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Fractal Marketing - with Gerard Doyle
28 minutes | a month ago
SpaceX – Elon-gated branding
SUMMARY This episode features Daniel McGowan and Louise Flynn, Growth Marketing Consultants for Fractal. They analyze space exploration, marketing’s final frontier, with SpaceX and the unconventional path they’re taking in reaching the stars. From appealing to B2B and stakeholders to a seamless brand marketing tied with Elon Musk, SpaceX is using its PR to win buy-in, expand its brand, and drive innovation on the world stage. HIGHLIGHTS 02:37 SpaceX B2B marketing: Securing buy-in from governments and taxpayers 09:54 Founder marketing: SpaceX is Elon Musk 15:41 SpaceX PR: Taking people along the ride to space 19:48 Competition and brands attach themselves to Elon Musk 24:26 Cross-promotion gold with Tesla and SpaceX QUOTES 06:59 “There’s this fine line I think they’re treading to. It’s like, how much can we go ahead, how much can we use the Uber model and just do things versus how much should we be working with the governments? And that really does reflect in their marketing.” 15:50 “These guys have done probably one of the best PR stunts in the last few years with launching a car into space. I mean that’s something that you only see with the biggest, boldest brands in the B2C space.” 16:40 “The wider stakeholder are prepared for mistakes. They’re okay with failure because they see guys being on the fringe of the next innovation wave, rather than trailing.” 23:47 “We see how far this brand can stretch and what opportunities don’t come because it’s all about the noise and the brand and the story, and maybe not enough of a focus on the way it’s sold, the way it’s serviced, the way it aligns with their customers.” The post SpaceX – Elon-gated branding appeared first on The marketing agency for Startup Founders and Entrepreneurs.
31 minutes | 2 months ago
Pet Circle – Instagram and Subscriptions
SUMMARY This episode welcomes back Daniel McGowan and Louise Flynn, Growth Marketing Consultants for Fractal, as they pick apart Pet Circle’s subscription marketing model. The company leverages social media to create social proof to reach their well-defined target audience: people with disposable income, use subscription services and, are time-poor. The brand is focused on making life easy and solving problems and this is evident even with its efficient packaging and logistics. HIGHLIGHTS 01:56 Pet Circle subscriptions: Convenience with a catch 07:23 Using a data-driven approach to sell a commodity 12:45 Instagram for UGC, social proof, and incentivisation 22:12 Pet Circle branding with social media and expert packaging QUOTES 08:27 “They’ve done a couple of things that I think, at a marketing level, are very much about data-driven marketing and personalisation to kind of drive where they’re taking their marketing strategy.” 08:43 “What is something that everyone’s selling and how do you structure your go-to-market and your offering and your pure-play store to achieve the same ends of a viable business with regular custom?” 13:51 “It is low-cost, high-impact social proof, social marketing. It’s pretty simple and, to me, I like it. I think it’s a great strategy and they’re doing a good job.” 15:15 “They’ve got the packaging to go with it and they’re incentivized. So tips and tricks for the kids playing at home, if you want that kind of influencer play, you do need to build the atmosphere to get that great photo.” 26:33 “The subscription-only just reinforces back to the brands they’re carrying that they’re again ensuring that, when someone comes into the Pet Circle sphere of influence, they’re going to stay there no matter if they’re intermittent buyers or whether they just want the problem solved.” The post Pet Circle – Instagram and Subscriptions appeared first on The marketing agency for Startup Founders and Entrepreneurs.
