Business Communications During Crisis

It’s over a month now since our region saw the most devastating flood event ever recorded. And what an intense time it has been for our community. Our hearts go out to those affected (both directly and indirectly) and we extend our deepest gratitude for everyone who answered (and continue to answer) the call for help from friends, family, neighbours, and strangers; getting stuck in to help where it was (is) needed most.

Our local business community had already been tested and pushed to their absolute limits over the last few years with Covid, but nothing could prepare us for the tragedy of this natural disaster. The events that unfolded hour by hour and day by day were horrific and we think it’s safe to say, that those of us who had businesses left, were in complete shock of what to do next.

Check on your people

Our first move as a business, was to reach out to our own team and make sure they were safe or if they needed anything. Once the team were all accounted for, we needed to check on the other important people that bring our business to life – clients, suppliers, and contractors. We quickly assessed each of their individual situations and acted accordingly. Ranging from completely devastated to temporarily closed, and everything in between, one clear theme emerged – sensitivity, empathy and relevance were needed across the board in all business communications.

Business Communications During A Crisis
Sensitivity and Empathy

Even if your business was completely unaffected from the floods it’s likely that your customers have been affected in some way. Acknowledge the event and how your business is responding. Even if you intend to carry on business as usual, it’s not advisable to downplay or ignore the situation for fear of scaring off potential customers.
It is also imperative that your tone of voice and the language you use is sensitive to what people might be feeling and experiencing.

Relevance

Asking people to buy while they (or those around them) are in trauma and crisis is only going to do harm to your business reputation. Instead, communicate what you can do or offer to others at this time to make life a little easier. Make sure you check on all running and scheduled campaigns and pause them if you need to. Check all scheduled social media posts and decide if they are still relevant or whether they should be rescheduled for another time. Ensure that any automated communications are reviewed, tweaked, and amended to reflect the current situation. Emails that were drafted weeks ago, may not be well-received. We recommend sending out an email to your entire database acknowledging the crisis, including any information about how your business has been affected and what this means for regular business operations (trading hours, possible delays, etc) and how you intend to help the community.

A helping hand

In the best-case scenario, you would find ways that your business can help. We decided to pay all our team two full days for volunteering and cleaning up, and we know we certainly weren’t the only business doing this. It was important we got involved because we love and are part of this community and that’s what we do – help each other. We live in such a loving, caring community and we are so proud to be part of it. We are in this together now and for months to come. We encourage anyone who has yet to reach out and help, to do it. Not only is it rewarding, but it’s the right thing to do.

Northern Rivers - Our hearts are with you.

Related Tag: Marketing Gold Coast

Stay fruity,
Barefruit 🍊

Check out what we've been up to

Vivid Powder Coating
Kerrect Rebrand
East Coast Building Consultants

New Business Marketing

New Business Marketing

We were thrilled to be part of the very first Ballina Wave. Ballina’s very own magazine has been a long time coming, and now that it is finally here, we are very excited about what’s to come. As a business that has operated out of Ballina for the past 6 years, the local community has a special place in our heart. With the launch of the new Wave, it is an ideal time to talk about how to promote a new business, or even a rebrand for that matter. Let’s get stuck in.

Branding is more than a logo

From the get-go, you need to build a strong, recognisable and memorable brand. This starts with a brand strategy session. Work out what you want your brand to embody, its mission, its values and its personality and write it all down. From this, choose a name that represents what you stand for, and what you sell. Then, it’s time for your brand logo. Develop something that fits in with your industry and target market but stands out from the competition.

Branding is more than a logo
Go digital

A brand should never launch without a digital presence, simply because people need to be able to find more information about you. Meet people where they spend the most time - online. Your website doesn’t need to be cutting-edge or state-of-the-art, but it must reflect your branding and be easy for customers to navigate. And if you can’t get a website up fast enough, at least have a Google My Business listing and social profiles. We offer the best web design service on the Gold Coast.

Collect leads

A database is one of the most important assets for any business. Invest time into it, build it and use it. On your website, entice people to leave their details in exchange for something of value to them. You could ask them to subscribe to a newsletter for a 10% discount or get in touch for a free quote. Capture their details using forms that save everything into the backend of your website. Then use this list to nurture those people with personalised messages and (hopefully) convert them into sales. Top tip: every month or so, download your database from the website, so you have an updated hard copy on hand. You never know what could happen.

