Yarra River Business Association

It’s an exciting milestone for marketing of the Yarra River Precinct.

We’re all well aware that the digital marketing space is where you have to be these days to really capture attention. In fact, it is often quoted that 60-70 per cent of people seeking information about a destination are doing so through a hand held device, usually a smart phone or iPad. This is probably as high as 80-90% for certain businesses.

The official Yarra River website (www.yarrariver.info) has just been thoroughly revamped to make its information easier to obtain via smartphones. The look of the new website is fresh and vibrant, reflecting the look and vibe of the Yarra River precinct itself. There’s interactive mapping to assist people find businesses and attractions once they are on the ground in our area.

The business association has also recently launched the inaugural Discover Melbourne’s Waterfront mini-mag, which is being distributed through Avant Card racks in nearly 500 cafes, bars and restaurants throughout Melbourne’s CBD and suburbs.

The 12-page, pocket size publication is chock-full of great mapping and it focuses on some of the most engaging things to do and see in the Yarra River precinct during the cooler weather.

Our user research shows that Southbank has high awareness and conversion-to-sale among the middle age to older demographic, but its appeal is not nearly as strong among the younger generations. The mini mag is designed to hit a new target market in the places where they are likely to be over the next couple of months.

If you are a member of the business association, you are prominently listed on the website and you are also eligible to tap into our prolific social media campaigning. Members feed through their information about events, special offers, deals, and new products and that message can then be on its way to the many thousands of people following Melbourne’s Yarra River Precinct on Facebook and Instagram.

Our March business luncheon at Federation Square was another excellent way to mix with fellow business people and stakeholders of the precinct. The next YRBA business luncheon will be held during July and promises to be another two hours of great networking and information.

If you’re not a member of the Yarra River Business Association, you can probably see what you are missing out on, so email [email protected] for an information pack now.

Tim Bracher
Executive Officer of the YRBA