business and information

Document Sample
business and information Powered By Docstoc
					BUSINESS SUPPORTERS INFORMATION KIT

CONTENTS

   

The Senior Card Program & Your Business

pg 2

Seniors Snapshot

pg 3

How to Become a Business Supporter

pg 4

Application Form

pg 5

Contact Details: Telephone Fax: 1300 797 210 1800 004 413

Mail:

Seniors Card Program GPO Box 4316 MELBOURNE VIC 3001 seniorscard@dpcd.vic.gov.au www.seniorscard.vic.gov.au

Email: Web:

1

SENIORS CARD AND YOUR BUSINESS

The Seniors Card Program presents an exclusive opportunity for you to market your product and/or service to one of the largest and fastest growing markets in Victoria. Currently nine out of ten Victorian seniors hold a Seniors Card; that’s around 920,000 potential customers. There is also the opportunity to market your product to Seniors Card holders who are visiting from interstate.
WHAT IS THE SENIORS CARD? The Seniors Card Program, launched in March 1991, is a Victorian Government initiative in partnership with the private sector. To be eligible for a Seniors Card applicants must be permanent residents of Victoria who are aged at least 60 years, and either retired or working less than 35 hours per week. Seniors Card holders have access to discounts on a range of goods and services in the retail, finance, travel, hospitality and leisure sectors. They are also eligible for a wide range of additional benefits and concessions on the Metropolitan and V/Line public transport systems. The Seniors Card Program is fully funded by the State Government and – unlike customer loyalty or other discount schemes – businesses are not required to pay commissions, or transaction, maintenance or joining fees. YOUR FREE DIRECTORY LISTING One of the major marketing opportunities that exists for Business Supporters is our business directories. As a business supporter, you will get a free listing in our next available edition of either the tourism and leisure directory or the metro and rural retail and services directory. The last edition of a directory was printed in August 2008 and was distributed to over 930,000 Victorian Seniors Card holders and distribution will continue on a weekly basis, during the directory’s lifespan. Participating businesses will be invited to renew their Business Supporter status and receive another free directory listing prior to the publication of this edition. PAID ADVERTISING Advertising opportunities in mailouts and other channels are available. For more information contact our Business and Development Manager, Megan Lancaster on 03 9208 3190. OTHER BENEFITS & OPPORTUNITIES Upon joining the Seniors Card Program, Business Supporters receive a variety of decals, and a bromide sheet of the Seniors Card logo that they are authorised to use in their advertising and promotional material. Businesses Supporters also have access to advice and information about the seniors market, and a variety of promotional opportunities.

2

SENIORS – A SNAP SHOT  95% of Victoria’s eligible seniors have a Seniors Card. Victorian Seniors Card Program  There are 920,000 Seniors Card holders in Victoria. Victorian Seniors Card Program – 4 April 2008.  Mature consumers are the largest retail growth market in the nation and will swell from 3 to 4 million people in the next 10 years. The 15–44 age group is not expected to grow in the next 50 years.  Chris Richardson, ‘The Coming Demographic Revolution’ Access Economics, 24 August 2001.  Over the next decade seniors spending will grow by 61%, double the national average, accounting for more than 43% of total growth.  Chris Richardson, ‘The Coming Demographic Revolution’ Access Economics, 24 August 2001.  Seniors have significantly fewer outgoing expenses with a much greater percentage of their income available for discretionary spending.
Not Over the Hill, Just Enjoying the View’ 1999

 Today’s seniors enjoy better health and greater life expectancy than previous generations. Upon reaching retirement they can expect to have at least 20 years of active life ahead of them.
‘Not Over the Hill, Just Enjoying the View’ 1999

TRAVEL  Victorian seniors spend $211 million on domestic travel annually, and Australian seniors spend $895 million.
‘Not Over the Hill, Just Enjoying the View’ 1999

 75% of seniors travelled in 1998, whilst 80% indicated that they planned to travel in the near future. ‘Not Over the Hill, Just Enjoying the View’ 1999  Victorian seniors tend to be seasoned travellers wanting new innovative products to overcome the ‘been there, done that’ syndrome. They are looking for a diverse range of products from soft to extreme adventure.
‘Not Over the Hill, Just Enjoying the View’ 1999

 The travel and leisure behaviours of Australian seniors in the domestic market can be segmented as follows: Vacationers 26.5% Livewires 28.1% Explorers 21.5% Home Bodies 23.9%
‘Not Over the Hill, Just Enjoying the View’ 1999

RECREATION & LEISURE Seniors aged 65 and over spend an average of 45 hours per week on recreation and leisure activities, as opposed to the 15–64 group who spend 30 hours per week on the same activities. ABS, Year Book Australia, Special Article – Older Australians, 1999 The most popular forms of leisure and recreation are (not listed in order of preference):  golf  tennis  fishing  walking  bowling  gardening  swimming  dancing  crafts & hobbies  theatre & cinema
A Bauman, B Bellew, P Vita, W Brown, N Owen, ‘Getting Australia Active, Towards better practice for the promotion of physical activity’ National Public Health Partnership, Melbourne 2002

