FOR WD Moore and Co, winning a fourth generation WA Family Business award has created a positive focus on the company and given birth to a new marketing strategy.
The O’Connor–based windmill and solar water pump system manufacturer won the national fourth generation award last year after its WA FBA fourth generation award win.
The company, which was established more than 100 years ago, had never promoted itself as a family business according to WD Moore and Co marketing manager Eliza Moore, but all that has changed.
“It’s changed our focus so that now we centre on the fact that we are a long running family business,” Ms Moore said.
“We’ve never pushed the fact that we are a multi-generation business before we have always said ‘since 1862’.
“We’ve always had it but we never realised how important it was. We are dealing with farmers who are also multi-generation businesses and I don’t think a lot of our customers knew that we were too.”
Ms Moore said a new photographic image of the company had been developed that represents the company’s long family history.
“We’ve got an image now that is a circle and it has pictures of all five generations of the family members who have worked in the business. It says WD Moore 5 Generations in Business,” she said.
This year’s 2003 WA Family Business Awards generation winners will compete at the national awards that will be held in Hobart on August 23. The prize for each generation winner was a return airfare to Hobart courtesy of Globetrotter Corporate travel and two tickets to the national Family Business Awards gala evening.
Also included was a year’s membership to Family Business Australia, a one-year subscription to WA Business News, and legal services provided by Feinauer & Associates to the value of $1,250.