Market Research

Established Australia's premier wellbeing destination

The challenge

Victoria’s abundance of natural beauty and breathtaking man-made attractions have allowed the state’s tourism economy to flourish. Tourism, however, is a competitive industry, and it relies on the strength of independent operators.

With a plan to invigorate the Daylesford and Macedon Ranges region, the Victorian government invested $7.2 million into the tourism economy. It handed the reigns to Tourism Victoria and the Daylesford and Macedon Ranges Regional Tourism Board, along with the responsibility of creating Australia’s premier spa and wellbeing destination.

How we achieved this

Lead by Tara James, the team’s highly strategic, regional destination marketing campaign involved collaboration with state and local government, tourism organisations and associations, private investors, and a board of industry representatives. The project was complex, requiring cooperative advertising campaigns, ongoing market research, and a diligently crafted marketing and communications plan.

The results

The campaign was awarded as part of Tourism Victoria’s Jigsaw Campaign, and was celebrated nationally—but the proof was in the pudding. Annual domestic overnight visitors to the region increased by 3.6%, overnight stays increased by 6.6% and daytrip visitors also increased by 3.3%.

 
 

Leads generation and growth for new business

The challenge

The owner of PRT Industries was in the early years of growing a new business.  He was experiencing what many startups and business go through - long hours, big days and little time to focus on marketing and growing business. To add to mix, the business was operating under a name that did not represent the company well, with two websites that weren't generating sales leads. PRT (formally RSW Belting Supplies) was keen to focus on business operations and needed someone they could rely on to help take the business to the next stage of growth.

What we did

We needed to strike the right balance - provide good quality, high performing results and keep costs to an affordable level while sales grew. The solution was to deliver projects in stages and do what SMG does great, connect with partner suppliers to negotiate excellent rates for the client.

The first thing was to address was the business's brand identity. We ran a workshop to delve into what made the company unique, growth opportunities, branding, identification of new customer groups and more. The outcome was three-fold: a marketing strategy, a new business name and brand and a high performing new website, built with SEO principles and Google Search in mind.

The combination of these activities led to the launch of PRT Industries. Brisbane based provider of 'upcycled and original supplies for durable solutions'.

 
 

Initially targeting a narrow market, the PRT brand now aligns with the owner's beliefs and values: recycling and reusing products to support a sustainable community. 

Within the first month of launching the new website, the client also reported an increase in sales inquiries from Google search to the new website.

Small & Mighty provided excellent service at all times, with results beginning to show within days of the revisions and improvements being made.
— Vince Powell, PRT Industries

Social digital platform to connect industry

The challenge

In 2017, the Vuable brand joined QMI Solutions' string of successful new products over their 25-year-long history. Leaders in industry technology, QMI has introduced a number of ground-breaking products to Queensland including 3D printing, water-jet cutting, laser sintering, sheet forming, lean manufacturing, and supply chain management software.

The concept of Vuable was to provide a video-based networking platform for businesses across all industries to showcase their capabilities and expertise to attract investment and new business.

QMI did not have an internal marketing and communications team, but recognised they needed in-house assistance to grow Vuable into a commercially viable product.

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What was delivered

  • Market research report
  • Brand positioning strategy
  • Strategic marketing plan
  • New website
  • Social media campaign
  • Email marketing campaign
  • A single point of contact
  • Specialised experts
Small & Mighty was pivotal to our product launch. Our fantastic new website and social media accounts position us for future success.
— Norm McGillivray, QMI Solutions Limited
 
 

Cut-through retail brand positioning strategy

The challenge

The organisations brand portfolio included Rola, Hayman Reese and Thetford and provided of market-leading automotive and leisure products. The retail supply-chain involved countries including China, the Netherlands, Thailand, the United States and Australia. In the midst of a supplier price war, the challenge was to influence and convince consumers to purchase high-end, premium-priced consumer goods.

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The result

Brand and customer-focused, Tara James, worked with the product development and innovation team in Australia and offshore. She completed in-depth sales and market research to form the basis of a new brand positioning and campaign strategy.

The delivery of the marketing campaign involved working with major retailers including BCF, Repco, Rays Outdoors to roll out new in-store visual merchandising, promotions and product releases. Over the campaign period, sales increased significantly and, she successfully established a new market for a previously failing product line.