Overlooking Swan Street Richmond, Noir is a longstanding Richmond foodie destination that exudes personality and style. Always on the hunt for amazing Melbourne function spaces (that are just that little bit different), we were thrilled to attend Noir's recent event showcase.
Noir is that rare thing - a genuinely relaxed and friendly neighbourhood restaurant and event space that also happens to have award winning food and service. The venue and the team, lead by Ebony and Peter, are warm and inviting. Service is a strong point and the team go that extra mile to ensure events are special in every way.
The food was abundant (with a lavish charcuterie station that we became quite attached to for the evening) and exceptional - both in presentation and flavour. We became addicted to the truffled pecorino polenta chips and everyone agreed that the yellowfin tuna, crispy nori, dashi mayo canapé was one of the best event menu items we have ever had the pleasure of devouring!
Beautiful blooms by Victoria Whitelaw and flickering candlelight created a gorgeous ambience and(as always) we were the last ones to leave the party.
Noir's private function space is perfect for private and corporate events alike for up to 70 guests. For your next event, we highly recommend you get in touch with the lovely team at Noir.
Blogging should be a key part of your events or hospitality business marketing for so many reasons. Through planned, consistent blogging you are not only able to build a following and increase your database, you are able to showcase your brand personality and provide value to your fans.
Helpful advice, tips, tricks and trends – anything that helps, educates and delights your fans will all provide great content for your blog that you can utilise through your social media channels. Gone are the days where you can simply post up some event pictures on social media and expect to get results. You need to be providing you fans with value so that they will click through, share and sign up to your mailing list.
Here are our top reasons that your events or hospitality business needs a blog.
Regular blogging utilising keywords will enhance search engine optimization of your website. Make sure you are integrating a balanced level of key words into the body and headings of your blog.
Weather they are educational, interest, advice or opinion pieces, blog articles provide great content to use through your marketing – including enewletters, website and social media channels. Using your blog to drive people back to your website and to engage a following of loyal fans is a main aim.
Creating a blog that people genuinely can’t wait to see will ultimately help your database grow. By engaging people, you will get more reach via more shares and engagement which will in turn grow your database.
Blogging can create great brand awareness for your events business and help you position yourself and your brand as experts in your field.
It is so exciting when everything falls in to place and you start receiving direct, qualified sales leads as a result of your content marketing. Receiving direct leads is always an aim, however the rest of the above mentioned are equally as important. Direct leads will only come to fruition from consistent and planned content marketing.
Next time you go to post up images of one your amazing events, try a new approach and post the images onto a blog page with a well worded caption (considering your SEO keywords) and use as a case study blog feature (then push this through your channels). You can use this link to circulate through your database via EDM as well as your social media channels and don’t forget to tag any partners that you worked on the event with so you can be courteous (and get more reach!). In marketing, blogging is the new black and can provide you with a highly personalised and direct form of communication with your market and so much more. Like all marketing, blogging needs to be planned out and executed strategically. Think about what you want to say and when you want to say it. Always highlight your aims, your tone and a solid plan of content before you start blogging.
Black and White Marketing specialise in copy writing and blogging for wedding, events and hospitality businesses. Contact us today to find out how outsourcing your marketing will help your business grow.
Rewarding your loyal clients (or hard working staff) should always form part of your annual marketing spend. But what do you get the client that has everything? Having been responsible for corporate gifting in previous roles, I understand how hard it is to find gifts that not only say thank you, they have to fit your brand too. i bestow is a newly founded local business that takes gifting seriously. Lara Harley, i bestow Founder, saw a gap in the market for elegant and unique corporate gifts.
We are crushing on i bestow's range of indulgent, beautifully wrapped, locally sourced hampers overflowing with luxe goodies. Did we mention i bestow donate money from every hamper sale back to local charities? The gift that keeps on giving. This week we chat to i bestow Founder Lara Harley about why these little beauties are the ultimate corporate gift.
