(Friday) February 18, 2011 - Sea World

Today’s our destination was Sea World, which I guessed that we all were very excited! This company visit did not have a formal presentation in the boardroom, but we had a chance to experience it directly. We touched the dolphin, saw the polar bear and penguin before swimming with the sharks, which all of them were experience that I will never forget!

However, I noticed many marketing topic areas happening along the way we walked through the Sea World. For example, I noticed that there was an interactive wall that children can play, see and touch in the penguin section, which encouraged kids to learn more. In fact, this section also reflected the CSR perspective, as it educated people, especially children who are its main target (Family) that it is difficult for penguin to survive and we, human, can help them by putting the litter safely in the bin and so forth.

Nevertheless, the marketing topic area that I saw the most was ‘Sponsorship,’ as it was everywhere such as the polar bear sign with ‘proudly presented by Coca-cola’ and Dolphin Cove sign with ‘presented by Eveready Dolphin.’ At the end when we went out of the Sea World, I also saw the sign shown all of the Sea World’s corporate partners at the main entrance and exit such as Eveready Dolphin, Coca-Cola, Banana Boat, Global Holiday group and so forth.

(Thursday) February 17, 2011 - Gold Coast Media Centre / Southern Cross Media

Finally, we were at Gold Coast, the city of sunshine~! I can see how much people missed sunny day, as it always rained in Brisbane. After we arrived Gold Coast, we just headed directly to Gold Coast Media Centre, where we had a chance to see inside the radio station and how they operate, which was a very great experience.

After the visit, Sandra and Kristy gave us a free time before having dinner together at the Hard Rock Café, so my friends and I decided to go and shop a little bit before the dinner. This was the first time that I come to Gold Coast and I never expected that the atmosphere and everything would be like Hawaii! I totally love it! That made us feel more like ‘holiday with friends’ more than ‘attending a marketing study tour,’ but since we came here with the marketing study tour, I think I can see everything around me more related to ‘marketing.’

For example, when we had dinner at Hard Rock Café, I can understand the entertainment experience that had been mentioned in many journals. From the first step that we walked into this café, we all saw the way they decorated, the music they played, the food menu they provided to the waitress who came and served us, they were all led to an entertainment experience. However, we found that perhaps there were too many cues happening during our experience. It was difficult to have a conversation during the meal, as the music was too loud and the staffs seemed to be too energetic somehow, as they shouted at each other.

Well, but everything that has been mentioned above matched the theme of the restaurant, so it should not be any problems. It was just a thought that popped up into our mind that perhaps it had too many things occurring, which might lead to a negative experience for some people.

(Wednesday) February 16, 2011 - Briskmark

We went to Briskmark for our second company visit in Brisbane. Before the study tour started, I heard that this company was damaged by the flood; therefore, we were not surprised much to see people cleaning the place. However, the thing that surprised me was how casual people talked and interacted with each other because it seemed like everyone knew each other very well like they are a part of one big family.

During the visit, we also found many interesting thing such as big cabbages, which were even bigger than a human’s head and the campaign of last year called ‘mango memories’ that let people shared what mango reminded them of some memories such as reminding of Christmas, as it is summer in Australia.

However, the thing that I love the most from the visit was a poster about banana and the black marks, as it reflects the community norm. Normally people would think of everything with the black marks that it is not good, so does banana. Yet, this poster mentioned the black marks with the sweetness, telling that banana with black marks are actually very sweet and better than the one without any marks. Therefore, I think that using this creative poster to respond to community norm and communicate with customers is very smart and effective, as it can change customer’s perception.

From this company visit, I also learnt that this business may be seen as more about ‘product’ if you looked from the outside, but when you actually looked from the inside perspective, it is much more about ‘relationship’ with both suppliers and consumers. 

(Tuesday) February 15, 2011 - Super Retail Group

The first day of our study tour (MMSPA) started with a meeting at the Virgin Blue counter in the early morning. I admitted that I was worried and not sure whether I can get along with other people in the group. Nevertheless, I was very excited because this was the first day of the study tour and this was also the first time that I fly with Virgin Blue.

In my opinion about flying with Virgin Blue, at first I was a little bit disappointed when I found out that the plane was much smaller and it did not provide as many services as Thai Airline did, as I compared it with my experiences that I mostly fly with Thai Airline. However, when I thought about this again, I realised that I should not compare Virgin Blue with Thai Airline, as they position themselves differently. Virgin Blue positions itself as a low fare airline, while Thai airline positions itself as a service focused airline. In addition, the flight that I flew with Virgin Blue was domestic flight, meaning that it would take merely few hours to get to the destination; therefore, it should not surprise me how the plane of Virgin Blue was not as big as Thai Airline, which I always fly internationally.

When we arrived Brisbane before heading to the hotel and Super Retail Group, I can see that everyone was exhausted. However, the experience that we got from the first company visit was impressive. During the presentation, it was very easy to see how these presenters are passionate about their company. Additionally, what I learnt from the presentation changed my perspective about the retail industry, as I never thought that it is very important to understand and engage customers with the brand. Even though I knew that it is important, I did not know how to engage with them. However, their ideas of Club BCF and events are really great! At the end of the company visit, I have learnt that if your employees are passionate about your company, this can drive the company into success; and if you can engage with your customers who are passionate about what you are doing or operating, your company is successful without doubt.

MMSPA_2011 - our destinations

Brisbane

15/2/2011 - Super Retail Group

16/2/2011 - Brismark

Gold Coast

17/2/2011 - Gold Coast Media Centre

18/2/2011 - Sea World

Sydney

19/2/2011 - Sydney Harbouor Bridge

20/2/2011 - Free day in Sydney :)

21/2/2011 - Lend Lease & DDB

22/2/2011 - Google & Salmat

Melbourne

23/2/2011 - The Age & Bwired

24/2/2011 - L'Oreal & OPSM Eye Hub

25/2/2011 - Myer