What does Earned Media mean for your business?

earned media
Earned Media – a marketing buzzword and an important part of your marketing mix, but what is it, how can you get it and what do you do with it once you have got it?! Read on…

Earned Media, in a nutshell, is publicity. More precisely it’s publicity gained through promotional efforts other than paid media. Such as editorial coverage by a media outlet, user-generated content, product or service reviews online, social shares and general word of mouth. Consumers are social animals. Whether they’re a journalist or a social media user, they crave conversation and good ideas.

So if you want to attract positive attention and new customers, feed that to them. But, make sure you’ve covered all bases first and start creating content – content, content, content.

1. What are your customers saying about you? Do an online health check, see what they’re saying about you – Google yourself, check TripAdvisor and Facebook, do customer surveys and see if there is recurring feedback. It is highly desirable for your brand to be mentioned in a positive way.

2. Distribute and amplify your content. Customers want knowledge and content. This can take many forms depending on the channel, for example, written, imagery, video or podcast. Consider the impact a positive news story can have for your business?

3. Build credibility. Grow your product or service, reviews and testimonials. Ask your loyal customers to leave a review, ask them if they would recommend your services. When your customers become the channel, that is Earned Media via word of mouth.

With an explosion of new content channels and publishing platforms, it’s never been easier to reach potential customers. Yet it can seem very daunting and knowing what content will work in what channel, takes some planning.
If you would like help growing your profile, we can help with your Public Relations, Social Media Management, Search Engine Optimisation and more, give us a call!

You can also read up on some of our top tips on utilising Hashtags, improving your SEO and the importance of quality graphic design.

 

Related Tags: SEO BALLINA

BCMC

Ballina Campervans, Motorhomes & Caravans

The RV Specialists Plate Clearance Sale

the brief

Long-time client and local leader in the RV industry, BCMC, are the exclusive dealer Australia-wide for Horizon Motorhomes, the Northern NSW and QLD dealer for Frontline Campervans and the Northern NSW dealer for Millard Caravans. In advance of receiving delivery of a number of new vehicles, they had a need to move some 2018 stock.

BCMC Plate Sale Website Image

our response

Barefruit created a sales promotion campaign targeting the local area for a 30-day period, using a fully-integrated approach including:

  • local press

  • TV and radio

  • targeted digital advertising

  • targeted emails

  • social media

with the objective of generating leads.

A clear advertising campaign using simple clear messaging. We created a campaign identity to solidify the look and feel across the different user touch points in print, digital media and TV using the car number plate as a concept to frame the copy.

Services utilised included strategy development, campaign management, media buying, photography, design, social media management, copywriting, scriptwriting, TVC production and digital marketing incorporating dedicated web landing page, EDM, SEM and Social advertising.

BCMC Plate Sale Social Media Assets
BCMC Plate Sale Press Ad

BCMC Plate Sale Press Ad

the fruits

The resulting fruit was bountiful; with an increase in website and social traffic and trackable leads generated, resulting in 11 in April and 6 more in the first week of May.

Like what we do? Let us help your business grow🌱with your own marketing campaign.
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Juicy Tips

tips to grow your hashtags

Do you know how to get your Instagram account noticed by the right audience and grow your following?

Do you know how to get your Instagram account noticed by the right audience and grow your following?

Hashtags are a great (and free) way to reach new clients and followers.

You can use up to 30 hashtags per post, but it’s important to use them wisely or your posts will not reach the right target audience. Instagram posts with at least one hashtag average 12.6% more engagement than posts without, so it’s worth spending some time forming a hashtag strategy to grow your account.

Here are a few tips to help you get started:

#bespecific

Use hashtags that are relevant to the content you are posting. This way you can reach people who are looking for what you are offering. By using too generic or popular tags, you run the risk of your post being quickly buried in the hashtag feed.

#dontusebannedhashtags

Instagram may block a tag from use if it has been inappropriately used in the past. To check this, search for the tag then click ‘recent’. If blocked, no recent images will show and you’ll see a message from Instagram advising recent posts have been hidden. Using a broken tag will make your other tags useless.

#testwhatsworking

If you have a business Instagram account, you can view insights for each post to see what is and is not working. The insights function will tell you how people found your post via hashtags.

#createbrandedhashtags

Having a brand or product specific tag is a great way of building brand awareness, and a community. Add your hashtag to your profile and encourage your clients to use the tag on their own posts to spread the word about your business, and regram their posts (if relevant).

If you’d like to talk about your Social Media Management or Marketing Strategy, contact our team on 1300 328 034.

Don’t forget to follow us too @barefruitmarketing

A fresh, fruity and fabulous new look for Barefruit

marketing agency rebrands and celebrates 7th anniversary

Our visual identity has evolved a fair amount since we ‘planted the seed’ back in 2012 and in that time our team has grown, as have the services we provide. To mark our 7th birthday, we're peeling off the layers and revealing a fresh new look.

