Waikerie Report 16.04.02

Waikerie Revitalisation ProgramFinal Report April 2002

Prepared for: Prepared by:

District Council of Loxton and WaikerieEast TerracePO Box 409Waikerie SA 5333

Steer Davies Gleave22-26 Vardon AveAdelaide S.A. 5000

Waikerie Reports

Contents Page

1 INTRODUCTION – THE WAIKERIE REPORT..........................................12 VISUAL MERCHANDISING PROGRAM REPORT....................................1

2.1 Introduction - Visual Merchandising Program......................................12.2 Retail Excellence Display and Merchandising.......................................12.3 Considerations.....................................................................................12.4 Consultants Evaluation - Visual Merchandising....................................2

3 MARKETING – ‘AN ALL OF BUSINESS APPROACH’ REPORT.................13.1 Introduction – Marketing - An All of Business Approach........................13.2 Philosophy, Aims and Objectives..........................................................13.3 Evaluation of the program...................................................................4Appendices1 Evaluation – Waikerie Revitalisation Program2 Tourism Research Sources

Waikerie Reports

SUMMARY

The Waikerie Report incorporating:

The Visual Merchandising Report

The Marketing – ‘An All of Business Approach’ Report

Steer Davies Gleave undertook the two projects listed above with the aim of enhancing local business in Waikerie.The projects provided the consultants with an insight into the vitality of Waikerie, while revealing some of the real threats and opportunities that the township will encounter over the coming years.It is acknowledged that while the depth of the consultation was brief and restricted to those businesses that were prepared to undergo scrutiny of their businesses, the consultants did meet with a good cross section of owners in a wide variety of businesses.The issues referred to in this summary are not new or unknown by the businesses or District Council of Loxton Waikerie. The summary is an attempt to link some of those issues together and present them in a constructive and positive manner that will inform future decision-making for the retail and tourism sector.

The Retail SectorThere was a poor showing of businesses that attended the Visual Merchandising seminar but the excellent participation rate reflected in the “All of Business Approach’ to Marketing workshops indicated a more positive and proactive element of Waikerie’s retail sector. Based on the consultants’ observations and consultation, the sector seems relatively healthy and has a local, committed approach demonstrated by a good proactive group who make up the Waikerie Progress Association.One of Waikerie’s disadvantages is that it is not situated in a location that attracts non-local shoppers. A choice to shop in Waikerie by a non-local would most likely be driven by a conscious decision more than one of impulse “because I was passing through”. Most people living in, or visiting the Riverland, would not pass through Waikerie during their daily or weekly trips.Waikerie is just off the main highway, has the potential to attract passer bys with a stop over, however there is the definite need to pull these potential customers in off the highway. This can be difficult, especially when many travellers have either not long left Adelaide or have not got much further to go to get there. Many would have a destination in mind and will gather goods and needs once they have arrived. If it is purely fuel, food and drink they require,

Summary ii

Waikerie Reports

then the highway, especially at Waikerie has this well and truly catered for with the well appointed Bakery, Petrol Station and Orange Tree.

There is also the sense that as locals, you don’t drive back down the track to shop but go forward, especially since the townships forward of Waikerie are larger and well catered for in a retail sense.There is a greater potential for Waikerie to promote and attract customers from outlying townships such as Swan Reach.

Threats to Waikerie’s Retail FutureAs healthy as the local retail sector is in 2002, it, like Loxton, Waikerie will come under threat more and more from the growing retail sectors in Berri and Renmark. In the natural flow of business it can be expected that Waikerie will lose a significant market share in many categories causing a weakening of the current retail mix. To retain market share in its current position, the retailers of Waikerie will need to embrace the winds of change and select new strategies that will compensate for the expected loss of market share. While there are several factors that could strengthen local retail including:- an increase in local population, the attraction of new industries, the growth of current industries, by attracting increased sales from the wider region, a significant increase in tourism,this brief has focussed on the potential of Waikerie, their businesses and community to retain local custom, develop broader customer base and attract a greater share of tourism sector. As in many areas today, opportunity exists for Waikerie to significantly develop their tourism offer over the next 10 years, increasing its economic return to the district and reducing the impact of the expected downturn in business. Again Waikerie is part of a bigger tourism strategy, and could be seen as the gateway to the Riverland journey. As part of that strategy they offer river front experiences, caravanning and camping, boating and water activities, family activities, golfing and good bird watching potential and should optimise tourism promotion and links with all aspects of the Riverland as a tourism product through, the Riverland tourism body, other tourism operators, the District of Loxton and Waikerie and industry partners SATC.

Summary ii

Waikerie Reports

Many of these elements were addressed throughout the workshops and a number of the statistics and examples of the tourism potential were discussed and cited.Attached is research sourced through SATC (South Australian Tourist Commission), which may be of interest to the Waikerie Progress Association for distribution to all participants and interested parties. It is a suggested guide for information, which may assist in understanding your market, but it must be stressed that as part of any marketing strategy information must me continually updated and researched to remain relevant to the changing market. (Appendix 2 titled Research Sources)

1 INTRODUCTION – THE WAIKERIE REPORT

Steer Davies Gleave was invited to design and present a business enhancement program for the retail businesses of Waikerie.The brief included: a program to stimulate and enhance the visual merchandising skills of

local businesses a program focused on marketing that would motivate participants to

make positive changes in their business.

In response to the brief Steer Davies Gleave: developed a visual merchandising program that would be presented

as a seminar on December 3rd to an open house. In addition, 10 businesses would receive a one-hour personal mentoring session

designed and presented a series of workshops to follow 5 – 6 weeks after the visual merchandising program. Entitled ‘Marketing - An All of Business Approach’ these were conducted over a four-week period commencing February 11th. In addition 13 businesses would receive a one hour mentoring session

The visual merchandising and marketing programs where embraced by the participating businesses with the final outcomes being exceptional. Without exception the businesses endorsed the program as a success and stated that they received direct benefits from the program. (See Appendix 1 titled Evaluation).

Summary ii

2 VISUAL MERCHANDISING PROGRAM REPORT

2.1 Introduction - Visual Merchandising ProgramThis program, presented over two days, was an initiative of the Waikerie Town Development Advisory Committee. The aim of the course was to inspire, educate and motivate local businesses to change how they approach and implement visual merchandising. While the context was visual merchandising, given the short nature of the course, the focus was primarily on visual display. The participation rate and enthusiasm of this group was excellent and is evident in the outcomes.

