Month: October 2018

From the Southern Highlands, to the ‘Southern Pie-lands’, the humble pie has spawned a marketing campaign that has seen an estimated $2 million injection for the local New South Wales economy.

As Manager Tourism & Events for Destination Southern Highlands for the past 13 years, Steve Rosa is part of the innovative team behind Pie Time. The June event is a month-long celebration of pies incorporating a Pie Trail of bakeries and other eateries serving pies of all descriptions, as well as cooking classes, pie tours, pie short break stays and more that also features a two-day flagship festival, PieFest.

We chat with Steve about the evolution of the destination marketing campaign – and why it’s been a major tourism drawcard for the region.

How did the concept for Pie Time come about?
Back in October 2016, we were undertaking a product audit of our region and noted that we had a high concentration of local bakeries. Initial numbers were 28 bakeries spread throughout our picturesque region covering 17 towns and villages over 2700sqkms. To complement our existing tourism experience trails such as our Heritage Trail, Garden Trail, Antique Trail, Arts Trail and Wine Trail, we decided to develop a Pie Trail which was accessible all year round. Following the successful launch of the Pie Trail in January 2017, we consulted with industry to create events and experiences around pies to give visitors another reason to experience the Southern Highlands. A two-day Pie Festival was initiated in June 2017, with a number of supporting pie themed events and experiences also created during the winter month of June – the best time to enjoy a pie.

How did your marketing campaign evolve?
This initial concept work led us to bake an original destination marketing campaign, aptly named Pie Time.  The humble pie was used as a platform for marketing the region during the off-peak month of June, encouraging people to visit, explore and stay while immersing themselves in Pie Time, which offers them unique ways to discover the Southern Highlands while indulging in plenty of pies through a pie trail, pie promotions, pie competitions, pie activities and experiences, and a pie festival. It also offered a new way to support and connect local industry by providing businesses with a unique selling point, a tangible way to create new promotions, an increase in customers in a non-peak visitation month, and an opportunity to collaboration with other businesses in the region to offer new customer experiences.

How big was the budget for the campaign and who was involved?
The destination marketing campaign was developed with a small budget of $80,000 plus industry co-op. The campaign celebrates the Southern Highlands as ‘Australia’s Home of Pies’, as no other region in Australia has a Pie Trail, a Pie Festival or more pie outlets in a destination the size of the Southern Highlands.

What were some of the key ingredients of the campaign?
The campaign ingredients included over 50 local pie sites including bakeries, cafes, restaurants, cellar doors, pubs, hotels, pie makers, tour operators, tourist attractions, event organisers, local Council and community groups. The recipe was a range of pie-themed events, a pie trail, pie related activities and experiences, a festival, and places to stay over the month of June. It involved taking existing products and attractions, encouraging and supporting the creation of new events, and combining them to create a short break campaign and richer destination product with a more compelling call to action under the Pie Time brand.

Have you been surprised by the take-up of this event? (And the doubling in pie sales in only one year?)
Yes! The humble pie resonates with people at all levels. It’s often at the centre of family memories, and there’s a pie for everyone, from plain to signature pies, vegetarian and vegan. It’s unique, quirky and fun. It’s a different approach to destination marketing. To see 100,000 pies produced and sold in June 2017, and see that increase by 100% to 200,000 pies in June 2018 is astonishing.

What sets this event apart from other food festivals?
It’s totally different to anything available elsewhere in Australia. The campaign and event supports our region’s position as a boutique Food & Wine destination and complements the development of our foodie experiences & trails. The campaign also targets both visitors and the local community through targeted and customised events and experiences.

How did you leverage the local community to support the event?
The Pie Time campaign was well communicated to local residents via local media, Council & DSH communications. Communications aimed to engage the local community as advocates for Pie Time among their family and friends. We developed special promotions and events for the local community such as ‘Local Pie Night’, where locals were incentivised to invite visiting family and friends to the Highlands on the last weekend of Pie Time in June to share a pie and the region. We also partnered with local charity group Meals on Wheels to conduct the ‘Giant Pie Drive’ throughout June, where schools, sporting organisations, groups, businesses and clubs could purchase pies as a fundraiser.

How did you drive this campaign on a shoe-string budget?
Working with a minimal budget required lots of creativity – particularly in advertising. Pie Time needed to stand on its own as worthy of PR placement, to ensure free coverage that could reach the geographically diverse audience we could not afford through traditional avenues of paid advertising. Our own paid advertising efforts through “non-traditional” avenues also needed to be extremely targeted – ensuring sufficient capture of our target demographic across Sydney, Canberra and Wollongong, without blowing the budget.

The Pie Time marketing strategy for 2018 was to capitalise on the momentum that had been achieved in year one, while cementing that Pie Time is here to stay and the Southern Highlands does, in fact, become the Southern ‘Pielands’ in June! A Pie Time communications strategy was developed that included a multi-channel approach with a heavy and target digital presence supported with free publicity and promotions. In addition to paid media and PR, we worked collaboratively with Tourism Australia, DNSW, Visit Canberra and local industry to further extend the campaign’s exposure.

