Marketing your business with the Australian Made, Australian Grown logo Wyndham City 10 August 2016 Jo Macarthur, Media & Communications Australian Made Campaign Ltd
The AMAG logo in brief If being ‘Aussie’ is important in the marketplace, whether that be a consumer, business or Govt marketplace, here or overseas, it makes a whole lot of sense to maximise whatever advantage is on offer, particularly if it is a premium on price. For business, that is what the AMAG logo is all about.
The challenge then is how to best convey the ‘Aussie’ message Facts are, the kangaroo works:
The AMAG logo in brief Certification trademark for all classes of goods Created by the Federal Government in 1986 — 30 Years of market capital! Run by a private sector, not-for-profit organisation under a formal contract with the Federal Government All products using the AMAG logo must meet the criteria set out in the AMAG logo Code of Practice — legally enforceable set of rules The logo must be used with one of five descriptors Campaign is funded by licence fees – not by Government < 1/10 th of 1% of sales of nom products ($300 $25K pa, + • gst)
About the logo Family Global Brand -------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- Domestic & Global Brands
About the AMAG logo Key statistics 98% 98% 100% 94% 88% 86% 85% 75% 50% 25% 0% 2006 2009 2012 Recognition Trust (Roy Morgan Research)
About the AMAG logo Changes to food labelling legislation Federal Government initiative to provide consumers with more information about the CoO of food products sold in Australia New labelling is mandatory for most (but not all) food products Incorporates the Australian Made logo, + Australian content indicator + statement Effective 1 July 2016 NOW! Two-year rollout/transition period Policed by ACCC
About the Australian Made Campaign Ltd (AMCL) Campaign growing: More businesses using the logo 2600 2350 2100 1850 1600 1350 1100 850 600 02/03 03/04 04/05 05/06 06/07 07/08 08/09 09/10 10/11 11/12 12/13 13/14 14/15 15/16 Total Licensees
“Government owned, industry driven”
Strong corporate support - Partners & Associates
Local Government involvement and support growing
Added value for businesses Differentiate by locality Businesses can differentiate by localising Australia's most trusted and recognised country of origin symbol
Domestic marketing campaign TV, radio, print and outdoor advertising Extensive PR Trade shows and expos Comprehensive digital and social media strategy Actually trying to help licensees sell their products
Australian Grown in Coles
Digital presence great and rapidly expanding www.australianmade.com.au Visited over 90,000 times per month Generates over 3,000 sales leads per month for licensees Australian Made Club 30,000 members Over 220,000 Facebook ‘likes’ Over 8,000 Twitter followers Over 6,000 Instagram followers Over 19,000 YouTube views
Key marketing messages The AMAG logo is the solution for shoppers When consumers – people, businesses or Governments, see the logo, they can buy with confidence clean, green, healthy, fresh, etc high standards, good value, fitness for purpose, readable instructions, warranties, etc Buying Aussie products puts $s back into the local economy jobs, career opportunities, better futures, etc There are consequences from shopping decisions Focus is on CoO of the product, not ownership ownership important, but a distraction from CoO.
Overseas registration of the logo The AMAG logo is a registered trade mark in a number of overseas markets: China South Korea Singapore USA Establishes formal presence of the logo in each country Provides legal framework in each jurisdiction for protection of the logo and the products that carry it Government support sought to extend registration to 7 other Asian countries – pending!
AMAG logo in overseas retail shops China AUNEW Shops - chain of stores selling Aussie products Oz-Town – new entrant for AM branded stores South Korea SINI Care Australia – chain of AM branded stores Singapore Cold Storage – retail chain licensed to use the logo for their Aussie house- branded products NTUC Fairprice Co-operative – annual AM retail promotion
AMAG logo in overseas retail shops Oz Town stores in China Australian Made stores in South Korea
Areas of current focus 1. Food labelling – Domestic and Global (Asia) 2. Expanding the logo’s digital footprint 3. Greater off-shore exposure – hopefully in conjunction with federal Government! 4. Strategic agreements to boost media exposure in domestic marketplace
Tips on leveraging country-of-origin using AMAG logo Use it aggressively - clearly and visibly on the front of packaging powerful marketing symbol as well as 3 rd party CoO accreditation Promote it across all marketing & comms materials, tender docs, etc Call on retailers/customers to promote your products with supporting merchandise (stickers, swing tags, posters, pyramids) Create and regularly update your listing on the Australian Made Online Product Directory Join the Aussie Made Club and promote it to your employees, associates, family, etc Follow Australian Made on Facebook and Twitter and contribute content Not a licensee? Maybe rethink that decision and visit: www.australianmade.com.au
Getting the ‘Australian advantage’ How businesses can access the logo Registering products to carry the logo is simple Quick online application including the submission of a Licensee Undertaking form Short approval process by the AMCL compliance team Payment of appropriate (small) fee Once approved, your product is permitted to carry the AMAG logo
Getting the Australian advantage Fees The annual licence fee is based on the actual sales of licensed products for the previous 12 months The minimum fee is $300 + GST
The Australian community working together to promote its products and produce to the world www.australianmade.com.au
Recommend
More recommend