32 minutes | 2 months ago
SEMrush - Fast Brands and Community
SUMMARY This episode features Daniel McGowan and Louise Flynn, Growth Marketing Consultants for Fractal as they provide a marketing review and analysis of SEMrush. They analyze the company’s dependence on Google and the way the brand appeals to their niche: end-users of a certain size that want to take their analyses in-house. They also discuss SEMrush’s legacy as a fast brand, its wins and losses in pursuing an all-in-one offering, their evolution as an award-giving body, and what all this means for the company moving forward. HIGHLIGHTS 02:35 SEMrush: An interface to Google and a vulnerability to redundancy 07:02 Target market: Appealing to agencies versus end-users 16:05 Offering an all-in-one product: Pros and Cons 20:43 SEMrush Search Awards: Driving community forward 25:15 Certificates: A specialization or lock-in? QUOTES 07:12 “We’re not looking to be a platform that supports every type of marketer–brand marketers, automation marketers. We are going with the prevailing wind which is, in the last 5 years, all the new jobs are digitally-focused.” 07:38 “There is a lot of benefit and growth in the automation space but ultimately where the money is and where the focus is for most business is in their digital space and supporting their digital teams.” 20:18 “They’re making sure that everyone around the digital operation is covered. There’s the analyst, the PPC guy, the SEO guy, and now the supporting content, bringing them all into the ecosystem. It’s all-in-one. You’re all using the same tool.” 21:46 “The benefit of being a company that’s been around a while now is that you now have a community that can do the work for you. And yes, that can be case studies and testimonials and all that sort of things, but awards are even better.” 26:53 “It actually hurts someone who has a SEMrush certificate, who does all this stuff, who knows all that, to go to a competitor because those competitors may have different ways of doing things and that certificate that you spent all that time getting means nothing.” The post SEMrush – Fast Brands and Community appeared first on The marketing agency for Startup Founders and Entrepreneurs.
49 minutes | 3 months ago
The flow of WebFlow: how a great product locks-in their users with Lachlan Kirkwood
This episode of Fractal Marketing features Lachlan Kirkwood, Digital Marketing Specialist and Founder of ClickThrough. He discusses Webflow, a champion of the no-code movement, and drills down their marketing strategies from content to paid advertising that fosters a robust online community of success stories. By building a great product supported by informative content, Webflow creates lock-in with their users while still providing exportable features—ultimately resulting in social proof. The company is poised to take on WordPress and Wix by offering a similar service with the benefits of using no-code in the process. HIGHLIGHTS 01:29 Introduction to Webflow and the no-code movement 07:00 Webflow’s content strategy: Blogs, YouTube, and forums, 14:04 Paid advertising strategy and branding 19:55 Creating lock-in with a genuinely good product 32:35 Generating social proof with a product that integrates with third-parties QUOTES 08:46 “Their main educational content is things like a series where they actually educate those users or those personas on how to better themselves. So they’ve got a blog series for building an agency or building a website with good SEO.” 10:35 “What they really focused on with YouTube is just putting out, again, really good tutorials on how to use their products, how to use no-code, how to build replica products, things like Uber or Instagram with no-code.” 20:09 “Webflow is, similar to Bubble, is free-to-use while you build your product. You’ll only pay for it once you put it into production environment. So by that point you’ve really built your application. You’re not going to want to rebuild that on another platform.” 27:47 “They do want to become the next WordPress or Wix and they have the chance of that becoming a real scenario so they want to, for the new people coming into no-code, to be able to provide those services where it is a one-click web hosting” 29:05 “Webflow, being more of a static kind of website builder that integrates with third-party tools to make that kind of logic possible, you can just export all your custom HTMLs and CSS.” RESOURCES Webflow’s website: https://webflow.com/ ClickThrough’s website: https://clickthrough.marketing/ Lachlan’s Twitter: https://twitter.com/lachlankirkwood The post The flow of WebFlow: how a great product locks-in their users with Lachlan Kirkwood appeared first on The marketing agency for Startup Founders and Entrepreneurs.
34 minutes | 4 months ago
Numa and the Power of Case Studies with Andrew Miller
This episode of Fractal Marketing features Andrew Miller, Startup Marketing Advisor & Coach at AndrewStartups. He discusses Numa, an AI that answers calls for businesses and the strategies they use to pitch to retail SMB’s. Gerard and Andrew take a closer look at their website and the ways Numa creates trust in their ideal customers. Andrew details the way companies can utilize concepts like loss aversion and split testing to really figure out who they should be marketing to. He also provides actionable tips on outreach to provide real value in their messaging because the desire to help allows businesses to be aggressive in their marketing. HIGHLIGHTS 01:01 Introduction to Numa: Andrew’s experience 06:35 Capitalizing on loss aversion and utilizing split testing 10:26 Examining Numa’s on-site tools and strategies 20:32 Outreach strategies: How to catching attention with value propositions 25:44 A desire to help enables aggressive marketing QUOTES 06:22 “Numa’s a hundred bucks a month. It’s an incredible way for any business to get a couple more sales a month guaranteed for just a hundred bucks. It’s an easier pitch than you think now.” 12:55 “The bottom line is, if you’re a bootstrapped company, use every single opportunity to not pay for something.” 17:24 “Social proof is the reason why influencer marketing exists and sometimes beats paid advertising. We are social creatures. Even if it’s fake, we believe it. And we believe it more than if we just saw the company talk about it on their own.” 23:46 “I’m focused on what am I saying, how am I saying it, and is there a lot of value in my message. And if there is, I know it’s going to be received well enough. The same has been true with hundreds of companies I’ve run automated campaigns for.” 28:29 “When you really feel like you’re spending this time and this effort in your life trying to solve this problem, then you can be aggressive in the marketing. You’re always focused on helping this segment.” 25:44 A desire to help enables aggressive marketing RESOURCES Numa’s website: https://numa.com Andrew’s website: https://andrewstartups.com Andrew’s email: firstname.lastname@example.org Andrew’s Book https://publishizer.com/0-growth/ 25% off my course link and write up for the episode: https://andrewstartups.mykajabi.com/offers/LEyiwCGp?coupon_code=FRACTAL25 The post Numa and the Power of Case Studies with Andrew Miller appeared first on The marketing agency for Startup Founders and Entrepreneurs.