2.2 Retail Excellence Display and MerchandisingAs a portal to business development, aimed at business excellence in the retail sector, Steer Davies Gleave undertook the training and mentoring of 8 businesses in Waikerie.The process involved two levels of contact: One on one, in-store mentoring of businesses prepared to place their

operations under the visual merchandising and display microscope with a view to obtaining professional advice on the appearance, layout and ‘must enter’ appeal of their premises to prospective customers.A total of 8 businesses registered for, and received, this service.

A Display and Merchandising seminar where the basic principles of visual merchandising and display techniques were discussed and demonstrated. A total of 5 businesses (approximately 12 people) attended this session.

2.3 ConsiderationsIt is the consultant's view that considering location, and economic and retail climate throughout the region and industry in general, the vast majority of retail businesses in Waikerie fall within the acceptable to high range of visual merchandising standards.There are a number of businesses that are classed within the high to excellent range of expected retail visuals and merchandising, with evidence of poor retail merchandising and visuals being minimal.For each of the business categories it was evident that through careful consideration of the product and with the benefit of mentoring and fresh ideas, the participating businesses could reassess and refine current processes and consider implementation of the suggested alternatives.In doing so, retailers gained a clearer insight into their businesses, customers and potential customers’ needs, gaining a renewed focus on their future prospects.The consultant’s aim was for these businesses to:

achieve their individual outcomes,

Visual Merchandising Program Report1

be reminded of the mandatory industry standards and the accepted levels of retail excellence expected by today’s customers.

re-ignite their passion, enthusiasm and desire to further develop all areas of retail business thereby increasing the levels of excellence, in order to derive profitable, sustainable, retail, tourism and community economic outcomes for the District of Loxton,Waikerie and beyond.

Of the eight businesses mentored, six displayed genuine desire to make a change and enact on their renewed ambition to produce a quality competitive visual and marketable product. The balance saw little they could do or little they needed to do to enhance their current position.Two of the six proactive businesses were already in the throws of major change and upgrade with a redevelopment for one and a complete new business venture for the other.Both businesses were of a high standard and stand to gain from their current market situation, especially if best practice marketing initiatives are implemented and maintained. These businesses need to assure their products continue to meet market needs and new markets or product lines are sort so as to create growth.For the other four businesses mentored in Visual Merchandising, varying levels of upgrades and initiatives are being considered. These are at the planning stages and are at the ideas and innovative stages of development.However, it is the consultant’s view that each of their visions and concept plans are worthy of pursuit and will deliver positive outcomes.Each of the eight businesses were further mentored and assisted throughout the second round of workshops in “An all of Business Approach” marketing and mentoring. The consultants are confident that these businesses have the enthusiasm and acquired skills to formulate business strategies, which will assist them in gaining an improved position for their futures.Although there were eight businesses that received one on one mentoring, the evening seminar, which was an open session to all businesses, was not well attended. Of the eight registered businesses participating in the one on one mentoring, five businesses plus their staff attended, totalling less than a dozen participants. No other businesses attended.This session was well received with those attending staying on to ask questions and to discuss elements amongst themselves. The feedback from the group as a whole was that others in the town could have taken advantage of this opportunity and they also voiced their disappointment in the level of participation to the Visual Merchandising Open Seminar.


2.4 Consultants Evaluation - Visual Merchandising

The consultants, on returning to Waikerie six weeks later to conduct Marketing and Business Development programs, undertook an informal evaluation process for each of the businesses that participated in the visual merchandising mentoring.For most of the retailers, who participated in the visual merchandising, many had proceeded with some elements of their planned merchandising revisions. However, there were justifiable and logistical considerations for holding the process over to a timeframe that would allow more time for the enormous task of reconfiguring a shop layout.

The willingness of all participating retailers to embrace change and challenges with solid solutions is to be commended, and the rewards will be stronger economic and community growth for those who continue to pursue excellence.Several businesses have committed to undergo considerable change and or have already undertaken previously planned changed through redevelopment or development of a new business. Development timelines, financial planning, feasibility studies and marketing strategies are a time factor in these instances and will take due course.Others who have committed to improvements are in the planning and development stages of these changes and are reliant on committees or community involvement or merchandise partnerships with suppliers to progress and deliver mutually agreed outcomes.


3 MARKETING – ‘AN ALL OF BUSINESS APPROACH’ REPORT

3.1 Introduction – Marketing - An All of Business Approach

The functions of marketing affect the operation and success of every part of a business, and a review of a business marketing process is an excellent vantage-point from which one can review the efficiency of their business. The ‘Marketing – An ‘All of Business Approach’ series consisted of a number of mini lectures and discussion sessions and involved participants by requesting them to do some ‘homework’ between the first and second session. The participants worked on improvements to their own businesses, which ensured the program was completed with ‘live’ examples that they could implement immediately.The success of this approach is confirmed in the participant’s evaluation report. (See Appendices 1 Evaluation)

3.2 Philosophy, Aims and Objectives

The program was designed to work with up to 15 retail businesses situated within the central retail precinct. The aim was to stimulate and excite these businesses into positive action. It is our experience that the demonstration of success and enthusiasm by the participating businesses instils confidence to all businesses.While the program was focused on enhancing the participants’ marketing skills, it recognised that marketing impacts on, and is impacted by, every facet of a business’s operations. From this viewpoint the facilitators were able to lead the participants to examine every facet of their business and the necessary actions to remedy or enhance the situation.The sessions were in the form of a workshop and were facilitated by two consultants. Each participant was also offered a one-hour personal mentoring session which was accepted by all except one participant.The objectives of the program were to: provide a significant boost to a number of individual retailers. enhance retailers’ understanding of marketing. create an awareness of the difference between marketing and

advertising/promotion. develop a personal marketing plan. identify tips and initiatives that could considerably enhance business. receive assistance to implement short term strategies to increase

turnover. increase retailer confidence.

Marketing Report 1

This would be achieved by: attracting 15 retail businesses to participate in the program.

facilitating the participants through three workshop sessions and one personal mentoring session over a three week period.

facilitating the businesses to apply the principles presented to their own business during the workshop, hence completing the sessions with a marketing plan in place. (The depth of the plan will depend on the needs of the participants and the degree of their input. e.g. It may focus on several elements or be a complete plan.)

