Tag: tourism

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Combining his background in marketing and graphic design with a fast-growing passion for wine, Daniel Hill is on favourable ground at Seabrook Wines in the Barossa Valley. The Tasting Room & Wine Club Specialist, who says he fell into a career in the wine industry, is using his skills to help grow the brand. Daniel’s approach includes exceptional end-to-end customer service that begins when customers enter the cellar door, and extends beyond their visit.

The family-owned Barossa Valley winery is run by Hamish and Jo Seabrook. Hamish is a first generation winemaker, but comes from a family of wine merchants and educators with deep roots in the industry. It’s a rich and unique story – and one Daniel says is worth telling.

We asked Daniel to share more about his background, Seabrook’s approach to telling their story, and how the brand is elevating their customers’ experience.

What’s your role at Seabrook and how long have you been with them?
Technically my role is ‘Tasting Room & Wine Club Specialist’, but my position within the company is multi-faceted so in addition to the day-to-day workings of the tasting room, I manage the website, social, digital and print media, investigate new marketing and sales opportunities, and look after local trade accounts for the Barossa region.

Seabrook Wines’ story is an interesting one. How do you articulate the family’s story about the shift from wine merchants to makers?
There’s definitely a wonderful history behind the brand and why we do what we do. Seabrook is a first generation producer and Hamish is the first winemaker in his family, and the first to be making wines under his own label. However, the wine merchant business dates back to 1878.

Hamish’s dad was the last to run that business, but due to the evolving market he decided to conclude that business in the late 1970s and move to the Barossa.

In your storytelling how much do you focus on this history?
We’re up-front about the fact that we’re a young producer and a new kid on the block despite that history. The brand is still quite unknown to today’s younger market, with a lot of the older generation familiar with the W.J. Seabrook & Sons releases.

How is the wine industry changing?
From my point of view, there’s been a cultural shift in the way people consume alcohol. The focus has shifted to quality over quantity, with more people enjoying better wine, spirits and beers.

How do you set yourself apart in a very busy market?
Our Tasting Room offers gorgeous views from our deck, where guests can take in the surrounds of our estate vineyard. Guests that visit Seabrook are welcomed, and provided with a relaxed, fun, and informative wine discovery experience. We want people to slow down, take in the surrounds, enjoy our products, hear our stories, and be entertained with our company; all in a comfortable and welcoming environment. Making guests feel at home is key to what we do.

The three most important factors to the Seabrook customer experience are the product, the experience, and the service. If any of these falls short of exceptional, we would have failed to create a memorable and life-lasting experience.

How do you elevate customers’ experience at cellar door?
The customer experience begins the moment they walk through our doors. Visitors are welcomed with a warm greeting, a handshake, an introduction to our tasting room, and most importantly a glass of Riesling! From there, we seat the customer like you would in a restaurant; seat them, pour water, ask them questions about themselves and their journey, and explain to them how the experience will run.

Each visitor is treated like family, with the hope that they feel welcomed into our extended family, and begin a lifelong relationship with Seabrook as people and a brand. This doesn’t change after they’ve left our Tasting Room either. Personalised emails, phone calls, and invites to offsite events allow us to strengthen the wonderful relationships that we forge in our Barossa Valley home.

We also continue that personalised service once they’ve left. I usually grab their order form and jot down their names so I make sure that I don’t forget. We place a card with a photo of our winery and a handwritten thank you note into their box; it doesn’t matter if they’ve bought one bottle or 10 bottles. We want our customers to feel appreciated, and that reciprocity and personalisation is key.

Why is it important to go the extra mile for your customers?
I remember when I began visiting cellar doors on a journey to learn more about wine. The overall experience was quite daunting and left me questioning whether wine was for me.

When I sat with Hamish to discuss how we could create a unique and tailored tasting experience here at Seabrook, I needed to ensure it was welcoming, relaxing, and fun overall. I don’t want anyone to walk out of our doors and feel the way I did many years ago.

Wine IS for everyone. It shouldn’t feel pretentious or exclusive, and people shouldn’t feel daunted by it.

Visitors to Seabrook should leave with a lasting and positive impression of their time with us – and then be transported back to that moment every time they open a Seabrook wine.