What gave you the idea to found i bestow?
i bestow came about from a level of frustration in the market. Don't get me wrong, there are plenty of hamper companies in Melbourne, and some of them are beautiful. However, I felt that they were still missing something. Pizzazz, point of difference, something. I wanted to create a business that makes a difference or at least contributes to a higher purpose.
What makes i bestow gifting so unique?
We are gifting differently. You wont find any fillers in our gift boxes, everything within has its place and we want the receiver to love every piece. We have searched high and low to source local products. i bestow celebrates hand crafted gifts made within Australia by real people. We have spent time to learn the makers story and we are sharing their stories on our blogs that come out weekly.
Our most significant difference is giving back. 10% of the profits from each gift goes back to those who are in need. We are gifting not only to you, but back to those who need it most.
What are your personal faves for corporate gifts?
I love to give and receive gifts - who doesn't?! The great thing about hamper gifts is that the whole office can share the gift box and choose items that they love. My other recommendation for corporate gifting is to give a gift to your clients that has been chosen just for them. For example, if they love coffee - then choose a coffee inspired gift, similarly if they love chocolate. i bestow has created gifts that are targeted towards their receiver, we even have gifts that have been made for the client who is dog crazy. A gift box that is full of doggy treats because lets face it, our four legged friends deserve treats too.
Tell us about giving back to the community...
We believe in the importance of giving back to those in need, this stems from a love of giving. i bestow has searched high and low for the most intriguing charities in the world who are making a real difference to those less fortunate than us. Each gift box at i bestow is linked to a relevant charity and 10% of the profit of the sale of that box will be sent directly to that charity.
Black and White Marketing LOVES hearing about hospitality and events industry news - contact us to share your new product or service.
It is shocking to me how many businesses in the Melbourne events industry operate without a strategic sales and marketing plan.
In an industry where there is so much competition and high operating costs, a strategic plan can not only help you make more money but it can also help you save money in the long term. Just ‘doing’ marketing on an ad hoc basis or on a whim when sales are slow will never provide your events business with results. January is the perfect time to assess what happened last year and to plan for the year ahead. If you don’t have the time or resources to undertake developing a detailed strategy for the year, here is a list of items to consider.
You should be able to take your answers to all of these questions and develop strategies to counteract any negative issues and to exploit your strengths. Putting pen to paper to identify your aims, weaknesses, what is happening in the industry and what is happening in your own sales office will ultimately aim to give you back a sense of control and the ability to be clever with your marketing. All of these pieces fit together to help you formulate your best course of action to exceed your sales budget this year and beyond.
Black and White Marketing is a Melbourne based marketing agency and hospitality consultancy that specialises in helping events, wedding and hospitality businesses grow.
How to Get More Reach on Facebook for Your Hospitality, Weddings or Events Business by Black and White Marketing
There is a general feeling in the events and hospitality industries that Facebook is ‘being greedy’ and forcing businesses to pay for reach by deliberately decreasing their ability to achieve organic results.
There is a sense of frustration amongst hospitality businesses and this stems from a general misunderstanding of the purpose of Facebook marketing. This can be seen in the recent rumour that was perpetuated on social media that Facebook would allow high reach on business page posts that included the word Facebook multiple times. Businesses failed to realise that in pleading with their followers to engage with the post, and by speaking to their fans on a highly-personalised level, they were engaging their fans. Rather than obtaining high reach because their post included the word Facebook multiple times, it was their fans engaging with that post that caused the high reach. This is the basic principal that hospitality and events businesses need to apply to their social media marketing ongoing. Here are some quick tips on understanding reach and how you can attract more of it for your Facebook page.
Overly promotional posts and pages will be penalised. The main changes to Facebook’s algorithmically ordered feed was to stop overly promotional posting by business pages. Simply, if you are clearly selling – e.g. including your business phone number, constantly posting ‘visit my website to buy a, b and c, your reach will go nowhere.
Facebook is a user experience and will continue to adapt its algorithms to ensure a better experience for the user. Facebook and its users do not want to see overly promotional or direct sales posts. Your social media strategy needs to highlight what value you will be providing your followers through your social media marketing. Tell a story. Paint a picture. Provide some kind of value to your followers.