What lessons can you take out of this campaign?
Always look to generate good content for stories and visual uptake by media. And ensure that you bring the industry on board, so they can take ownership of the campaign, in part by providing cost effective opportunities for industry to take part.

It’s a fantastic event concept. Why is it important to think outside the square when it comes to tourism campaigns?
Destination marketing is a very competitive and noisy market space. You need to continually find destination USPs to set your destination apart from others and give people – including repeat visitors – a reason to visit or come back.

As major retailers like Sears fall like very large dominos, you’d be forgiven for thinking the death knells have sounded for brick and mortar retail.

Closer to home, Myer is grappling with its own downward trend, with the retailer last month posting a $486 million annual loss.

So how are things going wrong for such significant retail players? And how can brick and mortar retailers’ future-proof their market share?

While there’s no overnight solution, there are reasons that some brands are able to buck even the toughest of economic conditions.

Take these five tips into account and you’ll be on your way to ensuring you have a thriving brick and mortar retail space both now and into the future.

  1. Be customer-centric

Brands can sometimes go wrong by trying to be everything to everyone. Knowing your customer and talking specifically to them, rather than utilising generic messaging, is key. This relates to your physical retail space and fit-out, as well as your other engagement touchpoints, such as a user-friendly website and your social media presence. M.J. Bale founder Matt Jensen is quoted saying that customer service is what sets his high-performing brand apart. Australian Retailers Association executive director Russell Zimmerman agrees, saying that creating a seamless customer experience includes an easy returns process, and good product pick-up and delivery options.

  1. Change it up

Product also must remain fresh and contemporary. Limited edition products and designer capsule collections, like those employed by high street brands Uniqlo and H&M in partnership with the likes of J.W. Anderson and Erdem, create a fear of missing out – and the market responds accordingly.

  1. Show, don’t just sell

In 2018, a brick and mortar retail space must be more than just a place that sells product. Retailers need to be much more interactive, and really showcase their products. In my recent blog postabout my time working at The Body Shop under the leadership of Dame Anita Roddick, I touched on how the company was ahead of its time by encouraging people to not only see but also touch and smell their products. Successful retailers will take up the opportunity to act as showrooms where customers can interact with products in beautiful surroundings. Liberty London, is one example of a destination department store that lovingly curates its products, showcasing artists from around the world, and acting as a launching pad for emerging and undiscovered artists. No wonder the brand has enjoyed success since it opened its doors in 1875.

  1. Encourage interaction

Encouraging interaction and discovery for guests must go further still. Brick and mortar retailers have the opportunity to educate consumers, and provide face-to-face opportunities for interactions with not only products, but also their designers and makers. Retailers must get savvier about how best to do this, and build a real community of supporters. Examples include internal pop up stores within a larger department store, a calendar of travelling artists and producers, and regional roadshows. The key is a space that is always changing and evolving. Matt Jensen of M.J. Balerefers to the “theatre of shopping”, saying, “You’ve got to entertain people as they part with their money.”

  1. Quality is key

Still, repeat sales increasingly come down to quality. Trends suggest consumers are growing increasingly discerning, and are turning away from products that are lacking in quality and ethics. This is undoubtedly one of the reasons why trusted brands such as Swarovski and Tiffany & Co. are continuing to open new brick and mortar storesin a volatile economic climate. Thankfully the trend is not only prompting many retailers to clean up their supply chains, but also to ensure they’re providing real value to customers.

 So whether you’re selling food, homewares, fashion, or something entirely different, remember that outstanding customer service, fresh, quality product, customer engagement, and an interactive retail environment will all help to future-proof your brick and mortar retail space.

 To find out more about Kiikstart’s business planning and coaching offerings for clients in the retail sector, get in touch at enquiries@kiikstart.com.

“A mentor empowers a person to see a possible future, and believe it can be obtained” – Shawn Hitchcock.

Mentoring is powerful. Some of the most successful people in the world, from Mark Zuckerberg to Sir Richard Branson and Oprah Winfrey, say their mentors had a hand in their success stories.

Over the past 12 years I’ve personally mentored more than 2000 people across Australia, including people in our cities, regions and the Outback. Many of these people are business leaders and influencers, or people looking to step up in their career.

As someone who’s seen firsthand the transformative power of mentoring, here are five tips for getting the most out of your mentoring journey.

Acknowledge the benefits
The first step is to recognise that you’re never too old, too young, or too experienced to have a mentor. I recently wrote about how ego can impact your business, but it can also impact your personal career trajectory. A 2017 Deloitte report found that people who are mentored experience greater job satisfaction, progress further in their careers, and are better paid. Writing about his mentor, Sir Freddie Laker, Sir Richard Branson addressed the benefits of mentoring: “Understandably there’s a lot of ego, nervous energy and parental pride involved … Going it alone is an admirable, but foolhardy and highly flawed approach to taking on the world.”