The participants were:Waikerie Hotel Menadue PharmacyDN’s Newsagency Catch (IT Centre Loxton)Orange Tree Giftmania Waikerie Soaring CentreWaikerie Caravan Park Waikerie Club Inc.Premier Sports Waikerie Golf

ClubWaikerie Recreation and Sports Centre Waikerie Printing HouseWaikerie Community Builders

Workshop sessions were offered at 6.30p.m.Attendances were: 6:30pm Session

Week 1 Week 2 Week 3Waikerie Hotel

Menadue Pharmacy

DN’s Newsagency (Illness)

CATCH (IT Centre Loxton)

Orange Tree Giftmania

Waikerie Soaring Centre Out of town

Waikerie Caravan Park apology xWaikerie Club Inc.

Premier Sports

Waikerie Golf Club

Waikerie Recreation and Sport Club

Waikerie Printing House

Marketing Report 2

Waikerie Community Builders

Agro Tech Irrigation x x x

Thirteen businesses were represented in this workshop delivering eighteen participants with one business having booked but not attending.This was an excellent representation and an encouraging show of community and economic potentialThis group represented varied business, retail and community interests, with an impressive array of diverse local and tourist opportunities.As was evident in Loxton, this group have a passion for their community and, just as Loxton, one of the overwhelming outcomes of these workshops was the renewed and united energy of networking and a commitment to work more closely together as business and community partners.The reported motivation and qualification gained from these workshops empowered and inspired each participant to move forward with renewed confidence and learning.One element, which warrants consideration from this group, however, is their overwhelming sense of being the poor cousin to Loxton. As a group these businesses discussed issues of poor self-esteem for Waikerie, suggesting that even sporting groups complain to have to travel “down” to Waikerie for away games.The outcome of these discussions lead to a positive note, with the group deciding that a campaign to project Waikerie in a more positive welcoming light would lift their image, project a sense of town pride and could even attract greater numbers to the town especially if the campaign made Waikerie that place to stay and play “before, during and after” a sporting event.When asked as group, “what hinders business in Waikerie?” the poor cousin syndrome and the need for improved infrastructure rated highly. The group considered that these two aspects are linked.It was also significant to note that in terms of infrastructure the critical element for welcoming and enticing people to visit or extend their visit was the most basic of amenities, a decent, clean and inviting public toilet facility.This group cited the current facility as portraying a disgraceful image and suggested that it turned people away from the town.Their next stand out issue was one of standardisation of information providers. They viewed a need for a focal point with accredited tourist information i.e. a main tourism outlet such as the Orange Tree, but see that many businesses have bits and pieces of tourist information, which could be, limited and standardised pointing to a main location for uniformed, resourced and greater selectionIt is important that local tourist information is available from outlets in the township. However these outlets service a different and more focused purpose than the role fulfilled by the highway outlet (The Orange Tree).

Marketing Report 3

The outlets in town could be best served by having a small and well-selected group of information brochures on local attractions and accommodation.The display could be standardised (to a degree), and there could be a ‘quality code’ on the standards of display and service.In return, each participating business receives a sign/decal to place on their business which states that they are a “Waikerie Tourism Partner” (or similar name).

This would enable the council to encourage businesses to remove the – i – logo from those shops that display them.With this concept comes some new responsibilities-

Loxton Waikerie’s tourism Manager would be responsible for developing and ‘selling’ the concept and keeping up regular information, brochure supply, encouragement and support.

The participating businesses need to keep themselves and their staff informed, no only on local tourism information, but also on local business information. The latter should be a task of the Waikerie Program Association, and could be facilitated by a printed or on-line directory.

Other issues of parking (closeness to shops) and gradient of footpath for ease of walkers were seen to be hindrances but an understanding was acknowledged that some solutions were unattainable or the issues not significant enough to warrant solutions.

3.3 Evaluation of the program.

All participants were telephoned four weeks later to follow up on their experience of the program. Each participant was asked a series of questions about how the program changed their marketing approach.

Table next page

Twelve of thirteen businesses responded positively to the evaluation, which revealed excellent results. All businesses responded enthusiastically to all questions by stating that they had either, implemented positive actions, genuinely intended to implement actions, or the course had reinforced their current and planned actions. The following table is a summary of the Yes/No responses to the questions asked during the evaluation. The detailed responses in Appendix 1 provide the insight into the degree of change made and proposed by each business.In relation to question 10, which asks would the participants want to make any changes to the program, all participants indicated there should

Marketing Report 4

be no changes to style while two mentioned technical changes re the display equipment and one suggested different hours.

1. Did your attendance at the “Marketing an all of business approach” enhance your business or your approach to your business in anyway?

12 of 12 responses stated YES

2. Did your attendance to the course enhance your understanding of marketing?

11 of 12 responses stated Yes1 response stated reinforced knowledge

3. Did your attendance to the course create an awareness of the difference between marketing and advertising/promotions?


4. Have you used or changed your Marketing Plan since the course?

4 of 12 responses stated Yes7 responses stated intention to implement1 stated no changes

5. Did you identify tips and initiatives that could have enhanced your business considerably?


6. Did the mentoring session, or specific discussions about your business, assist you with implementing any immediate or short term initiatives that resulted in an increase in turnover?

12 of 12 responses stated Yes

7. Did your attendance to this program assist your confidence as a retailer in anyway?


8. What other benefits did you gain from this program?

12 of 12 responses stated Yes

9. It is now 3 months since you attended this program. Over that time, what have you changed or instigated since completing this course, or are still planning to implement?

7 responses stated Yes5 responses stated intention to implement

10. What would you change about the program and its style?

12 of 12 stated satisfaction

The most important measurement of the program’s success is question 9, which asks what people have implemented from what they learnt in the sessions. 58% had already made changes, 42% stated the intention to

Marketing Report 5

implement new actions soon. This is a very high ratio and reflects the success of the process and the degree of commitment made by participants.

We commend the participants for their commitment to their own learning and their businesses /organisations growth. Their enthusiastic involvement and focus made the facilitation of the program fulfilling and enjoyable.

