Tropical Spice Garden : Site visit - Marketing and promotion

Top : The Tropical Spice Garden using ginger flower (bunga kantan) as their logo

Bottom: The ginger flower original picture

My attention of comparing the logo with the real picture of ginger flower is to give the idea to the readers how the ginger flower look like. Some of the visitors there thought the logo represent lotus.

12th June 2009. ( Friday )
Venue : Tropical Spice Garden
Event : Study Tour at Tropical Spice Garden – Marketing and promotion.

The day I have being waiting for arrived. I appear as early as 8.45am. Then after 20min, Miss Ho and Miss Li Peng arrived. Then we enter Tropical Spice Garden. The inspirational breeze that morning really made my day. To inhale inside with the fresh morning sea zephyr fell like you are out of the country. It is not the same normal Penang life.

This is so good about Penang. If you prefer the natural element there are place for you. If you prefer exclusive rest place, you can choose Batu Ferringhi. While if you are urban chick, go for shopping in town at the biggest mall in Penang Queensbay Mall. So, Penang has it all. I mean almost all you need.

9.40am we start our workshop. The talk is being given by Katharine Joan Chua, the manager of Tropical Spice Garden. We have 2 session that day. The 1st session begins with some introduction of the place and background of the site. They are also willing to share their secret of success.

The audience

How they start:

Mission Statement

They are environmental conscious, but as well do the business orientation.
They have enough resource
They embark upon Education, Research and Environment.

Community involvement

They take the Teluk Bahang’s women to create their own souvenir, then sell it at Tropical Spice Garden. This will help the community’s economic.
They go for rural natural environment.

Reputation & Images

They have good reputation so far. When tourists come and give good feed back that is their reputation. Beside, people comment good thing in the blog or review of their place will hold the good reputation and images. This is the power of word of mouth.

Monetary success

By having the planning will ensure they have good success in their business as well as achieve their goal and mission.


Marketing Journey

Know your asset

They have such a beautiful assets!

Build a saleable story (personality)
Identify your market (partner)
Choose appropriate method to reach out.
Sustain your assets.

Tropical Spice Garden selling point

Their stunning location which view the beach
Beautiful tropical landscaping
Over 500 species of tropical plants
A derelict site being restored to something difrent.
A singular theme – SPICE

Pegaga Gajah is one of the herbs can be found there

In my opinion, when you have your singular theme, you would not go juggling and mess around. You know what the main idea, and then expand the idea to something that is related but excited to be done. For example Tropical Spice Garden with the theme of SPICE. Besides promoting the spice, they also will be doing the cooking class which the spice is essential in each cooking. The main theme must be strong and clear, and then you will know where to expand and to go.

They used the power from the international Landscape Architect to design their site. The man changes the place from the rubber estate to Tropical Spice Garden.

These are the activity they have done

Conservation :

Recycling – all the used tins, glass and plastic.
Have their Herbarium / Catalogue
Plant / Garden maintenance
Mini Botanical Garden
Conservation the heritage building

Educational by :

Signage (plant/of interest)
In House Guides
Educational program

Educational program with school children

Research :

Linking with university grants/research program
Agricultural & botanical institution (Botanical Garden Conservation institute and MARDI)

Community Development

Fair trade – aborigines
Local trade - No Thailand product like at Batu Feringgi Night Market
Hiring from the local community

Type of interpretation tools :


Signage


Guide

Other material

They used the mortar and pastle to interpret

In house guide

Signage is the most important interpretation tools in Tropical Spice Garden

One of the signage. Diffrent colour represent diffrent trails path

Weakness in interpretation tools :

Short of plant signage
Unclear group of certain plant
Lack of interactive installation (spice sense) – the ‘batu giling’ visitors do not want to dirty their hand

Weakness in marketing tools :

Never heard of Tropical Spice Garden especially to local people.
Difficulty to measure the efficiency of marketing tools
Inadequate partnership / stuck in conventional approaches

Challenges:

No specific HR – have no botanical background in botanical/horticulture
Identify new agent. – freshly meet Puan Nazlina,
It is not public garden, so it is hard to get sponsor/grants
Permanent, durable and affordable signage.
Walking too independently – financially, expertise time and energy.

