Marketing trends you can expect to see in 2021

BFM 2021 Marketing Trends

2021 is just around the corner which means it’s time to get ahead of the game. As we approach the end of each year, marketing trends for the next start to emerge. So, we’re going to take a look at what you can expect to see in the world of marketing in 2021.

User Generated Content

Since the rise of influencer marketing, user generated content (UGC) has become a highly effective marketing strategy for brands all across the world. As such, the value of UGC has increased exponentially due to consumers’ inclination to trust messages from fellow users over those from brands. The main appeal of UGC is the increased level of authenticity and reliability it provides consumers – essentially, it’s the new-school word for ‘word of mouth’.

Due to lock-down and social-distancing restrictions, 2020 saw a HUGE increase in UGC. Photoshoots and filming were put on hold and so brands had to get creative. And so, they adapted to the evolving digital landscape by looking to their customers to create content they want to see. We’ve seen more collaborations, influencer take-overs and real-life consumers using products on brand profiles on social media than ever before. In 2021, expect to see the trend continue because, let’s face it, there is nothing more trusting and enticing to see someone using and enjoying a product or service.

Example-Starbucks-User-Generated-Content
Branded content

High quality branded content has also been on the rise in 2020. Although, it’s no longer a one-way conversation when it comes to branded content. When brands communicate messages across any channel, consumers are increasingly expecting an experience. They don’t want to be told that something is on sale. Consumers want to connect emotionally with brands and get to know the brand’s personality and values in order to establish a relationship which aids purchase decisions.

And so, branded content in 2021 will be about creating a unique, unforgettable experience for customers. Jen McKinnon, Video Marketing Specialist and Envato says,

"With businesses, brands and individuals creating new content by the second, it's becoming harder and harder to stand out, which is why the quality of what we publish is so important.”

Some brands are using AR features of Instagram filters to give users branded experiences. Below are a few examples we love. Gucci jumped on board with a filter to help 2020 high school and uni graduates celebrate, which was extremely popular as graduation ceremonies were cancelled around the world. We MakeUp has used filters to give users the opportunity to 'try before thy buy'. And Taco Bell ...well we aren't sure if we love it, but it's certainly an experience for the user! You've likely seen brands engage on Instagram filters with games as well, and all of this is high quality branded content that creates memorable experiences for users.

Gucci Filters for branded content
We.MakeUp Filter for branded content
Taco Bell Filter for branded content
Social commerce

Social media is now the biggest and most beneficial platform for digital marketing, and makes up a large part of marketing budgets. With the introduction of Facebook and Instagram shops, product tags and Pinterest shopping ads and catalogues, social commerce has made its mark in 2020. 55% of online shoppers making purchases through social media channel and a whopping 71% of us turning to social media for shopping inspiration.

As we move into 2021, its more important than ever to make your brand, product and services are shoppable on social media. Additionally, consumers are starting to expect a more streamlined shopping experience, so having products shoppable on social media channels delivers on their expectations.

Example Instagram shopping tags
Brand activism

With everything that has happened in 2020, people have turned to social media to share their viewpoints on political, social and environmental issues around the world. It is no surprise that we are now seeing a big increase in brand activism, especially on social media. Today’s consumers are no longer out to get a good deal, instead they are becoming loyal to brands that aren’t afraid to stand up for what’s right, are committed to making change and have values aligned to those of their own.

In 2021, to help consumers feel connected to your brand’s personality, to build trust and loyalty you need to share your brand’s view points on certain issues in the world. Not all of them, of course! But the main ones that resonate with you and your brand.

 

Nostalgia Marketing

Described as the ‘advertising-equivalent of comfort food’, nostalgia marketing has really taken off in the last year. And this is probably because we are all craving familiarity, comfort and safety in 2020. Additionally, in a fast-paced world, looking back on the good-ol’ times always a welcome comfort.

