The Spin Issue 16 - Spring 2024 by axisiq

Digital strategy causes mega results for one venue Summer ready merch kits your customers will want to buy

"dog friendly" get more customers? Power of a Rebrand Web case study: turning 3 into 1 Festive gifts

Message from Alice Inside this issue

I was chatting with a marketing executive at a networking event recently and we got talking about the cost of living crisis and its impact on hospitality businesses.

She raised that in the face of rising living costs, one might expect a decline in social spending. However, the reality is that people still seek entertainment and connection, perhaps now more than ever. The key for venues is to ensure that when people do go out, they choose your venue.

DIGITAL DOUBLES BUSINESS

How we helped the Julie Anna in Bendigo achieve their goals

SOCIAL MEDIA CALENDAR

Handy dates for your upcoming social media content 8

This choice comes down to two critical factors: the quality of your offering and your visibility in the market. Your Club needs to stand out as the go-to destination for entertainment and social interaction.

Now is not the time to pull back on marketing efforts. In fact, it's the moment to double down. By maintaining a strong presence and showcasing your unique value, you can capture the attention of those still eager to socialise and unwind.

In challenging times, strategic marketing isn't just an option—it's essential for thriving in a competitive landscape.

What are you doing in your Club to make sure you're the first choice in your marketplace?

Happy reading…

Designed in house by our amazing team!

BOW WOW WOW

Catering for the family pooch to drive new business

TRYING SOMETHING NEW

One venue’s strategy to reach new markets

WHY A BRAND IS IMPORTANT? Is your brand putting its best foot forward?

MACLEAN BOWLING CLUB

Consolidating three sites into one for this buzzing regional Club

Axis IQ partners with

Summer ready

Summer is only just around the corner and we’ve got some great ideas for branded merch that your customers will love! Let your customers do your marketing for you with wearable and useful items that can showcase your brand.

Did you know, customers who receive branded merchandise are 75% more likely to buy from you again?

Source BPMA

Customise with your logo & branding

PRO TIP: search the ID numbers above on our promo merch website to see available colours and branding options

115438 - Bondi Bucket Hat

116745 - Malibu Premium Sunglasses - Heritage

126043 - Tidal Flip Flops

122452 - TRENDSWEAR Element Unisex T-Shirt

100568 - Carnaby Cotton Tote Bag

123613 - Choice Flyer Small “Frisbee”

119385 - Hydro Bottle

A digital case study Julie−Anna Inn

How a strategic and multi-faceted Marketing approach DOUBLED business and increased engagement 900% for this Bendigo motel and restaurant!

The Situation

We were approached by The Julie-Anna, a four star motel, conference centre and restaurant located in Bendigo.

When we met with them in December 2023, they had low occupancy rates (despite being a very highly rated venue by past guests), lack of brand awareness, an unpatronised restaurant and few events enquiries for their well equipped function spaces. They also had an outdated, clunky website and an inconsistent presence on social media without any strategy.

They understood the power of digital marketing but didn’t have the skill base or resources internally to drive a campaign. They contacted us for help.

Our Marketing Recipe

We developed a multi faceted approach and with a new marketing strategy we rolled out a few key items including:

 New website design and build

 Management of their new social media strategy across Instagram and Facebook which includes optimisation of profiles, SEO, consistent content posting schedule, weekly stories and engagement strategy, as well as an important paid ad strategy to target accommodation bookings

The results truly speak for themselves!

A true success story that shows the POWER of a personalised social media strategy and the consistent work that's needed to achieve the results and goals you want most in your business! Amazing results come with the experience and expertise our team has to develop and roll out a tailored strategy for our clients.

Like what you see? Get

And for the Results…

MONTHLY ACCOMMODATION:

Don’t forget the Doggo!

Aussies LOVE their dogs! With pet ownership on the rise, the four-legged family member is no longer left home on the weekends, and instead pet-friendly venues are being sought out and preferred by families and couples across Australia.

We found some venues that seem to do a great job catering to the whole family.

Coledale RSL - This Club promotes that they are dog friendly and even have a regular Instagram "Doggos of the RSL"posts featuring recent four legged visitors. Excellent engagement piece.

Doggie

DAY OUT

Join us in the beer garden for a special day out with your pooch!

SATURDAY 31 AUGUST

Maleny Hotel - The pub recently hosted a Doggie Day Out, an excuse to bring the pooch into the beer garden for the day with dog fashion show, pet pop up shop, doggie treats and prizes. Being a tourist destination, this was a great excuse for day trippers to visit with the pooch.

Cazalys - Top Dog RSPCA Cupcake Day, where furry companions strut their stuff for prizes and for a good cause. Pet pics, pet products, market stalls, face painting with a $10 entry fee for dogs to be part of the Top Dog comp. Love the idea!

