Marketing without a Strategy is like Throwing Spaghetti at the Wall and Hoping it Sticks!
READ ARTICLE: How a Strategic Approach to Marketing will Set You Apart from Competitors You wouldn’t build a house without a blueprint or drive somewhere new without your GPS; so why are you marketing your business without a strategy? Many businesses overlook the importance of having a well-defined strategy in place before marketing their services or products. At Brink Marketing, we encourage our clients to understand their unique selling point (USP) so they can rise above their competitors and dominate in the marketplace 8 Reasons Why You Need a Marketing Strategy Social media has formed a highly dynamic and saturated business environment. As a result, a consistent messaging strategy across every touch point of your brand’s communication allows you to rank above competitors and remain relevant to your consumers. Let’s explore why a strategic marketing strategy approach is so important for your business’s success. 1. To guide your brand’s vision An in-depth marketing strategy begins with a clear vision. Before any marketing activity takes place, you must define your goals. Are you looking to increase brand awareness, drive sales, or enter a new market? By establishing clear, measurable objectives, businesses provide a roadmap for their marketing efforts. This clarity ensures that all marketing activities are aligned with your overall business goals, maximising their effectiveness. 2. Efficient Resource Allocation Marketing can be resource-intensive, involving both time and money. Without a strategy, businesses risk spreading their resources too thinly across various channels and initiatives, leading to inefficiencies and wasted budgets. A well-crafted strategy allows businesses to allocate their resources more effectively, focusing on the channels and tactics that offer the highest return on investment (ROI). This approach helps ensure your marketing budget is used in the most efficient manner possible. 3. Targeted Messaging and Audience Engagement Understanding your target audience is crucial for creating impactful marketing messages. A strategic approach involves thorough research into your audience’s preferences, behaviours, and pain points. With this knowledge, you can craft messages that resonate with your audience and address their specific needs. Engaging marketing services without this understanding may result in generic or misaligned messages that fail to capture attention or drive engagement. 4. Consistency Across Channels Inconsistent messaging can dilute your brand’s impact and confuse your audience. A marketing strategy ensures that all your marketing efforts are consistent in terms of messaging, branding, and tone across various channels. Whether it’s social media, email campaigns, or traditional advertising, a cohesive strategy helps reinforce your brand’s identity and creates a unified experience for your audience. 5. Data-Driven Decision Making A strategic approach involves setting key performance indicators (KPIs) and metrics to the success of your marketing efforts. This enables businesses to gain valuable insights into what’s working and what’s not. This data-driven approach enables you to make informed decisions, optimise your marketing tactics, and continuously improve your strategy based on real results rather than guesswork. 6. Adaptability and Flexibility The marketing landscape is forever evolving with new trends, technologies, and consumer behaviours. A well-developed strategy provides a framework that allows businesses to remain adaptable. While your core strategy remains consistent, it also allows for flexibility to adjust tactics in response to new opportunities or challenges. This adaptability helps businesses stay relevant and competitive in a rapidly changing environment. 7. Building Long-Term Relationships Marketing is not just about the immediate results but also about building lasting relationships with your audience. A strategic approach helps in developing long-term plans that focus on nurturing customer relationships, enhancing brand loyalty, and driving sustained growth. By engaging with your audience meaningfully and consistently, you create a foundation for ongoing success and customer retention. 8. Maximising ROI Ultimately, a strategic approach helps maximise the return on investment from your marketing efforts. By aligning your marketing activities with your business goals, targeting the right demographic, and optimising your resources, you increase the likelihood of achieving significant results. A strategic plan ensures that every marketing dollar spent is working towards achieving your defined objectives and providing tangible value for your investment. We Can Help! Engaging with marketing services is a critical component of business growth, but it’s the strategy behind those services that truly drives your success. A well-defined marketing strategy provides clarity, efficiency, and effectiveness, ensuring that your efforts are aligned with your business goals and tailored to your target audience. By embracing a strategic approach, businesses can navigate the complexities of the marketing landscape with confidence, achieve meaningful results, and build a solid foundation for long-term success. At Brink Marketing, we understand the importance of a strategic approach to marketing. Our team of marketing professionals are dedicated to helping businesses craft and execute comprehensive marketing strategies that deliver results. Contact us today to learn how we can help you achieve your marketing goals and drive your business growth!
