In our previous entry about Liquor Accords, we mentioned the importance of promotion and getting the appropriate stakeholders involved in the implementation of strategies that will contribute to the longevity of the Accord.
When establishing an Accord, you must be aware that there may be a small fee involved to cover the associated costs of newsletters and promotional material. However, it is possible to gain support from local councils and government agencies by applying for a grant. Alternatively, you may be able to seek support from suppliers and service providers. Members of the Accord may also be able to provide sponsorship. However, this needs to be approved by all members of the Accord.
Launching the Accord
It is best to try and get as much exposure to the launch of your Accord as possible, as this helps notify the community of this initiative. Some formal launches have included the attendance of Ministers, industry leaders and local politicians. This creates a ‘newsworthy’ story and is more likely to get the interest of the local media.
Evaluating the Accord
Although this is an involved process, it is critical to the ongoing effectiveness of the Accord. An evaluation will help address both the strengths and weaknesses of the Accord, to help you determine any areas that need alterations.
A good way of evaluating your Accord may include calling your stakeholders. For example, contacting a licensee and getting feedback or asking the local police if there has been a reduction in alcohol-related offences.
The evaluation process should be a formalised process by way of developing agreed standards and leading indicators.
Take note of these traps and pitfalls when developing an Accord:
Making the Accord too formal and rigid
Selecting unmanageable or irrelevant boundaries
Establishing unrealistic objectives
Putting unreasonable demands on the industry
Irrelevant or superfluous strategies
Lack of leadership or drive
Lack of monitoring
Lack of feedback
Not including all types of licensees in the Accord
For more information on how you can develop an Accord, you can enrol in our RMLV course for all the relevant knowledge you may need to help in this process.