australian wild abalone®€¦ · australian website/facebook/twitter china/hong kong...
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AUSTRALIAN WILD
ABALONE®
Tasmanian Abalone Council AGM 2015
Australian Wild Abalone® Work in progress……….
Since 2012 – Building the foundation of an international Market Education Program with the ultimate objective of
promoting Australian wild abalone products to our key markets
AWA® Management Team objectives set by AWA® Exporters
since 2012
AWA Program assets being developed; Australian Website/Facebook/Twitter
China/Hong Kong Website/Weibo/Wechat AWA™ Promotional Collateral
NanoTag Brand Protection System Government Certified Industry Trade Mark
Market Development Strategy Various in-market activities being trialed and assessed by
AWA® Exporters
Seafood Expo Asia 2015
Australian Wild Abalone® Collaborative stand #5-616
Australian Wild Abalone® Masterclass
Savour Tasmania 2015
Australian Wild Abalone® Entree from Ralph’s Tasmanian Seafood
Launching
DIVER
CAM
AWA®
www.awachina.com.cn
East Asian web users are different from Western - East Asian online behaviour is different to Western
behaviour - The average Chinese Netizen spends 25 hours online
every week
- 89% using mobile phones to access information
- 1.3 Billion mobile phones in China - Managed in China by people who understand Chinese
online behaviour and can keep up to date AND understand our industry
Exporters to Business (B2B) engagement & B2C
• Huge audience - importers/distributors, Hotels and Restaurant purchasers/chefs and the end consumer – focusing on Hotels & Restaurants and retailers - business
• To inspire and engage the chefs and retailers by leveraging the digital technology – to get information easily and cross promote
• To help Retailers & chefs facilitate promotion platform – using social media and our website
• To expand our coverage, help build our brand and promote our attributes
It’s an interesting and unique story… ______________________________________________________________________________________________________________
Our Unique Selling Points
Australian Wild Abalone™ is hand-harvested by
experienced divers from a pristine environment,
from a well managed and sustainable fishery
Buyers and consumers can have confidence in
the Australian Wild Abalone™ product
• Australian Government Certified Exporters
• Quality Assurance Code of Practice
• NanoTag Brand Protection
Marketing
Objectives ____________________________________
• Increasing the desire for and
desirability of Australian Wild Abalone™
• Giving Australian Wild Abalone™ a
distinct and special place in
consumers’ minds
Next Steps
- Reviewing Beta site - www.awachina.com.cn - Optimisation on Baidu - Launch of the Weibo social media platform ready for our
first audience activation stunt – CCA Competition - Developing our social media campaign, engaging Key
Opinion Leaders (KOL’s) and Chef ambassadors to leverage on their networks
China Cuisine Association
• Young Chefs
- Online competition (website and wechat campaign) through CCA to inspire young and talented chefs, to increase the awareness of Australian Wild Abalone™ in China and enhance Chinese chefs’ gourmet and nutritional knowledge
- 10 preliminary finalists selected to cook against each other using AWA - Winner selected and presented at the Gala Dinner on 10th November - Winning Chef have a gourmet experience in Tasmania
Keep updated!
AWA® and STAG activities are building a solid foundation for an ongoing Market Development Platform.
Necessary in the face of burgeoning abalone aquaculture sector and increasingly discerning and competitive global
seafood market.
During 2016……………… Comprehensive Stakeholder Briefings
1. 5 Year Strategic Market Development Plan with
detailed Operational plans and a 5 year budget 2. Comprehensive Market Research Report with
recommendations 3. Cost Benefit Analysis & relevant agribusiness case
studies 4. Proposed management and governance framework
Thanks!