How to Make UGC Work for Your Service-Based Business
Please raise your hand if you’ve ever been personally victimised by User Generated Content (UGC). Not sure? Let me ask you this: Have you ever rushed to Kmart for those cute platform slippers after seeing a stylish YouTuber rocking them? Or, maybe you tried eating sea moss every morning for a month because a girl on TikTok swore it changed her skin? If your hand’s up now, welcome to the club. And if it’s not, I probably need to cut my screen time! Image Credit: Reddit These examples demonstrate ground-breaking user-generated content that has taken the digital marketing world for a spin. Now, when I say “victimised,” I mean, completely and utterly convinced I couldn’t live without a product simply because a real person made it look so good online. That’s the power of authentic, relatable content. It’s the power of UGC. But what is UGC? Image credit: Guilia Soccolini The Adjust Agency defines UGC as any form of content (videos, reviews, or photos) created by users, not brands. Put simply, user-generated content is content made by everyday people (like you and me). Whether it’s filming a how-to, reviewing a service, or unboxing a new product, when people post content, it becomes a powerful form of marketing. Instead of brands pumping out those overly polished ads (you know the ones), they’re now jumping on the UGC social media marketing train, resharing authentic content from real users to their community. You may even see brands advertise products with designs inspired by the appearance of UGC content. Honestly, everyone’s winning. Brands get content that connects with their customers, and creators get paid to do what they already love doing: talking about stuff they’re obsessed with. It’s giving mutual benefit and we love to see it. Wait… brands pay people to be UGC creators? Yep, people are getting paid to create original content that looks and feels organic (because it started that way!). What started as everyday people sharing honest opinions while unboxing a new skincare find or casually reviewing an iced double-whipped, triple-caramel latte, has now turned into an income stream for UGC creators. Brands are embracing authenticity by hiring creators to make TikToks, Reels, product photos, and testimonials that strategically position their brand as relatable and trustworthy. Now, let’s not get ahead of ourselves. UGC’s marketing magic is a hands-free perk for business owners, as long as you know how to use it. How do I market my service based business with UGC? If you own a service-based business and are wondering how user-generated content fits into your strategy, I’ve got news for you (and it’s good). You absolutely can tap into UGC, even if you’re not selling a product in a box or running a game creation platform like Roblox. You just need happy clients that have basic social media skills, which I bet you do. Take a look at some examples of user generated content you can repurpose for your business marketing. User Generated Content for Hairdressers & Beauty Salons Image Credit: Bridget Despard UGC is perfect for beauty-based services because clients love to show off their glow-up. UGC Examples Before and after hair transformations Clients’ Instagram reels of “the process” (think foils, blow-dry, glam moments) Client selfies taken in your salon chair, with your branding in the background User Generated Content for gyms and fitness coaches Image credit: Vitoria Ribza Let your clients become your best ads, because progress pics are more effective than that image of a ripped, power-lifting champion. UGC Examples Workout selfies taken inside your gym or studio Short clips of your classes in action “Client wins” graphics or transformation photos shared on Instagram User Generated Content for Wedding Planners Image credit: Dakota Spencer Your work creates memories. And memories? People love to post those. UGC Examples Reposts of client wedding day photos, with credit of course Emotional testimonials from couples Time-lapse videos of venue setups or behind-the-scenes moments User Generated Content for Tradies Yes, even tradies can tap into the power of user-generated content. Your work is the content. UGC Examples Client photos of before and after the renos or installs Time-lapse videos of jobs in progress Client shout-outs once the job’s done How Other Businesses Are scaling up with UGC If you still think UGC is just for beauty influencers and TikTok teens, let me introduce you to the pros: Tourism Australia and HelloFresh. Yep, one sells scenic sunsets and kangaroo selfies, the other delivers chopped carrots in a box. But they’re both smashing it with user-generated content. Tourism Australia’s whole strategy is basically reposting epic traveller photos and saying, “Yeah, come see this in real life.” Meanwhile, HelloFresh has turned everyday dinner into a full-blown content genre, with users filming their meal kits like it’s MasterChef. So, if they can do it, so can you! Where to Go From Here Image credit: Lacie Mercer So, let’s recap: You’ve been victimised (in the best way) by UGC. You now know it’s not just influencer sparkle, but regular people sharing their fave finds, services, and moments online. And yes, some are even getting paid for it. You’ve also seen how as a service-based business, you have plenty of ways to jump on the UGC content train. If Tourism Aus can build a brand off other people’s travel pics and HelloFresh can turn dinner into viral content, you, my friend, have zero excuses. Still feeling a little “okay but… how do I actually start?” Don’t worry, we’ve got you. We offer free 15-minute consults and can happily walk you through how to turn your brand (or side hustle!) into a UGC-friendly machine. No fluff, no pressure, just good chat and good strategy with our Sunny Coast branding specialists. Let’s make UGC work for you!