Create valuable content.
Hospitality and events businesses need to create their own content – weather it be videos of Chef’s creating a signature dessert (with DIY instructions so that the viewer can create the dessert at home) or interesting advice articles about wedding style trends or helpful hints on how to organise a successful event at home. It’s all about providing value to your followers – delighting, educating, helping and inspiring them.
Use Tags and Hashtags.
Experts widely disagree on this point, however many suggest that using 2 hashtags relevant to interest groups or specific areas (e.g. food, cafes, weddings) will create higher reach on posts. It can’t hurt to try. Facebook hashtags should specifically refer to the interest group that your post relates to e.g. Weddings
Tagging your event partners such as venues, event managers, caterers etc. that were involved in the event/wedding/conference/ project will give you more reach. As well as just being common courtesy!
Check your stats.
Report regularly on which posts are being engaged with. Use the free Facebook Insights tools to your advantage and if something isn’t working, fix it. Review your market demographics and know who you are speaking to and what they like (and don’t like). Marketing is all about trying new things – but trying new things is pointless if you don’t measure the outcomes and adapt.
Engagement as a marketing metric, continues to be an afterthought however it should remain a critical success factor, especially if you want more reach on Facebook. Every time one of your fans engages with your posts, your reach spreads to their friends also. Reach is but one of many important metrics that you need to focus on and analyse regularly.
Facebook is all about the user experience – so if your business page is providing consistently valuable, interesting and exciting content that is being engaged with, your organic reach will soar.
Lauren Lacava is the Managing Director of Black and White Marketing, a Melbourne based marketing agency and consultancy that specialise in helping hospitality, wedding and events businesses grow. Need help growing your business but don’t know where to start? Click here to make your free consultation appointment.
7 Ways To Improve Social Media Marketing In Your Events, Wedding Or Hospitality Business. By Black and White Marketing
Social media can make (or break) your catering, events or hospitality business. When it comes to social media marketing for your Melbourne events or wedding business, there are a few key things that you can start (and stop!) doing right now to lift your game and deliver social media campaigns that are en pointe.
Allow multiple administrators to post on your pages.
Unless you have a standardised set of brand guidelines including use of language, you should not be allocating multiple staff to manage your pages. In using multiple managers you are using multiple voices which will present as inconsistencies. A professional marketing team can manage company pages ‘in the one voice’. An unqualified group of staff cannot. Allocate one person to your social media accounts and ensure that person has the correct skill sets to manage the page effectively.
If you have unlimited levels of content that is interesting, by all means post several times per day. If you are doing this, ensure that you are using your analytics tools to understand if people are engaging and to ensure that you are not getting any unlikes or limited reach as a result. If you are seeing negative patterns in your analytics, you are posting too much of the wrong thing! If you feel you have enough amazing content to post multiple times per day, ensure that you have enough to provide a consistent pattern ongoing – rather than posting several times in one day, then leaving your page lay dormant for weeks.
Use overly promotional posts.
Most business owners do not understand the purpose of Facebook and want to see direct and immediate leads which in turn leads to overly promotional sales pitches. This goes against what Facebook is intended for, and recently Facebook has made changes to ensure this style of post will be blocked from obtaining reach.
Use the Facebook call to action button.
Hover over the button and go into Edit mode to choose your call to action and to link back to the relevant part of your website. Calls to action can include ‘watch video’, ‘sign up’ and ‘book now’. This button is a great, in your face call to action to get your target market to sign up for your newsletter, click through to your latest video etc.
Create your own content.
Provide value to your followers by creating relevant, engaging content. This might be in the form of blog articles showcasing DIY tips in your specialised area or perhaps a behind the scenes video with your Chef or Creative Director talking about what’s in season or what’s hot. Engage, delight and educate your followers with content that showcases your brand.
A hashtag is a label that helps define and categorise your content. It is there for the purpose of people searching for content that they are interested in. Therefore it is important to include several hashtags that are relevant to the type of people you are hoping to attract to your post or page.
Be social, every day.