Look beyond your industry & network
When seeking a mentor, don’t assume that you need a clone of yourself, or even someone from within your industry. A mentor outside your industry will help you to expand your network, and expose you to new ideas. People who don’t work alongside you each day are also more likely to be honest and ask questions that will challenge you to truly self-reflect. Founder and CEO of BIG Labs, Jyoti Bansal, says entrepreneurs “..should always select a mentor that fills the gaps in his/ her experience and skill set” so they can supplement the strengths that you bring to the table.

Find the right fit
Someone might look good on paper, but this doesn’t mean they’ll be a good fit for you as a mentor. Just like matchmaking, the mentor/mentee relationship doesn’t always yield a great fit. Even mentoring software app Mentorloop admits matching mentors and mentees isn’t an exact science: “Humans are infinitely complicated creatures… Using a spreadsheet simply doesn’t give you the scope or flexibility required to make matches across experience, skills, personality, preferences, and relationship goals.” Sometimes it’s only once you’ve formalised your arrangement that you’ll work out whether it’s a good fit. So how do you know whether it’s right?

A great mentor is like a colonic irrigation. They’ll help you find new ways to respond to your current frustrations, and move forward. The right mentor will respectfully question how you think and act, while providing guidance on how to find solutions to roadblocks and self-limiting behaviour. They’ll keep you accountable, but also provide a safe, supportive environment to have an open and engaged conversation.

Ensure it’s outcome driven
There’s more to this relationship than sitting with someone who dishes out advice or acts as your sounding board, although this advice is important. Ensure you’re both assessing and reviewing your progress. Set a co-created agenda and adhere to co-created milestones to track your relationship and keep you both focused during sessions.

Illumio CEO Andrew Rubin says when it comes to mentors “you get out.. what you put in”. The best models are based on measurable action. Remember that this is an equally accountable relationship, where you both need to do some of the heavy lifting and work in between sessions. On my part, for my mentees this has meant extra follow up and idea sharing between sessions, as well as introductions to industry networks that lead to new, undiscovered opportunities.

Pay for the pleasure
Remember that mentoring is an investment in yourself and your career. While you may be lucky enough to find a mentor who will help you for free, paying for the service ensures you’re working with someone who has the time and energy to invest in you. They’ll also be more inclined to establish an outcome-focused program, which will yield much more value for your efforts. Remember that your time is valuable, so invest it wisely when selecting the right mentor for you.

Are you looking for a professional mentor? Get in touch with Ali to find out more about Kiikstart’s tailored, one-on-one mentoring offering. Email enquiries@kiikstart.com or visit www.kiikstart.com to find out more.

Words are powerful.

Just ask any leader or media personality who has stumbled over their words, or used the wrong word in a situation. (Who could forget Tony Abbott’s ‘suppository of all wisdom’ gaffe!).

When it comes to brands, telling a compelling story is critical.

But while it may be easy to sell yourself through words (you can always rely on the services of expert marketers for that!)  it can be harder to walk that talk.

Here are five non-verbal ways to tell your brand’s story.

Captivating Visuals
Getting your visual branding and assets right can have a major impact on your brand. It’s why 91% of consumers prefer visual content to text – and why so many brands embark on major rebrands. Your visual content extends to your social media, where some brands triumph. Whole Foods, for example, reflects its brand values through eye-catching imagery on Instagram that reflect the brand’s wholesome food offering.

Design & Layout
Whether it’s a retail or office environment, the design and layout of your brand’s physical space is a fantastic visual portrayal of your values. Silicon Valley brands like Google and Facebook showcase their innovation and commitment to staff satisfaction through their thoughtful office environments, while Etsy’s quirky Brooklyn headquarters reflect the brand’s focus on high-quality crafting.

Evoke the Senses
When designing your brand’s space, consider how stimulating the senses can add to the mood or story of your brand. I recently wrote about how The Body Shop created an innovative retail space, which fed into the company’s broader story. Likewise, Abercrombie & Fitch plays on the senses to attract their target market, spraying fragrance and playing loud music to draw in their target clientele.

Poignant Packaging
A brand’s packaging is an important extension of their visual identity. Tiffany & Co. is one of the best examples of this. Those teal bags and boxes and white ribbon have long been synonymous with the brand, and speak to their values of timeless beauty and luxury. Brands can also reflect other values, such as their commitment to the environment, through their packaging. Organic haircare brand Kevin Murphy, for example, recently made a commitment to move to bottles made from 100 per cent recycled ocean plastics, which speaks to the brand’s commitment to the environment.

Customer Service
Finally, customer service is a clear representation of your brand’s values. As Alexandra Sheehan writes for Shopify, “Sales associates on the floor are the personification of your brand… It’s imperative that they’re considered an essential component of the brand identity.” Costco is one brand that reflects its values through their customer service. The retailer is known for being particularly accommodating when it comes to returns. The company has successfully created an affordable shopping experience without compromising on customer experience.

So there you have it! From your packaging, to visual and sensory experiences, there’s much more to your brand story than words.

Time to walk the talk? At Kiikstart we’re specialists when it comes to business strategy and idea execution. Get in touch today for support with any aspects of your company’s planning or storytelling. Email enquiries@kiikstart.com.