Why Dopamine Design is Literally Everywhere in 2025
If hearing the word “Dopamine” hypes you up, then 2025 is about to be your year. Dopamine Design is storming our castle walls in the form of cherry aesthetic, pickle-coloured nail polish and maximalism. Although it hasn’t always been met with a warm embrace (Ehm, Jaguar’s new rebrand—we’ll get to that later.) it’s soaking into our daily lives, whether we’re aware of it or not. Cherry Vibe on TikTok Dopamine is often called the “feel-good” chemical in your brain, but it does more than just make you happy. It’s part of the brain’s reward system, which gets activated when you do something good for yourself, like trying a cherry martini for the first time. When your brain releases dopamine, it reinforces the behaviour or action you took that sparked the release of this neurotransmitter. So how exactly did dopamine design end up on our mood boards? Honestly, because minimalism is boring and we need more joy to get us through the day. Here’s the tea (a.k.a. How we got here) Millennials embraced minimalism as a result of the Great Recession period between 2007-2009. Spiralling economic factors forced people to spend less, giving them time to consider the negative impacts of consumerism in the world. Eventually, these feelings created aspirations to experience the world rather than fill it with more stuff. Marie Kondo became a verb for tidying up your life and “digital nomad” was the new dream job to aspire towards. “Marie Kondo became a verb for tidying up your life and ‘digital nomad’ was everyone’s dream job.” Once companies sniffed out Millennials’ hesitancy to spend money, they prioritised aesthetics and experiences that spoke to customer’s need for simplicity. So brand’s gave millennials what they wanted—sort of. Companies started using words like, “Natural”, “Earth-friendly”, and “Conscious” in their marketing. On top of that, they splashed shades of green, white and beige across their websites and products to strengthen the associations between their brand and the natural world. (More about colour psychology over here.) But it all started to crumble when major companies like H&M were found out to be lying about 96% of their eco-conscious claims. “Greenwashing“, a term coined by environmentalist Jay Westerveld in 1986, picked up more momentum than ever before by the time the 2020s came around. Millennials threw their hands up in the air in protest while Gen Z searched for joy amongst the ashes. Greenwashing search increase on Google over time Gen Z Wants to Be Entertained TikTok has played a huge role in how we make decisions. If a video isn’t immediately exciting, interesting, or engaging, no one cares. So naturally, this sentiment spilled out into the real world. After a couple depressing years in lockdown, 2022 arrived and we were collectively exhausted from endless days of sweat pants and deep cleaning our kitchen cupboards. We needed TikTok’s joy to saturate our physical world. People started trading their sleek, beige trench coats for oversized, fluoro cardigans. Plain grey lamp shades were tossed out and replaced with vibrant yellow tassels. Dopamine design began popping up everywhere and companies took notice. vogue.co.uk Scoot Over Minimalism, Dopamine Design is Here to Party The need to be entertained, surprised, and delighted supersedes the digital world. We want to walk through the toothpaste aisle and get pulled into another world as soon as our gaze hits the packaging. We don’t want to discern between the various features advertised across 12 different brands of white boxes. Just look at the image below and tell me which one makes you smile? Rocc Toothpaste Packaging vs Oral B Rocc’s biodegradable toothpaste tube captures my attention immediately. If I saw that in Woolies, I’d claw my way past Oral B and Colgate to get that pickle green and fairy floss pink tube into my hands. Rocc makes the purchase decision easy with packaging design that steps out of queue and screams, “Pick me!” Dopamine Design vs Minimalism Dopamine design’s bright colours, bold text, and fun patterns replace minimalism’s muted tones, simple fonts, and plain drawings. The #1 goal of Dopamine design is to make you feel good, but not in an altruistic sense. It’s feel good in a this-vibe-is-my-personal-anthem kind of way. Bright lights and colours give us energy. And with so many things beyond our control in this world, we need that extra pop of colour to get through the day. Examples of Dopamine Design Across Industries Am I really trying to convince you that your brand can benefit from appealing to your customers’ pleasure centre? Yep. Once you see the examples below, you’ll start seeing the colour pink as a business opportunity. AutoMotive: Jaguar Jaguar Branding – 2018 vs 2025 Bye Tesla, Jaguar has restored my confidence in what driving into the future looks like. Yes, Jaguar’s 2024 rebrand is still a hotly debated topic in the design and automotive industry. But hey, sparking new conversations can be a good thing when you’re debuting new brand design. Especially if it catches your competitor’s attention. https://www.creativebloq.com/ Elon Musk replied to Jaguar’s bold invitation to “break moulds” with a simple tweet: “Do you sell cars?” But something inside me says: this is exactly what Jaguar’s branding team wanted. A complete industry shake up. Honestly, I’m here for it. Since I was little girl, I always wondered why cars look mostly the same. Humans spend hard-earned dollars to convey their personality through clothes, jewellery, Instagram posts and Crocs Jibbitz. So, why don’t we tie-dye our cars? But nope, there’s an unwritten rule that car bodies need to be one of four shades of neutral. “Miami Pink” and “London Blue”, Jaguar’s new shades, may not be for everyone, but looking at them sure makes me happy. That’s the whole point of Dopamine Design. Looking at it should overwhelm your brain with good feelings. It’s an instant emotional response you don’t have a logical choice over. Miami Pink Jaguar – Jaguar.com.au Maybe Tesla’s image below gives you feelings of safety, reliability, and dependability. But that’s