3

HOW TO BECOME A BUSINESS SUPPORTER You can join the Seniors Card Program simply by completing and returning the form on pages 5–6. However, it is strongly advised that you read the following information before doing so. Applications are assessed by the Seniors Card Program, in consultation with Consumer Affairs and/or any relevant registration, licensing, professional or trade body. Our decision is final and binding and we reserve the right to negotiate discount offers, reject applications and exclude particular sectors and businesses. TERMS & CONDITIONS In order to protect the interests of Seniors Card holders and maintain our reputation as a source of genuine and reliable discounts, we have developed the following criteria to guide us in assessing your application. Applicants shall represent sectors and businesses that:  are of a good standing and not contravening Acts administered by Consumer Affairs, other State or Commonwealth Departments, or any other consumer interest group or statutory authority.  operate on the basis of clearly advertised and/or displayed and comparable pricing levels.  are not contravening any legislative provision or professional ethical standards by applying to join the Program. Applications will not be accepted from sectors or businesses that:  are characterised by volatility of operators or financial instability.  have an unfavourable record in relation to vulnerable consumers.  create difficulties for consumers in determining the actual benefit of the discount offer. Applicants who have been in operation for less than two years may be required to provide references, one of which must relate to the business’s financial status. Failing to display Seniors Card decals at entry, exit and payment points will result in the business’s free listing being withdrawn from the next edition of the relevant directory. Discount offers shall apply equally to cash and credit card transactions. Where vacancies exist, accommodation facilities specifying ‘direct bookings only’ must not reject Seniors Card holders who turn up to their premises ‘on spec’. SETTING YOUR DISCOUNT OFFER  The discount offer shall represent genuine value relative to other consumers of the product or service; i.e. it should not be a generally available benefit that has been ‘repackaged’ in order to gain access to the Seniors Card Program.  The standard minimum level of discount is 10% off the marked price. A larger discount is expected for higher margin products and/or services. The only exceptions are grocers, supermarkets, IT service providers and holiday packages where a minimum level of 5% is acceptable. A 5% discount inclusive of sales and specials, will also be considered.  Use of the term ‘rack rate’ is no longer acceptable. Instead, businesses may wish to offer a minimum of 10% off the standard rate, or an equivalent such as the government or corporate rate or a discount off the government or corporate rate.  The level of discount shall represent genuine value for Seniors Card holders relative to other consumers of the product or service. The discount offer shall not be a generally available benefit, which has been ‘repackaged’ for the purpose of gaining access to the Seniors Card Program.  Discount offers which specify a minimum length of stay or offer an extra night for free are only permissible for houseboats, chalets, B&Bs, apartments and self-contained units, unless they are an alternative to a minimum 10% off the nominated rate.  Due to low operating margins, package holiday providers may offer a minimum discount of 5%, and travel consultants may limit their offer to travel insurance.

4

BUSINESS SUPPORTERS APPLICATION FORM Please print all details Trading name of business/service……………………………………………………………………………………… CONTACT DETAILS: Name of owners……………………………………………………………………………………………………. Mailing address…………………………………………………………………………………………………… …………………………………………………………………………Postcode………………………. Street address…………………………………………………………………………………………………… …………………………………………………………………………Postcode………………………. Is this address for public contact & publication? Please circle: Yes No

Public Telephone number………………………………………………………………………………………………… Website address………………………………………………………………………………………………… Email address………………………………………………………………………………………………… Name and position of contact person………………………………………………………………………………………………….. Tel No……………………………………………Fax No……………………………………………… BUSINESS DETAILS: Australian Company Number (if applicable)………………………………………………………………………………………………. Licence/registration umber (if applicable)……………………………………………………………………………………………… Name of licensing/registration body (if applicable)……………………………………………………………………………………………… …………………………………………………………………………………………………………… Details of any professional or trade body membership/affiliation………………………………………………………………………………….. ……………………………………………………………………………………………………………. Date business/service commenced trading……………………………………………………………………………………………………. Nature of business/service……………………………………………………………………………………… Number of branches/outlets……………………………………………………………………………………… (Attach listing of addresses, contact persons, telephone and fax numbers for each participating branch/outlet).

5

BUSINESS SUPPORTERS APPLICATION FORM (continued) Please circle as appropriate for your business: Accept Interstate Seniors Cards Yes No Disabled Access Yes No (Applies to tourism sector only) Pets Welcome

Mail Order Service

Yes No

Yes No

Discount offer and/or other special benefits……………………………………………………………………………………………….. …………………………………………………………………………………………………………. Exclusions/exemptions from discount offer……………………………………………………………………………………………………. …………………………………………………………………………………………………………… Details of any list price, fees, hourly rate, service charges, commissions (if applicable) …………………………………………………………………………………………………………… …………………………………………………………………………………………………………… AUTHORISATION: Name of applicant………………………………………………………………………………………………… Position held……………………………………………………………………………………………………… Signature of applicant……………………………………………………………Date……………………………… Name & address of witness…………………………………………………………………………………………………… …………………………………………………………………………………………………………… Signature of witness………………………………………………Date……………………………………………… ……… (Any independent person over the age of 18 years can witness this form.) AUTHORITY TO RELEASE INFORMATION: I…………………………………………………………………………………………………………… authorise Consumer Affairs, any statutory, licensing, registration board, authority, commission, agency, etc., to release details of my record including details of any complaints or unfavourable records and where appropriate, registration/licensing details to the Division of Rural and Regional Health & Aged Care, Department of Human Services. Signature of applicant…………………………………………Date……………………………………………… Return to: Mail: Seniors Card Program, GPO Box 4316, Melbourne, Vic, 3001. Fax: 1800 004 413

6