Destroy Digital

So, you’ve got a great idea and you’re ready to go to market. The last thing you want is to for someone to come along and steal it. Protecting your intellectual property (IP) is simply just a part of doing good business. However, the flip-side of the picture is that by protecting your IP could mean a better return on your investment.

Here’re Gareth Benson’s,

In this epsiode, he will take you through five principles of IP commencing with:

1> Copyright – What is a copyright? How does it apply to you and what protections does it offer?

2> Trade Marks – The difference between copyright and trademarking. When is one more appropriate than the other?

3> Designs – Protect the look, shape, feel and ornamentation of a product. It can be critical to licensing and commercialising your product.

4> Patents (focusing on software) – Software patents are inherently hard to approve and tricky to implement. However, can be worth the effort if granted.

5> Contracting, terms and conditions and licensing – All the good stuff. Rounding out your legals.

Protecting your work, your ideas and your labour will ultimate mean a better return for your efforts. Don’t allow this to become a blind spot.

Learn more about Gareth. Gareth has helped some high profile businesses and organisations ensure that they have the right legal advice. He can do the same for you.

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It’s a gargantuan task to take on the processed food industy, change our food habits and lobby governments. Sugar By Half seeks to do just that and get Australians to reduce their sugar intake by…half. A good spoonful of community activation will help the message go down.

Here’re the facts.

We are consuming 22kg of added sugar each year. There is a direct link between sugary drink consumption and obesity, dental cavities and Type 2 diabetes.

1 in 3 Aussie kids will be overweight or obese by 2025. There are now 42 million obese children in developed countries between the ages of 0 and 5.

Half of Australia’s 12-year-olds have tooth decay in their adult teeth, and more than half of 6-year-olds have decay in their baby teeth.

Everyday, 280 Australians will be diagnosed with all types of diabetes. Adult-onset diabetes (Type 2 diabetes) is on the rise in children and young people.

Sobering stuff.

Sugar By Half wants to change this. They’re well on their way to creating the frameworks that will allow them to influence, lobby and challenge the status quo. They’re well poised to capitalise on the work already done by a raft of ‘anti-sugar’ campaigners and activists. The public is primed.

We all know sugar is bad. Now, how do we make meaningful change in our food supply industries to improve our health outcomes?

Making great content is one thing, but having the framework in place to put out good content on a regular basis allows you a platform to and the means to engage your audience and influencers.

What’s Your Swap? Challenge your supporters and audience to make an easy swap. Get celebrities behind your cause. Like the Weetbix campaigns that directly asks their audience ‘How many do you do?’

We can ask ‘How much did you swap?’ Upload it. Hashtag it.

Adding a simple Call to Action, such ‘Join this petition, to change ’ is a very powerful way to get your audiene to rally to your cause. Global activism groups like Avaaz do it really well.

Learn more about this great and worthwhile cause here – Sugar By Half .

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This episode comes with SCIENCE! And the science comes courtesy of Dr Togeir Aleti, digital marketing lecturer at RMIT. Today, he’s here to talk about his new research paper (he’s written quite a few) that looks at what sort of tweets get retweeted and why. So, if you’re looking to lift your twitter storytelling game, here’re are some tips all backed with real data. Imagine!

How do you get your audience to remember your content or even to get them to act upon it? Throw reams of factual data and facts at them in a steady, unyielding stream over the course of an afternoon. Yeah, do that if your goal is send your audience to sleep.

How many of us can rememeber bedtime stories as kids? I lived for storytime and it is no coincidence. Multiple studies have shown that we as human beings retain a d share information best via a story. And it is those emotional connections that we form with our storytellers that gives them cultural capital to have an ‘authority to speak’.

So according to Dr Aleti (he actually insists that we just call him Tor), there are a few factors that will make your 280 characters reach out across the interwebs and get someone to feel enough to want to retweet your tweet.

Narrative Transportation is one. Wrap your information in a ‘story shell’ and draw your audience in.

Emotional arousal is the other. Your tweet needs to elicit a strong emotional response. Negative or positive, it doesn’t matter. However, it seems that tweets with positive emotions tend to have a longer halflife.

Check out this list of the most retweeted tweets on Wikipedia. Note that the figures quoted are in ‘thousands’ with the top tweet looking at 3.5 million retweets (as of 5th Nov 2018).

