What to do, what to do

This post was written by chief boss-lady and littleBIG founder Sally Harley.

I thought it might be interesting to share some insight into how we consider and respond to enquiries. Often a client will have an idea of what they think they need to solve their marketing challenge and they’re looking for validation that they’re on the right track and/or direction on what’s the best course of action. And help doing it (if not the doing of it!), of course. This is fictional scenario although inspired by a recent enquiry.

Client

Challenge: move summer fashion stock which is high quality and not off-trend but not super on-trend. The brand presence is not there and our competitors have it over us in that sense. We need to move it in the next couple of months before the weather cools too much. Sales are flowing but they definitely need a bump.

Resources: I’ve got basic product pics for the website but nothing on models. I’ve got a small but hard-working, passionate and resourceful team including our in-house graphic designer who makes whatever brand assets we do have look the goods. We know when people feel our product and try it on they’re impressed by the quality and see real value in it. We’ve got lots of social media followers but making them into customers is a constant challenge.

Budget: the boss says I have $10-15K to play with but we have to see some sales traction. Awareness isn’t the main game here.

I know – PR. It’s cost effective and credible. Let’s get these goods on some key influencers and onto some great fashion pages and the stock will move. Isn’t littleBIG great at that?! *contacts littleBIG*

littleBIG

Great idea in theory, but…

PR works when:

  • your product is fresh, unique, speaks to current trends, and/or has a unique story
  • you have fantastic, editorial-style images, of a high enough quality that your target media would have shot them that way themselves – then they’ll be keen to pop them on their pages. Precious few media outlets have the budget to shoot all their own content now so great flat-lay and in-situ shots are essential. You’re going to need at least $5K for a shoot which covers these bases.
  • you’re after brand and/or product awareness – yes there are many times a piece will sell out or very well when it appears in the media or on an influencer but more often than not these editorial mentions have a layer-upon-layer effect where the audience gradually becomes more and more aware of your brand and products, increasing the likelihood of conversion when they hit your store

So, not the ideal fit given the challenge at hand. Instead, we’re more likely to suggest you…

POP-UP with a low cost sales/promo activation. Do something eye-catching which speaks to your brand essence so you’re attracting the right target audience and building that awareness while you drive a strong sales message. So bundle tee’s / add a strong GWP /offer a discount after the first $100 spent… and always, always offer a significant discount for newsletter sign up. Make it cost effective for your new, fresh customer to buy into your brand… literally. This might be setting up a unique selfie station in a high-traffic area of a shopping precinct where your target market shops with a strong call-to-action to get participants in-store if your bricks & mortar is near by. If you’re online nab enough space and gear yourself up to sell stock.

If you’ve been smart and lean about the pop-up you’ll have some $ to spare to engage some relevant INFLUENCERS to post from the pop-up early in the activation. Offer them a commission on any sales where the customer mentions their name, tied to a GWP for the customer which they’ll promote.

And keep some budget for SOCIAL ADS. Leverage the great audience you do have with smart, targeted ads which echo the offline sales/promo activity you have happening. Target them geographically and demographically so you’re likely to put social ads in front of users who may also see your pop-up and your influencer support. Use Facebook Pixel and Business Manager to optimise your campaigns for conversion. Be diligent, test and tweak, optimise what works and move that stock.

 

So, the moral of the story is ask for insight and be open-minded about how you tackle marketing challenges. There are so many options available to us as marketers nowadays and choosing the right approach can be daunting but question those in the know and be extra careful with that marketing dollar when it’s minimal and there is a pointy objective. Frankly, in this scenario it’s unlikely there’s much room in the budget for littleBIG fees but we’re happy to give simple advice you may not use us to implement, if it means you’re closer to reaching your objective. You’ll call us back when the time is right, won’t you?

 

The changing Australian media landscape

This post was written by Stephanie Ridley, a littleBIG account director with extensive experience in generating earned exposure for everything from car shows to chunky sneakers. 

For those who work in the PR industry, it’s no secret that the media landscape has changed dramatically over the last 10 years – with the rise of Instagram celebrities, digital media and blogs, and the ‘slimming down’ of many traditional media outlets. But how does this change affect the PR industry and how can we best use every aspect of today’s media to reach our target audiences?

How are we consuming media?

Gone are the days where we simply rely on newspapers, TV and radio for our news fix. Today we are spoilt for choice with media options – with plenty of them conveniently in our pockets. Thanks to the increased technology on our phones, we are consuming media quicker and more efficiently than ever. Rather than sitting down to the paper in the morning (although, many of us still love this luxury!), we are turning to digital media, such as news websites and apps, eDMs, blogs and of course, social media.