After identify the weaknesses, Katharine discusses with us the solution and if the audience have any idea they are welcome to share.

Teresa Pereira Capol suggests having cooking class.
Miss Ho agrees that telling story is good in doing in-house interpretation.

After finished the first session, we are now going to start our journey to do the tour in the Tropical Spice Garden. The picture had shown the entire scene at the site tour. What we discuss in the 1st session we look all the strength and weaknesses at the site.

We discuss about the signage. The weaknesses would be it is not resilient due to heavy wearing or weather. They have variety signage.

Katharine would be in dilemma. She thought of doing four languages signage which consist of Malay, English, Mandarin and Arabic. The weaknesses are the signage will require more space and need suitable material for its life span.

Kat explain how tourist can be help by using this interpretation tools (signage) in her site.

Conclusion :

I have learned a lot from this site visit and tourist or local should be visited this place as you will be satisfied with the services given.

Little Penang Street Market

Date : Last Sunday Every Month
Venue : Little Penang Street Market
Time : 10am – 5pm

The sunlight really brightens the day. It was a good day to start walking and visit this event that being held at Upper Penang Street. They call this event as Little Penang Street Market. People outsiders may think that it is such a normal morning market. They are wrong.

What so special about this market?

This market may look alike like normal street bazaar. However, the speciality in this market is that they sell Penang craft and arts. The criteria that need in this market is that the things sold must be related to heritage or tradition. If possible it relate with the Penang Heritage and Tradition. It must be made in Malaysia. A possibility is to use 70% of Malaysian material.

The Market also is committed to Vendor Development – Nurturing artisans and cultural entrepreneurs to develop their markets, through improved sourcing to production linkages, business know-how and branding. Mentoring relationships are set up by the Little Penang creative team – little Penang Street Market.

The idea to develop this market came from a group of people volunteering that concern about the street artist and people who involving in heritage and tradition merchandise. Their passions about Penang really show the success as the people also supporting this event.

VISION / AIMS

The Aims of Community_Works are to:

• identify social organizations or challenged individuals with an interest in arts and crafts.

• provide training in product techniques and designs, as well as business, presentation and marketing skills.

• become a source for funding of Community_Works Projects

• envision a merchandise / retail outlet for products from Community_Works' Projects

• nurture and promote a community of socially conscious friends of the arts and crafts

The activities done:

Arts & Crafts Market : Local products from selected vendors
The Space : Live music & cultural performance
The Gallery : Affordable arts by Penang artists
Book Reading : Introducing Malaysian authors
Children’s Activity : Art, culture & educational games
Community Works : Contemporary crafts from Penang’s charities
Community projects by schools and NGOs
Eco-initiative : Natural products and recycling initiative.

I was waiting for the next Little Penang Street Market as I am going to be involve in the event. My boss is planning to do the cooking traditional demonstration. This would be fabulous when the Perth Tourism is going to join the demo.

Besides promoting Penang culture, I can also learn from others there. My 1st visit really show the people around very friendly and welcoming you to their stall. The products shown really catch my eyes. It is so beautiful and creative. The picture shown will prove this. Enjoy the picture taken.

For girls who love handbag, I bet you will envy to look at this handbag. It is custom made and if you bought that design, I am sure that you would not find it else where.

I was so excited to join the next event as this will represent the intangible cultural heritage of Penang. This is how we could recognise our own heritage and we can educate younger generation about heritage that is needed to be conserve and preserve.

Penang Flower Festival 2009

31st May – 7th Jun
Venue : Botanical Garden, Penang.
Event : Flower Festival 2009

It was real heavily rain on that day. I thought of cancelling the plan to go to flower festival. We waited for a few minutes. Then when the rain started to stop, we make our move. When we arrived there, the sun is coming out and I know it must be such a wonderful day in Botanical Garden.

Location

For those who do not know, Penang Botanical Garden situated near Youth Park in the Tanjung Bunga District and it took for about 8km from George Town. The visitor could reach Penang Botanical Garden by bus, taxi or personal vehicle.

According to National Heritage Act 2005 :

"Natural Heritage" includes natural features of any area in Malaysia which may consist of earthly physical or biological formations or group of such formations, geological or physiographical features, mountains, rivers, streams, rock formation, sea shore or any natural sites of outstanding value from the point of view of nature, science, history conservation or natural beauty including flora and fauna of Malaysia.

