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.
Dolphin Marine Conservation Park - Smart Brands Don't Go Dark
Just because Dolphin Marine Conservation Park have their gates closed doesn't mean you can't see their dolphins, seals, turtles and penguins.
Regular Live Streaming on Facebook is keeping their followers connected by sharing animals being fed, cared for, and trained, all through live streaming.
Dolphin Marine Conservation Park, Coffs Harbour is Australia's only marine conservation park and they are doing incredible work across welfare, rescue, rehabilitation and release.
Live Streaming is a brilliant opportunity to connect with their audience, help people understand more about marine conservation, and what actions each of us need to take to make a difference.
Congratulations to Terry Goodall and the team at Dolphin Marine Conservation Park.
See an interview with Terry Goodall, Managing Director, Dolphin Marine Conservation Park, Coffs Harbour.
https://www.prime7.com.au/news/24552-animal-love
The localism drum is beating
For some time, people have been discussing slowing down, engaging in more meaningful experiences, searching for human connection and embracing a sense of community.
This is not new news, but have we been listening?
People have been escaping to their neighbourhood, engaging and connecting with local experiences, and when they head further afield, searching for villages, makers and authentic connections. But have we been listening?
And then came along COVID-19.
Locals continue to be passionate about the place they live, and want local businesses and people to be prosperous, happy and connected.
Successful businesses are maintaining and building new relationships with their community, through storytelling, advertising, promotion and great customer service. These businesses haven’t gone dark, they are focused on their share of voice and building an army of local ambassadors who will encourage their friends, relatives and visitors to support them as we move out of COVID-19 and beyond.
How are you building your market share?
Western Star - undeniably authentic
Building a brand is a marathon not a sprint. And brands that stay the course, understand how to connect with, and respond to their customers needs at every touch point will be better placed as we enter and emerge from this economic downturn.
As part of our 'Smart Brands Don't Go Dark' series we wanted to share the new Western Star Butter advert.
Undeniably authentic, the ad speaks to their brand position of being an Australian staple that has been a tradition for Australian cooks and families for 93 years.
So with a nod to the past, celebrating human betweenness, a strong connection to place and community, and a big dollop of emotion, Western Star Butter you've made Cobden our 'western star' and won a little bit more of our heart.
Building a brand is a marathon not a sprint. And brands that stay the course, understand how to connect with, and respond to their customers needs at every touch point will be better placed as we enter and emerge from this economic downturn.
As part of our 'Smart Brands Don't Go Dark' series we wanted to share the new Western Star Butter advert.
Undeniably authentic, the ad speaks to their brand position of being an Australian staple that has been a tradition for Australian cooks and families for 93 years.
So with a nod to the past, celebrating human betweenness, a strong connection to place and community, and a big dollop of emotion, Western Star Butter you've made Cobden our 'western star' and won a little bit more of our heart.
Brand Purpose - now is your moment of truth
Now is the moment of truth for your brand purpose. Are you still living up to your values and striving for your true north and sharing that journey with your customers?
Over the past few years, trust in our civil foundations has fallen away and we have increasing looked towards brands to solve social issues.
We have built trusted relationships with brands. We connect with their people, their product, across social platforms and we buy into their story, their values and their purpose.
In times of a social crisis brands have to dig deep and stay true to their purpose to maintain connection and the trust of their customers.
Brands who’s purpose remains their true north, connects and communicates with their customers authentically will be stronger, and more likely to succeed.
Your Brands moment of truth is now.
2020 International Women's Day - a celebration
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.
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
Check out the clip from our 2020 Breakfast https://vimeo.com
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
Event Sponsors
Charity Partner
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 Institute, West Beach Bathers Pavilion, thl - maui, Britz & Mighty Campervan Rentals
Speakers
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.
Vogue Welcomes Members
Vogue Australia have tapped into the holy grail of membership marketing, and it’s delivered a 300% increase in subscribers since launch.
“Vogue VIP is a personalised membership loyalty program rewarding subscribers and offering rarefied access into the world of Vogue" said Vogue Australia editor-in-chief, Edwina McCann.
Designed to reward members with benefits members desire, rewarding their brand loyalty and build engagement and will in turn reward Vogue Australia with growth, retention and connection with members of their VIP members beyond the pages of their magazine.
Vogue VIP offers benefits in addition to monthly magazine include:
- Exclusive behind the scenes content
- VIP member event invitations
- Opportunities to network within the Vogue community
- Connection with business mentors
- Digital magazine access and exclusive offers
When members or in this case Vogue VIP’s are at the heart the organisation, great things can happen.