Stop Wasting Money on Paid Ads: Why Your Business Needs Solid Processes first
Are you considering using paid ads for your Sunshine Coast business? Paid ads have the power to amplify your strengths—and your weaknesses. Facebook and Google’s smart campaigns, AI features and automations have made the process of using ads seem simple. All of these features were designed to help small businesses give paid ads a go by themselves. But before you toss cash at Facebook, Google, or another ad platform, ask yourself this: “Do I have an engagement strategy and am I ready to handle what’s coming?” If your enquiry process, tracking system and follow-ups are as disorganised as your junk drawer, you’ll end up spending more money than your enquiries or sales will bring in. Let’s dive into why setting up your business processes is the ultimate power move for small business owners looking to maximise their advertising dollars. Because your Sunshine Coast customers (your biz’s local haven) deserve your A-game. First Impressions Matter (Like, A Lot) Imagine this: A customer clicks your ad, fills out your enquiry form, and they hear… crickets. Hours later, you reply (or worse, forget to reply at all). When you finally hear back from them, you learn they’ve already moved on to your competitor. The harsh truth? No matter how amazing your product or service is, a clunky response process screams “unprofessional.” Setting up a slick, automated enquiry system that acknowledges and engages your leads right away is like rolling out the red carpet. It shows you care, and that’s what turns a curious click into a paying customer. Use Automation whenever possible Now I’m not saying you need to be a robot with your responses. This is definitely not the way since sounding too robotic can also scream, “scam”. But there are a few ways automation can benefit you and your leads. Thank customers for their enquiry Consider adding a thank-you page on your website that appears whenever a customer fills out a form. A thank-you assures customers you’ve received their enquiry and it allows you to provide them more information about your response time. Recycle essential information Using email quick parts or Instagram saved replies saves you from writing a brand new response message every time a customer comes knocking. These response tools are free to use and simple to set up. Just write one great email or message, highlight the text and save to your quick parts or saved replies. The key to using this is to personalise each message to the specifications of the enquiry. Keep your standard quotes, contact information and email signature in there but this will save you hours of drafting a new response for each enquiry. Keep Track of your leads and customers Without a way to track where an enquiry stands—whether it’s a quote awaiting approval or a job halfway done—you’re setting yourself up for chaos. Good order tracking keeps your team aligned, your customers informed and your stress levels manageable. Set up a CRM A basic CRM (Customer Relationship Management) system can work wonders for tracking your progress. Whether you’re tracking enquiries or managing customer updates, having a system in place ensures no one falls through the cracks. Plus, you can collect valuable data to refine your marketing later. Double win. Ask: How Did You Hear About Us? This may seem like an unnecessary question. But it is the key to successful marketing. Tracking where your leads came from, tells you whether you’re getting an accurate return on your investment. Our tip? When a customer calls, simply ask “Have you used our services before?” If not, “May I please ask how you heard about us?” This one second question can save your marketing budget! Just remember to track this information in your CRM. Sunshine Coast Small Biz = Local Love Sunshine Coast businesses thrive on community, networking and people. Word travels fast here, whether it’s glowing reviews or cautionary tales. Nail your process, and those happy customers will rave about you at the next run club or coffee catch-up. But if you fumble it, local customers will move on. Worse, they may not-so-quietly vent about it to others, or online! The Bottom Line: Get Your Ducks in a Row Before you spend a single dollar on Google or Meta ads, invest in: • A streamlined enquiry process: Automated emails, thank-you pages, and clear next steps.• Order/enquiry tracking: A spreadsheet works; a CRM works better.• Follow-ups: A simple, consistent system to nurture leads and keep customers coming back. Paid ads should be the cherry on top of a well-baked cake—not a band-aid for a messy operation. Want to learn how to craft a compelling ad? Check out our article on the marketing rule of seven for better ads. https://ecobrandmarketing.com.au/marketing-rule-of-seven-for-ads/ Need help setting it all up? Brink Marketing is here to make your marketing dollars work harder, whether it’s creating enquiry systems or crafting killer ads. Contact our team to help ensure your advertising process is seamless and to get those enquiries rolling in.