Get your socials on point

Before your launch, get content loaded into your Instagram and Facebook profile so people have somewhere to explore and engage with your brand. Build your brand image on Instagram with at least nine tiles, and make your profile pleasing to the eye using a colour theme. You can use your social platforms to build anticipation and excitement for your launch.

Use social accounts as platforms for your launch
Word of mouth

You need to tell everyone about your new business. Your friends, your family, neighbours, local publications, radio stations, competitors, other businesses, the community etc. Write a press release and send it to the local publications, invest in print and digital advertising, be present on socials and use your customer service skills to set yourself apart.

And with that, you’ll have launched a brand that is set up for success. But, of course, the hard work has only just begun.

See our work...

What clients are saying

It was great working with Jennica and Claire from Barefruit Marketing. They really took time to understand my project and delivered amazing ‘pitch’ / media release to appeal to journalists and media corporations. I felt comfortable sharing my ideas, and they were able to capture my vision and marry it to their expertise. Would highly recommend.

Alex Bosin

EV Classic

I'd like to say a huge thank you to Claire and Charlotte from Barefruit Marketing who have helped me in the last couple of months to pull this amazing media event together. The agency has offered their services on a pro bono basis, I am so grateful for the work they have done. Claire and Charlotte have been my unconditional support crew to lean on for advice and ideas, and I am excited about how our relationship will move forward in the next few months.

Kate Kempshall

North Coast Community College

I have been using Barefruit for my SEO and website development for Behind the Barrel. The best part about Barefruit is your're not just getting the attention of one of their staff members. The whole team works together to help bring the best possible outcome for your business marketing. I highly recommend Evan and his team if you want to take your business marketing to the next level.

Jarryd

Behind the Barrel

The Barefruit team is always friendly, helpful and very professional. They have taken the time to understand our business needs and develop a effective strategy to grow our brand.

Andrew Illingworth

Tweed Coast Holiday Parks

Just want to say a HUGE thank you to each and every one of the team for the website. You all went over and above and most certainly went above my expectations. I'm extremely happy with it (been bragging a bit about it just quietly) and couldn't have done it without you all. Thank you for bringing this to life.

Trent Chapman

Prevent Consultants

Chamber Toast to Business Success

The Northern Rivers Review has featured us in a story about the announcement of finalists in the NSW Business Chamber's Northern Rivers Regional Business Awards. We are very excited to be recognised as finalists in the category of Business and Professional Services.

We are finalists, alongside 129 other businesses across 7 of the LGA's in the Northern Rivers; Tweed, Byron, Ballina, Kyogle, Lismore, Richmond Valley and Clarence Valley. The formal awards night will go ahead (fingers crossed) on Saturday, 23 October, where winners in each category will be announced. Winners will move onto the State awards, where they'll compete against 12 other regions across NSW and Sydney.

Related Tag: Marketing Gold Coast

Read the full article here.

 

Barefruit launches Raine & Horne, ‘We’ll Love your Listing’

Barefruit was recently presented with an exciting opportunity to work with Raine & Horne, a nationally recognised local real estate company, to bring a fully integrated campaign to fruition. This included a television commercial, press, outdoor and online advertising. So many of our clients moved to digital advertising throughout 2020, due to the global pandemic. However, as we all know, real estate is booming, and due to it being a highly competitive market - Raine & Horne needed to be top-of-mind of those selling their homes.

What’s more, the client was willing to go above and beyond to produce an overarching campaign 'We'll Love Your Listing' which would leave a heart-warming impression on its audience. The brief was to create an engaging TVC (television commercial) that would captivate the audience on an emotive level whilst showcasing Raine & Horne’s passion for real estate, by recognising the emotional importance of what other real estate agents often see as just bricks and mortar.

Andy Pilkington, Strategy and Creative Director says,

"We were struck by just how passionate the Raine & Horne team were and some of the lengths they go to to ease the buying and selling of homes. People say that moving is one of the most stressful things in life but - aside from the packing - moving home represents a fresh start and the opportunity to take your best memories with you."

A perfectly imperfect home

The TVC is told as a narrative, which includes a series of perfectly imperfect vignettes of family life in a regional property. During post-production, scenes were cut to a female voice over who reads out the family’s ‘rules’ (which are based on the popular frames prints that many have hanging in their homes). The story completes with the viewer realising the vignettes are all memories these sellers will take with them to their next house.