There is no point setting up a company page if you are not going to be social by liking, tagging, sharing and commenting on other pages (for example, your venue partners, your clients, chosen charity etc.). This is a critical task for the page administrator.
Social media is rapidly becoming the cornerstone to most events, weddings and hospitality businesses marketing strategies and should be budgeted for and resourced accordingly. If you do not have the correct resources in house that have the time and expertise to manage your pages, it’s time to look at outsourcing this function, leaving your team to focus on what they are best at!
Black and White Marketing is a Melbourne based marketing agency that specialise in helping hospitality, wedding and events businesses grow. Click here to enquire about our consulting, marketing and business development services.
3 Free Ways to Schedule Your Marketing Over Event Season and Wedding Season by Black and White Marketing
For Melbourne wedding, events and hospitality businesses, event season is in full swing (and you and the team are no doubt exhausted!). There is not much down time between event season ending and wedding season kicking off. Don't let silly season exhaustion get your marketing off track! Planning ahead and using scheduling tools can make your life easier and allow you to implement consistent marketing over the festive season (and while stafff are on annual leave). Check out these 3 free scheduling tools that the Black and White Marketing team love to use.
Facebook Pages Manager
Facebook provides a handy free app for your smart phone or tablet for those that manage one or multiple Facebook accounts. Pages Manager allows you to view easy to understand insights into your posts or current campaigns. You can see all your key data at a glance as well as schedule in future posts while you are on the go. The scheduling function is super easy to use and you are able to schedule posts in advance for as long as you like - so if your Facebook manager is taking a well deserved break, they are able to schedule your content in for that period.
Mail Chimp is an easy to use, free email platform (pricing packages depend on how much list data you use) that also enables scheduling. Set your monthly EDMS and newsletters up in advance and schedule the day and time you want your email to go out. You can also download the free Mail Chimp app to your smart phone or tablet that will allow you to see your campaign results at a glance on an easy to read dashboard (e.g. you can see key information such as click through rates and unsubscribes).
Formelly Latergram, this free program allows you to upload media and preschedule your Instagram posts. Later is free (pricing depends on how many users and accounts that you need to manage) and very easy to use. You can upload all your content, write your captions and hashtags and set yourself a reminder for when you want that post to go live - then you simply allow Later to post to your Instagram. If you have all of your amazing event season images and videos ready to go, sit down with a cuppa and load up as much content as you can if you are planning to take time off.
Black & White Marketing is a Melbourne based marketing agency and hospitality consultancy. Want to grow your hospitality, wedding or events business but don't know where to start? Click here
With it’s fresh new look, delectable sweet treats and delicious coffee, Ganache Chocolate is the perfect Toorak Road destination. Black & White Marketing always host meetings and catch ups at Ganache Chocolate because;
1. It’s light and bright
2. It’s Toorak Road, South Yarra location make it a convenient and central meeting place for both client meetings and catch ups with friends
3. The menu featuring handcrafted chocolates, cakes and signature hot chocolates (personal fave!) is simply stunning
4. Communal tables in the cosy rear room make meetings a breeze, with plenty of room to spread out all that paperwork in relative privacy
This week we spoke to the chocolate loving team at Ganache Chocolate about their recent refurbishment and to find out what’s new in store.
What’s new at Ganache Chocolate?
In October this year, Ganache Chocolate re-opened after a quick refurbishment with a lighter, brighter feel. There is much more room for the fantastic retail products which are highlighted on a floor to ceiling backlit display, complete with a library style ladder. There are also new savoury items on the menu to complement the cakes and desserts; toasties, sliders and paleo balls join the already popular quiches, rolls and savory croissants
Chocolate is always such a great Christmas gift for a valued client or loved one – what are your faves for this Christmas?
For those special clients, Ganache Chocolate has a range of hampers and chocolate selections to choose from. New this year are the Freckle Stars in super seasonal colours and the shiny red chocolate Boot with pralines. Christmas trees come in a variety of sizes to suit all budgets and of course the hand decorated chocolate Santas and Snowmen, complete with a splash of colour to brighten up your gift giving.
