketing and marketing management skills, and give guidance rather than learning through trial and error.

We offer one off, three month marketing mentoring packages, and tailored programs to suit your business, and your needs.

 

 

About Alison McDowell

A marketing leader passionate about building brands and developing and executing marketing strategies that connect with target audience and deliver on business goals and objectives.

Alison is an experienced and multi-talented marketer across private, franchise, mutual and not for profit industries that include tourism, travel, accommodation, membership, events, agriculture and engineering with the likes of RACV, Hertz, BIG4 Holiday Parks, Zoos Victoria, Swinburne University of Technology, SKM and PGG Wrightson Seeds.

Her corporate career has involved Director of Marketing, Communication and Digital Strategy for Zoos Victoria and National Marketing Manager for BIG4 Holiday Parks, giving me a strong background in complex brand strategy, target marketing and membership strategy, stakeholder engagement, and innovation and technology driven performance improvement.

I have earned a Masters of Commerce (Marketing) and a Graduate Certificate in Competitive Systems and Practices (LEAN), is a Judge for the RACV Victorian Tourism Awards, Co-Founder of Live Love Work Port Phillip, and a past Industry Board Member and Acting Chair for Business Without Borders for Swinburne University of Technology.

CLIENT INDUSTRIES INCLUDE:

Travel, Tourism, Accommodation, Membership, Agriculture, Building, Education, Early Childhood Learning, Couture

ROADMAP STRATEGY CLIENTS INCLUDE:

Belgravia Leisure, Hepburn Bathhouse and Spa, Wai Ariki Hot Springs and Spa, Caravan Industry Association of Australia, Kalparrin Incredible Kids, ViPAC Engineers, VTIC (Victorian Tourism Industry Council), Marysville Jazz and Blues Weekend.

 

 

To discuss your needs and how we can help, give Ali McDowell, our Founder a call on 0411 135 317 or email alison@roadmapstrategy.com.au

 

 

 

 


What is cause related marketing?

Cause-related marketing is a mutually beneficial collaboration between a for-profit and a non-profit designed to promote the for-profit sales and the non-profit cause.

A great example of cause-related marketing is the relationship between Qantas and UNICEF Australia.  Twenty three years ago, these organisations created their highly successful Change for Good partnership.  The partnership invited Qantas passengers to off load unwanted foreign currency after travelling on an international flight, and has collected in-excess of $28 million to support UNICEF’s global child health, child protection and education programs.

Successful cause related marketing starts with selecting the right partner.

For-profits need to understand their customers values and what’s important them.  When selecting your non-profit partner consider the relevance to your business ie industry, geographic connection, size, shared values and vision.

Choosing the right partner with a natural fit will improve engagement with your customers and brand association value and deliver better return for all parties.

Examples of industry collaboration ideas include:

Aligned values is critical to successful long term partnerships.  Shared organisation values, supported by strong relationships between their people become the glue that build strong lasting partnership, that campion and celebrate each other’s businesses for the benefit of both organisations.

With consumers increasingly defining themselves with the brands they use, it is no surprise they are prepared to pay more for products and brands that that reflect their personal values.

So choose carefully, the benefits and value for all parties can be immense driving for-profit sales, promoting the non-profit cause, and stronger customer relationships.

Roadmap Strategy is a niche marketing agency based in South Melbourne.   We welcome the opportunity to work with you to explore and develop for-profit and non-profit cause related business partnerships.


Successful Christmas campaigns build brands by tapping into our emotions.

John Lewis is famous for their Christmas campaigns.   The essence and value of these campaigns is in their ability to build an emotional connection with their audience to ensure the brand is in the audience consideration set when choosing a Christmas shopping retailer.

With a big brand approach, John Lewis develops a deep emotional connection integrated across tv, outdoor and print, and supported instore, merchandise, social, and public relations.

Roadmap Strategy’s favourite John Lewis Christmas Campaign remains the 2014 classic, Monty the Penguin.

Monty won hearts around the globe with a story of friendship, giving and of course love.   The campaign performance metrics were off the charts, with over 350m social media views, soundtrack reached #3 on iTunes charts, 89% of tv audience had seen the ad at least once, and the campaign delivering GDP 141 incremental income for John Lewis.

However the 2014 John Lewis Monty the Penguin campaign, had an additional layer that made a real difference.   Partnering with two charities, John Lewis promoted WWF’s Adopt a Penguin scheme to help support their work in conserving penguin habitat.   In addition John Lewis donated a portion of every Monty the Penguin book sold to children’s charity Barnados’.

WWF reported a 350% increase in Penguin Adoptions, as a direct result of the campaign, and indirect value returned though awareness of the plight of penguin habitat, and knowledge of their broader adoption program.

John Lewis 2014 Christmas campaign is unquestionably one of the best they have delivered.   It strengthened their brand, ensured they were in the consumers Christmas retailer consideration set and supported causes close to the audience’s heart.

Authenticity and connecting with your customers in an emotional way is where the magic happens.  And this is never more pronounced and import as Christmas.

 

Roadmap Strategy is a niche marketing agency based in South Melbourne.   We welcome the opportunity to develop your next campaign and get the rubber hitting the road, and helping you achieve your business goals.

 


Sharing achievements with impact

There are organisations everywhere making a difference, but the organisations that share their journey with their supporters, partners and donors build trust, connection and support.

Zoos SA are to be commended on their Impact Report.  Not only for their work in saving species from extinction and connecting people with nature, but for taking us on the journey with them so we can love and support them even more.

