brand marketing

Brand Marketing More Important Than Ever

 

We’re officially living in the midst of a pandemic and almost everyone has been materially affected. Industries have been turned on their head and in some cases virtually collapsing overnight. Jobs have been lost and businesses shut. And, sadly, lives have been lost, too.

The impact on business and our daily lives has been immense and will continue for the foreseeable future. 

Business and marketing plans have been up-ended or scrapped altogether. Whilst marketing budgets mostly have been pared back in line with operating revenues, it’s imperative now more than ever that you don’t lose your voice, manage your reputation and provide clear information and solutions.

Don’t stop communicating 

Your customers need to still hear from you, now’s not the time to disappear from view, no matter how tough things are. 

Stay visible and engaged, it will help when we come out the other side. Everyone will need to rebuild and those that have maintained their profile and been as positive as possible will be better placed in this regard. Your customers will maintain their trust in you and appreciate hearing about your journey. 

People are feeling vulnerable right now and an empathetic approach is critical. Choose your tone carefully and impart your own lessons learned with simple advice. Keep up your regular content marketing program and engage with your customers across your platforms – your owned channels will be even more important to you. 

Be authentic

Consumers now more than ever will recognise authenticity and true purpose.

Feel-good content that alleviates anxiety and promotes positive messaging will go a long way to enhancing your brand. But a word of warning, you need to show that your contributions are material and not solely for commercial benefit.

No one expects you to have all the answers, but ensure you can back-up what you say you will do. Being able to deliver on your promises is crucial.  Examine your brand voice to see if it’s still appropriate or should be tweaked for the times. 

You are more likely to be remembered for your kindness and generous acts.

brand marketing

Be agile and adapt

Many people are engaging and interacting online for the first time and for others, their online habits are being reinforced and deepened.

You should consider what content people need and pivot with your creative messages accordingly. Listening and talking with your customers will give you immediate feedback about their needs and what they’re looking for from you.

Online marketing spend will increase naturally and take priority over many traditional forms of advertising spend. 

Social advertising spend will increase as people turn to their most trusted brands online for reassurance and reliable useful information. 

Importantly, track trends, measure sentiment and behaviour and adapt to the new way of working. Devise your plans for life beyond this pandemic and understand the impact on your industry and business and be prepared to lead in new ways. 

 

podcasting

The Rise and Rise of Podcasting

Podcasting is not new. However, what was once seen as a niche and hobbyist medium has well and truly gone mainstream. 

The art of audio storytelling has seemingly been given a shot in the arm through this format and embraced by content producers equally, from those at the kitchen table through to the larger media houses.

Many people first became aware of them when Apple over 15 years ago first offered over 3,000 free podcasts on iTunes. According to Forbes, there are now over 800,000 active podcasts with over 54 million podcast episodes available globally. 

With low production costs and few barriers to entry, podcasting as a medium is available to nearly everyone. The popularity of portable music players and smartphones has only made accessibility to podcasts easier.

podcastingMichele Levine, chief executive of research firm Roy Morgan, said podcasts are growing in popularity in Australia with nearly 10% of Australians now downloading audio or video podcasts in an average month:

“Podcasts are a relatively new part of the media landscape but are making an increasing impact as audiences for the service are on a steady growth track up an impressive 70% over the last four years to over 1.6 million Australians in 2019.

“The ability to listen to your favourite podcast while commuting to and from work and tuning out from the hustle and bustle on crowded public transport, or just relaxing in your spare time to catch up on what’s been happening in an area of personal interest is appealing to a growing number of Australians.”

Podcast rankings

As the attention of advertisers and brands follows, the seemingly fragmented world of podcasting and audience measurement is becoming more ordered, particularly with radio heavyweights embracing the platform. 

Late in 2019, Commercial Radio Australia (CRA) announced the launch of the first monthly Australian Podcast Ranker which sees Australia’s top 100 most-downloaded and listened to podcasts ranked each month. The monthly rankings can be accessed here.

The ranking was launched with a foundation group of podcast publishers including News Corp Australia, Podcast One Australia, Nova Entertainment, Southern Cross Austereo (SCA), Australian Radio Network (ARN), Macquarie Media and SEN/ Crocmedia.

The rankings are dominated by our larger entertainment groups, with many familiar names including Hamish and Andy at the top. True crime is continually popular with News Corp Australia’s series of crime podcasts ranking highly including The Nowhere Child and Who the Hell is Hamish? 

podcasting

How can podcasting benefit your brand? 