5 Examples of Businesses Crushing Strategic Brand Positioning
Strategic brand positioning places your business in front of the right audience, at the right time. This marketing strategy allows you to choose when and where your brand is advertised, so that it hits your target audience at the exact right moment. If you get strategic brand positioning right, your customers may end up doing the heavy-lifting marketing work for you. Before we look at a few examples of businesses that are nailing their brand positioning, let’s look at the benefits of this strategy. Business Benefits of Strategic Brand Positioning Word of mouth spreads fast, especially through social media. If you can think of a catchy and creative way to position your brand, people will naturally want to share about it with others. Here are additional benefits of strategic brand placement Target a specific audience or pain point Promote a specific product or service you want to boost sales in Stand out from your competitors Present your brand in a story Now, let’s look at 5 examples of great brand placement in the wild. 5 Examples of Strategic Brand Positioning When thinking about where to place an advertisement for your brand, you have to first step into the mind of your consumer. What do they want? What do they need? What do they find irresistible? The answers to these questions will help you formulate a more sustainable marketing campaign. And more importantly, brand recognition. Let’s look at five examples of brands that won over customers’ hearts with their brand positioning strategy. 1. KFC x NRL Source: https://www.dailymail.co.uk Have you ever noticed KFC’s brand placement at an NRL game? I think their most iconic ad is played when a try is scored and the big screen shows a video of someone going to grab a piece of chicken. If the try is awarded, the hand succeeds in grabbing the drumstick. But if it’s a ‘no-try’, someone slaps the hand away. No chicken tonight! This is a perfect strategy because NRL games are typically scheduled around dinner time. KFC’s strategic brand positioning reminds the audience to opt for KFC as their food of choice. The KFC advertisement also captures attention by being humorous. Humour is a consistent them within KFC’s brand advertisements. Finally, the KFC ad is shown to a wide audience of NRL viewers. This increases KFC’s brand recognition amongst fans of one of the most popular sports in Australia. 2. Telstra x Movie Theatres Source: https://www.jakeausburncreative.com/telstra-turn-off-your-phone Imagine you’re sitting down in a big comfy recliner chair at your local cinema. You’re here for the latest movie release and the lights start to dim after 15 minutes (too long if you ask me) of ads. The movie is about to begin! A cinematic video begins to play and you think it’s the start of the movie. Instead, a message pops up on the screen, “Don’t be that person – turn off your phone.” with the little Telstra symbol next to it. The ad catches you by surprise because of it’s cinematic quality and blunt messaging. Telstra chose a unique juxtaposition to position their brand in front of movie-goers. Instead of using an advertisement strategy that encourages people to use their phones (promoting their products), they did the exact opposite. Telstra tells people to turn off their phones, and they do this in such an engaging way that you almost feel like you’re being called out by the phone company themselves. You won’t use your phone now, will you? 3. Al.ive Body x The Block Source: https://alivebody.com.au/pages/about-us Remember the season of The Block with Alisa and Lysandra – those two sisters who were lowkey chaotic and so entertaining? Guess where they’re at now? Well, this powerhouse duo have become entrepreneurs with multiple businesses. Included in these businesses is Al.ive Body. Al.ive Body’s aesthetic home & body care products are Australian made, cruelty free, vegan, palm oil-free & refillable. Alisa and Lysandra recently celebrated seeing their products featured in episodes of The Block. This meant that their sustainable products were featured throughout the designs of new homes being built across Australia. What a full circle moment, right? This is perfect product placement for a brand. The product placement targets people who are: Interested in home renos Inspired by authentic Australian entertainment/stories Drawn to the interior design work of Alisa and Lysandra They’ve also been seen featured in plenty of home/apartment listings for properties being sold nationwide. Their product gives the expensive and aesthetic look we’ve all been searching for. 4. MILK LAB x Local Cafes Source: https://www.calibrerealestate.com.au Milk Lab is a perfect example of a business successfully using brand placement to increase customer recognition. What product am I talking about? The famous MILK LAB Umbrellas of course. Their umbrellas are strategically placed within cafes across Australia that MILK LAB supplies to. The umbrellas are black with a simple logo printed on them. This simplistic design doesn’t pull attention away from the cafe’s brand identity, but still remains visible enough for people to notice. In the age of social media, cafes across Australia are photographed by patrons. When photographs or videos go viral, it naturally increases MILK LAB’s brand awareness when their umbrellas are featured in the content. Ultimately, the branded umbrellas are a win win for both MILK LAB and Australian cafes. Customers can dine in the shade for their Sunday morning brekkie while MILK LAB soaks in the brand recognition. 5. Car Sales x Sunshine Coast Lightning Carsales used a remote-control car to place their brand in front of a crowded arena full of people. They used this branded toy car to present the game ball to the Sunshine Coast Lightning Netball players at the beginning of every game in the 2024 season. This fun and creative brand placement decision naturally drew the attention of the crowd. Even though buying a car may not have been on their minds in that moment, the impression Carsales left on them will likely spur their memory the next time they’re considering buying a car.