In one sentence. Tell stories. Every tweet,  post, blog or pic should tell a story of some kind. And if that is giving you the sweats…hire an author/story-teller/writer to do it for you. Caveat: You’re gonna then have to let go and let them channel you and your brand.

What does he actually do? How many research papers has he really written? What does he think of craft beer? Does he really have a moustache? He sounds like he does…

The answers to these scintillating questions can be found on his website.

Go on. You know you’re curious to put a face behind the accent.

PS We’ve learned a lot just by being in the same room as him.

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Let me be Frank. This is the shizz. When you’re looking to create a brand and a voice, it doesn’t get better than Frank Body. Content marketing done well is how you make your brand stand out and grow – to the tune of $20 Million a year. More coffee please.

Frank Body started out with one product, a simple coffee body scrub. A little pouch of luxury. The perfect way to pamper yourself. A perfect storm of a great product and a great Instagram feed. A female product with a female customer base – and an awesome copy writing team. Frank always has something to say and his lines are written by women for women. Winning combo.

On the back of his slighty risque lines, Frank Body has leveraged their Instagram feed to grow their ecommerce revenue to $20 million in a year. The images are consistent and well curated. The voice cheeky and irreverant. And their influencer game is strong. A great bevy of healthy looking people plastered all over the feed. Very nicely done.

Frank could up their YouTube game. Right now their YouTube channel feels like an after thought. It hasn’t got the same energy as their Instagram and we have a feeling that they’re trying to replicate their Instagram formula on YouTube…however, that might not be the best way, as the two mediums are vastly different.

YouTube does well with longer form, serialised or themed content. This gets audiences subscribing in anticipation of more episodes. Also having a consistent publishing schedule is de rigueur. A definite must have.

Check out some video strategies here.

Check out Frank Body here and their Instagram here.

Obligatory Danger Five link – in case you’ve never heard of them.

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An overwhelming proportion of single parents are women. Statisically, single mothers also consistently earn less than the average median wage. Having an effective community mobilisation channel is a good place to start to help change that.

Ok. It’s not all about the money but as most of us know, raising children is an expensive business. And ideally, it is an endeavour that involves more than one parent. However, studies have shown that mothers are the ones that do the heavy lifting in single parent households. That’s 15% of all Australian households or one in seven.

In comes, the Council of Single Mothers and their Children (CSMC). They are a membership-based community organisation. Run by single mothers FOR single mothers, they have been championing members rights and lobbying government and policymakers since 1969.

They also provide a heap of resources for single mothers – navigating Centrelink (understanding the new childcare subsidy changes) and other government departments can be a nightmare. Also, there’s resources on housing, money management, community forums and even a section on small business.

“I loved the podcast! It’s so great to get you & Chris’ expertise. I will send it to my coms person… [&] have some solid ideas to integrate your advice.” Jenny Davidson, CEO, CSMC

CSMC have a strong charter and they do good work. It is said ‘Never get between a mother bear and her cub.’ It is a good saying. A mother will fight for her children. A group of mothers will fight for their community. The number of community movements and change organisations that were started by mothers who simply wanted to make the world a better place for their children is well documented.

And here is where digital channels have made it easier than ever before to do this. Don’t underestimate the humble Facebook Group or the simple WhatsApp group chat. These platforms give communities the power to diseminate information instantaneously and to organise effectively.

The old school email newsletter can also be updated to provide easy to access information and news. Embed a podcast or a video and the content of the newsletter is 100 times easier to get to. For example, you can make dinner, do the laundry and do the school drop-off – all while listening to a podcast.

Single mothers can join them here.

Potential donor? This is the link you want.

If you just want to find out more, then click here.

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It is almost an anachronism when we talk about the authenticity and hospitality offered at Clove Tree Hill Villas. Situated in East Selemadeg, Bali, its target audience isn’t really the holidaymaker that flocks to the likes of Kuta, Seminyak or even, Ubud.

Herein, lies the irony. Thanks to the mass over-commercialisation of tourism in Bali, visitors are often presented with a bastardised version of Balinese hospitality. And most can’t tell the difference.

Let’s face it, most of the other resorts don’t even hire Balinese. An overwhelming proportion of the workforce comes from Java or Sumatra. While there is nothing wrong with that in itself. It does mean that when holidaymakers think they are getting a Balinese holiday, they really aren’t.