Sorry Mum Vingette
party time vignette

The TVC was shot over one day on location in the Byron Hinterland. The result was a team effort from start to finish, with input and experience from Raine & Horne coupled with Barefruit’s seasoned in-house creatives. We employed a film director, camera, and lighting team from Sydney and in the Northern Rivers, as well as a local hair and make-up artist and interior stylist.

Evan Harding, Barefruit Marketing’s Co-Founder, and Head Harvester says,

“It was a major project for Barefruit Marketing – the team pulled it together, all in under 3 months, without any major setbacks. We are really proud of the end result – it is one of our biggest productions yet.”

The style of the ad is beautifully messy, and it delights in muddy children and dogs, bubbling casseroles, and imperfect interiors. The aesthetics and colour grade highlight the dust, dirt, and atmosphere rather than hide it. All shots were taken to give a sense of being part of the modern family, which was cast from a mixed group of talent, all from the Northern Rivers.

Raine & Horne were ecstatic with the end result, a beautiful commercial and campaign message, 'We'll love your listing', that stands out from a saturated market, tells truth in a heart-warming way, and has serious longevity.

Julie-Ann Manahan, Raine & Horne's Licensee/Principle says,

“We are so proud of working with the team at Barefruit and their suppliers, they have produced one of the best all time real estate campaigns for us.”

 

Related TagAdvertising Gold Coast

We'll Love Your Listing

Apple’s iOS Update Will Change Facebook Advertising

iOS changes that will affect Facebook Advertising

Earlier this year at the annual Worldwide Developers' Conference, Apple announced product and policy changes that will affect how data is shared across iOS. Unfortunately, the limits this change places on advertising will disrupt the growth of small businesses and the free internet.

Don’t get us wrong, we are all for proactive privacy measures and data transparency. We believe in a world where personalisation and user privacy can coexist. In saying this, we aren’t too happy about the policies Apple is bringing in.

What will change

The new iOS 14 update will force people to opt-in for their data to be tracked on their mobile devices and across the web. By opting out, Apple’s proposed changes will limit your ability to effectively reach, understand and engage people on their mobile devices and across the web. This will disrupt how you control who sees your ads, understand the performance of your campaigns and draw insights of user behaviour. Over time, you may see an overall decrease in ad performance and personalisation and an increase in cost per action.

Specifically, these changes will limit your ability to:

  • “Effectively deliver ads to people based on their engagement with your business”
  • “Measure and report on conversions from certain customers”
  • “Ensure that your ads are delivered to the most relevant audiences at the right frequency”
  • “Accurately attribute app installs to people using iOS 14 and later”
  • “Predict and optimise cost per action over time and efficiently allocate budgets” (Facebook, 2020)

 

In summary

The changes to the policy in the iOS 14 update will make it harder for small businesses to reach their target audience. This limits growth and the ability to compete against the bigger players. It’s important to note that Facebook advertising isn’t (and shouldn’t be) the only driving force for selling online, gathering leads, building brand awareness. It is essential to create integrated campaigns across multiple platforms so that messages reach consumers in many areas of life, not just online.

What you can do to get ready for the change

If you plan to deliver conversion events on your website (you can read more about this here), you may need to verify your website's domain to avoid future disruptions. Domain verification should be prioritised for domains with pixels used by multiple businesses and personal ad accounts. If you plan to deliver ads for conversion events that occur within your business apps, follow these steps.

And if you’d like to read more about these changes, visit this blog post from Facebook, explaining the iOS policy changes in-depth.

 

Related Tag: Facebook Ads Australia

 

Meet Ollie! Work Experience at Barefruit

Ollie Work Experience BFM

My name is Ollie, I'm 16 and I'm in year 10 at Woodlawn. I was lucky enough to be given the amazing opportunity to join the Barefruit Marketing team for a week of work experience.

Last week I had no idea what goes on behind the scenes when it comes to Digital and TV Ads, websites and even the work that goes into designing logos and running Instagram pages. And so, I came here to learn all about it.

What I learned at Barefruit

Since I arrived at Barefruit Marketing I have learned a lot about the marketing world. The amazing staff at Barefruit have taught me so many areas of marking including, but not confined to; SEO (search engine optimisation), SEM (search engine marketing), how to write a creative design brief, the importance of social media profiles for your business and how to run one effectively. I also learnt how to understand Google Analytics and use data to improve website traffic. Our social media marketing Gold Coast experts can help you establish your online business.