Ray Goldie Project DirectorMary Ellen McMahon Senior ConsultantDecember 2001

Marketing Report 6

APPENDIX 1Evaluation

“Marketing a Whole of Business Approach”Waikerie Feb – April 2002

Responses from participants

Julie Dubrich DN’s Newsagency

With 4 weeks down the track from the course – we are now looking at the effectiveness of the course. What were the benefits of the program and particularly if you have implemented anything that you have gained from the course that has enhanced your business or lifestyle.

1. Did your attendance to the “Marketing an all of business approach” enhance your business or your approach to your business in anyway?

Yes √ / No

How did it?

Because people spend time working in their business, this helped to look outside at your business – appraising more and gaining motivation


Yes √/ No

How did it?

I realised marketing is more than advertising. It helped me think broader, look at all aspects – reassess marketing focus- really understanding customer needs better.


Yes √/ No How did it?

Its every aspect of your business working on and not just in it, understanding more.


Yes √ / No How?

I have redirected marketing focus. Planning to do things differently. Greater customer approach – varying tactics- be more customer orientated. Tripled sales one afternoon by using good customer involvement! Created lots of laughter in the shop. I am going to work my plan on each section of the shop, section by section i.e. product lines, suppliers etc. to get a whole strategy across the shop.Appendix 1 1

5. Did you identify tips and initiatives that could have considerably enhanced your business?

Yes √/ No What were some examples?

Tactics – use of suppliers- customer focus- product lines – freshen shop-keep current

6. Did the mentoring session or specific discussions about your business assist you with implementing any immediate or short initiatives that assisted in an increase in turnover?

Yes √ / No

How did it?

Got a good result from mentoring – ideas and assistance implemented gave me a good March result. Pleasantly surprised with March figures % up – they’ve gone up quite significantly, and it’s not more people but increased sales!


Yes √ & No

How did it?

Nothing is impossible. Obviously by discussing with other businesses as well , I felt a) we are not alone I am b) less inhibited to try new things and c) thinking out of the square

8. What other benefits had you gained from this program?

Networking: Now you talk frequently to other businesses on the street, even if it is only a wave of the hand.

9. It is now 4 weeks since you attended this program. Over the time, what have you changed or instigated since completing this course, or are still planning to implement?

Contacted merchandising and suppliers: negotiated with each and decided on a direction and who to go with. We measured the increase in sales results. Reassessed layout and display and product lines.


My pet hate as an ex teacher is to be reading things on a screen when notes are in front of you, however, hey were good to write notes on and you did expand on the words and the interaction with the group was excellent.

Appendix 1 2


Responses from participant

Renee Gay Premier Sports



Yes √ / No

How did it?

It made me open my eyes more. More strategies, more promotions, clearer ideas and understanding.


Yes √ / No

How did it?

Because we could group work and gain good understanding from each other – good examples and relevant to each of us.


Yes√ / No

How did it?

Activities and going through examples and listening to all the other businesses helped get this clear for me.


Yes √ / No

How?

I have a meeting planned with the owners, we are in the process of discussions and approval will be sort from there for me to implement marketing plan as I see it.


Yes√ / No

Appendix 1 3

What were some examples?

Everything, I have a list of ideas from advertising to displays. From what everyone was offering I got good ideas.


Yes √ / No

How did it?

It was good because we could do it in the shop. It made it relevant and we could be specific about my problems.


Yes √ & No

How did it?

I would do more of the courses if they were available! It helps open u[ your eyes, gives a fresh look and is mind opening.


Group work. Networking. Learnt more about Waikerie. It was good that people could work together on their businesses and it was good to get more community involved.


I have it all on paper, I just need to put it to my bosses at our planned meeting, this is very soon. We have also devised a Sports and Rec Centre promotion and I have some advertising ideas which just need approval.


Don’t change anything. It was a relaxed atmosphere. Really good. We felt free to ask questions, don’t change anything.

Appendix 1 4


Responses from participant

Marlene Waikerie Club



Yes √ / No

How did it?

It gave me a different prospective and let you look at your business through fresh eyes and made you think.


Yes √ / No

How did it?

It gave me a good idea of what to do and gave me a good understanding, made it clear.


Yes√ / No

How did it?

It showed me how marketing-advertising-promotions are linked but it broadened your understanding of marketing as a whole.


Yes / No X

How?

Haven’t had a chance yet, after only four weeks, we have been full on in the lead up to Easter and throughout. We fully intend doing it though when a space can be made.

Appendix 1 5


Yes√ / No


Different ways to do things and how to implement them, we’ve made a list.


Yes √ / No

How did it?

When you could talk in-house you could gain relevance around your issues, it made it tangible.


Yes √ & No

How did it?

I don’t lack confidence – I felt confident already it more inspired and motivated us.


Listening to other people – we’re all in the same boat so it helps you to feel less isolated. The session gave good guidance as a group and good feedback.


As a flow on from the sessions we have had a meeting with the board to decorate and make changes to the club. They are getting a load to make these changes. We have already changed our signage at the front to promote the Lockmaster Restaurant.


Don’t change anything. It was informal, felt relaxed, very good, informative. You didn’t speak over our heads. Most comfortable seminar I’ve ever been at. You didn’t isolate yourselves from participants and showed genuine empathy, knowledge and colleagueship.

“Marketing a Whole of Business Approach”Appendix 1 6

Waikerie Feb – April 2002Responses from participant

John Ryan Waikerie Soaring Centre



Yes √ / No

How did it?

It certainly made me think about things. You put a lot of things to the back of your mind sometimes in business, this made me pull them out and address them.


Yes √ / No

How did it?

It broadened my knowledge. A lot of these seminars I’ve been to before but this gave me a clearer, broader view.


Yes√ / No

How did it?

I was pretty much aware of marketing and the concepts already, this reinforced what I really know.


Yes / NoX

How?

Not yet. I am intending to do it soon though. We have just entered our off season and this is when we undertake a lot of our planning and business forecasting.

Appendix 1 7


Yes√ / No


I got a lot of ideas! Interesting to listen to others, although we are very specialised and are focussed on an overseas market.


Yes √ / No

How did it?

This was an hour well spent, although Ray did say that he’d learnt more about gliding than he felt he’d been able to impart about marketing!___________________________


Yes √ / No

How did it?

It was interesting to hear everyone has similar problems, it gives you confidence to do things better and keep trying.