Nostalgia is incredibly powerful, and it’s been proven to make consumers more willing to spend money on products and services, making it a perfect fit for any marketing strategy. When you combine nostalgia and marketing together, you get a force that cannot be reckoned with. Mixing emotions and connections to brands from people’s childhoods with persuasive messaging has a strong effect on purchase decision-making. Nostalgia Marketing forces us to focus on the things we already know and uses the familiarity of the old to sell the innovation. Its familiar, comforting and safe, and who doesn’t want a bit of that right now?

SERP Position Zero

SEO will remain an integral part of a digital marketing strategy in 2021, especially now that we are witnessing one of the biggest shifts in the industry in the last decade. Due to the increase use of mobile and voice search, the way in which people use search engines is changing. Think about how you use your phone to search on Google, versus how you use a desktop computer. As such, to rank first on Google Search Engine Results Pages (SERPs) is no longer the ultimate goal. There is now a Position Zero to aim for. Position Zero is when text from a website is shown above search results. This snippet is pulled from Google’s algorithm as it is believed to be the most accurate answer to a certain query. Position Zero is what Google uses to answer voice searches, which is why it is becoming increasingly important.

In 2021, ranking first in search results will still be essential to a successful SEO strategy, but being featured in Position Zero will be just as important, if not more so.

Position Zero example SEO 2020

2020 has been a wild ride, but with these tip-offs on the marketing trends to expect in 2021, you can get planning now. Because, fingers-crossed (all of them!) 2021 is going to be a better year than the ones we’ve just had. Keep note that trends evolve and change, so these top tips aren’t anything set in stone, but they are a guide you can trust!

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!

Make your Facebook Ads perform like never before

When people talk about how to set up Facebook Ads, they have previously attributed success to targeting (that’s your audiences). Yes, nailing your Audience is very important as you should always be communicating with consumers who are interested and in need of your product or service. But, with Facebook comes something no other advertising channel allows: Conversion Optimisation. AKA, targeting people who are most likely to take actions in the consumer funnel.

Facebook doesn’t show your ad to every person on your audience. Your ads are only shown to a small segment of that audience. Knowing this, you’d want that segment of the audience who are shown the ad to be the most interested, and actionable consumers… so you can make more sales. With Conversion Optimisation, you can make sure your ads are served to these people.

So how does it work?

Essentially, Facebook has so much data on each individual user, that it is now possible to target people based on how they are predicted to act when served your ad. When you set up a Facebook ad, you can now tell Facebook to optimise your ad for ‘Add to Cart’ clicks or ‘Initiate checkout’ clicks, even ‘Purchase’ clicks. So, with a defined, targeted audience, and optimisation for conversion you’re well on your way to a successful Facebook ad campaign.

We've seen Conversion Optimisation work before our very own eyes!

Trust us, we have seen how tweaking conversion optimisation has completely turned a Facebook campaign around. We ran a Facebook campaign for a client whose aim was to make more online sales. In setting up the campaign, we initially selected the goal ‘Traffic’ and directed consumers to the product page on their client’s website. We’d selected this goal, because we wanted to drive much traffic to the website as possible. But we didn’t consider if that traffic would be likely to purchase. After a few days, we’d only had one sale, and so we investigated what we could do better. Then we found this article about ad optimisation. After tweaking the campaign to have the goal ‘Conversions’, and to be optimised for the ‘Add to cart’ conversion event, 70+ orders were placed within a week. We were amazed with the result of a simple tweak.

So, now that you’re convinced Conversion Optimisation is going to be your new best-friend, let’s dive into how to set up ads that will make your money well worth it.

Set up your Campaign with the goal ‘Conversions’

If you’re selling product online, then set up your Facebook campaign with the goal ‘Conversions’. This is the very first decision you make about your campaign, and you’ll need to make sure your Facebook Pixel is connected to your website in order for this type of goal to work. On a side note, here is how to create and add a Facebook Pixel to your website.

