Freo's View

NEW MARKETING MANAGER SHOULD HAVE SAY ON NEW FREO STRATEGY

Posted in bid, city of fremantle, hospitality, local government, retail, tourism, Uncategorized by freoview on April 16, 2018

 

I have been thinking a bit about the push for Destination Marketing Fremantle, which would likely mean the end of Fremantle BID, and why there is a sense of urgency when we hear that Tom Griffiths, the present Manager Economic Development and Marketing, will be leaving the City of Fremantle.

There is no doubt that the new marketing manager will have her/his own thoughts about retail versus destination marketing, or a combination of both, so would it not make more sense for Fremantle Council to wait with its decision until a new marketing manager has been appointed and our elected members can find out from that new officer which direction (s)he wants to go with a new marketing strategy?

I agree with critics that BID has not worked as well as it could have. It connected Freo’s traders well but failed to have a big picture approach, but let’s also be clear that BID specifically was created for the CBD retailers and hospitality traders. But I also believe that the City’s Fremantle Story is not a great marketing campaign because it too did a lot of small things and there is far too much and hard to find information on that website.

Destination marketing will attract people to Fremantle, but an essential part of it needs to be to communicate with visitors what they can do in Fremantle every day, but also on the specific day(s) they are here. That has been lacking forever and it needs to change, so that people will linger longer in Fremantle. Getting back to basics with a What’s On In Freo Today might just be the start.

Starting a new marketing strategy just months before a new marketing manager will be appointed makes no sense, so Council should be very careful not to rush a decision about Destination Marketing Fremantle prematurely.

Roel Loopers

FREMANTLE BILLBOARD ART

Posted in art, city of fremantle, photography, Uncategorized by freoview on February 5, 2018

 

billboard art 1

 

I have claimed for decades that when one keeps one’s eyes wide open there is a lot of beauty in the ordinary, so I have to prove that I am right now and then.

What about this billboard art next to the Fremantle train station in Phillimore Street hey.

Roel Loopers

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VERY FREO NOTRE DAME UNI PROMO

Posted in city of fremantle, education, notre dame university, Uncategorized by freoview on December 19, 2017

 

NDA promo

 

I noticed this new nice promotion for Freo’s Notre Dame University on a billboard at the train station.

Roel Loopers

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JDAP REFUSES FREO SIGN MADNESS

Posted in advertising, city of fremantle, traffic, Uncategorized by freoview on September 27, 2017

 

116_Wray_revised

 

The WA Joint Development Assessment Panel has refused the application for a large video advertising sign at 116 Wray Avenue, corner Hampton Road in Fremantle with a 3-2 vote.

The City of Fremantle had already refused the application because it does not comply with the discretionary height provisions under the planning scheme, does not meet Fremantle’s planning policy for advertising, and the location of the sign is deemed to be a risk to road safety.

I personally am very annoyed about visual pollution and signs all over the place. There are A-signs everywhere in the CBD, and the election campaign signs are making Fremantle look like a cheap car yard.

Motorists get constantly distracted by signage and flashing video screens have no place along busy roads, I believe.

It is a worry though the JDAP vote was so close, so we can only hope that the applicants won’t try to force it through at the State Administrative Tribunal.

 

Roel Loopers

VOTE ROEL FOR CITY WARD!

TOURISM SHOULD BE FREMANTLE PRIORITY

Posted in city of fremantle, local government, tourism, Uncategorized by freoview on September 17, 2017

 

 

The rather optimistic prediction by Sirona Capital that the Kings Square Project innovative and exciting FOMO retail concept will double tourism in Fremantle made me think on how we can increase tourist numbers and offer a better tourism experience in the port city.

For reasons I cannot understand there is reluctance to sell the great brand of Fremantle in destination marketing, and our retail marketing is not anywhere good enough. Retail is hard to sell anyway, as Fremantle lacks variety in shopping.

There is lack of coordination between the major players, and I have the feeling there are a few egos in the way. The City’s marketing people don’t really believe BID is necessary and the Chamber of Commerce is also not a big fan of it, and the major players in town are often left out, so everyone does their own bit, instead of working together on major strategies.