Have you considered podcasting as a means of engaging with your customers and seeking out new audiences? A podcast may well fit in with your brand strategy and content marketing program and provide the following benefits: 

Reach new audiences

Podcasting can help you reach new audiences, especially through recommendations and referrals from satisfied listeners. If your podcast provides relevant and informative listening chances are that others will value your show, even if they’re not currently a customer.

Building relationships with an audience

Even though a podcast provides a largely one-way stream, it’s a great way to speak directly to your audience and is considered quite a personal medium, much like quality radio programming. The audience has elected to opt in, so you have a good opportunity to keep their attention. 

Make your brand more real

If you avoid the temptation of the hard sell and instead provide an informative listening experience and make your listeners feel part of a community then your engagement levels will be high and this will be reflected in brand trust and confidence.

Accurate Analytics

The digital medium allows you to accurately measure engagement by tracking key statistics which may include, amongst others: 

  • number of listens for each episode
  • country or region they listen from
  • ratings and reviews
  • top-performing episodes
  • average length of listening. 

Why Celebrity Endorsement Is Here To Stay

celebrity endorsement Why do brands embrace the faces of celebrity? It’s not a new phenomenon and has been part of our daily consumption for many decades; in fact, it’s difficult not to name a product or company that hasn’t engaged in some form of celebrity endorsement. Celebrities can be a vehicle for brands to reach out to new audience niches as well as the mainstream. Some well-known and successful brand associations include George Clooney (Nespresso), Jennifer Aniston (Emirates), Nicole Kidman (Etihad), Michael Jordan (Nike) and Jamie Oliver (Woolworths). Success can add millions in brand value through positive association and the power of aspiration. Consumers are well aware that these arrangements are paid for but will see past that if the association is credible and real. Guy Sebastian has recently been announced as AirAsia’s brand ambassador in Australia in a deal that promises to work well for both parties. AirAsia receive the benefit of a very likeable personality with a clean image in the vast entertainment industry. AirAsia sees the synergy of entertainment and travel working together in a lifestyle brand sense to appeal to their audience, produce engaging content and attract attention across borders. Sebastian in turn is looking to promote himself further across Asia and AirAsia’s massive reach will assist. The airline has worked before with musicians in other markets and several top executives are former music industry executives including the co-founder, Tony Fernandes. AirAsia X Group CEO Datuk Kamarudin Meranun said the airline was thrilled to have Guy on board calling him a “natural fit for AirAsia”. “Guy embodies AirAsia’s values and ideals with his support of the community through charity work and will promote AirAsia’s brand,” he said. guy sebastian In an interesting twist, about the time Sebastian was announcing the arrangement with AirAsia, controversial Australian tennis player Nick Kyrgios parted ways as an ambassador for Malaysia Airlines after just one year. Sometimes the relationship just doesn’t work out, or maybe, wasn’t a good fit to start with. In another format, Australian radio and TV personality Jules Lund has established a marketing start-up called Tribe which targets brands that want to get active in social media through associating themselves with brand personalities or ‘influencers’. The marketplace model allows users (influencers) to bid online to provide services or endorsements for a product or brand which can then be purchased by that brand. Tribe promises ‘authentic advocacy’, with influencers choosing brands, not the other way around. Tribe has just completed a round of funding to fuel expansion in technology and markets. It has claimed to have worked with more than 500 brands and have about 4500 influencers on its books. If you’re considering a brand ambassador here’s a checklist of some key considerations:

  • Choose the right brand ambassador! What are they going to do for you and who do they appeal to? Is their association with your brand or product believable? Do your research thoroughly.
  • It needs to be a two-way relationship with real benefits for both parties. It’s not just about dollars.
  • All obligations and terms need to be set out in writing for executing. And, also allow for the arrangement not working out.
  • Meet regularly to manage obligations under the contract and explore new opportunities.
  • How will you measure the success or otherwise of your investment? Is it in sales, audience recall, specific brand attribute measurements, or digital media traction? Be clear with your own goals and expectations.

The Bachelor Australia’s Richie Strahan Laps Up AirAsia X Flatbed

The Bachelor Australia’s Richie Strahan has travelled in style to Bali in his quest for love as this season’s finale of the hit Network Ten television production reaches its peak.

The latest instalment of The Bachelor Australia series saw Richie and the final three girls, Olena, Nikki and Alex fly to tropical Bali on finale week, as he chooses one lucky lady in his search for love.

the bachelor

AirAsia X flew the cast and production crew to Bali aboard an Airbus A330 where Richie was able to enjoy the comforts of a premium flatbed seat before they hit Bali for filming at a resort in Nusa Dua, Bali.

Linda Na, head of marketing for AirAsia in Australia, said the airline was delighted to be involved in the finale of the series.