It made me think about how I can use my time best. In and On the business. Networking was also good, it’s always good to network.


Haven’t had time to think yet and will use our off season (which is now), to look at all of this more closely.


Better screen for Projector – power point couldn’t always be read, some of the print ran off the screen – think the screen needed to be bigger. Followed format well, presentation and style good, really quite happy with everything overall.

Appendix 1 8


Success of objectives – Responses from participants

David Ward CATCH ITWith 4 weeks down the track from the course – we are now looking at the effectiveness of the course. What were the benefits of the program and particularly if you have implemented anything that you have gained from the course that has enhanced your business or lifestyle.


Yes √ / No

How did it?

It gave you a fresh look, people can get stale and loose focus. This reinforced your approach. It si a good program and I would do more every year if I could to keep fresh.


Yes √/ No

How did it?

I have a good understanding of marketing already, however, it gave me a sharing opportunity, a broader look, networking and expanded my views talking to others


Yes √/ No How did it?

I was aware already, but helped me to confirm and reinforce the marketing process.


Yes / No X

How?

Had a look at our current one. We do need to review both our marketing and business plan and this has been discussed for implementation with the main committee.Appendix 1 9


Yes √/ No What were some examples?

There were a few tips and initiatives. I made a list of them. They were all good and we will eventually implement them.


Yes √ / No

How did it?

The mentoring session really helped. Ideas really good and we are looking to implement them. The one on one really worked for me.


Yes √ & No

How did it?

I am already quite confident, but a course like this always assist to gain more. Fresh ideas was good and gave confidence around implementing them.


Always gain something from a course like this. Reinforced understanding. Networking good and helps people.


Going from one flier a month to two a month – it gets good results. Implementing games night as suggested, it is also something our young volunteers had suggested. Many others yet to implement.


Change nothing it was very good.

Appendix 1 10


Success of objectives - Responses from participant

Sharon Thompson Community Builders



Yes √ / No

How did it?

We shared our new learnt information. Gave us a different view on how to connect with people and sell ourselves.


Yes √ / No

How did it?

It broadened our view. Always thought of marketing as graphs, figures and statistics, too high above us, but this gave me a good understanding and good communication skills.


Yes√ / No

How did it?

It showed a broader view from gathering information , working with the information, defining target markets and consumer groups. It overviewed being strategic.


Yes / No X

How?

Not yet, been busy. We are intending to create our own strategies by going through our folder and utilising this resource, it is in our plans.

Appendix 1 11


Yes√ / No


We found good simple tips which could really work.


Yes √ / No

How did it?

It gave us encouragement to go ahead and do things. We have gone ahead with the Youth Festival and the skate park.


Yes √ / No

How did it?

We gained reaffirmation that we are on the right track and fine tuned our thoughts


It has given me a greater awareness of utilising what we’ve got, being better at tapping into other groups, existing projects, building a repour with groups already doing similar things and combining all these talents with joint promotions and ensuring are more intouch.


Planning to put together our own strategy plan for Waikerie Community Builders ie trees, graphs, where we are planning to be. We have started welcoming packages which will include retailer specials, vouchers, fliers etc.


Really happy with it. Format good, breaks and having tea together, being able to talk to others was really good.

Appendix 1 12



Tania Menadue Pharmacy



Yes √ / No

How did it?

By looking outside the square. The Waikerie SWOT was extremely beneficial. It really broadened the thoughts and gave good focus to Waikerie.


Yes / No X

How did it?

Not as a negative, but we were already pretty aware, it confirmed and reinforced our understanding though.


Yes / No X

How did it?

Again not as a negative, but already new this one, we are pretty much up with marketing.


Yes / No X

How?

We have a marketing plan already in place and working, we put a number of initiatives from our SWOT though into our existing marketing plan during the three week period, so now it is complete and up to date.


Yes / No X


Appendix 1 13

We are already doing many of these initiatives, already thinking about newsletter however will do it now. It confirmed and reinforced our ideas.


Yes √ / No

How did it?

It was interesting and worthwhile, but I would have liked it to be outside of work hours. A better choice of hours could have been offered


Yes / No X

How did it?

We felt fairly confident already, it did give clarification though.


Interesting. Good for us(from the Pharmacy) to be able to do it all together. What I would really like to have seen is people who could have benefited most from this to have come. It was sad that those who really needed to go to it didn’t come.


We have plans to implement more, we are in the plans of a shop fit out – relocation and joining a brand.


More choice of hours for the mentoring, we would have liked it after hours. The workshops were good, liked the style.It was really good that you referred to our experiences, it made it relevant and interesting.Wish others had come – there are plenty in Waikerie who cold benefit from this.

Note: We really liked the SWOT and work we did on Waikerie, would be good for another session. Would like to see much more done around working with people on Waikerie, I understand that these sessions focussed on individual businesses but we really liked the lead-in to the workshop on Waikerie – Need more of it!

Appendix 1 14



Danielle Battams Waikerie Printing House



Yes √ / No

How did it?

I Feel more confident in attending to detail and my approach to customers and potential customers. I have a better understanding of target markets and can see that benefiting my business. I have a clearer and broader understanding in which to work.


Yes √ / No

How did it?

My basic understanding was improved. I can see there is more than one way to go about my marketing. I am able to pass my new learnt knowledge and experience onto my customers to help them sell their product better. I now have many other ways to help my customers market their business to their customers


Yes√ / No

How did it? I see the tie in and the whole of business focus, an all of business aspect not just advertising.


Yes √ / No

How?

Appendix 1 15

I not used my Marketing Plan to the full extent yet. One main area that I am working on is Readership Value of advertising within the paper. I have started looking at this in our marketing plan and we are moving forward on this.


Yes√ / No


Definitely! I was glad to have the folder to refer back to and link the ideas and initiatives to my memory. It is sometimes hard to remember all the tips and ideas but the folder has helped me and helped me but them in to practices. This will be ongoing


Yes √ / No

How did it?

Because the chat was with my boss as well, we were able to work as a team. It gave good information an opened up good ideas. It made it relevant having it take place in the workplace and involved others.


Yes √ / No

How did it?

It gave me confidence to feel strong and honest about my job, selling advertising space. It gave me confidence to make my approach meaning for the customer which gives me credibility and I feel I am actually helping the client and they will see this. Selling advertising is a confidence game and it can be daunting. The program re-energised my confidence and made me feel credible and honest. It was great.