39 minutes | 5 months ago
Kajabi picking a positioning fight with every B2B SaaS company – Guest Louise Flynn
This episode features Louise Flynn, Founder and Marketing Advisor at Rulu Marketing. She talks about Kajabi, an online business platform that replaces multiple tools and offers a full-stack solution to solopreneurs, and how it positions itself to this very specific target market. Louise and Gerard discuss their free trial offer and the curious credit card requirement that comes with it. They also break down the company’s acquisition strategies, marketing funnels, as well as their incidental success with the world’s increased reliance on digital communication today. HIGHLIGHTS 02:51 Kajabi: Offering a full-stack solution 08:06 Leveraging the community of brands that use Kajabi 14:53 Kajabi’s 14-day free trial and credit card requirement 19:45 Discussing acquisition strategies and marketing funnels 33:38 Product marketing successes QUOTES 07:13 “For some who find the technology a little bit overwhelming, the aspirational brand messaging really brings them forward, brings them through and they begin to see the life with Kajabi in it.” 09:20 “They have a heroes program that they talk about where they’re constantly sending out merch just to reward people for hitting certain revenue targets on the platform. So they’re trying to actively engage the community.” 21:20 “I don’t see a lot of marketing outside of the website and I wonder why that is whether they just were used to being bootstrapped and they haven’t built a big enough acquisition funnel with enough different aspects to it.” 27:09 “If you pick a very specific persona, that promise has to really land. You can’t really build the huge dream. It’s got to be so relevant and they seem to be targeting a persona which is business-driven coaches and consultants.” 34:59 “Instead of trying to kind of be everything to everyone and not being able to secure any of the market, they’ve just decided on the type of person that’s interesting to them.” RESOURCES Kajabi demo (credit card required): https://kajabi.com/demo Kajabi Access for $99: https://kajabi.com/access Kajabi on Facebook Business: https://www.facebook.com/ads/library/?active_status=all&ad_type=all&country=ALL&view_all_page_id=113897981972497 The post Kajabi picking a positioning fight with every B2B SaaS company – Guest Louise Flynn appeared first on The marketing agency for Startup Founders and Entrepreneurs.
29 minutes | 6 months ago
Smart Passive Income: Building trust with transparency – Guest Jason Wright
This episode of Fractal Marketing features Jason Wright, New York Times Bestselling Author and Speaker, as he discusses the branding of Smart Passive Income (SPI) by Pat Flynn. Gerard and Jason look at Pat’s success in blogging and podcasting, as well as break down SPI’s branding elements like their website and mission statement. They also discuss the relevance of social media platforms and how effective LinkedIn and Facebook groups are for particular niches. QUOTES 05:48 “He was really early on the podcast scene. So his podcast, you kind of scroll down the main page, 60 million-plus downloads. That alone, it’s nuts. And he’s able to drive so much traffic in all of his affiliate offers.” 12:27 “It doesn’t strike me that his site has been built for acquisition. It feels to me like it’s about conversion. In other words, if you’ve got 60 million podcast downloads, you’ve got that rate.” 12:49 “I don’t think this website anymore is designed to draw new people in. I think people he’s got, I think this is about building up his personal brand and trust.” 17:02 “Video allows people to watch and say, do I believe this person? Do I think they’re full of crap or do they seem honest? You can pick up on a lot of that through video so I think anything with video is going to remain relevant.” 23:45 “I get very little through LinkedIn so for my business it’s not a significant platform. It’s like Facebook really. It’s really a pay to play space now. It doesn’t have the reach it used to have.” —————————– HIGHLIGHTS 03:56 Smart Passive Income: Building trust with transparency 10:57 Breaking down SPI’s branding and website 16:03 Discussing video in digital marketing 19:13 Critiquing SPI marketing strategies 22:54 LinkedIn: Is it really effective? —————————— RESOURCES https://www.smartpassiveincome.com https://patflynn.com/ https://intentionallyinspirational.com/ https://www.facebook.com/groups/funnelbuildingforprofit The post Smart Passive Income: Building trust with transparency – Guest Jason Wright appeared first on The marketing agency for Startup Founders and Entrepreneurs.