Indeed, there is arguably more content than ever to be consumed, with brands, bloggers, celebrities, influencers and media creating content to be browsed.

The rise of influencers and bloggers

With the increasing demand for social media comes more influencers and bloggers than ever using this tool to their advantage. Many brands are capitalising on influencers, bloggers and social media to propel their key messages to their audience, as it continues to be an extremely cost effective medium to cut through.

For many brands, it has never been more important than now to have a presence on social media. In fact, everyone from TV personalities, bloggers and stylists, to traditional media outlets, such as glossy fashion magazines, are building their social presence.

Traditional media in particular are using social media as a great tool to make their content work even harder for them – reaching even further than if the content was just to appear in print.

The staying power of traditional media

While digital media and social media are certainly having a big moment, let’s not forget that traditional media – such as print, TV and radio – are still key to many successful PR campaigns.

We still place so much importance on placement in major metropolitan newspapers, such as the Daily Telegraph, Herald Sun, The Courier Mail, etc. Likewise, we consider securing coverage on the evening news or morning shows, such as Sunrise, as a massive win to be celebrated! Why? As an example, the total reach of the Herald Sun’s print paper is 2.3M monthly, heraldsun.com.au also 2.3M monthly. Don’t throw the dishes out with the dishwater just yet!

As much as we love seeing our fashion clients’ products on fashion bloggers, celebrities and influencers, we champion them to our contacts at the glossy magazines, as inclusion in Vogue or ELLE is still very much coveted and adds a credibility factor most digital outlets just can’t affect.

Our take?

There isn’t a one-size-fits-all media approach for every brand or client. That’s where we come in. Depending on the brief, target audience and objectives, we will tailor our media strategy accordingly. While one client may suit a social media, digital or influencer-only strategy, others may suit more of a traditional media approach – but often elements of both traditional and new media come into play. It’s all about recognising what will best cut through and resonate with your audience to secure your goal outcomes.

A beginner’s guide to social media advertising

This post was written by one of littleBIG’s super-smart social team, Maddie Kellaway. What would we do without her?! 

It’s no secret that social media is absolutely flooded with content. Recent content statistics showed that 3.2 billion images are shared across social platforms each day.

Let’s kick off with the bad news… getting noticed on social media is no easy feat.

If you’re a small business looking to gain some traction on social media, you’re one of about 60 million other small businesses with Facebook pages (talk about a competitive market).

There is good news, though. Only 4 million of those businesses are actually utilising Facebook advertising to make the most of this online platform.

But, of those 4 million businesses, how many are using social advertising effectively?

When used correctly, social media advertising can accelerate your business’s pace of growth and generate sales leads by helping to connect with customers.

Without the help of social media specialists, it can be difficult to wrap your head around the foreign land that is Ads Manager.

Here’s a few handy hints to get your started on your social media advertising journey.

 

Before you get stuck into creating your ads, it’s important to consider what you’d like to achieve.

Why? Because there are several different types of social advertising campaigns, each designed to accomplish specific objectives. While it would be convenient, social ads aren’t exactly a ‘one size fits all’ scenario.

In reality, there are 11 specific objectives and campaign types to choose from. Here’s a few examples of how to work out which campaign category is right for you:

If you answered, “more page likes, please”, then you need a Likes Acquisition campaign.

If more likes, comments and shares is what you’re after, then an Engagement campaign is for you.

If you’ve got a message that you just want to get out there, then opt for an Awareness or Reach campaign.

Or, if you’re keen to direct your social media friends to your website, then what you need is a Traffic campaign.

Thankfully, Facebook makes life a little bit easier through their Guided Creation.

 

Once you’ve got your campaign set up, it’s time to start thinking about creating great content.

So, what makes the best content for social media advertising? Here are my top tips:

  • If you’re using static imagery, make sure it’s high quality.
  • Be sure to include video content somewhere in the mix – these are always our best performers.
  • Incorporate strong calls to action. E.G. “Follow us to stay up-to-date with the latest from the Rutherglen wine region”.
  • Mix things up! Use a variety of images, video, carousels and slideshows within each ad set. Don’t forget to change up your copy, too!
  • Speaking of copy, keep it short and sweet.

 

Optimise, optimise, optimise.

Ideally, once you’re all up and running, you’ll have a selection of ads within each ad set which battle it out against each other to get the best results.

While it may sound a bit bizarre to have your ads fighting against each other, this actually helps you make the most out of your budget. The better the ad result, the cheaper the cost per result.

