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ISSUE 14 - AUTUMN 2024
Your Club & Hospitality Magazine
Fresh marketing solutions for your venue Balancing AI content with YOUR brand! New year website revamp …and our top tips on securing your social accounts >>>
www.axisiq.com.au
Message from Happy New Year! We hope you’ve had a great start to 2024!
Alice
There’s been quite a bit of chatter and fear around the rising cost of living and impacts on discretionary spend. It’s a time to look at where savings can be made across the business but be aware that knee-jerk decisions made to reduce marketing expenditure, historically speaking, is a counterproductive move. I read this in Harvard Business Review recently and it resonated: “During recessions it's more important than ever to remember that loyal customers are the primary, enduring source of cash flow and organic growth. Marketing isn't optional—it's a “good cost,” essential to bringing in revenues from these key customers and others.” If you have a database, you have access to those people who will keep the cash flowing! Most venues could be doing more to nurture their existing customer base. It’s time to take a look at what you’re doing in your venue and employ some clever tactics.
Inside this issue 3
SMART MARKETING USING AI Understanding this new tool
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SECURING YOUR SOCIALS Don't let the scammers attack your accounts
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NEW YEAR MARKETING SOLUTIONS A summary of how we can support you
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SOCIAL MEDIA CALENDAR Some handy dates to make your marketing fun
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As always, our experienced team is here to support you in kicking goals with your marketing needs! Happy reading…
. and beyond
Alice Williams | Sales & Marketing/Director, Axis IQ
BEHIND THE SPIN
WEBSITE CASE STUDY A look at The Manly Club's new site
Designed in house by our amazing team! The Chief Peter Williams ˚ Sales + Marketing/ Director Alice Williams Production & Creative Marketing Specialist Emma Sutton ˚ Production Assistant Liana D’Orio Production Administrator + Accounts Kisane Gray ˚ Social Media Assistant Skye O’Leary Client Services Officer Leeanne Fawle ˚ Production & Client Marketing Services Assistant Kylie Castor
Unit 7, 84-90 Industrial Drive, Coffs Harbour 2450 | 02-6652 6652 | axisiq.com.au | hello@axisiq.com.au 2
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PROMO MERCH SPOTLIGHT Check out some of our recent client work
THE SPIN – AUTUMN 2024
Axis IQ partners with
PROUD SPONSORS OF CLUBSNSW SINCE 2015
Is AI a‘smart’ marketing tool? The “buzz” around AI in the marketing world has been reaching high levels globally! While tools such as ChatGPT are handy to use for content creation, there are some potential pitfalls to watch out for, especially when it comes to your brand. First off, unedited AI-generated posts lack that human touch and authenticity that your audience loves. People like to engage with real folks, and it's the personal connection that fosters a sense of community and trust. When you overdo AI content, it can make your brand seem less relatable. For example, the overuse of emojis can affect the reader experience to the point the message is actually lost in little icons of expressions, party hats, and occasionally unrecognisable symbols! Plus, there's the risk of the AI going off-brand, or worse, posting something inappropriate. This has the potential to lead to a PR nightmare and damage your brand image. So, it's vital to strike a balance to maintain your brand's authenticity and consistency.
Social platforms now have AI detection technology integrated which means that AI-generated content has the potential to be flagged and the algorithm will punish your posts with poor delivery! In a nutshell, AI-generated content can be a handy tool, but it shouldn't replace the human side of your social media strategy. It's all about finding that sweet spot where technology makes your life easier, but doesn't compromise your brand's personal touch and authenticity.
Email & SMS marketing is thriving —
GET ON BOARD!
Get into the hands of your customers through dynamic, targeted communications with Axis IQ partner, Talkbox by Impact Data: • Easy to use drag and drop editor with premade templates • Directly linked to your database so your data is always up to date • Measurable reports • Rewards and vouchers • Monthly email/SMS marketing service available
Get in touch with our team to sign up today: hello@axisiq.com.au
SPIN READER OFFER:
Sign up to a new Talkbox account via Axis IQ and mention this mag to receive a FREE $150 voucher to spend on branded merchandise! (Conditions apply). www.axisiq.com.au – THE SPIN
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Axis IQ promo…
New year, new marketing
Solutions
With the silly season in the rearview mirror, it’s time to put your 2024 marketing plan to work. You may or may not know the full extent of what we do for our clients here at Axis IQ. Supporting our clients kick butt with their marketing needs has been something we’ve been proud to deliver for the past 27 years (yep, it’s our 27th birthday this April!). Here’s a reminder of what our clever team gets up to when we’re working on marketing solutions tailored specifically to your Club’s needs! GRAPHIC DESIGN We create designs with your target market in mind, ensuring you deliver the perfect marketing message every time.
