The Australian macadamia industry will this week host an ‘International Marketing Bootcamp’ for representatives from its marketing agencies in Japan, South Korea, China, Taiwan and Germany.
The aim of the intensive 3-day ‘bootcamp’ is to improve the depth of knowledge and understanding of the Australian macadamia industry for participants, and to provide opportunities to develop new content for the myriad of Australian Macadamia brand marketing campaigns across the globe.
Attending the ‘bootcamp’ in The Northern Rivers area of NSW will be one member of each agency’s social media team, who are the people responsible for writing the content for Australian Macadamias’ social and public relations campaigns in each of the five countries.
The bootcampers will participate in a series of presentations, workshops, and farm visits over the next three days, as well as a "speed dating" session with a selection of local macadamia growers.
Australian macadamia industry market development manager,, Lynne Ziehlke, says the bootcamp is all about deepening the agency staff’s understanding of the macadamia industry and thereby strengthening the Australian Macadamias message in key international markets.
“We know the best way to do this is by showing our agency staff first-hand how it all works, bringing the Australian Macadamias brand to life, and providing them with an opportunity to generate quality content for our social media channels over the year ahead,” says Ms. Ziehlke.
Ms. Ziehlke says the global success of the Australian Macadamias international campaigns to date, is partly due to the collaborative sharing of ideas and content between international agencies, and this event ties in with the brand’s aim to move towards a content driven marketing strategy across all platforms this year.
Bootcampers will walk away from the event with a unique macadamias ‘playbook’ including key learnings from the bootcamp to help develop social media posts on behalf of the industry. They will be able to share content, ideas and information to develop upcoming campaigns.
Highlights of this week’s ‘bootcamp’ will include:
- TUES 6 Sept - Tour of local macadamia farm & social media workshop
- WED 7 Sept - Picnic in macadamia orchard at Duck Creek Macadamias & meet with some native Australian animals at Macadamia Castle; Speed dating sessions with local macadamia growers at a local macadamia farm.
- THURS 8 Sept – Tour of Byron Farmers Market with Gavin Hughes (head chef at Byron and Byron Resort & Spa), followed by a workshop with a food stylist and photographer.
At the speed dating session, agency staff will have five minutes with each macadamia grower, where they will ask a series of questions to enhance their knowledge of macadamias and the industry.
The Australian macadamia industry marketing program is funded by Horticulture Innovation Australia Limited using the macadamia industry levy.
For more information:
Nyree Epplett
Australian Macadamia Society
Tel: 1800 262 426, +61 2 6622 4933
Mob: 0434 261 070
Fax: +61 2 6622 4932