Optimise your ads regularly by turning off ads that aren’t doing well and refreshing your ad set with new content.

 

What NOT to do.

While there’s certainly a time and place for boosting individual posts on Facebook and Instagram, doing this regularly won’t help you get the most bang for your buck. Rather than investing $100 in each post for big results, create a campaign with a $100 budget, and ‘boost’ 5 ads for the same price.

It all sounds a bit confusing, doesn’t it? If you’d like to know more, give us a buzz and chat to one of our specialists.

 

3 free Google tools every business should be using

Our web legend, Michael Urquhart, shares awesome webby tips with the office on a regular basis which never fail to amaze and help us littleBIGers. We thought you, wider world, might find them super handy too so here are a few easy little Google tips he’s written up for you. Thanks Mike!

1. Google My Business

As the name suggests Google My Business is where you can modify the information that Google knows about your business.  This information is most often viewed in the rich snippets shown in the top right of searches and in Google maps.  If you have a physical location this is especially important as this is where you can update the details like location and opening times.  You can add your business if Google does not know about it or claim an existing listing.  Your business may already be listed, even if you did not add it, as the general public, or Google themselves, may have added it.   You will need to verify that you own business which normally entails an automated phone call or a physically posted postcard.

2. Google Analytics

Google Analytics is a free website statistics tool.  You can drill down and find out a bunch of information about who visits your site.  Information like how many visits, the most visited pages, how long people stay, what country they come from and the list goes on.  To be honest it can be a little overwhelming when you first delve in but once you pick up the basics it will become an invaluable tool. Once you add your site you will just need to add a code snippet to every page of your site or there are many website plugins that will do the same.

3. Google Seach Console

Google Search Console (previously Google Webmaster Tools) is something any good web developer knows about but can also be very useful for any website owner.  It details the more technical aspects of how the Google search engine sees your site.  Things like how many of your site pages are in the Google search index.  Once registered you may also receive notifications if there are issues with your site.  You again will have to verify that you own or control the website normally by uploading a file to your site.

Events 101

Events are a legitimate extension of a brand. They are an experiential and visual representation of
your business. So how do you make sure that you stage a quality event that delivers tangible results?

Firstly, let’s get things straight and shake off the outdated stereotype that the world of public
relations is all parties, Champagne and schmoozing. Events can be a very powerful tool in PR and
marketing campaigns and should be planned strategically with specific objectives.

Here are littleBIG’s six tips for event success:
1. Set your event objectives. Are you launching a new product or service? Opening a new restaurant?
Announcing a partnership? Or, celebrating the kick-off of a Festival or event series? Whatever your
‘news’ is, at the very beginning, set your sights on what you’d like the event to achieve, whether it’s
‘x’ volume of media coverage, ‘x’ increase in ticket sales, or ‘x’ increase in social media engagement,
for example.
2. Plan, plan, plan. Plan well in advance. It seems simple really, but the more time you allow to
research the event concept, the more options you’ll have to secure a perfect venue and partner with
like-minded suppliers. If you’re hosting media at the event, be prepared to send invitations between
four and six weeks out.
3. Get the right people there. It’s all very well having a venue or activation that looks the part, but if the
right people aren’t there then the outcomes could be lost. Research your target media list
thoroughly, or if it’s a public event, make sure you know the audience profile you’d like to attend.
4. Make it memorable. Make sure the personality and the qualities of your business shine from the
moment people walk through the door. From the venue and choice of entertainment, to the food,
drinks and styling, choose elements that complement your brand and contribute to the story you’re
trying to share.
5. Capture content. Events can produce extremely valuable content that can be amplified through your
social channels in both real-time and post-event. Broadcast event highlights via socials, book a
photographer to capture the event, and if budget allows, a videographer. Create a bold entrance or
backdrop (and not just a branded media wall) that guests simply won’t be able to resist for a quick
selfie!
6. Track the outcomes. After the relief of running a successful event, don’t forget to review the results.
Who actually attended on the day? What media coverage was a direct result of the event? Did you
attract more social media followers/engagement? And how did it impact your business? e.g. Did you
experience an increase in sales or enquiries?

Images below from the Moments Condoms launch at The Dolphin Hotel in Surry Hills, Sydney

Palettes & patterns inspired by the 80’s & 90’s

From pretty pastels to electric hues, colour schemes from the 80’s and 90’s have been gaining serious fabulous-ness once again. Expect to see the abstract and geometric patterns inspired by the era move from the fringes into the mainstream as well.

As children of the 80’s and 90’s become more prominent and influential as both brand leaders and key target audiences, this trend can add visual excitement as well as a touch of retro-chic to your brand.