Did you know that Australia has the largest rate of pet ownership in the world? Approximately 69% of households in Australia own pets, with dogs being the most common (48%).

Source: RSPCA knowledge base

CREATE BRANDED AMBASSADORS WITH OUR PET MERCH.

Search “pet” on our promo website axisiqpromoproducts.com.au with a selection of dog bandanas, leads, drink bottles and more.

125068

Amigo Pet Bag Dispenser

Trying Something New: The GDSC Cocktail Party Series

The team at The GDSC in Grafton hosted a Cocktail Party Community Fundraiser in April this year that has kickstarted a successful event series.

The aim was to create a fun evening targeting a new demographic for the Club (showcasing some exceptional cocktails and diverse food offerings in the Club’s new function space they wanted to promote), and engaging the community in raising funds for a local cause. This has proven to be a winning formula with events now held monthly on the last Friday of the month!

Fun Facts from the first event!

The 100 available tickets sold out within 4 days

136 oysters were eaten

101 prawns were eaten

108 pieces of pork belly were eaten

108 pieces of jerk chicken were eaten

107 chocolate mousses were eaten

$10 per ticket was donated to the Hospital along with $400 from a raffle on the night

Subsequent SELL OUT events have included G&T appreciation, Flavours of Japan, and Magic of Mexico. Well done Team GDSC!

The Power of a Rebrand

Is your Club’s brand looking a bit “meh”? A strategic rebrand can be transformative.

While rebranding might seem daunting, consider the opportunities you're missing with an outdated image. Are you struggling to attract younger members, crucial for your Club’s future?

Rebranding goes beyond a new logo. It's about:

 Modernising your Club's image

 Attracting new members and demographics

 Enhancing marketing effectiveness

 Strengthening community presence and a renewed sense of trust and loyalty

 Driving growth and revenue

At Axis IQ, we specialise in club marketing. We understand the unique needs of Registered Clubs and the hospitality industry –from bars and restaurants to gaming and entertainment areas.

Our rebranding solutions include:

 Integrated marketing campaigns for print and digital

 Logo design and style guides

 Stationery refresh

 Website redesigns

 Branded merchandise

 Visual impact solutions

Don't let an outdated logo hold you back. Contact our team today to learn how our expert rebranding can help your Club thrive! hello@axisiq.com.au

One of our clients saw a 50% membership increase after rebranding their restaurant – growing from 10,000 to 15,000 members.

Case Study Website Case Study

We were recently tasked with redesigning Maclean Bowling Club’s website but this wasn’t an ordinary project - read on to find out…

THE BRIEF

The Club’s original website wasn’t lacking the usual suspects of website faux pas that we so often see. However, it did need a modern overhaul and refresh that you’d expect after many years without attention.

This time there were a couple of extra requirements that came with the deal… amalgamating the Club’s accommodation options, Club Maclean Motel and Maclean Stays (TWO already existing standalone websites) and rolling them all into the main Maclean Bowling Club website. A BIG challenge, but one we accepted with confidence.

THE SOLUTION

We tackled this project in two phases – see opposite page for details of Phase 1 and Phase 2.

THE RESULT

A website that is MEGA in terms of its content and functionality but appears simple to the end user with ease of navigation, packaged up in a modern aesthetic. We’re pretty proud of the finished product >> macleanbowls.com

Do you have accommodation as part of your Club's offering? We specialise in venue AND accommodation websites. Chat with our team today! Call 02 6652 6652 or email: hello@axisiq.com.au

Maclean Bowling Club

PHASE 1: THE REFRESH

We needed to breathe some life back into the website with the use of more white space. The original site was looking a bit drab in its use of colour so a fresh colour palette was chosen focusing on the blues in the Club logo. Alongside this, a new font pairing was chosen with a semi-serif, script-like font to add a welcoming, warm and fun vibe; and the sitemap was tweaked slightly to eliminate repeated content and create more clarity when navigating the site.

PHASE 2: THE AMALGAMATION

This was by far the most challenging part of this project. To add two external websites to an already existing and rather large website, was something that we had to really think about.

We settled on the creation of two mini sites that would sit under a new section of the Maclean Bowling Club site – this was by far the most effective solution. This entailed:

Hiding the main website’s global header, main menu and footer

Creating custom headers, main menus and footers for each mini site

Adding floating buttons to take the user back to each site’s custom main menus

Adding Call-To-Action (CTA) buttons to go back to the Bowling Club so the user will always be able to easily access the main parent website

Dynamic pages were used to connect to collection data (a spreadsheet-type setup) to create the different accommodation types. This is a much more robust option, avoiding the duplication of similar pages, which would’ve made for a sluggish user experience.

Are you a Club or Pub in need of a new website?

We live and breathe hospo sites and we’re ready to help you get started on your new website build today. Reach out to our team at hello@axisiq.com.au