The alcohol industry in Australia alone is worth billions of dollars. Whatever way you look at it, they provide a lot of perceived value to a population that wants it. It's that simple.
For this reason alone, I've just had the realisation that I think the way we are going about trying attract funding for Hello Sunday Morning in the wrong way. We have been pitching and pitching and applying for grants, which hopefully will eventually be successful... but even if we get support from government - that government could change and where will we be left? We need to change our thinking!
I was just in a meeting with a guy from Visy and I'm now thinking we need to start building the groundswell to create opportunities for consumers to support the Hello Sunday Morning brand and what that brand represents through products that provide value to them.
Through taking this approach, I would like to see that Hello Sunday Morning can be a not-for-profit organisation that supports the programs and resources it runs and even those run by others who are looking to also change Australia's dysfunctional drinking culture.
So, I have three ideas...
1) partner with Visy and maybe a juice company or similar to create a HSM drink that is a viable, healthy alternative to the overpriced post-mix we have on offer if you aren't drinking all night.
2) develop partnerships with light alcoholic products, let them use the HSM brand in exchange for their financial support for projects that HSM is involved in (kind of the the Heart Foundation 'Tick')
3) develop partnerships with brands like Boost Juice, Pump, Nike, Adidas etc etc. to create products that reflect the HSM brand values and in turn generate revenue for the organisation.
Anyway, these are some thoughts I had and I would really appreciate your ideas and suggestions as to how we can make this happen.
Posted 29/04/10
The alcohol industry in Australia alone is worth billions of dollars. Whatever way you look at it, they provide a lot of perceived value to a population that wants it. It's that simple.
For this reason alone, I've just had the realisation that I think the way we are going about trying attract funding for Hello Sunday Morning in the wrong way. We have been pitching and pitching and applying for grants, which hopefully will eventually be successful... but even if we get support from government - that government could change and where will we be left? We need to change our thinking!
I was just in a meeting with a guy from Visy and I'm now thinking we need to start building the groundswell to create opportunities for consumers to support the Hello Sunday Morning brand and what that brand represents through products that provide value to them.
Through taking this approach, I would like to see that Hello Sunday Morning can be a not-for-profit organisation that supports the programs and resources it runs and even those run by others who are looking to also change Australia's dysfunctional drinking culture.
So, I have three ideas...
1) partner with Visy and maybe a juice company or similar to create a HSM drink that is a viable, healthy alternative to the overpriced post-mix we have on offer if you aren't drinking all night.
2) develop partnerships with light alcoholic products, let them use the HSM brand in exchange for their financial support for projects that HSM is involved in (kind of the the Heart Foundation 'Tick')
3) develop partnerships with brands like Boost Juice, Pump, Nike, Adidas etc etc. to create products that reflect the HSM brand values and in turn generate revenue for the organisation.
Anyway, these are some thoughts I had and I would really appreciate your ideas and suggestions as to how we can make this happen.
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by Ckraine
29/04/10
29/04/10
29/04/10
29/04/10
29/04/10
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© Hello Sunday Morning 2012
© Hello Sunday Morning 2012
02/05/10
Great idea but, as they say, ‘hasten slowly’. Some off-the-top-of-my-head thoughts:
First, be careful about who you get into bed with: A couple of years ago, you may recall that Visy’s owner was involved in very messy legal action regarding price-fixing, and the company may still be ‘tainted’ in the eyes of many by this episode. Just because someone offers you money doesn’t mean that you should take it; could be useful to develop some criteria or guidelines (there are models for this). Second, all of your proposals have potential, as does the whole idea of branding — but I’d like to see some qualitative research (ie, structured feedback from the target group) to test the ideas; some of the responses may surprise you. Third, it costs nothing to try to raise the profile of HSM among youth and health NGOs, and acquiring credibility with advocates won’t hurt (and can provide for valuable networking). Fourth, is there an organisation or an initiative that you admire which could serve as a model for how to develop HSM? A number of organisations with wellknown ‘brands’ have come out of nowhere over the past few years (e.g., beyondblue), and obviously things with a ‘gimmick’, like ‘Movember’ and ‘Shave for a Cure’ have captured a lot of attention. Basically, it’s a matter of doing the research and putting together a (sorry, I hate this term) ‘business plan’. The alernative is to let things develoop more organically, and keeping it more ‘viral’. Sounds like another good opportunity for some multi-city discussions…
03/05/10
Brilliant feedback Margo!
I was very interested in the first one but I am equally cautious, this kind of thinking gets you to that innovative ah-hah moment.
Please don’t get into bed with alcohol companies! Those that make light alternatives are also making the stronger ones. There is some thinking that light is a stepping stone for young people and new drinkers (as much as it is a step down). In India (I have heard) alcohol companies bottle water exactly the same (branding, colour and shape) as their alcohol as a marketing tool. They are devious (and brilliant). The Heart Tick is for food – and we have to eat and make good choices around our food, we don’t have to drink. I’m pretty sure at some stage in the future we will see some kind of labelling around the calorie count in alcohol… leave it to them.
How about getting into bed with events that promote healthy living, and I’m talking big events. Margo mentioned Movember and Shave for a Cure as examples and I agree. Look for a big event (half marathon, fun run, etc) that doesn’t currently have a ‘charity’ and set yourself up as a chartiy. Obviously this isn’t ‘thinking like the alcohol companies’ but they have huge resources that HSM never will and there are some huge charities out there. If people can ‘run’ or ‘walk’ or ‘cycle’ for HSM and fund raise through sponsorship – you have the capacity for huge income (think 5000 particiapants at 100 each = half a million dollars).