The idea for thank you cards was conceived by owner Jo Seabrook at one of Kiikstart’s customer experience workshops. To find out about future sessions, or to work with Kiikstart, visit email enquiries@kiikstart.com.

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.

Dave Willson knows the Clare Valley. Having lived in the region all his life, five years ago he turned his knowledge of Clare into a business.

Clare Valley Tours was born from his passion for his home’s natural beauty, history and hospitality.

Mr Willson has been working with Kiikstart over the last few months to grow his tour business, and says that director Ali Uren’s “progressive and creative” approach has been very beneficial.

“Ali will drag you by the jock straps when you’re slacking off,” he says with a laugh. “She’ll initiate change in your thought process and your business culture.”

Sharing Clare’s gastronomic, historical and natural wonders comes naturally to Dave, who says it’s a discovery experience for him too.

“I’m sharing the love and creating feel-good experiences for people,” he says. “The more I do it, the more I love it!”

We asked the Clare local to share seven of his favourite spots in the region to explore this winter – and it’s not all fires and romance, although there’s plenty of that to be had!

1. Sevenhill Cellars

Find them at: 111C College Rd, Sevenhill SA

What makes them special: Their story and the history of building St Aloysius Church. The winery was established by two Jesuit priests in 1851 to produce sacramental wine, while the church is home to the only crypt below a parish church in Australia. Many of the early pioneering Jesuits still lay in the crypt.

Winter drawcard: Enjoy a glass of red by the fire, and pat the local winery cat.

Fun fact: Sevenhill Cellars still supplies 95 per cent of Australian altar wine.

2. Spring Gully Conservation Park

Find it at: Sawmill Rd, Sevenhill SA

What makes it special: The picturesque conservation park offers great walking trails and lookout spots that overlook the Adelaide Plains. The view is fantastic! On a good day, you can see the head of St Vincent’s Gulf and beyond.

Winter drawcard: While the park is particularly renowned for its beautiful patchwork quilt of colours in spring, winter has its own charms, including a stunning seasonal waterfall.

Insider tip: Listen for frogs near the creeks, especially after local rains.

3. Burra

What makes it special: Located on the edge of the Outback, the historic mining town is a unique township that was once home to the largest metals mine in Australia.

Winter drawcard: Discover the town’s quaint hospitality, including the local pubs and fantastic antique shops.

Fun fact: The town was once home to Diprotodon – Australia’s largest marsupial and a species of megafauna.

4. Hill River Estate

Find them at: Quarry Rd, Polish Hill River SA

What makes it special: A cellar door with a difference, this is a story of farmers-turned-winemakers who run their farm alongside the winery.

Winter drawcard: Buy a bottle of wine, sit by the fire and sip away on a winter’s day.

5. Skillogalee Winery, Restaurant & Accommodation

Find them at: 23 Trevarrick Rd, Sevenhill SA

What makes it special: Set on 60 hectares, “Skilly” – as Dave calls it – is home to an iconic cottage restaurant nestled into the side of the hill with beautiful vineyard views.

Winter drawcard: This is a long lunch destination. Sit by the fire, sip on a muscat, and enjoy their fantastic hand crafted wines before, during or after lunch.

Insider tip: Skillogalee also offers B&B cottage-style accommodation.

6. Bungaree Station

Find it at: 431 Bungaree Rd, Bungaree SA

What makes it special: Settled in 1841, the site has been home to six generations of the Hawker family. The magnificent 1860s heritage buildings have been transformed into local accommodation. Stay overnight, or visit for a walk through farming history.

Winter drawcard: Unique country accommodation for a cosy winter break.

7. Destination Clare

What makes it special: The region of Clare is packed with natural beauty, history and hospitality, so much so that Dave says it’s impossible not to mention the region as a whole. It’s also quaint and relatively uncommercialised.

Winter drawcard: It’s the perfect time of year for a little indulgence. You’ll be spoilt for choice when it comes to cosy accommodation, and fine food and wine experiences – well-suited to those relaxed winter hemlines and layers!

Fun fact: Clare Valley makes up just 1.5 per cent of the national crush, but wins more than 20 per cent of national wine awards.

Visit www.clarevalleytours.com or contact Dave on 0418 832 812 to book a tour. Group and bespoke tour options are available.

To find out more about working with Kiikstart to benefit your business, visit www.kiikstart.com.