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!
2024 Marketing Trends for Sunshine Coast Tourism Businesses
Tourism on the Sunshine Coast continues to grow and we haven’t even hit summer yet! With Queensland Tourism and Events reporting 4.5 million overnight visitors on the Sunshine Coast for the year ending March 2024, it’s safe to say the industry is growing. If you own a hospitality or tourism business on the Sunshine Coast, you may be wondering how you capture a piece of the $4.2 billion that tourists are spending here. The trick? Know how to market to them. If you do any type of marketing for your Sunny Coast tourism or hospitality business, you’ll want to know what tourists are searching for in 2024. In this post, we’ve gathered the latest research to inspire you with practical ways to apply these marketing trends to your local tourism business. Keep reading for 7 must-know, tourism and hospitality trends in 2024! 1. Sleep Tourism Sleep tourism is a growing trend amongst Australians who are sleep-deprived and ready to switch off. When you see that it’s an industry worth $US690 billion worldwide, you’ll want to rub the sleep out of your eyes and get cracking on this trend. Travelers are tired; which is why sleep tourism is an escalating trend across Australia that more Australian hotels are waking up to. In an effort to capture these sleep-deprived visitors, hotels are starting to offer sleep classes, butlers, yoga and meditation classes to guests. It’s no wonder Shopify reported a 237.5% rise in Australians buying sleep machines. market your sunshine coast accommodations as a sleep haven The Sunshine Coast’s coastal environment naturally caters to the sleep trend because of its proximity to the beach. We see restaurants and entertainment venues close relatively early compared to Brisbane, Sydney or Melbourne. This is likely because so many locals dip into sleep early so they can jump into the ocean before going to work. For example, if you’re an Airbnb host on the Sunshine Coast, you can highlight features of your accommodation that will help guests maximise their sleep cycle. In your listing, you could highlight details like: Remote location or quiet environment that caters to uninterrupted sleep White noise machine Aircon or fan for a cool, comfortable sleeping environment Room darkening shades or curtains Complimentary earplugs Calming touches or amenities like a bathtub, diffuser, blue light blocking glasses, massage gun, or meditation space Good marketing is about understanding what your audience needs. By catering to the sleep-deprived, you’ll stay on top of this trend. 2. Stay-Cays Are In More Australians are cutting back on lavish trips to Europe in favour of the humble Stay-Cay. NAB reports, “one in four Australians said they were likely to reduce spend on travel in the next 12 months, both internationally and domestic.” A staycation (“stay” + “vacation”) allows people a low-cost, convenient and time-efficient way of taking a break from the grind. This is part of the reason why local caravan parks on The Sunshine Coast are booming more than ever. Now that Australians are prioritising their savings accounts over international travel, consider marketing strategies that attract Queenslanders. Offer a staycation experience on the Sunshine Coast Staycationers are typically busy professionals or families looking for a seamless getaway experience. To make it easier for them, partner with another Sunshine Coast business to create a custom getaway package. Consider who you want to target with the experience and go from there. If you offer overnight guest accommodations, here’s a few collab ideas you could use market to busy families looking for a staycation experience: Collaborate with a local surf shop to offer complimentary surf lessons to guests. Offer guests a list of family-friendly restaurants in your local area. Highlight places like Terella brewing or The Local Parklakes where there’s plenty of open space for both kids and adults to enjoy themselves. Collaborate with a local café to offer a free beverage to guests. Babycinos included. Offer discounted tickets to attractions like the Australia Zoo, Sea Life, or The Ginger Factory. Don’t forget the pups! Team up with a local groomer or dog day care centre like Doggie Adventure Playhouse to pamper guests’ pets. 3. Sustainable Travel Options If you still think “sustainability” is a buzz word in 2024, it’s time to seriously reconsider your marketing strategy. The World Economic Forum reports: “In the 2023 Sustainable Travel Report, which collected responses from over 33,000 travellers around the world, Booking.com found that a vast majority of those who travel are looking to do so in a more sustainable manner. Around 76% of respondents want to travel sustainably over the next 12 months.” We’re seeing prominent tourism companies like Accor Queensland hotels get certified by EcoTourism Australia. This certification from EcoTourism allows them to get recognised for their sustainable initiatives and practices. More locally, the Caloundra City Centre Motel reopened as the Motel Caloundra, Sunshine Coast’s first net-zero energy hotel. We’ve also seen popular Sunshine Coast tourist destinations like Mooloolaba’s Sea Life, get recognised as a Sustainable Tourism Accredited Business. Plus, there’s more sustainable businesses popping up on the Sunshine Coast for tourists to indulge in. Places like the Sunshine Coast Vintage Market in Mooloolaba, Thrifter, QCamel, Aromas Noosa, and Kondalilla Restaurant. If you own a sustainable Sunshine Coast tourism business or venue, read below for marketing tips to promote your eco-friendly offerings. sustainable marketing ideas Offer discounts to travellers who use public transportation, opt for carbon offset flights Run a #TravelGreen or #EcoTourism campaign where travellers share photos and stories about how they travelled sustainably with your company Offer a discount on beverages for customers who bring reusable bottles/coffee cups Host a local beach clean-up or tree-planting and market it as part of your business’s sustainable initiatives Write blog posts about sustainable travel tips 4. TikTok Is the New Travel Guide If you don’t have marketing specialists promoting your tourism business on TikTok, you’re missing out on an entire audience. Student Universe, the world’s largest student and youth travel agency, released a report in 2024 based on a survey of 4,000
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
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.