 

My experiences during my time here

In my time at Barefruit, I have been to some meetings where I had the opportunity to listen and learn a lot. These meetings were great in helping me understand how the ads that we see on TV and the internet get from an idea in someone's head to being on your screen at home. As well as how much time and money needs to be put into making the right ads to suit your business and demographic.

I have had the chance to work with heaps of different people who specialise in different areas here at Barefruit. Such as working with Fliss, Digital Account Director, who has explained a lot to me over my first two days. She explained what SEO is and how to increase your websites credibility. She explained how Google Ads work and how we can use the data from Google Ads to improve your SEO and monitor whether the ads are effective or not.

I spent some time with Lucy, an Account Executive, who has taught me how to run and schedule a social media profile. I wrote various types of posts and completed some research tasks. Then, using the information I gathered I wrote posts for social media and newsletters.

I have worked with Charlotte, Account Executive, who has shown me how important the look and ‘aesthetic’ of a social page is to a business in this day and age. I have been making some creative posts and preparing client Christmas presents, as well as writing this blog.

Album cover Concepts for our new song

Last week I had the pleasure of doing work experience at RockingHorse Studios in Coorabell in the Byron Hinterland, with four other year 10 students, thanks to Taryn McGregor. We had an amazing time working with Paul Pilsnenics, a professional Sound Engineer who showed us our way around a recording studio and helped us write and record a song.

Our song is called ‘Feel It’ by Hula Hands and it is now on Spotify for the world to hear. We thought 'Feel It' could use a good-looking album cover so Alex, Barefruit’s Creative Lead, has been showing me the creative process of making a cover for our song. He showed me how he would use the design brief to create an on-brief design. The product was a professional album cover which conveys the feel of the song from a glance.

Hula Hands album cover 1
Hula hands album cover 2
My overall experience

I have had a great week at the Barefruit Marketing office and I have learned a lot and I really enjoyed working with all the team members I have been lucky enough to work with. This experience has given me a good insight on whether I would like going into the marketing industry when I finish school or not.

Getting Your Brand Ready for Christmas

Get ready for Xmas

It’s that time of year already…finally! After the Melbourne Cup, the festive season hits and with the longer days, daylight savings and warmer weather, Christmas is well and truly on its way. If you’re a small business, Christmas and the holiday season can be one of your busiest times of the year. So let’s make sure you’re ready.

Promotion, Sales and Discounts

Whatever you’re selling, this is the time of year when the market is saturated with promotions, deals, discounts and sales. It all kicks off with Black Friday on 29 November and Cyber Monday on 30 November in celebration of Thanksgiving. Although Australia doesn’t necessarily celebrate Thanksgiving, we’ve jumped on board anyway – any excuse for a sale! Then we’re into the Christmas rush, swiftly followed by Boxing Day and January sales. Choose which promotional method best suits your brand and make sure you give people plenty of notice. Utilise your social media channels, website and email lists. If you are Lennox-based, you will reach most of the community with the Lennox Wave. What's more, over the holiday period Helen’s bumper issue reaches locals and the many visitors to our town!

Consider Shipping Delays

With COVID-19 and the huge increase in online shopping, Australia Post and other couriers are struggling to keep up. Keep an eye on possible delays! Communicate the cut-off dates for Christmas deliveries to encourage early purchase.

Christmas Gifts for Business Partners and Loyal Customers

The festive season is a time for giving and it’s important to make sure your brand is also. Recognise the people you work with, partnerships, clients and loyal customers with a little-something-special to show they’ve made a difference to your year. It doesn’t have to be big or expensive…a card in the mail goes a long way. Again, don’t forget lead times on merchandise could be very soon.

Shop local!

Choose to shop local to support our community and local business owners. With everything that has happened this year, they really need all the support they can get. Plus, gifts are so much more special when there is a story behind them – a personal touch that cannot be matched.

Schedule your Socials

Being a business owner and wearing all those hats is full on at the best of times, so get ahead of yourself and organise what you can in advance. Batch your content and spend a few hours getting your posts created and scheduled, all the way to the beginning of January if you can! There is an in-built scheduling tool in Facebook called Creator Studio (make sure you link your Instagram and Facebook together!) and multiple scheduling apps, such as Hootsuite or Later.

2020 has been a huge year, and as a business owner we have all felt pushed to our absolute limits at times. This Christmas make sure to give yourself a break. Get refreshed for the new year, think about your goals moving forward and appreciate the fact that you made it!