This is mostly due to the fact that while the rest of Indonesia is happily Islamic, Bali is not. They are a predominately Hindu people. Their local customs and traditions are found nowhere else in Indonesia.

The holidaymakers who care about these things are exactly the visitors who would love and embrace the authenticity and the story that is behind Clove Tree Hill. The opportunity lost is from not being clear about what is on offer. It currently feels like Clove Tree Hill is trying to compete with all the other run-of-the-mill resorts that dot the island. When they really should just elevate themselves above the rest.

There is a point where one cannot be all things to all men (and women). We feel that they should make a stand and be very clear that they cater to the more discerning traveller. One that is looking for a deeper spiritual connection to the land and the people. Not just a tourist looking for a ‘Bali’ holiday.

So, make that UPD (Unique Point of Difference) front and centre. Be bold about the kind of holidaymaker the resort wants to attract. This alone will create a focus on the type of content that is put out. And it will make it easy for the target audience to find them.

“You have literally given us a marketing blueprint that is already connecting us with new guests that really get what we’re all about.” Eileen Breen, Clove Tree Hill

At Clove Tree Hill, you will find the expected infinity pool, outdoor showers, endless vistas and lush surroundings. However, as a venture between Dian, the traditional landowner and Eileen the business owner, you will also find a deep commitment to the land and the people. A truly sustainable enterprise that is eco-friendly and one that provides long-term economic opportunities for local people.

This unique setting is one that immediately inspires and rejuvenates. We can’t think of a better place to realign one’s thoughts, immerse in self-reflection or even to write one’s memoirs.

Have a look at the gorgeous Clove Tree Hill Villas here.

It is truly a hidden gem.

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How do you keep your little local retail store from being swallowed up by the big retail giants? Or worse, the ecommerce giants? Well, big retail in its current form is dead. And online giants don’t have the ability to put on a local face (or personality). And that’s the gap.

Located on Main Street in the leafy suburb of Greensborough in Victoria, Locality might seem like any other local suburban retail store that stocks the big brands. In this current climate, it also seems like a surefire way to lose money. However, these guys are killing it. How is it so and what can be improved?

The biggest takeaway here is that Locality is very engaged with their customer base. However, there is more to this game than just having a local presence and a friendly personality. It is in the way that Locality engages with their customers that keeps them coming back for more. The advice we would give to any local retail business is to make sure you have your happy customer engagement face on at all times. People consistently chose to shop at local retail stores for the great service and face-to-face engagement. Remember, they can always find cheaper prices elsewhere but great service (and a place where everybody knows your name) is impossibly rare.

Engage your customers and have them be a part of a wider community. For example, since skateboarding is a skill and skills can be taught, why not teach customers to pull off various tricks and moves. Or better still, get your regular customers to teach the new ones. Food for thought: How can this apply to your business?

When regular customers in your local community are learning, buying, upgrading kit from your store, it’s time to get that ecommerce store up and running. This is the store that NEVER closes and the storekeeper NEVER sleeps. That’s right. Send via your newsletter VIP exclusives, early bird specials and high-affinity content (inner-circle stuff), etc. And watch them lodge their orders without you having to lift a finger. It’s a win-win. Your customers get the latest, rarest stuff and you get to keep the cash flowing.

One good way to keep your customers coming back in is to offer a deal if they come in and pick up from the store. This way you save on packing materials, postage and handling. Win-win, again.

Check Locality out here.

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Last week, we heard from Darwin. This week, we head to the Barossa in South Australia and sink our teeth into Carême Pastry. An awesome, yummy, premium pastry that is made with real butter. Yes. Real buttery goodness. Like a good pastry ought to be. In the process, we also uncover what it means to have social media brand loyalty.

A year ago, Mark had the opportunity to speak to Claire and William Wood about taking their marketing to the next level. Carême Pastry has been around since 2005 and was building up a head of steam. Their product was spot on. Plus, they had a retail product that is available in supermarkets, which opens up a retail, brand-focused conversation.

One year on and boy, have they made some serious progress. They now have a vibrant and engaged social media following. And their brand is poised to really make serious inroads into the highly-competitive food service space.

