Northern Rivers Food
With the festive season and school holidays in full swing the Northern Rivers is seeing a huge influx of visitors. And, with international travel no longer an option for a Christmas getaway, this summer is going to be busier than ever before. As a small business in our area, it’s time to get creative and do what you can to capture the attention of locals and visitors. Think about how you can make valuable exchanges and build relationships to encourage future sales.
This summer is the perfect opportunity to gather and collect content and customers so when it goes quiet again, you’ve got something to work with. After the year 2020 was, User Generated Content (UGC) is more important than ever before. Think of ways for consumers to engage with your brand so that their experience with you is memorable and personalised. Perhaps it’s through a hashtag, a competition or discount rewarding UGC or some clever packaging.
Lennox Head Pizza have collaborated with @thepizzabib and local artist, MLak, to create quirky pizza boxes with fun artwork that is very shareable on social media. Don’t forget about print ads, either! We can expect this high season to last until after Easter, so an ad in the Lennox Wave, the Echo or other local publications will boost your brand's awareness. Loyalty cards, gift cards and repeat-sale-discounts are other ways to facilitate relationship building with consumers.
The marketing landscape has undergone significant change due to the impacts of lockdowns and social-distancing restrictions, across the world. As such, nostalgia marketing has really taken off. Why? We’re all craving the comfort of familiarity. Nostalgia is incredibly powerful, and it’s been proven to make consumers more willing to spend money on products and services. This makes nostalgia marketing a perfect fit for any marketing plans Australia. When you combine emotions and connections to brands from people’s childhoods with persuasive messaging, it has a strong effect on purchase decision-making. Remember the ‘Crocodile Dundee’ Superbowl ad for Australian Tourism? That tapped into nostalgia, helping Americans connect with and build perceptions of modern-day Australia.
We are currently witnessing one of the biggest shifts in digital marketing in the last decade. It’s always been the goal to rank 1 on Google, but now there is 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, and being featured in Position Zero will be just as important, if not more so.
We made it through 2020! May 2021 be a fruitful year for you.
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.
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.
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.
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.
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.
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.
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!
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.
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.
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.
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
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.
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 ads Gold Coast, 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.
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.
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.
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.
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.
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.
Social Media. Everyone has it and everyone is always on it, so as a small business, you probably need it. But once you’ve set up your account on Facebook and Instagram, what do you actually do? There is an art to creating an engaging profile that entices your audience to buy, so lets run through it.
Your brand has a personality, and on Instagram you need to make that personality shine. One way to do this, is to use a colour palette that reflects your branding. Choose between 3-4 colours, and make sure at least one of those colours is in every post you make. Another way to get consistency in your posts is to use the same filter for your photos. Don't feel locked into your aesthetic though! You can change it up every 20 or so posts (so maybe a new colour palette every month) if you wish. All you need to do is ensure is that visitors to your Instagram profile can get a feel for your branding from simply being on your page. But why are we making a fuss about good-looking profiles? With more and more people turning to Instagram to research brands, you need your profile to look as sleek as your website.
When it comes to choosing what to post, think as if your brand was a person. What would they post and share? It shouldn’t all be photos of your product – post inspirational quotes and images, videos and behind the scenes’ content. Give people the opportunity to get to know (and like!) your brand's personality. Share reviews and other brand’s content, introduce your staff and talk about the community. Do a shout out to another brand, show people enjoying your product and tell people about an upcoming market. And the ideas can go on forever. The main takeaway – make sure your content is varied!
Make it yourself! Use a free online editing tool like Canva to edit, add text and graphics to your photos, making them more engaging. Don't be afraid of using other people's content either, just make sure you tag them! And if you’re stuck, you can download free images on pexel.com or unsplash.com.
When we are talking Instagram, generally speaking the recommendation is to make a post once a day. But do consider your target market when making decisions about post frequency. Young people who are always on their social accounts need new content all the time, and so you may need to post on your feed twice a day just to keep up. If your target market is skewed a little older, perhaps they won't appreciate being overloaded with your brand's content. Again, it all depends on what your target audience prioritises and how they engage with social media. Just make sure whatever your strategy is, it suits their interests and behaviour. When we talk Facebook, you don't need to post so often. This is because the platform has shifted its focus away from the content feed to Facebook Messenger and Facebook Groups (which is where most people find value in Facebook). Maybe post once every two or three days - but don't go too long without saying anything!
With more Instagram users turning straight to stories and ignoring their feed, this is where you need to be! They give you the opportunity to be super authentic and real with your audience. Imagine them as a little window into your life as a business owner. Share updates on what’s happening within your business and use GIFs and text to make them more engaging. Talking directly to camera is on trend for 2020, as is sharing the ups as well as the downs of your day-to-day life. Generally speaking, you can't really over-do it on stories, as they only last 24 hours and Instagram users can simply swipe past you when they've had enough. I'm sure you've seen many "Influences" with hour-long stories about nothing, yet people still watch it! Keep in mind, you don't want to be sharing absolutely everything all the time, make sure you are always keeping your branding top of mind when you share wiht your followers. Barefruit Marketing provides the best social media marketing on Gold Coast.
Good question! There are so many other social media platforms out there; Snapchat, Twitter, Pinterest, LinkedIn, YouTube, TikTok and Whatsapp to name a few. We consider these the 'nice-to-haves'. Instagram and Facebook are the big players, across all demographics in Australia. The rest might be more suited to certain industries or age groups. YouTube is probably next in line after Facebook and Instagram, and is highly recommended if you're interested in long-format video (5 minutes +). You could use this platform to show people you what your product can do, explain the production process or talk in-depth about specifications. If you're wanting to tap into today's teenagers, then you'll need Snapchat - maybe more so for advertising within than posting. And there is Pinterest, where you can find all your middle-aged women with 71% of users being female and a median age of 40 years old (Omnicore, 2020).
The main message is to keep your audience engaged on social media by sharing varied content in different formats with them… often. Be creative and experiment – you can’t really go wrong as long as you are true to your brand, kind to others and have fun.
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.
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.
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.
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.
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.
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.
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Last week we had another offender of the take-away coffee cup. Luke Campbell, NBN Group Sales Manager, kindly brought in coffee for a meeting with Claire and Evan... little did he know the consequences of having Single Use Plastic in the Barefruit office. Nice work Luke! 💪🏼
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.
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.".
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.
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.
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.
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.
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!
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!
Related Tag: Advertising Gold Coast