Figure 1: Writer standing infront main entrence

What relation of Heritage and Botanical Garden?

Heritage landscape can consist of natural, cultural and historical values.

Quick review of introduction of Penang Botanical Garden

The moment you step inside, you will be welcome by the amazing nature. Penang Botanical Garden would be the only botanical garden surround by Tropical Rainforest.

Penang Botanical Garden also acknowledged as Waterfall Garden or Monkey Garden was established by British who used the old quarry becomes the garden. They called as Waterfall Garden as the waterfall nearby.

Above and beyond, they also call it as Monkey Garden as that place has abundant of monkey. Do not be surprise upon your visit to Botanical Garden you can see them loitering around. They do not act aggressive, unless being disturbed or they see you holding food.

Besides being a heritage tree arboretum, it also operates as botanical conservation and preservation site, education and practises. It also plays a role in horticulture and landscape development.

Flower Festival 2009

The event held between 31st Mei to 7th Jun 2009. The theme for this year is : Colourful World of Flower. This is one of yearly event being held in Penang Botanical Garden. That day visit really nourishes different feeling from other normal day (I mean day without special big activity or event done).

Normally you will find out visitors do their jog, doing leisure, walking around garden or visit the nursery to buy ornament tree with affordable price. However that specific day, the routine activity done there change a little bit.

The events being done at the Flower Festival 2009 are as below :


a. Orchid Show & Competition
b. Bonsai Show & Competition
c. Adenium Show & Competition
d. Carnivorous Plant Show & Competition
e. Floral Art Show
f. Nature Education Program
g. Nature Heritage Exhibition
h. Sculpture Competition
i. Children Drawing Competition
j. Garden Expo


Reason for the event being done :


To cater users need.

This is because by giving such exhibition and event, people will take part to involve in the competition as well as build the relation among visitors. People demand for this and the government take these opportunities to cater the community.

To educate people.

The Flower Festival gives the education by having the exhibition and education program. People will learn by having the interpretation present either by printing material such as brochure, poster and life interpretation present by guide.

They also educate people by doing exciting games and competition like explore race, but it related to tree and about the natural heritage. The games been created particularly for kids. This is to enhance their interest in learning process about heritage tree, flora and fauna. The parent may involve together and this will help the family to become close to one another.

Figure 2: Visitors can feel it!

They allow the visitors to touch the animal and the herbs. By touching, feeling, smelling and tasting will make one more understood during interpretation. Which they can get the interpretation given and remembered.

To enhance nature awareness

Nowadays with the technology being introduced in daily life, we are being dependable with it. However, the environmental awareness is essential in order to balance the technology and Mother Nature. By organizing such events will help people to appreciate our Mother Nature and environment.

The services provide:

Tram

#Adult – RM 1 / trip
#Children <>

Figure 3: The Tram Services

Guide Tour

Figure 4: Japanese Group Having Guide Tour

Row of food stall

Figure 5: Row of food stall

Timothy Tye: Website as interpretation tool and promotion strategy.

29th May 2009 (Friday) Time : 9.30am
Venue : Penang Heritage Trust

Figure 1: Mr Timothy Tye

We start our session a bit late as we waited for other participant to fill up the hall. A few minutes past and we start our session. Our talk that day would cover about website as interpretation tool and promotion strategy.

The presenter is someone you might know in website. Have you ever heard about travel website called Asia Explorers, Budget Travel Tips and Budget Accommodation Guide? If u does, you will probably know the webmaster. While if you don’t let me tell you.

The person behind the screen is Mr. Timothy Tye . He started to create the website based on the interest of travelling. Then he realised this website really help those who want to seek information to travel. It started from there he expend to create more and more useful website for backpackers.

If you would like to view the list of websites you can always go to http://www.timothytye.com/. Some of the websites are still under construction. From my opinion, those websites are good especially the Penang travel tips.

What is so special about his website?

Let’s say you are about to go to Penang for your vacation this school holiday. However, you did not know anything about that place. You are about going to Penang Hill, but you do not know how to go and what interesting place around to be visit. Some who go by buses need to know local bus route and accommodation provide. Moreover, you are driving, which road to be taken easily. The most important question that play in one head is that where to stay that night?