30 minutes | 7 months ago
Fall Guys Marketing Launch Review with Daniel McGowan
In this episode of Fractal Marketing features Daniel McGowan, Co-Founder at Humble Links, discusses the almost overnight rise to fame of Fall Guys: Ultimate Knockout. Today, Daniel introduces what makes the game so unique and its appeal to gamers. He explains the role of their Twitter in growing the brand and how having a gamer manage it had been central in communicating the language of gamers to gamers. Daniel also explores the advantages of indie game developers and how the stage is set for them to achieve massive success moving forward. RESOURCES https://twitter.com/fallguysgame https://www.youtube.com/watch?v=AyADwdiW7rQ https://www.youtube.com/watch?v=vXdeNa9d9sg https://www.linkedin.com/in/daniel-mcgowan/ https://www.hmbl.ink/directory QUOTES 01:23 “It’s kind of like those original Japanese game shows where they put their contestants through hell, except these ones are like jelly beans with legs.” 04:19 “They just had a really good Twitter account. They really pushed memes everywhere and I think it really captured their audience because their audience, gamers, are just who they are.” 16:13 “Most of the user content has come from people griefing other people. Like there’s a special stage where there’s only one little bridge and people can stand on that bridge and other people try to get on it, they get knocked off.” 21:57 “Any branding, or any marketing for any company, is community. Community with a face. Not so much community but a community with a face. Having someone behind who is driving your community that everybody knows. And independent studios get to do that.” 22:54 “I think indie developers are in a really good position to be able to use that to push forward that thing.” HIGHLIGHTS 01:07 Introducing Fall Guys 04:08 Utilizing “memekating” and TimTheTatman’s accidental influence 11:37 Putting a gamer in charge of the Fall Guys Twitter 20:07 Indie game developers: Growing the community and finding success 26:57 Humble Links: Cultivating influencers and their relationships with brands The post Fall Guys Marketing Launch Review with Daniel McGowan appeared first on The marketing agency for Startup Founders and Entrepreneurs.
33 minutes | 7 months ago
JB Hi-Fi – Marketing genius or lucky last man standing?
This episode of Fractal Marketing is called “JB HI-Fi, Marketing Darling or Dead End?” with Jason Le, Managing Director at JRNY Digital. Today, Jason and Gerard pick apart the brand’s omnichannel approach to marketing to see which are effective in a shrinking market. They discuss Click & Collect in an apparent bid to upsell their other inventory with higher profit margins. They also discuss the decision to pass up on zipPay and Afterpay, the purpose of maintaining physical stores, and a possible long term strategy to pivot the brand and stand out. HIGHLIGHTS 02:21 Click & Collect: A hybrid e-commerce model that tailors the user experience 14:17 Avoiding zipPay and Afterpay, a strategic profitability decision? 16:32 Physical stores: Fostering trust and brand recall 22:55 Jobkeeper reduction and discretionary purchasing will hurt retail 27:09 Adding a face to the brand to build customer loyalty QUOTES 02:33 “The other option is Click & Collect which is where they have to purchase something online but they come in store where they have to pick it up and then they get upsold all these different items.” 15:21 “If you offered Afterpay on JB Hi-Fi products or zipPay or something like that for a thousand dollar, two thousand dollar laptops, your sales would probably go through the roof. However, in terms of your bottom line, I don’t know how beneficial that would actually be.” 21:45 “Maybe the physical stores would serve a different purpose, more like showrooms like you mentioned, educating people on what they can buy and maybe anchoring people through value-adding.” 25:41 “Payments are going to be winding back. People probably aren’t going to be as willing to spend money. They really need to find out a way to either maintain that spending with a lot of value to customer or figure out how to incentivize those large purchases.” 29:08 “You need to build that loyalty to the customer. Whether it’s getting influencers in or having more of a face to the brand, showing what you stand for, I think that’s probably where I’d look at.” RESOURCES https://www.jrnydigital.com.au/ https://www.linkedin.com/in/jason-le1/ The post JB Hi-Fi – Marketing genius or lucky last man standing? appeared first on The marketing agency for Startup Founders and Entrepreneurs.