 

Facebook Campaign for Conversions Goal
Choose your Conversion Event

Now that your campaign is set up for conversions, you’ll need to select a conversion event in the Ad Set. This is a certain action a consumer takes on their path to purchasing a product and works alongside the Consumer Funnel (a nifty marketing model we still use all the time). The conversion event is where you’ll choose what action you want your audience to take.

Facebook Ad Conversion Event Selection

Now, generally speaking, we’d want people to purchase your product, so choosing the event ‘Purchase’ seems obvious. Well, actually, you’ll miss a heap of people who might be interested in your product by selected such a small segment. Referring to the Consumer Funnel below, you’ll see that at each ‘conversion event’ you move through you lose consumers along the way. Hence, the upside-down triangle, indicative of the market size for each event.

Consumer Funnel

If you’re looking to reach a lot of interested people (and especially if this is your first-time advertising on Facebook), choose either ‘Leads’ or ‘Add to Cart’. If you are running a retarget ad, you’ll want to choose an event further down the Consumer Funnel, because you know they already are interested in what you are selling. Facebook’s rule of thumb is that you need to select an event that is being completed at least 15-25 times a week. Why? Because Facebook uses the data from goal completions to help place your ad in front of consumers who are predicted to act in the same way.

Far North Coast Creative Agency Rebrand Financial Services Firm

September has been an exciting month for Barefruit. Another one of our client projects has been recognised and featured by B&T Australia. Korff Wealth, formerly known as Yellow Brick Road Wealth and Management, Northern Rivers approached us with a rebrand brief at the beginning of the year. It was interesting timing, with Australia heading into lockdown due to the COVID-19 pandemic mid-way through strategic and branding conversations. However, Korff Wealth saw this as an opportunity; with the current economic climate, Australians are looking for expert financial advice they can trust, more than ever. Considering, it was the perfect timing for a strategical review and rebrand of the business.

Read more about the project here.

 

We donated trees to Replant Byron

Barefruit is first and foremost a full-service marketing agency, but one of our core values is giving back to our local community. And we like to do so whenever and however we can. We all live in the Northern Rivers, known for it's stunning landscapes and beautiful beaches. We have subtropical hinterland that meets the ocean, untouched beaches and abundant rainforests that surround us. With such an amazing environment on our door step, at Barefruit we are passionate about doing everything we can to care for it.

We donated and planted trees!

Apart from our everyday eco-friendly habits, Barefruit recently donated 20 trees to Replant Byron! This is an initiative brought to life by Zero Emissions Byron. Replant Byron has committed to planting 1.8 million trees to create a community forest in the Byron Shire by 2025! What's really cool, is that back in 2018, we worked with Zero Emissions Byron to develop the Replant Byron logo. This was back when the initiative was still in the works. Nat, our wonderful graphic designer, designed the logo on a pro bono basis.

More about Replant Byron and our trees

In September, Replant Byron had a push to raise $10K of tree donations in two weeks. Amazingly, and thanks to the supportive community in which we live, they passed their goal, raising $15, 506. When the team at Barefruit heard about the fundraiser, we agreed that it was something Barefruit needed to be involved in. And so, we purchased 10 trees and donated them to Replant Byron. The Farm Byron Bay, has donated land for the community forest that Replant Byron is building, and during the fundraiser, The Farm was matching donations. So, we were able to contribute 20 trees to the community forest. What's more, donators were invited to plant the trees they had donated on 19 September 2020. Evan and his son, Cian, were very eager to get their hands dirty, and went to plant our 20 trees at The Farm, on behalf of Barefuit.

Planting Trees
A seedling
The boys learning to plant
Where Barefuit's passion for the environment all began

In 2018, The Barefruit team watched a documentary called 'A Plastic Ocean', and it hit pretty hard. We were shocked and saddened by what we learned and deeply inspired to reverse the impact our society has made on our precious earth. As individuals, we all led lives with eco-friendly habits, but as an organisation, we weren't taking much action. It was time to walk the walk. And so, the office set new rules, banning single-use-plastic and encouraging eco-friendly habits at work. These included carpooling to meetings, composting food scraps at work and taking crockery and cutlery to local cafés when getting lunch out. Staff who broke the rules paid penalties in the form of burpees. It's great to say that the rules have worked very well.