Brand development and logo design Magazines, flyers, brochures Corporate identity Promotional collateral Digital graphics – in-house screens, social media, web and email Visual impact collateral Reports Direct mail Signage
PRINT We offer the highest standard of digital and offset printing, and will guide and manage any print project to suit your needs.
Magazines, flyers, catalogues Reports, staff manuals Menus Corporate stationery, business cards Presentation folders, notepads Calendars, tent cards, stickers Invoice and receipt books, custom NCR books Magnets, scratchies Carbonless books Entry forms, feedback forms … the list goes on!
your complete marketing services specialist… 4
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THE SPIN – AUTUMN 2024
VISUAL IMPACT Our larger than life displays will bring your promotions to life in and outside your venue.
Floor, wall and window decals (stickers) for indoors and outdoors Standee cut-outs and POS displays Pull up banners Posters – all sizes for indoors and outdoors Lightbox prints Fabric displays and media walls Corflute and aluminium composite signs Vinyl outdoor signs and marquees Gaming room signage and reserved signs Fence mesh and outdoor banners Flags A-Frames and signage hardware
DIGITAL SOLUTIONS Our digital solutions will help reach your audience, drive foot traffic, and increase average spend per head. From designing a website that converts, to email and digital systems, SMS or social media strategy.
Intelligent, automated email and SMS communications Fully integrated marketing solutions connected with your membership and POS software Wifi database building solutions Design and development of fully responsive websites that look stunning across all devices, created with User Experience (UX) in mind Content writing and graphic design for web and social media Ongoing management and monthly updates Social media strategy, posting and ad management Member surveys
PROMOTIONAL
HOSPITALITY PRODUCTS
Our wearable, branded products present significant opportunities to create brand awareness for your venue.
With over 20 years’ experience working in and servicing the hospitality industry we understand our client’s unique needs.
Promotional t-shirts Tote bags, drawstring bags, eco-friendly bags, branded ham bags Coasters, stubby holders Keyrings, bottle openers Branded water bottles Caps, key rings, coffee cups, pens Complete promotional kit services Printed balloons and badges
Plastic membership cards Gift cards Gaming room signage and reserved signs Temporary and guest of a member sign-in sets and stands Hospitality web development and email marketing Staff manuals and annual reports Poker machine payout books Birthday vouchers Menus Newsletters
MAILING Mail is still an extremely effective marketing tool, particularly when personalised and targeted. It cuts through the noise of the digital world and makes it to the kitchen table for later reference. Our mailing services provide maximum impact and have the power to convert.
Membership renewal, AGM and full variable data mailing Loyalty program and ‘surprise and delight’ services Monthly birthday mailing Impact mail – dynamic, die-cut shapes to stand out and WOW! Unaddressed mail Like what you see? Get in touch with our team today hello@axisiq.com.au or call 02 6652 6652
ARD PRINTERS AND C CONSUMABLES As partners of Entrust DataCard we offer our clients the highest standard of ID card printer hardware available in the market. We also provide ribbons and consumables at competitive prices for any brand of card printer on the market.
ID card printers Card printer consumables (ribbons, blank card stock) Membership cards ID supplies Overprinting, encoding and distribution to your database for renewals Gift cards
www.axisiq.com.au – THE SPIN |
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Website
Case Study
The Manly Club on Gilbert Park
We are getting quite a few notches on our website belt and this is one of our favourites! This modern, local Manly establishment was a dream to work with and we couldn’t be happier with the results. The Brief Unlike most Club sites we’ve revamped, The Manly Club’s website did not lack modernity, impactful imagery, rich content, funky fonts, or any other obvious effective website deal-breakers… it simply needed to go in a new and interesting direction which emphasised their brand. And who better to get the job done than the company that designed the Club’s branding some 5 years ago when it first reopened? Us! The Solution The site was not lacking content, but the information architecture needed a little love. Once the sitemap was rejigged, the colour palette was chosen based on the Club’s brand (*ahem* something that we knew a lot about!). The fresh, peach tone from the sky and the dark blue/charcoal from the seagull’s wings in their logo were a perfect match and gave the site the pop of colour it needed, but not so much so that it felt over-thetop or unprofessional. We also reused their large imagery, a new photoshoot was very helpful, and tested a new innovative homepage banner with video and imagery combined which was highly successful. The Result A cool, funky, fresh, and modern vibe for the Club. A website that is easy to navigate, quick to update and most of all is appealing to their demographic and on-point with their brand.