New Queensland Small Business Grant – Oct 2024
Good news for Queensland small business owners with less than 5 employees – there’s a new small business grant offered by the Queensland Government and administered by the Department of Employment, Small Business and Training (DESBT). What’s great about the grant? If your application is approved for this Round 6 of funding, you’ll receive an upfront payment of $7,500 to enhance your business. So, start preparing your application now because this Business Basics grant opens 30 September and closes 11 October. The Queensland Government’s timeline for submitting your application is listed on their website and in the table below: Opening date Stage 1: Registration of Interest (ROI) opens at 9am, Monday 30 September 2024 Closing date Stage 1: Registration of Interest (ROI) closes at 5pm, Friday 11 October 2024 What is the Business Basics Grant – Round 6? In this round 6 of funding, Business Queensland is offering $7,500 to small businesses in Queensland with less than 5 employees (by headcount). This specific grant is for small businesses that want to enhance their business. The grant will fund business activities under the following priorities: Professional business advice Strategic marketing services Website build and upgrades How could you use these activities help your small business? Here are some examples: Priority area Examples 1. Professional business advice Use the grant to get a comprehensive business plan for market expansion. Your business plan would serve as a roadmap that outlines key growth opportunities, competitive analysis, and operational strategies to expand into new markets. 2. Strategic marketing services Get a detailed marketing strategy to increase your brand visibility. The strategy could include detailed market research, email campaigns, promotional materials, and CRM set up. 3. Website build/upgrades Refresh your one-page business website into a fully functional ecommerce website where you can sell products to your target audience. If you’ve always dreamed of getting a comprehensive brand identity and marketing strategy to scale your small business, it’s time to get your paperwork sorted! The Queensland government outlines a full list of eligible and ineligible activities for this grant so check their website to learn how this grant money could improve your small business. Who can apply for the Business Basics Grant Any Queensland small business owner can apply if your business: has under 5 employees (This includes full-time, part-time, casual employees, and Non-Executive Directors) is already operating has an active Australian Business Number (ABN) that will remain active throughout the grant-funding period headquarters are registered in Queensland (Per your Australian Business Register (ABR) record) has been trading for at least 1 year turned over a maximum of $300,000 in the 2023/24 financial year Who can’t apply for the grant businesses with more than 5 employees businesses that already received funding from previous Business Basics rounds insolvent businesses or businesses with undischarged or currently bankrupt owners/directors if you’re still not sure you meet the requirements, head over to the Queensland Government’s eligibility checker. how to apply for Queensland’s Business Basics grant Once the grant opens at 9am on 30 September, head to the DESBT SmartyGrants Portal to apply for free. Keep reading to learn what steps to take before you submit. Before 30 September 2024 Check your business’s eligibility Read through the following documents application guidelines terms and conditions frequently asked questions Check your business’s ABR profile, ABN status, GST status and main business location are all up to date Review the sample Registration of Interest (ROI) application form pdf Register for an account on the DESBT SmartyGrants applicant portal Prepare your evidence documents and application answers On or After 30 September 2024 Access the SmartyGrants applicant portal 9am, Monday 30 September 2024. You may be added to a virtual queue at that time. Add your application details. Double check your application before you submit! Submit – Hooray! Remember to apply before the application portal closes at 5pm on Friday 11 October 2024. That’s it! If you have more questions about the process, email basics@desbt.qld.gov.au or contact their Small Business Hotline on 1300 654 687. Good luck! Brink Marketing is rooting for your small business. If you need a professional quote for your application paperwork, call us at 07 5348 9328 for your brand’s strategy or website refresh.
Use the Marketing Rule of Seven for Better Ads
Did you see the same ad pop up repeatedly when you watched the footy this season? Or, can you recall one ad from a childhood show that still brings back nostalgic memories? For me, it was always the Youi ad that appeared right before Home & Away back in 2016. Now, eight years later, I still remember those Youi ads. The market is saturated with ads created by brands trying to entice you with images or emotional appeal. However, the few ads that work effectively all share one thing in common. Do you want to know the secret of these effective ads? The Marketing Rule of Seven! What is the Marketing Rule of Seven? If your audience sees or hears your advertisement less than seven times, they probably won’t interact with your brand. Getting your brand in front of them seven times or more will subconsciously entice them to purchase from you. They may even start talking about you with their friends. For example, Uber Eats did not just display their campaign on Linear TV. This commercial was edited into small, engaging snippets for TikTok and their closing tiles were posted on billboards. The marketing rule of seven, originally pitched in 1930s by the film industry, suggests that any product or service must cross your target audience’s eyes at least 7 times before