As a preamble, we would like to thank the Pays de Manosque Tourist Office for having made the Bernard Morucci room available to us free of charge for this seminar.
The participants in the seminar asked that Les Routes de la Lavande®, in its role and with the means at its disposal, become a more committed brand alongside the industry and move forward in the directions listed below:
We are now going to come back in detail on 4 key points, which really structured our exchanges and give a framework for future action:
To support direct sales, in order to preserve income, in a context of significantly lower wholesale prices, "where the selling price is lower than the cost price."
Lavender "represents us, identifies us". It is a vector of identity, which unites or should unite beyond the diversity of actors: "from the plant to the marketing of tourism". This identity is multi-faceted. To reveal its richness, the Routes of Lavender® must highlight and tell the story of the complementarity of women and men, companies and trades and even lavender (fine lavender in the mountains, for example).
The challenge is "to always have the right information, knowing that the flowering periods change a bit..." "To know how to systematically address the business tourism companions, who come outside the flowering season. "To know how to systematically address the accompanying persons in business tourism, who come out of the flowering season."
To develop reactivity, you need controlled digital means, at the scale of the route:
"They were created following a crisis in the lavender market. It was to structure a tourist network on the subject of lavender. Today, we are again in a crisis. We have a real capital, which it would be a shame to lose.
Lavender is a real emblem for Provence and Provencal tourism owes a lot to lavender growers. To accompany a sector in crisis, Les Routes de la Lavande® can provide a share of credible solutions:
In the preceding lines, there are the constituent elements of a marketing strategy, which have yet to be written. If we have the means to do so, the Routes of Lavender® will echo, in the most committed way possible, all private, public, and associative actions that support the industry. We can also be at the origin of an editorial committee which, if the actors of lavender wish it, would constitute the base of a governance, or a coordination. The question of means is crucial to give ourselves a strong ambition that is equal to the stakes. The rest is to be written together...