Co-Founder and Chief Juicer, Claire Harding says, “What better way to celebrate seven years in the business than with a brand refresh?!”

“Our vision and values remain the same, however, it was time to evolve our brand mark. Our new brand holds onto the symbolism of 'the fruit' whilst modernising the mark, making it a simple, contemporary and a unique lockup,” she continues.

“All great brands change their marks over time - think Apple, Amazon, Nike, Google. The aim is to have a mark that your customers recognise in the blink of an eye, that needs no words,” she says.

From old to new, see how our brand has evolved...

Eleven years ago, Claire and Evan Harding – marketing professionals with over 40 years’ combined experience – moved from London to the Northern Rivers in search of a new life and in 2012 they set up their business, a boutique marketing agency focussed on inspirational, creative marketing that would really work - in essence, help businesses to fructify or bear fruit.

They weren’t to know how this idea would develop over the coming years through a chain of exciting events. Their passion for growth and to help businesses thrive, along with their down to earth approach, brought in key clients who were taken by Barefruit’s bold ideas and strategies - including Ballina Campervans, Motorhomes & CaravansTweed Coast Holiday Parks and Westlawn Finance.

marketing agency turn 7

During their life-span, Barefruit Marketing have collected a number of prestigious and local awards including, in 2016 & 2017 'Business of the Year' and 'Professional Services' (Lennox Head Chamber of Commerce Awards), 'Excellence in Small Business (Northern Rivers Business Awards), 'State Finalists - Marketing Communications' (National Optus My Business Awards). In 2018, they were nominated as finalists for 'Young Employee of the Year' and the 'Professional Services' (Ballina Business Awards).

The business has rapidly expanded, with increased demand locally and nationally for a regional agency providing city experience and expertise across the whole marketing realm – from research, branding, strategy and planning to advertising, design, PR, events, website design and digital marketing. Employing 14 creative humans with varied national and international experience including global agency roles, together they operate as the Barefruit Marketing team, based in the centre of Ballina’s CBD – the perfect spot to service clients throughout the Northern Rivers and beyond.

The bright Barefruit orange branding cannot be missed as you go by the Riverwalk Arcade in Ballina. Inside, the agency is open plan, energetic and inspiring, with their own wall garden, ‘personalised’ gallery and coffee and dance tunes on tap all day – and when a brief is on, all night.

The Barefruit office is also home to 'Rafiki Mwema' a not-for-profit charity supporting traumatised children in Kenya, of which Claire is a board member and Barefruit Marketing are corporate sponsors.

The Barefruit story is a great example of what hard work, networking, belief, and passion in your business can bring. "Don't be afraid to grow and to challenge the norm. We are so thankful to our wonderful clients, the local community, our staff and the Business Chambers for believing in what we do and giving us the drive to keep getting better," says Co-Founder and Head Harvester, Evan Harding.

If you want to get in touch with us to see how we can help you – head on over to our contact page.

Related Tags: Branding Gold Coast, SEO BALLINA

Barefruit Marketing take part in Clean Up Australia to help launch a world record attempt!

At 10am, the Barefruit team took part in the annual Business Clean Up which is held nation-wide on February 26th. We headed out along the foreshore of the Richmond River with our white and yellow bags and gloves, in search of collecting as much rubbish as possible around the picnic tables, public amenities and within the landscaped gardens surrounding the communal area.

We accumulated an immense amount of litter, just from a 20-minute clean up session, items we collected ranged from food wrappers to disposable coffee cups, bottle top caps and the most reported was the notorious cigarette butt, which was the most commonly reported littered item found by Clean Up Australia Day volunteers last year, in 2018.

Based on last years statistics, we have a feeling the most commonly reported littered item will be the same in 2019, we must have collected 500 butts!

Clean Up Australia Day

The Clean Up Australia Day campaign is a great initiative - it’s a simple way you can clean up, fix up and conserve our greatest resource, so we felt it was right for our business to jump on board to help keep Australia beautiful, right here in Ballina.

“Clean Up Australia provided us businesses with a starter kit, which included everything we would need, including all the necessary items needed to collect the rubbish safely and efficiently, such as bags for rubbish and recycling, thick gloves, a sharps container and a supervisor's high vis vest which was stylishly worn by one of our fruity managers!” Barefruit Marketing’s Agency Manager Sara Davis says.

The Clean Up Australia charity is working alongside Guinness World Records to create a category for the most employees engaged in an environmental activity at any one time and hopes to launch its formal record attempt in 2020.

 

Clean Up Aus Day

Clean Up Australia began back in 1989 and are celebrating 30 years this year. The idea came to fruition when an Australian man had a simple idea to make a difference in his own backyard, Sydney Harbour, little did he know, this simple idea would become the nation’s largest community-based environmental event. The first Clean Up Australia Day was in 1989 and was originally named Clean Up Sydney Harbour Day, more than 40,000 Sydney residents came along and donated their time and energy to clean up the harbour.

