Marketing your business with the Australian Made, Australian Grown - - PowerPoint PPT Presentation

Marketing your business with the Australian Made, Australian Grown logo

Wyndham City 10 August 2016

Jo Macarthur, Media & Communications Australian Made Campaign Ltd

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 AMAG logo in brief

The challenge then is how to best convey the ‘Aussie’ message Facts are, the kangaroo works:

• 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
• < 1/10th of 1% of sales of nom products ($300$25K pa, +

gst)

The AMAG logo in brief

About the logo

• Global Brand

Domestic & Global Brands

Family

98% 94% 98% 86% 85% 88% 0% 25% 50% 75% 100% 2006 2009 2012 Recognition Trust

(Roy Morgan Research)

About the AMAG logo

Key statistics

Changes to food labelling legislation

About the AMAG logo

• 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

600 850 1100 1350 1600 1850 2100 2350 2600 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

Campaign growing: More businesses using the logo

About the Australian Made Campaign Ltd (AMCL)

“Government owned, industry driven”

Strong corporate support - Partners & Associates

Local Government involvement and support growing

Differentiate by locality

• Businesses can differentiate by localising Australia's most trusted and

recognised country of origin symbol

Added value for businesses

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:

 Singapore  South Korea  China  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!

• 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

AMAG logo in overseas retail shops

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

• Use it aggressively - clearly and visibly on the front of packaging

 powerful marketing symbol as well as 3rd 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 Tips on leveraging country-of-origin using AMAG logo

Getting the ‘Australian advantage’

How businesses can access the logo

 Short approval process by the AMCL compliance team  Payment of appropriate (small) fee  Quick online application including the submission of a Licensee Undertaking form  Once approved, your product is permitted to carry the AMAG logo

• Registering products to carry the logo is simple

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