Even our clients are penalised - it's all good fun!

After the initial shock of these new rules, which saw quite a few staff members getting their burpees on, it was only recently that we had some more culprits. Luke from NBN Group and Geoff from Westlawn Finance brought disposable coffee cups into the office for meetings last month. Little did they know they would be paying a price! I can say their burpee form has been approved by Evan, our very own exercise-fanatic.

We've worked on other environmentally-focused projects too!

2018 was the year of change for Barefruit. We worked with Waste Warriors on their Reduce Single Use campaign to promote making sustainable choices at home and in work places. As part of their brief, we built a marketing strategy for the campaign and created a logo identity. This identity was rolled out on designs for promotional cut-outs, campaign collateral, a website landing page and print ads. The Ballina Shire Council heard about our project, and jumped on board with us, promoting the importance of the campaign. The result was 33 local business pledging to Reduce Single Use plastic in their workplaces.

Reduce Single Use Promotional Collateral

One thing all our staff love about working for Barefruit is that we prioritise giving back to our local community. Our newest employee, Charlotte, says "Knowing that Barefruit Marketing is an organisation focused on helping local clients, doing our bit to care for the environment, and supporting charities feeds my conscience. It's rare to find an agency with this value, especially in the Marketing and Advertising world. I wouldn't have it any other way.". 

 

 

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AdNews features Seven Mile Brewing Co. Packaging Designed by Barefruit

It was fantastic to see AdNews Australia pick up and write a story on the the packaging redesign project, briefed into us by Seven Mile Brewing Co. The recognition of our hard work was very rewarding, especially after the year 2020 has been.

The agency was delighted to be awarded the brief from Seven Mile Brewing Co. to redesign the packaging of their three core craft brews; American Pale Ale, Cali Cream and West Coast IPA. It was an exciting opportunity for Barefuit to work with a local business who required help in designing cans that served both functional and brand purposes for their beers. The brewery prides themselves on keeping their beer cold from the moment it is poured into a can and Barefruit ensured the packaging was designed for this purpose.

“It’s really important to us that our beer is kept cold from the moment it’s poured.” says, Matt, co-founder of Seven Mile Brewing Co. He goes on to say, “This ensures the beer’s flavours and aromas stay true to how we brew them here on site. And so, we needed packaging that would keep its integrity at cold temperatures”.  

Read more about the project here. 

 

B&T features Barefruit’s Redesign of Seven Mile Brewing’s Packaging

After all that has happened this year with our agency working from home for 8 weeks, business for our clients taking a hit and being as flexible and adaptable as we can, it was so exciting for our hard work to be noticed by B&T Australia. They ran a Press Release written by Charlotte (one of our star Account Executives), about our design project with Seven Mile Brewing Co. 

Barefruit worked with Seven Mile Brewing to design and print new can and carton packaging for the brewery's three core beers. The 9-month-long project progressed without any setbacks. Discussions began in late 2019, which were followed by thorough market and competitor analysis, concept development and final art production. The team worked collaboratively to develop designs that overcame the challenges of Seven Mile Brewing Co.’s previous packaging design; creating individual can designs for each core beer.

Alex Wales, Barefuit’s Creative Lead, is delighted to see his designs on bottle shop shelves. He said, “we based the design of the cans and cartons on how they would look on the shelves and in a retailer’s cooler room. We went for a simple design, placing emphasis on the brand logo and complimenting the design with bright variant colours.”

Read more about the project here. 

Read more about the project here. 

 

Colouring-in for a Creative Mind

Remember when you were at school? When recess was the best time of the day? You were let free from class to run around until your heart was content, to climb on the monkey bars and play made-up games. You were completely present in the moment and gave your mind a break from the hard work that goes into learning. Why don’t we do this anymore? When we talk about creativity, it’s so important to relieve your mind after critical thinking and reset focus. This essentially turns over a new page in your mind, making room for new ideas and connections to be formed. It’s essential for productive creativity, yet we never allow it for ourselves.