All the difficulty can be solve just by visiting the Penang Travel Tips. There is all that you need to know. Besides, in the website also have the maps, where can be visited around and attractive picture to be view.

After introduce him self, all the participant need to introduce ourselves and tell our expectation for that day presentation.
We also need to list 5 essence of a good website. Everyone have many things that they think that need to be the essence of a good website. Some of them as being listed below:

1) Interactive
2) Fast loading
3) Easy to navigate
4) Content must be update
5) Basic information and contact form
6) Internal link
7) Good traffic
8) Content up to date
9) Can make Money
10) Good keyword
11) Attractive picture
12) Have external link

Mr Timothy Tye highlighted the same as Pn Nazlina did. The most important criteria to be insert in the webpage is the content. Good content will ensure your page will be most viewed by people. First people seek the content for his or her information then it goes to other things.

Second would be the attractive picture to catch viewer attention.

Third would be internal and external link. This is to help people understand more.

Fourth would be the loading speed. People tend to search for something that is easily being loading. The speed is important as people will move to find other similar website when they lost their passion waiting for the page to be fully viewed.

After awhile, Mr Timothy Tye, asked anyone who has own website to show theirs. As this we can look at each strengthen and weaknesses. Pn Nazlina show 2 of her website and we start to discuss. The crowd start to impress the webpage and keep asking a lot of question.

The time goes real fast as we need to end it up. The organizer suggests if people really interested in learning and understanding these topic, they will find another date to do these workshop.

Meeting at Tropical Spice Garden

25th May 2009, (Thursday), Time : 9.30am
Venue : Tropical Spice Garden

Figure 1 : The entrence of Tropical Spice Garden

It was heavily rain on that morning. We (Pn Nazlina and I) took bus from Komtar at 8.05am. We took Hin Blue Bas to Teluk Bahang. For about 45 minutes we reach Batu Feringghi. The bus driver drop us at one coner and said it just the other coner we will reach Tropical Spice Garden. However after walking for some time we did not reach the Tropical Spice Garden. Then we realise we have been con.


We have to walk for about 2km, then we manage to reach there with half way wet. After we reach in front of the Tropical Spice Garden, we enter and seek for Katharine Joan Chua, the manager of Tropical Spice Garden. My purpose of going there is to accompany Pn Nazlina have meeting with Kat. My expectation on that day is that I could learn something from the meeting.

Figure 2 : Khatrine and Pn Nazlina having discussion

They have planned to create more activity regarding the uses of spices. For now, they are planning of having a cooking class. Pn Nazlina would be conducting the cooking session. Moreover, she will be published the advertisement and promotion through her webpage http://www.pickles-and-spices.com. The registration form of cooking class will also being put in the webpage.

Figure3 : The front view facing entrence

The cooking session is one of the live interpretations as they will understand more when they could do by themselves. 90% they could remember as they getting involve in doing the interpretation.
I really like this place as the scenery very relaxing and cool. The moment you step into the garden, you will feel like in other place.

Our next workshop will be on 12th June 2009 at the same place. We will be doing a study tour at Tropical Spice Garden.

Study Tour at Teochew Association- CONT

23rd May 2009, (Saturday) 11.00am

Figure 1 : We have our discussion

B. Logistic involve in setting up tools.

The logistic involve would be basic things used to show the interpretation.

To interpret using power point, the things includes are:

- Laptop or personal computer
- Projector
- Speaker
- Microphone
- Screen
- Suitable space like hall or room

To interpret using video, the things includes are:

- DVD player
- Projector
- Speaker
- Screen
- Suitable space like hall or room


To interpret using brochure and poster, the things includes are:

- Quality paper
- Good printing
- Brochure rack
- Place to distribute.

C. Strength and weaknesses of each tool.

Power point


Advantages:

• Flexible.
  
• Easy to modify.
  
• Slides can't get lost.
  
• Can be used in a large auditorium.
  
• Can present complex computer graphics and animation.

Disadvantages:

• PowerPoint presentations can encounter technical difficulties. When that happens you are stuck.
  