Personally I gained a business network and a good understanding of other businesses needs. The “ I can do this” feeling it gave me was another good benefit

Appendix 1 16


Implemented package deals – Showing our customers how to advertise over a twelve-month period. I am getting out to more customers, more direct and personal contact.


Don’t change anything – No! I thought the whole thing was great. Felt at ease. You both were only too happy to listen to anyone at anytime. Gave us confidence to speak up and feel o.k. about our views. Some Seminars are too daunting you feel that they are too above your head. I really enjoyed it.

The folder was fantastic – great to refer back to – The overheads and while board work was really clear and good.

Appendix 1 17



Al McFarlane Waikerie Hotel



Yes √ / No

How did it?

Missed last session but overall it did change my thought around my business.


Yes √ / No

How did it?

It broadened my view. I already had a good idea about marketing previously but it refreshed my experience and freshened my ideas.


Yes√ / No

How did it?

It made it definitely clear that marketing is an all of business focus.


Yes √ / No

How?

I have been using it. I have a girl who comes in to help me in the office with marketing and we are using the folder and marketing plan to go step by through our marketing plan.

Appendix 1 18


Yes√ / No


I made a list of ideas and look to use them as I need.


Yes √ / No

How did it?

Was unable to mentoring due to unforeseen Doctors appointment had to cancel and no other time available in my schedule.


Yes √ / No

How did it?

I am fairly confident but It did give a reaffirmation of what we are doing and a fresh look and clear goals.


Networking. Good community feedback and see others in a similar boat. A good working ethic seen from others.


We’ve commenced work on our marketing plan also reviewed advertising and looking at other alternatives to traditional print media. We have produced a new in-house table flyer to utilise existing client base and foot traffic.


Quite a good format. Open – Easy going and easy to understand. Well delivered and very pleased with style.

Appendix 1 19



Lucy Quintrel Orange Tree



Yes √ / No

How did it?

Made me stop and thing I am working 7 days a week and not making any money. Changing focus – reassessing target markets, decided to get rid of gift line completely and going for coffee and Tourist focus.


Yes √ / No How did it?

Absolutely. I basically had no understanding before. I had come out of nursing where I was trained and went into this which I had no experience in. I was just bumbling along.



Before I was doing my own thing. Plodding along getting nowhere, wondering why and blundered through.


Yes / No X

How?

I have signed up with River News for a 12 month contract and have started aspects of my marketing plan but complete outline still to be done.

Appendix 1 20


Yes √/ No


The list of coach companies was good, good tips. Never would have changed direction if I hadn’t gone to course.


Yes √ / No

How did it?

The best for me was Mary-Ellen coming in and made me stop and think, this got the ball rolling, then you came back later and Ray said the same things, this cemented it for me and made me really think!


Yes √ / No

How did it?

Its given me the confidence to feel that I have more knowledge. More informed base to work from, less unknown factors than before. It gave me confidence to know I was also doing lots of things right.


Stop and Look – Break my stock down to where I make money and don’t have dead money on the shelf- be more strategic – look at the bottom line. Work sometime on the business and not just in the business and it was nice to know that your not alone – it’s the same for everyone.


I am looking at stock and turnover – attempting to cut losses and retain profit lines. I am scanning the papers for tables and chairs and know what I want in that line. I now have two new plants in pots outside. I have signed a 12 month contract with River News and have talked to Loxton Hotel to be in Christmas Lights Brochure and connect with coaches.


Appendix 1 21

No changes, perfectly good style for me – don’t change anything “Marketing a Whole of Business Approach”

Waikerie Feb – April 2002Success of objectives - Responses from participant

Anthony Baker Waikerie Caravan Park



Yes √ / No

How did it?

Pushed focus in right direction. It you think more about where you are aiming your efforts.



I pretty much had a good idea before but this was good in reinforcing it and looking at current situation.



I already had this understanding, but it was good to fine tune it.


Yes / No X

How?

I fully intend to, because you’ve opened my eyes to expanding my market and opened opportunities to new markets in the opposite season to the boaties. We’ve been busy with Easter etc, but do intend doing this.

Appendix 1 22


Yes √/ No


We will be aiming at Bird watching target market groups and expansion of our markets. We currently focus on Skiers and speed boats but Bird watching occurs during what is currently our off season – this is opposite time to boaties, we could really focus on this and make packages to promote this location. We will build on and expand our product over time.


Yes √ / No

How did it?

In house was good to look at our visuals and site. You found marketable aspects to optimise our potential i.e. shade, cool atmosphere, picturesque, opposite river. Long term this will be good for us.


Yes √ / No

How did it?

I have a better understanding of what everybody else are doing. Good seeing others in same boat.

8. What other benefits had you gained from this program?Networking


Not too much implemented as yet, but planning to aim at certain markets, tie in with other businesses and cross promote and package product.


I wasn’t at all of the sessions, but I felt is was quite good. You got to have your say, felt comfortable saying what ever you wanted.

Appendix 1 23

Appendix 1 24



David White Waikerie Golf Club



Yes √ / No

How did it?

It has given me a lot to think about. It is going to take time to put our plan together but it has made us see how ad hoc we are – that is going to change.



Indeed! It gave me a greater and expanded view on what I had previously considered. Even with my experience. It really gave me a more unilateral view to consider.



Came through very clearly.


Yes / No X

How?

Timing is the issue here – waiting to present to committee in line with budgets etc. I am going to put a whole plan together and get it approved through the committee.

Appendix 1 25


Yes √/ No


Many of the tips were good but some may not work for us. It is a matter of trying different things to see what will work for us. We are going to test some out.


Yes √ / No

How did it?

The mistake I made was not including our Club Manager in the sessions. He really didn’t participate in the mentoring very well. The good thing for me was seeing the club from someone else’s prospective – it’s good for us to see how other people see us.


Yes √ / No

How did it?

It gave people a more systematic way to work through, better than the ad hoc way we normally do things. It has given me more confidence to talk in this area. I took heart from Mary-Ellen’s and Ray’s real experiences.


It was interesting to hear others in the same boat – Great to see the willingness from others to co market and cross promote and work together. More of Waikerie as a broader picture was a good thing to see.