“This has been the highest rating series yet and features one of our most popular destinations in Bali, and hence it was a natural fit for us,” Ms Na said.

“Aussies are still very much in love with Bali and we certainly hope Richie has found his true love. 

“The visual integration into the show and the opportunity to host Richie and the girls onboard has been a great alignment for the AirAsia brand in Australia.”

AirAsia X, together with AirAsia, provides Australians with low cost fares and access to over 120 destinations across 24 countries. AirAsia flies to Bali direct from Perth and Darwin, and via Kuala Lumpur from the Gold Coast, Melbourne and Sydney. For bookings or further information visit www.airasia.com.

the bachelor

Check out The Bachelor on tenplay http://tenplay.com.au/channel-ten/the-bachelor?psearch=Google_The_Bachelor

5 Social Media Tips For Tourism

If you’re in the tourism industry and looking to enhance or begin your social media and online presence, then there’s some key considerations to think through and some planning required. Have a look at what other successful businesses are doing and learn from their efforts. seeaustralia Think about what types of online media your audience is likely to use. Is it Snapchat, Facebook or Twitter? Or something else? And don’t forget about TripAdvisor. Many consumers rely on online reviews for their decision making. Peer influence is very important in the process. Over 50% of Facebook users say their friends’ photos have inspired their choice of holiday and shaped their travel plans. Here are five key considerations to shape your tourism social media efforts: 1. Be informative Your goal should be to become an authority on your region and its attractions. Avoid the temptation to simply plug your own business at every opportunity. You will win a loyal following if you’re able to provide a regular flow of useable information that provides advice and tips for visitors. Provide accurate updates on local happenings and interesting events, new tourism product, travel conditions and yes, even the weather. Suggest a list of key things to visit, great photo spots, provide maps and amazing photos.

If you employ an imaginative and informative content strategy it will help in SEO and have your business rank more highly on search results. If you give potential visitors value in terms of superior content, they are more likely to have a connection with your brand. 2. Be authentic Be real and believable. The effect of ‘gilding the lily’ can be a loss of confidence in your business by visitors and result in negative online reviews and an erosion of trust with your audience. Show what the experience is that visitors can truly expect – accommodation, activities, scenery, food and most importantly the character and characters around you. A rising tide floats all boats, so the more you can accurately enhance the profile of your region the better for you. There’s not a finite amount of success available. 3. Involve your audience Social media is very much a two-way street. Interact with and have a conversation with your online community. Ask questions, ask for feedback and invite them to contribute content. You’ll be amazed at how many gorgeous photos, stories and experiences can be shared from your own visitors.

 

Feeding time at Lovers Cove 🐠🐟💦 #fishfeeding #daydreamisland #lovewhitsundays #thisisqueensland 📷@dream.living

A photo posted by Daydream Island Resort And Spa (@daydreamislandresortandspa) on

They’ll give you honest feedback and recommendations. Thank them for their reviews and don’t ignore their communication – good, bad or otherwise. Consider what competitions, promotions or incentives you can run on your platforms, big or small. Encourage guests to tag your accounts on their posts on their own pages. 4. Employ a content marketing strategy A lot of great content doesn’t happen by accident. Much of it is planned and thought out. A simple but effective tool is to utilise a content marketing strategy and it can be as simple as using a calendar. This can be a spreadsheet, online doc, or paper diary.

  • What advice pieces can we create?
  • Consider the time of year e.g. Christmas, Easter or school holidays
  • List local events we can post about
  • Look at seasonal opportunities
  • Are we running any promotions for specific booking periods?
  • Look at a theme for a certain period – e.g. to coincide with Mothers’ Day, or a local food festival.

Once you start its pretty easy to brainstorm a whole list of topics and specific pieces that can form your content platform. You will also need to consider what medium it’s best for – your website, blog, newsletter, Facebook, Instagram, local or national media, or all of these. Don’t forget to include video. It’s one of the most powerful forms of delivery and all platforms are embracing it. Your videos don’t need to be long or elaborately produced productions. Once you’ve got a calendar settled it will help drive your activity and keep you focused and motivated. It needs to be flexible but with a bit of effort should help fuel your content creation. Here’s an example of what a calendar may look like: tourism Source: Webbedfeet.com.au 5. Post regularly across all channels Don’t allow your content or online presence to wither on the vine. Post regularly across all your social and online assets. It doesn’t need to be every day for each medium but you should feature regularly and make sure you are responding to messages and thanking your community for their involvement. They will like being appreciated. And, don’t forget to share… https://youtu.be/V3OJkky52c0