• Difficulties in finding the right visuals can be encountered, if the presentation goes in an unplanned direction.
  
• Requires electricity.
  
• Requires a projector.
  
• Requires a darkened room.
  
• Only one visual at a time can be shown.
  
• Can present complex computer graphics and animation. As a result we can become focused on the technology used to make the presentation, instead of the point of the presentation. The best presentations use simple graphics that highlight, and focus attention on the key points of the presentation, not on the method of presentation.
  

Bilingual video

Advantage:

• Every participant gets a perfect view of the speaker – no struggling to see from the back of the room.
  
• Audio is always crystal clear and the volume can be adjusted to taste.
  
• Every participant has the freedom to view the content when and where they want to – no rushing to attend another presentation across town.
  
• Every participant has the power to control the pace of the presentation – they can repeat a sentence or a whole chapter and pause it when the phone rings.
  
• Different type of visitors can view the video as to follow the selected language
  

Disadvantage:

• Sometimes it took long time and visitors getting bored.
  
• The narration did not follow the visual shown.
  
• Narration too fast and did not follow timeline.
  
  

Brochure

Advantage:

• Visitors can bring home the sample of brochure


• Visitors can read at home when they have limited time at site
• Being used as research sample.

• No need to rewrite explanation and information at site
  

Disadvantage:

• Easily tear
  
• The material will fade
  
• People will throw after reading it.

Poster

Advantage:

• The presentation order can be changed should it go in an unplanned direction.
  
• Easy to modify.
  
• Following a presentation the visuals can be posted on walls or bulletin boards to serve as an ongoing reminder of what was discussed.
  
• Flexible - for example, visuals can be marked up during the presentation in response to questions.
  
• No power is required. A projector is not required. The material can be presented essentially anywhere, under any conditions.
  
• Multiple visuals can be shown at once (by sticking charts or other visuals on the walls, for example).
  
• Presented in a lighted room in which you can see how your audience is responding, and in which the audience can easily take notes. This also helps stimulate a give and take interaction between the presenter and the audience.
  
• Results in a presentation solely focused on the message, not on the method of presentation.
  
• A Poster has additional uses such as for creating motivational posters, safety posters, meeting banners, signs and more. It's more than just a presentation tool. It's a powerful business tool!
  

Disadvantages:

• Not suitable for huge auditoriums.
  
  
• Can not present video or animation

C. Discussion

Problems arise:


Tourist could lost during self guided tour. This is due to no information booth available at the tourist belt or at the Harmony Street. When ever tourists walk around the area, they could not get the information needed. Sometimes they need to ask few questions that are not included inside the brochure or site interpretation.

Solution recommendation:


Should have information booth at the tourist spot as to help them giving information needed.

Other issue also being discuss on how the interpretation tool help each organization to promote their cultural heritage site or product.

Figure 2 : the nyonya kueh, delicious

Comment:


Our workshop today not only just getting to know the Teochew Culture but we manage to have a taste on the Nyonya kueh. It is basically like Malay's kueh. However, they have diffrent touch by them. it really delicious.

Study Tour at Teochew Association

23rd May 2009 ( Saturday ), 9.00 am

On one fine morning, with such refreshing breeze of air I have been walking from the Masjid Kapitan Keling. Just for a few minutes, I mange to reach Han Jiang Ancestral Temple or Teochew Association earlier. To step in the temple really brings such a mix feeling of excited, nervous, engrossed, inspired, enthusiastic and passionate. I was the first to arrive there. Then within any minutes, the crowd keep coming in the hall.

We have done our first study tour at Teochew Association and the talk being given by Miss Lim Gaik Siang. The talk will be divided into 5 sessions that are:

a) Tools used to interpret this site
b) Logistic involve in setting up tools
c) Strength and weaknesses of each tools
d) Reception of visitation towards these tools
e) Discussion.

Purpose:

a) Help visitors to appreciate the site
b) Inspires visitors on value of the site
c) Generate interest of visitors in heritage conservation
d) Sharing experience with other site


A. Tools used to interpret this site

i. Power Point

PowerPoint is a presentation software program that is part of the Microsoft Office package.
PowerPoint uses a graphical approach to presentations in the form of slide shows that accompany the oral delivery of the topic. A PowerPoint presentation is a great means of addressing a large group of people when having to give a speech of your services or your product.