Related tag: Branding Gold Coast

 

It’s time to talk Search Engine Marketing

Spring has sprung! While we’re relieved that the Northern Rivers hasn’t experienced a second wave in terms of increasing COVID cases, it’s hard to hear that local businesses are still copping the brunt of the economic slow-down. It’s time to put on your "adapt to survive” hat and look for opportunities in places where business is growing. And one of those places is online!

Search Engine Marketing (SEM) is one of the most important marketing channels to generate web traffic to your website. It’s the process of increasing website visibility on search engine results pages though paid search advertising. If Google Ads, previously known as AdWords, rings a bell, this is what we are talking about. With millions of businesses out there vying for the same eyeballs, online advertising to promote your products or services has never been so crucial.

Bidding on keywords

Google Ads is a platform which allows you to bid on keywords to have your ads shown when people are doing searches on Google. You bid against other advertisers for the right to have your ad shown in several places on the Google Search results page. You only pay, however, when a user clicks on your ad. By setting a daily budget, you can cap the amount that you spend each day. You could set a budget of $5 or $10 per day and know that you are only paying for those who click on your ad (and hence visit your website).

More than just search

While SEM is great for attracting those who are searching for particular keywords, Google Ads also provides the opportunity to show your ads on other platforms. Advertising on the Google Display Network means your ads have the opportunity to be shown on millions of sites such as YouTube, eBay, Amazon and Gumtree.

Catch them looking

Everybody knows the experience of looking at a product and then suddenly getting those ads shown to you again.  This is a technique called remarketing that allows Google to show your ads to people who have previously shown an interest in your brand.  This works on the old marketing “rule of seven” that people need to be exposed to your message 7 times before they take action. 

SEM is focused on converting

While traditional advertising works to grow your brand awareness, SEM reaches people actively searching, people who are ready to buy. When someone clicks on your ad your landing page should guide them through the sales process… and voila! You’ve made a sale, gathered new leads, subscribers or sign-ups.

Now that you’ve got an idea of the potential for online advertising Gold Coast, set up your Google Ads account. There are heaps of tutorials on YouTube to help you get going. Google even has a free online course on Google Skillshop to get you started.

Seven Mile Brewing Co – Packaging Redesign

Seven Mile Brewing C0.

Packaging Redesign

the brief

Barefruit was delighted to be awarded the brief from Seven Mile Brewing Co. to redesign the packaging of their three core craft brews; the American Pale Ale, the Cali Cream and the West Coast IPA. It was an exciting opportunity for Barefruit to work with a local business who required help in creating packaging that served both functional and brand purpose for their cans and cartons.

our response

Barefruit and Seven Mile Brewing worked collaboratively to develop designs that overcame the challenges faced by previous packaging of the brand. Creating individual designs for each core beer was crucial to this. In addition, the brewery prides themselves on keeping their beer cold from the moment it is poured from the vat into a can. Henceforth, Barefruit strove to ensure both the can and carton's packaging was designed with this unique point of difference.

the fruits

The result from Barefruit's and Seven Mile Brewing's collaboration is three individual can and carton designs for the brand's core beer range. The carton is specially designed for the cooler room, using cardboard that does not deteriorate in cooler temperatures and is resistant to condensation. The cans are simple in design and eye-catching, helping the brand to stand out from competitors on retailer's shelves. We also rolled out stickers for beer taps to be used in local bars with the refreshed branding. 

Like what we do? Let us help your business grow🌱with an integrated marketing campaign.
Send us an enquiry below...

Hey Team Fruity!

    I'm , I'd like you to help my business 'barefruit'.

    I am interested in

    You can call me on and email me at

    We'd love to know how you heard about us?

    Leaving the rest behind

    Tweed Holiday Parks made the font page of the Tweed Daily News on 6, April 2019! The article featured the new Kingscliff park that has been in operation for 12 months and has already had great success, hosting 40,000 holidaymakers since it's opening.

    The demand on the park has exceeded the expectations of park managers, Luke and Brooke who "can't keep the smiles off their faces".  The park recently underwent major renovations and refurbishments, which has given the sites a nice breath of fresh air and modern look and feel. New cabins have been built, attracting holiday-makers who love beach-side accommodation but also enjoy an affordable price. The team at Barefruit sent out a Press Release to media about the success of the Kingscliff park, and we were thrilled to find the piece had been picked up for a front page feature.

    Tweed Holiday Parks initially approached Barefruit to guide them through a rebrand project. We have continued this relationship and assist them with their SEO, social media, digital advertising and more. You can read more this project here.