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Marketing is “vital”

02 Jul 2009

Marketing Docklands is vitally important, according to our DCN June survey.

Some 87 per cent of respondents ranked marketing as vital, with the other 13 per cent saying it was quite important.

However, 37.5 per cent said they thought marketing Docklands was not being done well.  Some 25 per cent thought that Docklands was being marketed “quite well” with a further 25 per cent ranking the effort as “really well”. A further 12.5 per cent rated the effort as “brilliant”.

Eight people responded to the survey.

Among comments put forward were:

  • Without effective marketing most Melburnians have no idea of the different precincts and finding Docklands. They simply stop at the stadium;
  • More work needs to done with ALL the event organisers and precinct managements. Egos need to be dropped. Everyone should work to create overall events for the whole precinct; and
  • The recent success of the Ignite Docklands demonstrates the success of advertising.

Respondents ranked organisations on their Docklands marketing effort.  In order of perceived value, respondents ranked the Rivers Group first, followed equally by the Docklands Marketing Association and VicUrban.  Next was ING Real Estate, City of Melbourne, MAB, Waterfront Venues, Lend Lease and Mirvac.

In order of perceived benefits, respondents thought Docklands press advertising was most effective, followed by television, radio and billboards.

One respondent to the survey said:  “Adverts on late at night are a waste of money. It should start with us locals.  Your paper should be full of ads introducing the new business and making us feel welcome in their shops.”

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