ZAA104 – Marketing for Business
It’s great when somebody accidentally gives you fodder for a blog through something they say that they maybe didn’t mean to say.
And I know it’s two blogs in a matter of days but this guy just hit a sweet note with me and I needed to get my thoughts down.
At this week’s tutorial, we had a special guest who was talking about marketing, oddly enough, and his role is to market Tasmania.
Pretty simple task you’d imagine.
All he has to do is tell people about the great scenery, fantastic food, ripper wines and whiskey, MONA, Salamanca, Tasmazia, Barnbougle, Port Arthur and Cradle Mountain. See, just by name dropping I have done all the promotion that this mob has to do for the whole year. People will google these terms and find enough information for a week-long holiday in the Apple Isle.
So, if marketing the state is so easy, what’s making it so hard?
Tasmania is an island state with a population of about 500,000.
That’s not earth shattering in any way and pretty common knowledge.
Where this organisation finds hurdles is dealing with the 29 municipal areas in the state.
Each municipality is fighting for its share of the tourists, the website hits, the good reviews and to have their story told by the statewide body for promoting Tasmania.
This is something I’ve considered for a long time in the local government sector, Tasmania is over serviced for councils.
A rationalisation of councils would cost jobs and be very unpopular, as it was in 1993 when the state Liberal government went through with the Local Government Act of 1993 and created new councils, much to the distress of local communities.
This act joined Deloraine and Westbury to form Meander Valley Council, Waratah and Wynyard to form the Waratah-Wynyard Council and Penguin and Ulverstone to form Central Coast Council, among others.
This act maybe didn’t go far enough and the amalgamation of Devonport, Kentish and Latrobe to form Mersey Valley or Don Council didn’t happen.
Kentish and Latrobe are part of a resource sharing agreement.
Identity is key and amalgamation is a loaded word. Merger is another that conjures up negative connotations.
I believe that, and let’s take the area I know best, one municipal area for North West Tasmania known as Cradle Coast would be a great kick in the right direction.
It’s an anecdotal but well known fact that Tasmanians are scared of what they don’t know and are very reluctant to learn about it. This rationalisation of King Island, Circular Head, Waratah-Wynyard, West Coast, Burnie City, Central Coast, Devonport, Kentish and Latrobe into one “super council” would reduce administration costs and streamline promotion of the area.
If it came to it, current council boundaries could be kept to ensure that each 1993 Local Government Act council could have one elected member to the super council. The “Member for King Island” for want of a better term.
Jobs in works, planning, corporate services and technical services would stay as, despite there only being one mayor, there is still the same number of bridges, roads, ratepayers, nature strips and garbage bins to collect.
Could this work? Well, I’m not sure. I mean, I believe in the concept but I’m worried about the great unwashed looking it in a negative way and will continually complain about it. Much the same as the North of Tasmania complain about the South and the South bitch and moan about the North.
Tasmanian’s don’t play well with each other and I think this is the major stumbling block in any forced or voluntary council amalgamations.
If an adult debate was had with people thinking critically and in the best interest of ratepayer rather than if they get elected again, this could, nay should, work.
I mean, working together is something taught to kinder kids, sharing is something taught by parents to their toddlers and why would you want to be elected to a position where a tough decision needs to be made only to run for the hills and not objectively view the content of the debate.
Here’s something the naysayers might want to consider if they are concerned about being elected again, if you are paying one mayor instead of nine, there could be downward pressure on rates. What would your constituents think of that?
Do you have a thought on rationalisation of councils?
Do you think there is anything we can learn from sporting amalgamations that decision makers could consider?
I’d love to get your thoughts on this controversial topic, leave me a comment, like, dance a jig, share this blog.