There is an assumption of communication, simply because visitors to Fremantle can access the Fremantle Story on-line or go to different Facebook pages about festivals, etc.

Fact is though that there are many people who do not engage with social media and who can’t be bothered to do long searches to see what is available to them.

Why can’t a visitor to Fremantle, who is staying Tuesday and Wednesday night, find out where live music is on those nights, which pubs have got specials on, etc?

At the Roundhouse we are not supplied with information about events. Many of the volunteer guides don’t live in Fremantle, so they do not know what is going on. It should be a matter of routine that the City’s marketing department emails a list of events, etc. every Monday morning to the Maritime and Shipwreck museums, Fremantle Prison, the Roundhouse, etc. but that is not happening.

Every year we have to contact the City to beg for festival programs, flyers, even a small poster about the Winter, Beer, Chilli festivals, whatever, but it is not forthcoming.

The City of Fremantle does not see tourism as a priority and great opportunity to boost the retail and hospitality industries. If thousands more people come to Freo and stay longer they will shop, eat and drink and support our traders, but BID mainly does cutesy things for locals during school holidays and festivals, which already attract people, instead of being a conduit for all the major players, such as developers, Fishing Boat Harbour, museums, etc.etc. come together, and work on strategies for Freo’s tourism.

The majority of overseas visitors are looking for an indigenous experience, but can’t find it. There is an opportunity here for Fremantle, but we do tokenism better that high impact stuff. There is no big picture thinking on tourism.

We light up the Arthur Head cliff face at night, but close the Whalers Tunnel at 7 pm, so there is no direct access from High Street. Why?!

We should have substantial tourist promotion for Fremantle at the airport, in the Perth CBD, and in Kalgoorlie and Esperance for those who drive here, but we preach to the locals mainly.

The Roundhouse volunteers want to improve the displays, but the City is not pro-actively involved in supporting them, and appears quite happy to leave it to the mostly senior amateurs to sort something out, while they could do with good professional advise and financial support.

The City should lobby the Royal Australian Navy and ask them to reconsider putting the planned Sailor monument on the North Mole, and instead put it on Victoria Quay or in Pioneer Park, or even Kings Square, because tens of thousands of visitors to Fremantle will miss out on seeing it. The North Mole is too remote for people who don’t have a vehicle, and riding one’s bike there is a challenge with all the trucks in the area.

The City of Fremantle needs a think tank on tourism, something substantial and outcome based. We have plenty of talkfests and don’t even do those well, because they procrastinate into nothing.

Our traders deserve and demand support, and we need to have a more innovative approach on how we can sell brand Freo, because our promotion is stale, and Fremantle does not get much help from the Perth-centric state tourism promotions.

Many tourists to Fremantle comment on how different we are, and that Perth is just like other big cities, but we do not sell our heritage beauty well, or even our gorgeous High Street that ends up at Bathers Beach.

Fremantle needs creative people who are willing and able to think outside the box, and who don’t do same same every year, time and time again. Fremantle’s marketing is boring, uninspiring and not working!

Roel Loopers

VOTE ROEL FOR CITY WARD!

MISLEADING FREMANTLE CITY PROMOTION

Posted in city of fremantle, concert, local government by freoview on January 14, 2017

misleading

 

I wonder if anyone at the City of Fremantle picked up on what surely must be a mistake in the promotion of the One Day In Freo concert in the weekly page the City publishes in the Fremantle Herald on page 2.

It reads “Remember everything is free and no tickets or registrations are required.” 

Just before that in the promo it also tells us there will be food trucks at the event and I have no doubt that food needs to be purchased from those operators and is not free and paid for by the City of Fremantle.

Imagine, yet another, outrage from the Fishing Boat Harbour traders and CEO of the Chamber of Commerce if the City also paid for the food. The howling about it being detrimental to all other Freo food merchants would be never ending.

I am sure it is a mistake and the word EVERYTHING should be deleted,  but as it stands it is misleading advertising CoF!