 

 

 

 

 

 

 

 

 

 

 

Six Instagram design pages for #inspo

In today’s technology-driven society, social media is a powerful platform for communicating your ideas and designs. Instagram is one of the most popular social media networks across the world. Many of us look to Instagram for inspo, whether it’s design-related, fitness, lifestyle, fashion, recipe ideas, health or home decorating – there are no shortage of Instagram accounts to peak your creative interests.

Many designers choose Instagram to showcase their work; amongst all the clutter and #fitspo pages here are some of our favourite designers and artists on Instagram.

 

Steven Harrington – An L.A. based artist and designer who brings a fresh cartoon-style to his viewers.

(@s_harrington)

 

Cryril Vouilloz – Shows off an enticing range of strong typographical artwork, with a bio that reads “Fighting against boredom… one drawing at a time”.

(@rylsee)

 

Erik Marinovich – A lettering artist working out of San Francisco, California.

(@erikmarinovich)

 

Leta Sobierajski – An experienced Graphic Designer and Art Director whose bright colour pallet will bring a spark to your feed.

(@letasobierajski)

 

Hey – Hey studio is not a page showcasing a single graphic designer’s work, rather it is the account of a studio based in Barcelona. Hey showcases an eye-popping contemporary style that will keep your creative ideas flowing.

(@heystudio)

 

Jessica Walsh – Jessica’s page hosts a combination of her own work and others. With a wide variety of works including photography, digital design and animation, it’s sure to brighten up your week.

(@jessicavwalsh)

 

So be sure to unfollow that D grade celebrity and add a few beautiful Instagram pages to your pocket.

 

This design inspo post was brought to you by littleBIG studio designer and young gun Joel Langford.

6 ways to ‘own’ your return to work

It’s that time of year when we say goodbye to holidays and hello to a new working year! Here’s our guide on how to shake off the holiday blues and ‘own’ your return to work.

  1. But first, coffee. Need we say more? This instant energy boost not only tastes delicious, but research shows that drinking coffee boasts a list of health benefits that will keep you strong and healthy all year long.
  2. Read, read and read some more. Get up to date with the hottest trends of 2018 by reading your way through every blog, Instagram feed, magazine and newspaper to ensure you’re filled with fresh pitching ammunition.
  3. #GoalDigger: It’s time to get serious, revisit previous goals and set daily, weekly and monthly goals so you can ensure you’re on the right path from day one.
  4. New year, new stationery. What’s more motivating than starting the year with a fresh selection of clean, untouched workbooks.  Not only do you begin the year with a clean slate, it’s the perfect way to get organised and plan for what lies ahead.
  5. Music therapy. Studies show that a killer playlist can play a major role in enhancing your mood. It has even been known to boost happiness and reduce anxiety.  There’s nothing like a ‘pop hits playlist of 2012’ to get you pumped for a big week ahead.
  6. Drop a line. Spend your first week back re-establishing contact with your beloved media contacts. Who doesn’t love a cheerful “HNY!” email first day back?!

We’d love to hear your top tips for smashing the first week back at work. Good playlist suggestions are especially welcome!

Best of 2017

And just like that, another year is done and dusted! What an incredible year 2017 has been in littleBIG land. We’ve loved working with our clients to achieve some huge goals, and celebrated some wonderful milestones, including our very own 10-year anniversary (congratulations Sal and Rich!).

We’ve had so much fun working with old and new clients on clever campaigns, hosted some fab events and launched some awesome new products, whilst introducing a bunch of new faces to our ever-growing family (including baby Bennett).

We’re grateful to all the amazing people we are lucky enough to work with to make the magic happen and thank you for your support.

From everyone at littleBIG we’d like to wish you a very merry (and over-indulgent) Christmas and a happy New Year.

As we close out this year, we reflect on some of our favourite moments of 2017:

Getting Social
Yes, we’re a social bunch here at littleBIG but this year we’ve gone next level – and I’m talking about social media. Social media is an integral part of any marketing strategy and this year we’ve focused on growing our social expertise in this ever-evolving channel to ensure we can provide our clients with compelling content and maximum ROI. We’ve implemented new processes and are proud to see the value this is delivering across our 13 (!) social media clients. We’re also continuing to build our strengths in the world of influencer marketing; seeing consumers rush to Big W to get their hands on the super fun Creativity for Kids Australia craft kits. The successful seeding campaign saw the likes of Pixie & Hunter Curtis share their craft creations and the brand’s followers grow overnight.