Until now! You need to get your hands on some colouring-in material because it’s not just for kids anymore. It may not be as physical as running around on the playground, but colouring-in will help you reset your mind, leading to enhanced creativity.

Colouring-in to express yourself

As an artistic practise, colouring-in lets you express yourself in way that you cannot in your daily work and life routine. It encourages experimentation which leads to new ideas. Ever had a great idea that just hit you out of the blue? It’s very likely you were being creative and present in the moment, helping your brain make new connections and pathways. What’s more, you can strategically use specific colours to enhance this effect on the brain. As you may already know, colours have a measurable impact on how we feel and how we think. Studies have shown the using blue and green in a situation or environment helps the brain to think creatively and open it to new ideas.

Colouring-in to detox from the digital world

As creative professionals, we are being drawn into the digital world more and more. Keyboards and screens have become our new normal, so putting a pencil to paper may be the best thing you could do for you creativity all day. Your eyes will be grateful for the time away from the screen too. Colouring-in is also highly effective to wind down after work or before bed. It can give you that distinction between your workday and being at home, especially important with so many Australians working at home at the moment. As reading or walking does, you’ll feel more refreshed after some colouring-in, instead of groggy and tired from staring at the computer all day long.

Colouring-in for stress relief

Feeling overwhelmed, running out of inspiration - life is stressful, and it’s even more stressful in the current climate. Give yourself the opportunity to zen out and focus solely on what’s happening right in front of you. Colouring-in will do this for you. Studies have shown that colouring-in relieves stress and helps reduce anxiety. Colouring within the lines means you don’t have to think about screwing up the drawing, boosting self-confidence and trust in your own ability. And what happens when you feel confident within yourself, and less stressed? You’ve got more room for creativity and new ideas!

Colouring-in to practise mindfulness meditation

Sitting still is not your thing? Traditional meditation is hard to practise, but that doesn’t mean it’s not for you. Meditation is often misunderstood for a crossed-legged yogi, sitting still for hours on end. This is unrealistic for pretty much everyone, and there are plenty of other ways to practise mindfulness meditation. The essence of practising mindfulness is to be 100% present in what you are doing. When you are colouring-in, you are focused only on the drawing in front of you. This helps to block out all distractions, declutter your mind and transport you into a meditative state. This break from the demands of everyday life creates space for creative thinking to thrive and helps improve mental health.

Before you rush out the door to find the closest colouring-in book you can find, Rafiki Mwema have some gorgeous free downloads to get you started. These three colouring-in sheets are part of the colouring-in book ‘Rafiki Mwema - Colours of the World’, featuring illustrations from artists all around the world who donated their art for this book. And if the three sheets aren’t enough, you can buy the whole book! Use the code FRUIT25 to get a 25% discount. Proceeds go towards helping some of the most vulnerable children in Kenya. It's a guilt-free, creativity enhancer that you need!

NCCC – Bush food farming on offer at new training facility

Barefruit was engaged by North Coast Community College to assist with creating media buzz about the opening event of their new Primary Industries Training Centre. Our PR strategy involved sending out a press release to the media before and after the event. As such, our efforts were recognised, with most of our local publications writing about and attending the event. One of the articles from the media came from the Northern Star.

Our for creating media buzz involved a new approach to sending out a Press Release. Instead of a blanket email to all journalists and editors, we hand-picked the publications we wanted this story to run in - there were about 8-10 publications. We then sent out our Press Release to those journalists and editors, and a few hours later, followed up our email with a call. Doing so, helped us to ensure the journalists had seen our Press Release and gave us the opportunity to summarise it quickly over the hone. We were also able to convey our excitement and a few extra details in conversation to hype up the story too. This approach was successful for 90% of the publications we reached out to - huge win!

You can read more this project here.