We previously did things in an ad hoc fashion – We are now planning a marketing plan which we will follow through and monitor against time to measure progress.


Some of the overheads, pictures and things were hard to see. A single picture would be better, just a technical issues of not being visible. The style and presentation was comfortable – easy Appendix 1 26

APPENDIX 2Research Sources

Research Sources

To support the consultant's tourism observations and recommendations the following South Australian Tourism Commission Research projects are quoted in order to optimise the identified product development opportunities.Aspects for consideration were sourced from:Riverland Market Survey 1995 Metropolitan Adelaide Survey South Australian Tourism Commission SATCReport Nature Tourism Background Research Profile August 2000 SATC Regional Branding Research August 2000 SATC

Holiday Intentions (Riverland Market Study 1995)Recent visitor relates to the 49% of respondents from sample study that had visited the Riverland within the past five years.Non-recent visitor relates to the 51% of respondents from sample study that had not visited the Riverland with the past five years. Approximately half the respondents in both the groups (recent visitor:

53%, non-visitor: 46%) chose 2-3 nights as the likely duration of their next holiday. Greater than one week and up to four weeks holiday duration was not popular amongst either group with a total of 13% of recent victors and 5% on non-recent visitors.

Both groups preferred holiday destinations that where within 2-3 hours drive away form home (recent visitors: 58%, non-recent visitors: 65%). A third of respondents in both groups were likely to travel more than 2-3 hours drive away from home to their holiday destination.

The top three considerations when deciding on a holiday destination for both groups was the style of accommodation (recent visitor: 36%, non-recent visitor: 37%), cost (recent visitor: 34%, non recent visitor: 36%) and things to do (recent visitor: 33%, non recent visitor: 29%)

Approximately half of the recent visitor sample was likely to visit and one in ten of the non-recent visitors indicated they were likely to visit the Riverland in the twelve months subsequent to the interview.

Nearly ninety percent of recent visitors (88%) and fifty percent of non-recent visitors (52%) were familiar with the Riverland region. A third of non-recent visitors were unfamiliar with the area.

The top three popular descriptions of the region for both groups in order of popularity, is that the Riverland is good to visit for a few days (recent visitor: 98%, non-recent visitor: 87%), magnificent river and spectacular cliffs (recent visitor: 89%, non-recent visitor: 86%) and a good place for water activities (recent visitors: 85%, non-recent visitor: 81%).

Appendix 2 1

The top three negative descriptions of the region for both groups is that the Riverland has noisy speedboats (recent visitor: 34%, non-recent visitor: 40%), polluted water recent visitor 30%, non-recent visitor: 41%) and is expensive for a houseboat holiday (recent visitor: 31%, non-recent visitor: 37%).

The tree most common explanations by non-recent visitor respondents on why they have not considered the Riverland region as a holiday destination is that nothing attracts me to the region (21%), lack of time (20%) and prefer to go overseas/interstate/further a field (19%)

Top three reasons given for choosing the Riverland as a holiday destination include visiting friends and relatives (27%), river activities (17%) and natural environment (16%).

Nearly half of the respondents had holidayed in the Riverland in the past twelve months, with a further two in five or 37% holidaying there between 1 and 3 years ago.

The incidence of repeat holidays to the Riverland over the last five years was comparable to other studies with only once (33%) and 2-3 times (33%) accounting for a third of responses each.

Travel companions were cited as partner/spouse accounting for 28% of responses and family only and family and friends were also popular travel companions accounting for another one in five responses each. Over half (58%) of the respondents that cited family and family and friends took children aged 16 and under on their holiday to the Riverland.

The most popular holiday destination in the Riverland was Renmark accounting for one in five respondents, other popular destinations include Barmera (15%) and Berri (14%).

42% of respondents rated their holiday in the Riverland as very good with a further 31% rated it as excellent and 19% gave it a good rating.

The top three reasons for giving their holiday such a positive rating included enjoyment (36%), peaceful/quite/relaxing (24%) and friendly (24%).

The most common choice of accommodation used by respondents was hotel/motel (35%) of respondents, caravan parks (24%) or staying with relatives/friends that reside in the area (15%).

Two thirds of respondents had sought information on the Riverland prior to their visit. Family and friends were the major source of reference for information, accounting for two in five responses.

The majority of respondents did not use organised trips. Less than ten percent (9%) availed themselves of this option and only 5% had their entire trip organised.

The Big Orange was visited by 38% of respondents while 23% had been to a conservation/national park in the region and 22% of respondents visited the Waikerie Historical Village.

Most interest in tourism attractions or activities for the entire sample group was riverside nature retreat (66%, 63%), historic river

Appendix 2 2

journey (65%, 62%), walking trails (58%, 52%) and Aboriginal tours (51%, 57%).

Appendix 2 3

Market SegmentsSegment 1: The lost cause (6%) - This segment is not a segment that is worth pursuingSegment 2: The already converted (48%) - This was the largest segment of the sample group.Recent visitors numbered 53% to non-recent visitors 47%. They are positive about every aspect of the Riverland. 66% of this group are females.Overall this segment has very positive view of the Riverland in particular with regards to its magnificent river (99%), abundant bird life (94%), and a good place for water activities (93%).There is scope with this group to motivate and increase in visits through an attractive promotional package.

Segment 3: The water sport/outdoor type (35%) - This is the second largest segment. The mix of age, sex and occupation provides a real opportunity to convert the "non-visitors" to "visitors" by targeting their interest in water sport and other outdoor activities associated with the river.Slightly more males (54%) than females (46%) in this segment with ages within this segment ranging from 18-30 year olds (25%), 31-54 years (40%), 55 years and older (35%) and 65 years and over (24%).Their interests are ranked, walking/bike trail (49%), historic river journey (44%) and riverside nature retreat (42%).

Segment 4: The hard to please group 11% - Defined as hard to please this segment has expectations of what a trip should offer and is disappointed if the expectations are not met. There are nearly an equal number of males (51%) and females (49%) in this segment.This group has a smaller proportion of people aged 65years or over (8%). Over half of this segment falls into the 31-54-age bracket. With 65% in paid employmentThis segment contains a much higher proportion of young families (22%)This segment associates the Riverland with a good place for water activities (90%), houseboat holidays (86%), magnificent river (82%) and abundant bird life (78%). They are critical of the Riverland in terms of its good wineries (29%) and good wining and dining (30%) facilitiesThis segment views the Riverland as noisy speedboats (67%), being dangerous for children (58%), and having polluted water (57%).