they take action or purchase from your brand. What does this mean? Your target audience will respond stronger to repeated ads rather than novel, one-off advertisements. Mere-Exposure Effect The rule of seven is supported by the established psychological principle of the mere-exposure effect. The mere-exposure effect is rooted in the psychological phenomenon that the likeability of a stimulus is increased with repeated, unreinforced exposure to the stimuli. Seeing an ad once doesn’t necessarily prompt a customer to immediately buy from your brand. However, seeing an advertisement seven times prompts them to remember and act on your brand. Uber Eats marketing Success using the Rule of 7 Between 2023-2024, you may have seen Uber’s ‘Get Almost, Almost Anything’ campaign on your TV, social media and YouTube. These ads all have one thing in common, they presented Uber Eats’ brand messaging and imagery over seven times. How to Use The Marketing Rule of Seven The trick to using the marketing rule of seven rule is to keep your key messaging and branding the same. At the same time, you must create different concepts and stories for every channel your target your audience is on. If your brand advertisement displays repeatedly, make sure its content is diverse and engaging. Remember: there is a fine line between effective and annoying. How do we achieve this? Unique content! Unique Content Let’s go back to Uber’s ‘Get Almost Almost Anything’ TVC to see an example of balancing unique content with repeated brand messaging. In the ‘Get Almost Almost Anything’ campaign, each ad tells a unique storyline featuring well-known characters. Uber went the extra mile to partner with popular celebrities, TV shows and brands like Bridgerton, Tom Felton and VBs, to create engaging stories that targeted specific demographics. Consistent messaging Consistent messaging is just as important as unique content. If your advertisements lack a consistent theme, they appear disjointed or random. Your audience may not understand what action you want them to take or worse, they may not know your brand is behind them! Going back to Uber Eats’ ads, we see they included the same key message at the end of every ad: ‘Get Almost, Almost Anything’. To solidify their brand recognition, they also included their green Uber Eats takeout bag icon along with their iconic white and green colour palette. Although Uber Eats varied their advertisements’ content, they ensured their end message stayed the same: Get almost anything from Uber Eats! If you dive straight into unique content without first establishing a consistent brand identity, your advertisements will get lost in a crowded sea of Instagram and Tik Tok influencers. The rule of 7’s Role in multi-channel marketing strategies The marketing rule of seven doesn’t just apply to TV ads. It can be used to advertise your brand effectively across a variety of print and media platforms. This multi-channel marketing approach helps enhance your brand recognition wherever your target audience spends time. For example, the younger generation aged 19-25 years are on Instagram, TikTok and Over-the-Top Streaming (OTT) Services. Linear TV isn’t necessarily watched by younger generations. In fact, it’s being taken over by free, ad-supported TV such as 9NOW and 7Plus. But that’s a whole other story. For now, lets focus on advertising your key message 7 times across platforms. If your target audience checks Instagram when they wake up, opens TikTok on their lunch break, checks Instagram again at 6pm when they finish work, watches OTT at night and then binges more TikTok before bed, then you’ll need ads on each of those platforms throughout the week. If your audience sees or hears your advertisement less than seven times, they probably won’t interact with your brand. Getting your brand in front of them seven times or more will subconsciously entice them to purchase from you. They may even start talking about you with their friends. For example, Uber Eats did not just display their campaign on Linear TV. This commercial was edited into small, engaging snippets for TikTok and their closing tiles were posted on billboards. Become More Memorable with The marketing rule of 7 Uber Eats’ ads were so effective because they adjusted the story for their target audience, partnered with popular celebrities and used humour. But more importantly, they used the Marketing Rule of Seven. Now remember, there is a fine line between engaging and irritating. The trick to getting across this tightrope is a solid marketing strategy in place with your key messaging, multi-channel platform timelines and target audience in place. If you’re ready to get your brand to this level and begin saturating the market, chat to our team at Brink Marketing for an effective
Top 10 Sustainable Businesses on the Sunshine Coast We’re Following in 2024
There’s only 400,000 people living on The Sunshine Coast but there’s no shortage of new sustainable businesses cropping up around here. When you live so close to surf beaches and gum tree forests, caring for your local environment becomes second nature. Being a Sunny Coast sustainable marketing business, we’re always excited to see new eco-friendly brands popping up in our local area. From sustainable seafood to swimwear made from repurposed ocean pollution, here are a few coastal brands we’re following in our feed. Keep reading for our top 10 picks in 2024. *Note: We weren’t paid for these opinions, we’re simply admirers. 