Roel Loopers

 

 

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NOTRE DAME UNI ACADEMY AWARD AD

Posted in education, fremantle, learning, notre dame university, western australia by freoview on August 27, 2016

notre dame

 

This very impressive full-page advertisement of Notre Dame University in the West Australian caught my eye this morning, as it looks like the promotion of an Oscar winning movie. The Lunchpack of Notre Dame maybe because the Fremantle uni students can enjoy all the quirky cafes and shops in town?

Notre Dame is no doubt a very popular university in Australia and Fremantle as is shown in the Good Universities Guide of 2017 again.

Notre Dame University received five-star ratings for:

*  Overall quality of education

*  Teaching quality

* Learning engagement

*  Student support

*  Skills development

*  Graduate employment

*  Median graduate salary

I love having Notre Dame in Fremantle as it has significantly revitalised the historic West End of Fremantle, and they are a very nice organisation to deal with, as I know from my own experience with them.

Roel loopers

BRAND PERTH A DUD FOR INTERNATIONAL TOURISM

Posted in fremantle, perth, state government, tourism, western australia by freoview on May 29, 2016

The Sunday Times reports today that WA Premier Colin Barnett, who is also the new Minister for Tourism, has indicated the promotions for WA should be focussing on Perth and not on the natural beauty of our state.

The Premier told the ST that Brand Perth should be our selling point focus, not beaches and the rugged Kimberley. The Premier believes that is what Asian tourists want.

Strange then that the national tourist body only recently said that Chinese tourists want a country/outback experience, and 95 per cent of visitors to the Fremantle Roundhouse I talk to have expressed that they find Perth dull and much like other big cities but that they love the heritage of Fremantle, Ningaloo Reef, the outback, Margaret River, Albany and the rugged coastline.

On that note I wonder if/what the City of Fremantle is doing in regard to offering package deals for the Street Art Festival to attract interstate and overseas visitors. This is a great free three day festival that deserves package deals with tourism operators and airlines. We could for example have a night performance in the Fremantle Arts Centre only for those who arrive here on a package deal for the SAF.

Reading the number of visitors the VIVID light festival in Sydney attracts, I believe Freo could step up a little in that regard as well and not just rely on large numbers of visitors from the suburbs on the long Easter weekend.

Roel Loopers

WHY SOCIAL MEDIA IS SELF-DESTRUCTING

Posted in fremantle, social media by freoview on May 5, 2016

A comedian suggested on TV the other day that we should start a second internet where we don’t get all the rubbish and spam. Of course the idea was only tongue in cheek, but I am wondering how we can improve the net, especially social media.

Facebook drowns in spam advertising, making it a real pain to find the postings one is interested in as it takes forever to scroll down pages without stumbling over a million yoga classes, people offering services, etc.

I decided to keep this Freo’s View blog advertising free to retain the integrity and so that no one believes my opinion can be bought. It would be nice to make a bit of extra money out of this very popular blog but unwanted advertising is annoying.

The internet has given us the great opportunity of being able to communicate with the world instantaneously and that is a good thing, but sadly many people see that as an opportunity to be aggressive, negative and racist.

When the internet arrived we discovered there are many millions of experts on everything and the net became the voice of the voiceless and faceless, and of the anonymous who relentlessly attack, insult, defame and engage in unproven conspiracy theories. The internet made sarcasm and cynicism the new art forms in communication.

Facebook, Twitter and blogs receive so many negative postings that it is annoying, and social media is self- destructing as more and more people bail out and no longer engage, because there are still some of us left who believe that most people on the planet are pretty good.

It is up to Facebook page moderators to stop the trend of spam and negativity and be very firm and assertive on what is acceptable. Social media can be fantastic to get support and spread the word and it is the modern notice board of what goes on in our communities, as pages like Freo Massive show, but the negativity and unwanted advertising needs to stop.

Roel Loopers

WTF NOT SO RUDE RETAIL PROMOTION

Posted in advertising, fremantle by freoview on April 6, 2016

wtf

 

When I noticed the WTF SALE sign at the Corner Store in South Fremantle I thought they had crossed over to the dark side.

The shop always has really great and creative window displays, so the WTF does not suit them at all, but then I noticed the ‘fine print’ WTF stands for Warehouse Totally Full. Clever promotion!

 

Roel Loopers

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