Like segment three they enjoy the water sport/outdoor scene. Well-aimed education could change the negative aspect from boring, noisy

Appendix 2 4

dangerous and polluted to a more positive actively involved nature-based idea. This group could be responsive to nature/eco tourism opportunities.In this segment riverside nature retreat (59%), Aboriginal tours (55%) and the guided canoe trek (51%) were favoured over the walking/bike trail (49%), and historic river journey (43%)

Appendix 2 5

Regional Branding Research 2000 SATC South Australian Residents - 60% of respondents had holidayed

in the Riverland within the past 5 yearsVictorian Residents - 13% of respondents had holidayed in the Riverland within the past 5 years

South Australian Residents - 90% of all respondents had awareness of the RiverlandVictorian Residents - 38% of all respondents had awareness of the Riverland

South Australian Residents - 79% of respondents aware of region described the Riverland as either 'very' or 'fairly' appealingVictorian Residents - 69% of respondents aware of region described the Riverland either 'very' or 'fairly' appealing

South Australian Residents - awareness multiplied by appeal reveals that 71% recognition of brand strengthVictorian Resents - awareness multiplied by appeal reveals that 26% indication of brand strength

With this survey group the most attractive feature is associated with houseboats and camping holidays. The region may be perceived as too warm for a holiday during the summer period.Region specific activities identified by the participants included: fishing (many avid fisherman were vocal in their concern over the

deterioration in the Murray): waterskiing (attractive to younger/singles) golfSome participants felt that the region was not tourist friendly.'The shops shut at 12 on Saturday, and they're not going to open on a Sunday'. 'They seem to resent tourists'The Monash adventure playground was identified as an exciting attraction both for children and adults. The quantitative research indicated the following associations: weekend escape (43%) quiet & peaceful (37%) nature and wildlife (35%) wine tasting and cellar doors (34%) caters for water sports (31%)** caravan & camping (29%) fishing (25%)** golf courses (22%)** regional food (22%)****Above average

Appendix 2 6

Colin Bransgrove of Tourism New South Wales undertook an international study tour in late '99/early 2000 to examine world best practice in regard to sustainable destination branding at the regional level.

He concluded that:'The trend in countries visited indicates an increasing focus and application of destination branding to aid development and marketing. The other trend of note was that of increasing thematic product development and marketing. Direct marketing and data base marketing are increasingly supporting this trend'.

Nature Tourism Research SATCInternational Market Australia's nature, and opportunities to experience it, are major

influences for international visitors in deciding to visit Australia. Of internationals that identified factors that influenced their decision to visit Australia, 45% identified nature-related features.

For potential international visitors, nature-based activities are among the activities international visitors would be most interested to do if visiting Australia.

For holiday purpose visitors, wildlife/nature was the thing most enjoyed about their trip to Australia and 23% identified nature/wildlife as one of the things they enjoyed

Almost half, or nearly 2 million international visitors, participated in a national park visits/bush-walking/rainforest walk while in Australia in 1999.

23% of international to South Australia in 1996 visited a National Park during their stay in this stare.

Females are more likely to visit national parks/bush-walk, although males have the higher participation rates in adventurous and independent nature activities.

Those visiting national parks have a similar length of stay and use similar accommodation as holiday purpose visitors generally - consistent with the high participation in visiting parks by holiday visitors. In contract those participating in more adventurous or remote nature activities, are likely to stay considerably longer in Australia and have above average use of a range of accommodation types including back packer hostel, caravans/camping and motel.

Backpackers have higher participation than other international visitors in a range of nature-based activities.

Domestic Market In 1999 around 9.4 million or 13% of all overnight trips

included 'visiting national parks/bush-walking/rainforest walks' as an activity, as did around 570,000 of all overnight domestic visits in South Australia.

Appendix 2 7

A low 16% of holiday/leisure visitors to South Australia participate in this activity which, given the range of South Australia's nature-based product, suggests considerable scope to boost participation by both the interstate and intrastate visitors

Across a range of general and regionally based tourism surveys, nature/wildlife experiences consistently rate among the top 3-4 most appealing features of a trip or strongest influences on trip decision.

Above average participation in visiting national parks/bush-waking is also associated with holiday/leisure visits that are more than a short break, (i.e. long than 3 nights), include children in their travel party, use accommodation options such as caravan/camping, B&B/guest house or self-catering cottages, and are fairly active, involving a range of activities including those of a heritage/cultural nature.

From various surveys, those that visit national parks also tend to have an interest in arts and cultural activities.

Nature and the natural environment rates highly as a benefit sought on holiday and, given holidays are frequently planned around a 'theme', it is considered and there is scope to strengthen nature as a theme for a South Australian based holiday.

South Australia currently has low recognition and a poor competitive position with respect to nature tourism. This compares with relatively strong position in relation to wine/food, heritage and events.

Major issues in developing nature tourism in South Australia are the currently low awareness and limited perceptions of South Australia's nature attractions. To realise the potential of nature-based tourism in South Australia there is a need for further development and for strong promotion of South Australia's nature-based product an its competitive strengths.

Consumer Profile summary - Nature TourismThose with above average participation in visiting national parks on last holiday/leisure trip: female life cycle stage - couple or family with children at home internet users visible achievers or socially aware value segments high income groups higher education/tertiary education AB socio-economic quintile over 35 years ABC/SBS media consumptionLast trip more likely to be:

Appendix 2 8

Travel party of adult(s) with children, followed by coupleInterstate travel, particularly Northern Territory or TasmaniaLonger trip 3 nightsStaying in caravan park/camping area, B&B/guest house or self-catering accommodation And to include:Above average participation in other nature activities such as visiting outback, whale/dolphin watching, aboriginal experiences and non-nature activities such as museums/art galleries, wineries, history/heritage buildings, botanical gardens and wildlife parks/zoosBut only average or below average participation in sporting/big city attractions e.g. casinos, discos, golf.

Appendix 2 9

Appendix 2 10

Waikerie Report 16.04.02

Documents

waikerie report

waikerie sa

vitality of waikerie

waikerie progress association

visual merchandising

local business

visual merchandising

business approach report13