1. Lendy Home Page of hellolendy.com.au Ever had to buy a $350 reciprocating saw from Bunnings just to finish off your home demolition project? But now it sits in your garage, buried under a pile of Christmas decorations and 2cm of dust. What if I told you there’s a better solution? One you won’t accidentally trip over rummaging through storage. Save yourself the bruises and use Lendy. Lendy is a Sunshine Coast based lending platform that connects people with stuff to people who need stuff. With Lendy, you can choose to be a Lender or be a Lendee. If you’re a Lender, you can generate passive income by lending your stuff to other people. As a Lendee, you can finally start that kitchen makeover project you’ve been dreaming of – at a fraction of the cost. What Makes Lendy Sustainable Lendy is on a mission to transform the way we choose to spend and consume as a whole. If we borrow more and buy less, we can reduce environmental waste. 2. Thrifter Home Page of Thrifter.au If there’s a pile of clothes in your closet that you’re ready to never see again (at least, on yourself), head over to Thrifter. It’s easier than responding to 20 Facebook Marketplace enquiries for one shirt and you’ll still earn 100% of the sales. Hire a rack in their shop and they’ll sell your wardrobe for the whole calendar month. What Makes Thrifter Sustainable Thrifter is not just a thrift (or op) shop. They’re focused on creating a space for the community to sell pre-loved clothes and meet like-minded individuals. When you choose to buy and sell your clothing through Thrifter, you reduce the negative environmental impact fast fashion has on our planet and natural resources. 3. Pleasant State Home Page of Pleasant State Pleasant is exactly how you’ll feel when you spritz Pleasant State‘s lemon and lavender scented cleaner across your dirty bathroom sink. Sunshine Coast founders Ami and Sian founded their ethical cleaning products “because it seemed like a no brainer.” Back in 2019, Ami had continuous chronic headaches. The solution? Removing plastics and harmful chemicals from her household. That’s when she realised there weren’t any zero-waste, non-toxic cleaning solutions in Australia. What Makes Pleasant State Sustainable Their sustainable cleaning products are biodegradable, greywater and septic safe. They’re also free of artificial fragrances, colours, and preservatives. If that wasn’t enough to clear your calendar for a spring cleaning, you’ll feel even better knowing that you’re not contributing to single use plastic waste. Pleasant state sells bars that dissolve with water to create cleaning solution. Oh, and did we mention they’re certified B Corp and members of 1% for the Planet? Let’s get that that mirror to sparkle! 4. Ethical Brand Co Home Page of Ethical Brand Co After you’ve finished cleaning your house, you’ll probably need a little dusting off yourself. Ethical Brand Co is here to the rescue. It’s our one stop-shop for organic and ethically made Australian-made hair and skin products. Check out their Cinnamon & Patchouli Deep Treatment if you need to revive your hair after all those salty beach days. What Makes Ethical Brand Co Sustainable We love Ethical Brand Co for their certified cruelty-free body care products, all of which are manufactured in a Certified Organic Factory. Their Sunshine Coast-based factory is ISO 9001 accredited and solar-powered. 5. Surfmud Home Page of Surfmud If you live on The Sunny Coast, you may have a tube of sunscreen stashed in your purse, car, bathroom cabinet, or boat. Because it’s an unwritten rule to always have sunscreen handy on The Sunny Coast, grab a jar of Surfmud‘s Ocean Addicts SPF30 Sunscreen for your next beach day. What Makes Surfmud State Sustainable Surfmud’s packaging is 100% recyclable, landfill biodegradable, and is 35% post-consumer recycled (PCR). It’s reef-safe and made with ingredients you can pronounce. 6. OceanZen Home Page of Ocean Zen With all this talk of reef-safe sunscreen, we’re ready to dive into OceanZen’s collection of sustainable bikinis! OceanZen’s founder, Steph Gabriel, is on a mission to save the ocean, “one bikini at a time.” After spending many of her summer days diving in the Caribbean, she witnessed the negative effects of consumer waste on marine life. OceanZen was her solution to one of the world’s growing climate problems. What Makes OceanZen Sustainable OceanZen’s sustainable swimwear is made from repurposed fishing nets and plastic bottles found in the ocean. By doing so, this Sunshine Coast based business creates less consumer waste while removing pollution from the ocean. You won’t find any plastic in their packaging process because they ship their swimwear in reusable cotton drawstring bags. 7. Greenhalgh Pickard https://youtu.be/eaXkw5Zeb0Y Need legal and accounting advice for your sustainable Sunshine Coast business? Greenhalgh Pickard offers comprehensive professional services while operating as a fully carbon neutral business. They created a paperless firm initiative in 2005 and encourage their employees to bike, walk, or e-scooter to work. What Makes Greenhalgh Pickard Sustainable Greenhalgh Pickard has partnered with OneTrace to offset their carbon emissions by planting trees. With the help of OneTrace, they calculate their annual direct emissions, electricity, employee commute, purchased goods and services. This all adds up to determine the number of trees required to offset their environmental impact. They also fund conservation projects in Australia, Nepal, and Indonesia. 8. Aroma’s Noosa Home Page of Aromas Noosa Alright, let’s talk food! Eating local is a small but mighty way to say thank you to our planet. Thanks to Aroma’s Noosa you have the option to eat
Why Sustainability and CSR Initiatives Will Take Your Brand to the Next Level in 2024
In 2024, successful brands share a crucial trait: integrating sustainability and CSR into their core strategies. Beyond ethics, these initiatives enhance brand image, foster loyalty, attract investors and ensure long-term profitability.
What is Brand Identity? + 8 Branding elements famous brands use
Without a strong brand identity, even the best innovations can go unnoticed. A compelling brand identity embodies your business’s core values, shaping consumer perception and interaction and is why some big brands, like McDonald’s and BMW, dominate their industries.