The following year, the official, Clean Up Australia Day was born! Over 300,000 volunteers turned up and have increased each year since. Since their startup, Clean Up Australia Day and has collected over 344,000 tonnes of rubbish from over 170,000 sites nationwide!

We can't wait to participate again next year and hopefully as a nation, win the Guinness World Records!

Related Tags: Branding Gold CoastSEO BALLINA

Creative Lead features in B&T Magazine

Former M&C Saatchi Creative Joins Barefruit Marketing.

Wales is Barefruit’s fourth new international hire in 12 months. He started his career at M&C Saatchi in London working for clients including Lucozade, Jameson Whiskey, NatWest Bank and East Midlands Trains.

You can read the full article on our talented creative lead here.

Optus My Business Awards Finalists

To top off an already exciting year Barefruit Marketing was shortlisted to the final 10 nominees for the Workplace of the Year category in the Optus My Business Awards!

The Optus My Business Awards are on of the longest-standing business awards programs in Australia, identifying Australia’s best business operators. Winners of these prestigious awards represent the best of the best. The powerhouse duo and the co-founders of Barefruit Marketing, Evan and Claire Harding, travelled to Sydney on Friday to attend this significant event, held at Sydney’s Four Points by Sheraton in Darling Harbour.

Covering 28 categories, the Optus My Business Awards acknowledge businesses and individual leaders that are achieving excellence in customer service and also recognises successes in innovation, corporate social responsibility and workplace culture.

"Our approach to people management and culture has shaped our business, our people and contributed to our successes" said Evan Harding on what he believes are some of the defining factors that lead to the agency’s initial nomination for Workplace of the Year.

On arrival back to the agency in Ballina Claire commented “Although we didn’t come away with the gold, so to speak, it was still such a momentous achievement for our agency and a privilege to be there with some truly amazing businesses from all over Australia.” Barefruit Marketing was the only nomination from the Northern Rivers – No small feat!

Barefruit Marketing shortlisted for Workplace of the Year!

Barefruit Marketing are shortlisted for the prestigious Optus My Business Awards, in the Workplace of the Year category at Australia’s longest-standing business awards and premier event of the year for SME's.

You can read the full article from the Ballina Advocate here.

The importance of a marketing plan

Help yourself, your business and most importantly your customers

Q. Can you tell me how to get to Timbuktu?
A. Not without a map.

Our region is home to some of the most awesome products and services, but how do you cut-through the clutter and get your message to the right audience?

With a simple marketing plan!

So many clever people in business put their marketing plan into the ‘I’ll do that later - it’s a bit hard’ basket. But how will you tell people how great you are without a plan?

We understand this. Running a business is busy enough, but really we promise you, it doesn’t have to take long to map out where you are, where you want to be and how you are going to get there.

5 tips to defining your marketing plan:

1. Define your audience or audiences – be realistic, it’s not everyone in Ballina.
2. Think about what you are selling and what your Unique Selling Proposition (USP) is – why should your customers choose you over your competitors?
3. When and where does your audience hang out? Where will they be open to hearing about you… on social media, in the car, in a newspaper, at the bus stop?
4. Allocate some $$’s. You have to invest something in marketing and, depending on where your audience are hanging out, it doesn’t need to break the bank. 
5. Make everything measurable – even the small things need to have goals so you know if you achieved them or not. What do you want your investment to return for you? Email addresses, walk-ins, referrals.

Bonus tip: step and repeat and keep on measuring.

Now that’s a plan every business can start with. The new financial year is coming so get your plan happening and if you need a hand give us a call.

Your Barefruit Team 

Websites need more than just ‘Good Looks’

Websites need more 
than just ‘Good Looks’ 

Having a website that ‘looks good’ is an essential part of your marketing strategy. But looks aren’t everything. The functionality and experience of the website user are just as important, if not more so.

Understanding the ‘User Experience’, which has been coined ‘UX’, is central to your website not only providing engaging, quality content, but helping your consumers to convert their interest to a lead or sale.

The design of any new website, or the redesign of any existing site, should have ‘UX’ at the core of any research and planning. It will help you appreciate how consumers are using your website, allowing you to create a journey through the pages that is simple and intuitive, therefore influencing the design of your ‘User Interface’ or ‘UI’ (what the user interacts with).

Websites come in all shapes and sizes. Depending on the objectives and budget, your website can range in scale, look and feel. With the plethora of ‘free’ website platforms available, anyone can be a website designer… producing sites that really look the business! But whatever your website, just make sure you put yourself in the shoes of your consumer. How are they going to use the site, what’s their journey, and what’s your objective for them? Is it to simply research your product? or pick up the phone and become a hot lead? Either way… ‘User Experience' is key.

If you’d like to talk about the ‘User Experience’ of your website, contact our team today at hello@barefruit.com.au