We can all learn something from how Zoos SA connect with their community.


Why brand positioning is important

Brand positioning is basically influencing the consumers’ attitude toward your brand. It's the place your brand owns in the consumers heart (or not).

When successful, brand positioning will drive the companies behaviour to a point that it will appear in research as the things customers notice about them.

Often referred to as the heart of your marketing strategy, simplicity in your brand positioning is the key to success.

Simple words that capture the essence of the offering in a way that is accessible to all members of the organisation and appeals to customers.  Complexity on the other hand will only serve to kill the brands execution.

And while simplicity is incredibly difficult to achieve, the rewards for achieving the simplicity holy grail is significant as the organisation treads the path to their true north, and success.

And the greatest initial test for brand positioning is whether your marketing team, your CEO, your customer service team can remember it unaided.  When they all come up with the same basic concept you are in with chance of building your brand.

If you need help with developing your brand positioning Roadmap Strategy would welcome the opportunity to work with you to help create clarity for your brand, and the path to your organisations true north.


Purposeful thinking is repositioning Toyota

Toyota is undertaking a once in a century profound transformation.   “Moving forward, Toyota will provide a diverse range of mobility services and transport solutions to people around the world as we transform Toyota into a mobility company” says Toyota President Akio Toyoda.

As the global ‘mobility partner’ of the Tokyo Olympics and Paralympics, Toyota has been working with Australian para-athletes to refine their equipment to ensure they can perform at their best.

Engaging the community in their journey as they transform into a mobility company is critical for Toyota’s success.  Toyota engaged Saatchi & Saatchi to create a campaign to showcase their ‘mobility for all’ philosophy.

This ad is the centre piece of the campaign.  It immediately captures the audience’s attention, sharing the brutal reality of wheelchair rugby, giving the audience insights into the strength, skills and determination of our incredible athletes......and the demands on their equipment.

The audience will see leadership, innovation, purposeful thinking and start repositioning Toyota in their mind from being a vehicle manufacturer to a mobility company bringing the ‘joy and freedom of movement to all’.

We hope you enjoy the Toyota ad, and meeting Riley Batt, OAM, Australian wheelchair rugby player and duel gold and silver medallist at four Paralympic Games.

We’d love to know how this ad made you feel.  Please share your thoughts with us at hello@roadmapstrategy.com.au


Why entering awards is good for business

Entering awards are good for your business, your brand, and your people.   This article explores the benefits of entering awards and how to get the most value for your business.

Awards give your business a story of excellence, build your industry profile, and recognise the hard work and achievements of your team.

While winning is great, and is often rewarded with a trophy, press interviews and bragging rights, but don’t underestimate the value and promotional opportunities of entering and not taking home the gold.

This is why you should enter awards and thoughts on how to leverage your entry, and how to step it up when you win.

Brand differentiation

Becoming an award-winning business is a great way to set yourself apart from your competition.  It also aligns your business with the best of industry, giving your customers another reason to select you over another business in your sector.

Promotion - celebrate your entry and your result

Being associated with an industry or business award is an excellent PR opportunity before, during and after the event.  As soon as you have entered, start sharing your story, pride at entering and aligning your brand with the award brand which is likely to include; excellence, leadership and prestige.

In the lead up to and during the event share your journey with your audience;  build your story of excellence, share your teams excitement leading up to attending the awards, and pride at attending the ceremony.

Building Relationships

It’s not what you know, it’s who you know, and building connections with other entrants cannot be under-estimated.

Win, loose or draw, be gracious and promote, celebrate and support all entries in your category with a post on social media and phone call to personally congratulate fellow entrants.  Not only is it good manners, it aligns your brand with the best in class and that’s always a good thing.

Take a step back from your business

Preparing your entry forces you to step back and look at your business from a different perspective.  You will identify your strengths, weaknesses, achievements, uncover new opportunities and interrogate and refine your business and marketing strategy.

The process will uncover opportunities for improvement, and that’s got to be good for business.

Boosts team morale

Awards remind your team of the great work that has been done, why they should be proud of their effort, and give everyone an opportunity to acknowledge and celebrate their achievements.

Regardless of winning, entering or being a finalist, awards are a very public way of recognising everyone’s hard work and commitment.

Build your credibility

When awards are judge by industry-leaders and experts, winning builds recognition of your teams work, and certifies your place within the industry.  Feedback on your entry from industry experts is invaluable resource you may not normally have access to.

Attracting talent and investment

Businesses who enter and win awards are recognised as being or inspiring to be best in class.   This positioning helps attract and retain the best employees, and opens doors and dialog with partners, alliances and potential investors.

 

Entering awards are good for your business, your brand and your people, giving you a story of excellence and commitment to share with your audience to build your business profile, and recognise the hard work and achievements of your team.

 

Nominations for the Victorian Tourism Awards close on 30th June

We encourage our tourism colleagues to nominate and enter the 2021 Victorian Tourism Awards.

Now is the time to celebrate your business, tourism in Victoria, and share your story of resilience and excellence with your loyal supporters and potential visitors.

Our founder, Alison McDowell is a six year veteran Victorian Tourism Awards Judge.  If you need to be convinced how important entering the awards are for your business and your town, give Ali a call on 0411 135 317 or email alison@roadmapstrategy.com.au

 

Find out more

About the 2021 Victorian Tourism Awards

Categories

Entrants Support

How to enter