Creating Content

A key challenge in this social age is keeping your audience engaged with good content (without spending a fortune). We’ve had a ball working with some brilliant partners to create an epic amount of content (over 75 videos!) with stills and video shoots for POL, Australian Blueberry Growers Association, Workwear Group, Moments, Preston Market and more.

Building Brands

One of the key strengths of our team (if we do say so ourselves) is our ability to act as a one-stop-shop or outsourced marketing partner. We’ve loved being able create brands from strategy to implementation across all channels for amazing partners like Winemakers of Rutherglen and Australian Blueberry Growers Association. One of our highlights of the year was creating a condom brand. It’s been thrilling to develop a strategy to build Australia’s first condom brand aimed at empowering and supporting women; and then to execute all elements from packaging to website, to PR.

Sharing Fashion

We have our own style icon in the office (YASSSSS JP!) but we are also privileged to work with some of the greats in Australian fashion. This year we’ve had the pleasure of seeing one of our very own clients, Hoodedwept debut at Paris Fashion Week; showcased the brilliance of Felicity Cooney’s sophomore summer collection; supported amazing new start-up Closet Raid with their socials; helped get Daniel Wellington on the wrists of some of Australia’s leading fashionistas (including, yep JP); worked with some of Australia’s most high powered influencers and fashion media legends to show of Skechers’ awesome styles; and executed a high end editorial series of catalogues featuring over 400 products for the Workwear Group. We’re also super excited to be working on an Australian first for Dr. Martens… hush hush, but stay tuned in early 2018…

Celebrating with events, good food and good wine.

It’s no secret that the littleBIG team loves a good event and is crazy for good food and wine. Lucky for us, that’s our job and this year we’ve been celebrating up a storm with Moments’ fabulous launch event; Skechers store openings, influencer events and the big 25th Birthday; a huge 70th birthday party for Australian icon Wizz Fizz at Holey Moley, plus behind the scenes tours for the likes of the Today Show, Channel 7 and The Age; the biggest year yet, cracking 1 million visitors for the iconic Queen Vic Night Markets; and the transformation of a Melbourne laneway to a 3 day pop up cellar door event “Rutherglen in the City”, bringing all the magic of the Winemakers of Rutherglen to the Melbourne.

Growing our littleBIG family

On a littleBIG note, we’ve gained some incredible new team members (most notably Bennett William Harley) and celebrated 10 fabulous years.

Thanks again to all for your contribution, and we look forward to more amazing things in 2018.

littleBIG guide to influencer seeding

I’m sure we can all appreciate the power of social media in the 21st century. When it comes to public relations and marketing, the likes of Instagram, Facebook and YouTube (among other platforms) play a massive role in brand awareness and can even translate to sales. The statistics speak for themselves – 71% of us are more likely to make a purchase based on a social media reference.

While it’s important for brands to have their own presence on social media, a great way to gain even more exposure is to get products into the hands of social media influencers.

Over the last few years social media influencing has become a booming, multi-billion-dollar industry. This year alone, a Medikix study estimates that total spend on Instagram influencers has exceeded $1 billion. This amount is expected to double by 2019, so, if you think you have what it takes to influence the masses, now might be a pretty great time to jump on the influencer band-wagon.

Here in littleBIG land we’ve been busy bees working on our latest influencer seeding campaign for Creativity for Kids Australia (CFK).

Based on our experiences, here’s our top seeding tips to make the most of an influencer seeding campaign:

Know who you’re trying to reach

Influencers have the potential to tap into enormous audiences – 800 million monthly active users on Instagram, 2 billion on Facebook, and 1 billion on YouTube. However, when engaging with influencers it’s important to keep in mind who you’re trying to reach, and to select relevant influencers who speak to that audience.

In preparation for our CFK influencer seeding campaign we hand-picked 50 high-reach influencers with strong audience engagement across both parenting and craft, with the hopes of reaching parents with purchasing power, and kids (young and old) with an interest in getting creative.

Choose the right items to accompany your product

Pack your seeding boxes full of goodies to heighten your chances of gaining exposure across influencer channels (remember, if you’re using a contra approach the recipient isn’t obligated to post).

When selecting additional products to send, think about the influencer’s experience upon opening the package. Consider: What do you want them to do, think, or feel? What do you want their social post to look like?

Use a personalised approach

When it comes to gifting it really is the thought that counts. Know who your influencers are and tailor each gift to the individual recipient. In our approach for CFK, we read up on our influencers to ensure that we selected the right craft kit for their child in terms of age and gender. A personalised note is always a nice touch, too!

Stay tuned for updates on the outcomes of our Creativity for Kids Australia influencer seeding approach!