There are advocates and leaders out there you need to get on your side… you are achieving stuff they have been struggling to for years.
03/05/10
I like where you are going with this Chris!
I’d love to see more beverage options when I go out that aren’t overpriced, overly-sugared or pumped with caffeine…fresh juices and tea would be awesome
ha
I can see the difficulty in choosing appropriate branding partners but I think it is defiantly something to look into..
As much as the marathon ideas could appeal to some – I feel they could also be a little alienating.
I was talking to some friends on the weekend who felt that HSM is already a pretty big challenge – which can be overwhelming/offputting for some.
I think marathons might reflect that barrier too closely – I get the connection with health and going for it – but at the same time, to me it just it screams sacrifice, training and endurance – when I think you want to make HSM seem no harder than it is – and easier than it is perceived to be.
I’d like to see HSM positioned as more care-free, creative, fun and laid-back brand – connected to artists, festivals, fashion, art, creation – just as alcohol is sold to us!
Anyway, thats my two cents
J.
03/05/10
For what it’s worth, 20 yr olds have said to me that they believe there is value in HSM retaining that low-key, not-a-big-deal identity. I think I know what they mean: in the 1980s, ‘Smokebusters’ clubs were established in the UK on the grounds that young non-smokers needed the same sort of ‘group’ identity that smokers had, with ‘attractions’ and rewards (shop discounts, concerts, etc,) for being a non-smoker.
One consequence was that it simply accentuated the differences between the two groups and elevated the status of smoking as a factor in social relationships and interactions. Nobody wants to be judged by what they drink, right? When non-smokers (esp. former smokers) hang out with smokers, and when non-drinkers hang out with drinkers, you’ve got to be careful to avoid the ‘holier than thou’ perception and make sure the focus is on what everyone has in common rather than on how they’re different. There is, I think, a strong view among HSMers that they want their choice to be respected as their personal choice and not necessarily something that they are advocating for others. Could have implications for the ‘products’ issue, but you’d have to do the research.
However: Jiveny is right — venues are not really catering seriously to non-alcohol drinkers. What they are doing is offering limited options at extortionate prices (one club admitted to me that they artificially jack up the price of soft drinks in order to subsidise beer prices). If it’s true that a glass of postmix soft drink costs about 8 cents to serve, the markups are on the order of 40percent. Even taking into account extra costs for staff and washing up, it’s a nice little earner, yes?
So…what I’d like to see is HSM use its incredible expertise to work actively to achieve specific changes that would help shift the culture a bit and make things easier for people who choose not to drink alcohol — for a night, or for a year. At the moment, everything seems to encourage the perception that a year w/o alcohol is a hugely big deal – like going for a year w/o food. It would be great if HMS could apply its credibility, alone or with other organisations, to sit down with the key players and work for things such as better non-alcoholic options in venues, removing the financial disincentives for non-alcoholic drinks, providing more widespread programs to support designated drivers, etc.
Yes, you might need some extra resources, but I am confident that you can get them!
03/05/10
Thanks for the feedback Margo, Manda and Jiv!
True, I also think that the alcohol branding idea is playing with fire, however, I personally would like to see a sustainable alcohol industry that takes responsibility for its customers. I don’t see them as ‘untouchable’ evil capitalist that most people paint them to be and I think that putting them in that box goes a long way to creating an identity for an us and them mentality.
The reason that I would like to go down the product line is that I have done a fair bit of research into campaigns and initiatives like Movember, Cancer Council, Livestrong, Febfast etc. etc. – they all have one thing in common, creative ways to get consumer buy in. I think providing quality products where they are needed to a growing population of people that want an alternative, seems like a natural fit to start looking to.
As you say Margo, I am at the mercy of the wants and needs of the people involved in Hello Sunday Morning and all ideas will need to be supported by a significant groundswell of the members. So, the conversations and ideas will go a long way.
03/05/10
Well, now, that’s an interesting concept — who does the alcohol industry think it’s customers are, and who are they, really? Is someone at a licensed venue who isn’t drinking alcohol a ‘customer’? Is someone who is taking a temporary ‘time out’ from alcohol still a ‘customer’? The ‘industry’ contains many elements including manufacturers, wholesalers, retailers, marketing/advertising, licensed venues, and those who benefit from financial ties to the industry. All of these may be subject to different regulatory regimes (Commonwealth vs State/Territory, for example) and may see their customer base differently, but all have the same No.1 priority: turning a profit. A non-alcohol drinker in licensed premises is a customer of that business but not of the alcohol manufacturing industry.
Hmmm… the idea of a sustainable industry that takes responsibility for their customers sounds like a bit of a novelty. If you think I am being overly cynical, perhaps consider how many examples you can think of relating to products which have been shown to cause harm in which the industry concerned voluntarily took ‘responsibility’ for its customers. It is much more common for a regulatory approach to be required because a company’s interest is in generating, not minimising, sales, and because they are reluctant to do anything to suggest that they might be liable for the problems of product abuse (or in cases like tobacco, just normal use).
The alcohol industry has set up DrinkWise to make itself look ‘responsible’. They may not be totally evil, and indeed may be part of the solution, but they play by the tobacco industry’s hymn book and work to oppose or weaken initiatives that might actually be effective in reducing drinking-relating harms. They also know that they have a lot to gain by co-opting legitimate key players.