What makes the Ganache Chocolate menu so delicious?
With the kitchen just upstairs above the chocolate lounge, our chefs work tirelessly to bring customers the most delicious patisserie, chocolate and savoury treats. Using local ingredients, our Master Chocolatier Arno Backes and his team are dedicated to producing the highest quality products. With over 20 years experience and having worked all over Europe, Arno is passionate about all things chocolate and enjoys being able to pass his experience onto his young team of Pastry Chefs and Chocolatiers. We inject passion into everything that we create and that’s what makes our menu so delicious!
For your Christmas gifting needs, for business meetings and for lovers of great food and all things chocolate, make sure you visit the newly refurbished Ganache Chocolate.
Black and White Marketing LOVE hearing about new things in Melbourne's hospitality, events and weddings industries. To have your news featured on the Black and White Marketing Blog click here
Marketing Help for Melbourne Wedding Businesses - Wedding Hashtags for Instagram by Black & White Marketing
Being a business owner myself, I understand how important it is to work with good people that you trust implicitly. When it comes to your brand, you want it to be in the right hands. That’s why On Brand Events sprang to mind when we were deciding on our first Black & White Marketing feature on events industry businesses that are making an impact.
Wherever you find foodie events, trade and consumer shows, you will find the energetic and delightful staff from On Brand enthusiastically connecting their client’s brand with their target market. We spoke to Bex Harris, Managing Director of On Brand to find out about the importance of experiential marketing and why On Brand’s fresh approach to event staffing equals serious ROI for their clients.
What does On Brand Events do?
On Brand provides the best quality staff in the events business. We work closely with our partners to help you strengthen your brand with your target market, thanks to the engaging involvement of experienced, well-briefed Brand Ambassadors. Our team considers itself a part of your team when working together on shows and we pride ourselves on knowing your brand inside and out and representing your brand and products exactly as you would.
How does On Brand do things differently?
We thoroughly screen our candidates before registering them, ensuring they have a minimum of 2 years’ experience and have the campaigns behind them to back that up. We also conduct two reference checks and work with each and every one of our team to ensure that their experience matches the client brief exactly. Our staff are not just employed to look good, they are there to enhance the customer experience and bring your brands to life.
Why do you and the On Brand team LOVE working on foodie events?
We are all foodies at the On Brand office so foodie events come naturally to us. We work closely with the Good Food & Wine Show which is a really fantastic event. It showcases some of Australia's best food and wine and the industry is full of talented producers who are keen to share their stories and experience. The visitors that attend these and other food events we work with are well educated in the world of food and wine and are always there to have a fun day out and to learn more. It is a pleasure to work in such a diverse industry.
Why are event experiences so important to help food brands grow?
There is no better way to present your brand to an engaged audience than at an event. Over 98% of exhibitors and partners report an increase in brand awareness due to exhibiting at events. It is an effective way to build relationships and your database with new and existing customers. Whether trade or consumer, the visitors are there to be inspired and find new products and experiences. It is a perfect platform to get feedback on new products and stimulate sales.
Events are the very definition of experiential marketing and help to mould your current and future customers. Over 50% of people who buy a food or wine product at an event are more likely to purchase this again in the future. It is about getting people to try before they buy and also getting your product into their home. Over 40% of these customers will recommend the product they have purchased to a friend. These people become your brand ambassadors and spread your marketing message for you.
How do promotional staff assist with connecting brands to customers?
The staff that On Brand work with are briefed to represent the product in the best way possible and provide exceptional levels of customer service. The main purpose of using promotional staff is that they are highly enthusiastic and passionate about the industry they work in. They assist in bringing your brand to life and connecting with your target market in a fun and interactive way. Many of our staff make a full time living from promotions and events work because they love the variety it offers to them. Some of them even comment it is so much fun and they are so engaged with brands that sometimes it doesn't feel like work!
Speak to the awesome team at On Brand to find out how their staffing solutions can help your brand grow.
If you would like to have your amazing Melbourne events, wedding or hospitality business featured on the Black & White blog click here.