The Manly Club's website now complements their entire rebrand and moving forward is a pivotal marketing tool for their venue!
Check out our Club website package opposite page >> 6
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THE SPIN – AUTUMN 2024
3 steps to Revamp your website
Focus on web…
We can’t say it enough. Your website is the only piece of digital real estate that you will ever own… so please give it some love! Here are a few tips for you:
A colour change is as good as a
holiday. Give your site a refresh by changing the colour scheme to a more contemporary palette. A colour palette forms a visual foundation that complements your branding, maintains consistency, and creates an aesthetically pleasing and enjoyable site that your patrons will love to visit AND more importantly, revisit!
Reading a main menu is so 5 years
ago! A main menu that is always accessible is a must, BUT have you ever considered a visual representation of your menu? Some people are more visual than others and what better way to catch the eye than to use imagery or video with text to highlight the most important sections of your website? Feature it on your homepage and watch your clicks soar!
You have Instagram, right? Well, why is it not on your site? Pop that all important feed in the footer of your website OR on specific pages and it will add an instant boost of colourful imagery PLUS serve as another way of informing your patrons of what’s happening in your Club.
Axis IQ's Club Website Package
A bespoke website solution designed with the Registered Club Industry front of mind… Visually appealing UX and functional design Secure, fast loading site Complete package including ongoing support
Discover if your site is working for you and how it could be improved.
Book an audit session today - via our website www.axisiq.com.au/contact www.axisiq.com.au – THE SPIN |
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Get social…
Safeguarding your social media presence
In the ever-evolving landscape of social media, 2023 witnessed an alarming surge in cyber threats targeting Facebook and Instagram users (both personal and business accounts), resulting in numerous individuals losing access to their accounts. Here’s our top tips to securing your Facebook and Instagram accounts: Set a STRONG/unique password that is different from your other accounts and doesn’t use your business name or common words (this makes it easier for hackers!).
Two-Factor Authentication - A MUST! It's important to
secure your accounts by enabling two-factor authentication. In the event that someone is trying to gain unauthorised access to your Insta or FB account, having two-factor turned on means a code will be sent to your registered mobile number to get in successfully. You can also request a new code by going into y our account settings andselecting “TwoFactor Authentication”. Select “Send authentication code to my device” and then a new code will be sent to you.
Use a business email address as the main contact for your
accounts and NOT your personal email address, which may be linked to your personal social profile. It's essential to use an email address that is the same domain as your Club's website to verify ownership, and avoid using email addresses that may change if staff leave.
Need a hand managing your socials? Get in touch with our team today for a complimentary audit and chat. Email social@axisiq.com.au 8
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THE SPIN – AUTUMN 2024
Scam emails and direct messages - Real account notifications
will NEVER be sent via direct message on the app. You will ONLY be contacted via email by one of the following email addresses: Facebook: @fb.com, @facebook.com or @facebookmail.com Instagram: @support.facebook.com, @support.instagram.com, @mail.instagram.com DO NOT click on links or reply with personal information
in your direct message inbox and make sure to check the spelling of email addresses, as hackers can make them look very similar to the above. To be safe ALWAYS log directly into your account if you suspect there may be an issue.
Security Check Ups - Check your accounts monthly and keep an eye on your emails for suspicious activity. There are dedicated Security Checkup sites for both Instagram and Facebook.
We have added the URLs and all relevant links to help you secure your account on our BLOG page for easy access. View online now by scanning this QR code (it's secure and safe by the way!).
Social Media Calendar
These handy dates can make your social media feed more interesting and present a great opportunity to create a mini promo in venue too! MARCH 1 Employee Appreciation Day 8 International Women’s Day 17 St Patrick’s Day 24 National Cocktail Day 29 Good Friday 30 Easter Saturday 31 Easter Sunday
Check out ALL our social dates via our Instagram page!