Given how strong their social media engagement is, we are convinced that now is the time to ramp up the brand loyalty programs. Time to start getting customers and people who love the brand to go into cafés, bakeries and restaurants to ask for foods made with Carême. Incentivise food outlets to indicate which items are made with Carême. And then drive people into those places to try their yummy creations.

“Great podcast! Thanks so much, guys!” Carême Pastry

TASTY INTERMISSION – Pigs in blankets. Prosciutto and Pork Chipolatas wrapped in super flakey Sour Cream Shortcrust from Carême Pastry

Vimeo is a great platform. Its algorithms display video in a quality that YouTube can only dream of. But there’s a caveat here. Vimeo is great for filmmakers and visual creators, however for social content – YouTube is the platform of choice. It gives you access to an audience that Vimeo can never do.

So it’s over to YouTube for Carême, in our opinion.

Check out the rest of this yummy goodness on Carême Pastry’s website.

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Originally hailing from the Big Smoke (A.K.A. Sydney), Dante St. James has honed his offering to meet the specific needs of businesses in the Northern Territory. What has eventuated is the quintessential small business agency. Agile, consultative, personal and value-driven.

Australia is a vast continent, where accents change as you travel coast to coast, top to bottom. Business is also conducted differently. Most will put it down to factors such as population density, availability of infrastructure and the sheer distance between population centres. Doing business in Sydney, Melbourne, Perth, Brisbane, Adelaide might require a certain local flair. Darwin, however, is said to be a totally a different kettle of fish.

Some simple statistics, as far as digital use goes. The Northern Territory (NT) in a unique position with the vast majority connected to the NBN. This explains why paid digital marketing makes up 42% of digital marketing efforts. The physical distances might be vast but actual communication happens instantly.

The market is again different. Darwin businesses face unique challenges which include stagnant population growth, an economic recession for the last few years, high power and utility pricing. The saving grace of having a younger population profile (about 5 years younger than Aus average) and 17% of the population churns every year (6% average for Victoria), means that there are always opportunities for small business.

It is telling that the big chain retailers (Ikea, Myer, H&M, Zara, etc) are not represented, which again spells opportunity. Retail activity has shifted from city to suburbs, which is mostly due to online sales and home delivery. Also not helped by high markups and lack of competition in luxury goods.

“I’m a big fan of these guys from Melbourne…and it’s on my weekly ‘must listen’ list as they work at helping real-world people out with their digital marketing. Such a great concept.” Dante St. James, Clickstarter

This landscape is very conducive to the all-in-one, high-efficiency, full-service agency that offers the full suite of disciplines and media channels at highly competitive rates.

Clickstarter is one such agency. Helmed by Dante St. James, who drives a highly agile approach to strategy and execution. Clickstarter is as far removed from a bloated, over-priced big city agency as you could possibly be.

He is also well-known for a laid-back, relationship-based style of account servicing.

Which is smart. Very smart.

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If you have a business, you will have customers. If you have customers, you will need to market to them. Marketing costs money but if money is tight, then zero budget marketing techniques are a great way to get revenue coming in. Which can then be set aside to build a war-chest to re-invest in…your marketing.

There are possibly three scenarios where this is applicable. First is for startups where capital is tight. Second, legacy businesses that want to move into digital techniques and have yet to decide on budgetary requirements. And finally, established businesses that have blown their marketing budget for no real return.

For startups, the real trick here is to build up a head of steam. Initially, it will feel like a LOT of work. The key is to keep at it and you will find that it becomes easier and easier till it’s almost second nature.

For legacy businesses, zero budget marketing is useful for marketing staff to demonstrate new techniques to senior management. When runs on the board are achieved, what usually follows will be the establishment of a formal budget.

The last category, businesses that have blown their budgets on conventional main-stream media but haven’t made targets is a bit more tricky. This usually requires a flexible executive leadership team to not just identify, institute and implement opportunities but also to lead the charge.

Reaching out to influencers is also a good way to use your time, especially if you’re selling a product. Give out samples for review or a year’s worth of product as a prize for their followers.

Start making content. Be it a blog, newsletter, online publication, podcast, video channel. Anything that your customers want to read, see or listen to. Even better, create a culture that encourages your customers to create content for other customers (user-generated content).

Listen to our episode that talks about that.

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