VTA

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VTA
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So you want visitors?
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Big brands
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Big brands
Intangibles and tangibles
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Intangibles - Psychological
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Psychological
Positioning is everything
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Optus
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Optus
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Sell emotionally
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Sell emotionally
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Sell emotionally
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Single idea
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Single idea
These are the only balls you will see at our gym
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Self expression
People buy from brands that reflect their
aspirations
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Self expression
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Associated customers
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Associated customers
Frankston?
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Associated customers
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Heritage
Reflects history/experience with the brand -
affects trust - I feel safe with this purchase
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Heritage
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Heritage
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Tangibles-Practical
Product/service Functions/features Use/occasion Ge
ography/origin Brand imagery
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What not to do
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Cliched images
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Cliched images
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Cliched images
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Cliched strategy
Get away from it all Discover yourself Youll
love every part of A brilliant blend
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Confuse
Weve got Rooms Food Adventure Scenery Culture Vi
neyards Hills Everything
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Confuse
Were specialists in Chinese Vietnamese Japanese T
hai Italian Greek And Aussie
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Too little money
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Too little money
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Best media options
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PR
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PR
Only weapon you can really pump
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TV
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TV
Regional is cheap. Metro, powerful, but expensive.
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Radio
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Press
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Mags
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DM
Hit travel agents, schools, big companies, any
groups you can find. Dentists, biker gangs,
bowling clubs.
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Web
Strong web presence vital
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Web
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Web - Google
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Viral
Free media, publicity - good creative is worth
its weight in gold
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Telesales
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Get canned
Use other peoples money, systems
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Get canned
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You need to?
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Mythologise Destinations
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Mythologise Destinations
Create myths, publicize events, people
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Mythologise Destinations
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Avoid experts
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Become the place for
Something, anything
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Get remembered
Grab a bit of space in the publics mind
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Get remembered
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Get a movie made
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Get a movie made
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Host a TV series
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Host a TV series
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Publicise murders
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Publicise murders
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Publicise murders
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Hold a race
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Even a car race
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Copy somewhere
The Brighton of the North
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Have a good Cyclone
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Have a good Cyclone - Innisvail?
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Have a good Cyclone - Darwin?
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Lock up trouble makers
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Kill people
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Organise a riot
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Intoxicate people
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Blow them away
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Is all publicity good publicity?
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Is all publicity good publicity?
PO Gang rape /murder? Not good.
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Consider these?
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Ban chemicals
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Ban GM
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Ban everything
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Ban everything
Singapore
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Ban everything
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Make it up?
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Be bold
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Brief well
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Learning from big brands
Sell emotionally Say something memorable Keep
your story focused Get a bigger budget Use a
variety of media Work the trade/groups Be
original and bold