“
APRIL 1 Easter Monday 4 National Burrito Day 7 National Beer Day 11 National Pet Day #BringYourDogsToWork 16 Eggs Benedict Day 23 National Picnic Day 25 ANZAC Day
MAY 4 Star Wars Day #Maythe4thBeWithYou 7 Cosmo Day 12 Mother’s Day 13 World Cocktail Day 16 National Mimosa Day 25 World Wine Day 26 Australia’s Biggest Morning Tea + National Sorry Day 28 International Hamburger Day
~client testimonial~
The last 18 months working with Skye, Alice and the team at Axis has been amazing for our club. The relationship we have built up and the genuine care and interest they take in our business has helped push our brand to the next level.
I could not recommend them highly enough and look forward to continuing our working relationship into the future.
”
[Nick Hardy, CEO, Towradgi Park Bowls & Recreation Club]
What wonderful feedback from the team at Towradgi Bowls! We take immense pride in the service we provide and love to nurture and grow a brand like it’s our own… So if your social platforms need some TLC from a professional marketing team, get in touch with us today for a complimentary audit and chat! Email: social@axisiq.com.au www.axisiq.com.au – THE SPIN |
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Products we love!
Spotlight on promotional merch… Check out some of our recent promotional merch products we produced for our clients.
Bermagui Country Club
The team at Bermagui love our stylish retractable ballpoint Aria pens, which look great laser engraved with the Club’s name. Their writing distance of 800 metres will easily get Club members through 18 rounds of golf.
PERFECT GIFTS FOR MEMBERS Ballina RSL These stylish power banks can be recharged in 4-5 hours from a USB port or a mains adapter. The power banks come in a range of colours classic black and white was selected to match the Ballina RSL branding. The product comes gift boxed and is a great promotional present!
Maleny Hotel Embroidered with the Maleny Hotel logo on the front and their Sunshine Coast QLD location on the back, the Condor caps come in a variety of colours. They are made from cotton canvas, have a pre-curved peak and an adjustable velcro closure.
Check out our full online catalogue www.axisiqpromoproducts.com.au 10
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THE SPIN – AUTUMN 2024
Branded Aria Pen with the 6pp Club brochure Axis IQ designed and printed for the Club.
Frenchville Sports Club The Nordic Elite Cooler Bags are an exceptional 18L cooler bag. The outer construction is poly-canvas with an on-trend heather style finish. The large front slip pocket is the perfect position for branding for the Fitzroy River Barra Bash.
Congratulations to celebrating its Supercentenary this year – 110 years! (1914-2024). The Club was established in 1914 to facilitate the development and establishment of lawn bowls, and now the Armidale City Bowling Club has grown into an award-winning Club with a rich heritage of success on and off the bowling green. Axis IQ are proud to help the Club celebrate this impressive milestone with our design and supply of the customised visual impact collateral for ACBC’s Supercentenary - including media walls, stacked cubes, ceiling-hung display signs and digital assets.
Quirindi RSL Club
Some recent milestones from a few of our other club clients: Moss Vale Services 1922 – 2022 (100 years) Bellingen Rotary Club 1953 – 2023 (70 years) Gresford Bowling Club 1953 – 2023 (70 years) Frenchville Sports Club 1948 – 2023 (75 years) C.ex Group 1949 – 2024 (75 years)
Thermo debossing offers a stunning two-tone finish on Quirindi RSL Club’s luxurious Melrose notebooks. Elegant and functional, these A5 notebooks feature a convenient pocket on the front to securely hold a phone.
Congratulations to all on achieving these milestones! Reach out if you need a hand to promote an upcoming event at your venue. Call the Axis IQ team 02 6652 6652.
www.axisiq.com.au – THE SPIN |
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Our team’s best choice… High-quality Stubby Holders 5mm neoprene rubber Full dye-sublimation print Produced in Australia Hand-stitched to last Fits most 375ml cans and bottles
We are your Club specialists…
REQUEST A QUOTE…
hello@axisiq.com.au Perfect promo merch in your venue or to give away and get noticed.
Did you know we have SALE items available on a variety of promo products? Take advantage of our end-of-line and seasonal promotional products at a discounted price! You might just find that perfect solution at a BARGAIN price. SCAN THE CODE to check out what’s on sale and order TODAY!
MERCH
SALE
Graphic design Branded merchandise General print, posters, magazines, flyers Pop up banners, outdoor banners, flags Plastic cards, temporary member sign in slips Renewals, birthday + AGM mailings Wall, floor and window decals Gaming room reserved signs Pokie voucher books Score cards, fixture books General stationery Websites Social media management Email + SMS marketing Card printers, ribbons + consumables
PLUS FREE MOCK UPS Call or email today! (02) 6652 6652 hello@axisiq.com.au
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