Why used power point?

Sometimes it is better to use a visual presentation when giving your presentation as this is more effective in making people believe in you and your product. This is much more beneficial to prove your worth to people who need to see things to believe in it!

Plus to this it can be tailor made to target different type of audience like school students, university students, working people, and working people. Different type of people requires different way of presentation. This is to ensure the audience well understand to the presentation.

One of the best ways of giving the finishing touches to your presentation would be to use templates to get an idea of what suits you and your presentation. Then of course, to get even better results, it would be better to use stylish photographs in the PowerPoint presentation. You could choose photographs that you have already taken about your product or services.

This is only possible if the existing photograph has any relevance to the matter you intend to give in your presentation. If you have no photographs, then it is better to take digital photographs with your camcorder, which you can then use in the PowerPoint presentation.

The main reason for using photos in your PowerPoint presentation is to make yourself, your presentation and the information you give to the audience more valuable and memorable.

When best to be used?

This type of interpretation will best use for the group of visitors that at least have plenty time at your site. For at least 30minutes and above at your site will best to used this type of interpretation tools.

ii. Bilingual Video

Video is one of the most misused elements in interpretation at this point in my opinion. One use, probably the main use now, of video is for orientation. Most are much too long. If people are standing when they watch it the video should not be longer than seven minutes, preferably five. If they are seated twelve minutes works best. Most I have seen are too long because they are not tightly edited or more commonly try to do more than orient visitors.

Remember people came to see a site not sit and watch a video - they may have been sitting in their car or on a bus for some time before they got to the site. Sitting through a long introductory program is not a good way to start their visit. More important than as orientation -- and I am leaning more and more toward advocating graphics and brief text for orientation - video allows us to show how things were used. (William H. Mulligan, Jr)

For example, it may not be possible for budgetary and other reasons to have a person or persons demonstrate a particular craft or skill whenever you are open on demand for visitors - blowing up a stump for example. Video can do this inexpensively and dependably. Play-only video units are very inexpensive and can be attached to small TVs in multiple areas providing active interpretation on a regular basis. There are maintenance concerns, to be sure, but these are not impossible to resolve. (William H. Mulligan, Jr)

iii. Bilingual Brochure

Every historic site or product needs to produce a high quality brochure as its first priority. The brochure should answer all the basic questions about the site referred to the Ws and the Cs and H question which are:

W = What, Who, Where, When and Why
C = Consequences, Cause and Context
H = How

HOW the reader can become involved in your efforts and HOW they can find you. You need to present what happened at your site, who was involved, why it is important, etc.

Pictures are good, especially period pictures, but be sure they reproduce well - poorly reproduced pictures send a very negative message. Pictures with people in them are almost always more effective than pictures without people. If you want to attract families a picture of a family at your site is a good thing to include. (William H. Mulligan, Jr)

Always include a membership application, or at least an address to which dues or a contribution can be sent, anyone who is reading your brochure is a potential member or supporter for your project. You can print and distribute a lot more copies of a promotional brochure if you are not using money for a separate membership brochure. You need the best brochure you can afford so focus funds on a single brochure. (William H. Mulligan, Jr)

The brochure must include a map and directions from the nearest interstate or major highway if it is to be effective. People need to know how to find you. Very few will call and ask for directions. Make every step involved in finding your site as easy as possible. If there are several ways to get to your site, choose the most direct - usually the one with the fewest turns - for your brochure. (William H. Mulligan, Jr)

Last, and this probably doesn't need to be said, but I'll say it any way - make sure your brochure is designed to fold and fit into the standard size brochure rack. You need to get your brochure out as widely as possible, it must fit in the standard racks, and there are no exceptions to this. Also, put an interesting image on the part that will stick up out of the rack - something relevant to your site, of course, but as interesting as possible. (William H. Mulligan, Jr)

iv. Bilingual Poster

It is like a brochure interpretation. How ever it usually is being place at the site itself. Using poster at your site must concern certain things. Such as the material used and the location the poster will be hanging. It must be weather shield. This is to ensure the quality of poster will last longer and the information will still can be read.