33 minutes | 8 months ago
Koala Mattresses: A Brand Strategy Review with Melissa Packham
This episode of Fractal Marketing is called “Koala Mattresses: A Brand Strategy Review” with Melissa Packham, Chief Brand Strategist at A Brand Is Not A Logo. Today, Melissa starts off with Koala’s name recall and going international. They then discuss Koala’s guerilla marketing choices, their disruption of the industry with superior offerings, and their success in challenging titans in the business. Melissa also unpacks Koala’s logo and their choice to be transparent as an ethical and socially-conscious brand. HIGHLIGHTS 01:38 Analyzing Koala as a brand name 07:00 Disrupting the industry and challenging the competition 13:53 Discussing traditional marketing channels and Koala’s logo 21:52 Embracing the future and being a socially-conscious brand QUOTES 02:35 “It’s obviously a strong hook for them overseas because the association with cuddly koalas and Australia is so strong.” 07:49 “They set out not with the intention to launch a mattress, they set out to disrupt a category by improving customer experience.” 20:19 “The lower case kinds of suggests that it’s more approachable and modern than a very Times New Roman kind of Serif typography choice there. In terms of visual, it’s already saying that it’s a modern brand.” 22:30 “The reason more businesses are stepping up to the plate on doing social good is because, quite frankly, consumers are demanding it and have been demanding it for years. And it is definitely the global majority now.” 27:00 “People trust brands. They trust brands to take action and so that’s why they’ve trusted brands for so long and now they’re actively choosing brands that align with their values. And, in fact, they trust them more than governments.” The post Koala Mattresses: A Brand Strategy Review with Melissa Packham appeared first on The marketing agency for Startup Founders and Entrepreneurs.
38 minutes | 9 months ago
Allbirds: Marketing Analysis with Iain Calvert
Today, Gerard Doyle features Iain Calvert, eCommerce Consultant at Boom Ecommerce training, to talk about the branding success of Allbirds in carving out its own niche. They identify Allbird’s key strengths and discuss the brand’s core messaging. They further break down the brand’s strategy to create buy-in, its solid value proposition, and the simple yet effective use of online tools, with Shopify in particular. QUOTES 06:07 “The core message is they’re really comfortable, simple, straightforward shoes that pretty much anybody can wear. It’s not a case of the pure runners that you try and run marathons in them.” 14:19 “Businesses or manufacturers have this ability to sell directly to customers, not having to sell to retailers and take a wholesale margin, because you’ve got systems like Shopify.” 22:57 “I implore anybody that is thinking about setting up an e-commerce business or building theirs, is to not copy what other people do but to use the tools, apply it to their strategy.” 31:54 “Because people like that brand, they’re more likely to open the email, so the delivery rate is going to be higher. And because it’s a high profile client, MailChimp probably looks after them.” 32:19 “If you do not spend time developing the products, the brand message, and you spend all your time picking the tech stack and what platform you’re going to go on and all these bits and pieces, you’ve actually missed the point.” HIGHLIGHTS 02:52 The origins & core message of Allbirds 09:05 Buy-in & the California tech influence 14:10 B to C brands thriving through Shopify 20:13 Exploring Allbirds SEO and MailChimp email marketing 32:36 A good product will sell —————————— RESOURCES https://www.boomecommerce.com.au/ The post Allbirds: Marketing Analysis with Iain Calvert appeared first on The marketing agency for Startup Founders and Entrepreneurs.
4 minutes | a year ago
Don’t fear your Trumpian brand
In the US, voting is optional, just like our consumer spending is. And Trump (maybe unwittingly) has discovered that it doesn’t matter how many people hate you, just how many people love you. Because if your ‘love’ something, then you get out and vote for it. or you’ll get out and buy it. In this short podcast episode, I discuss why great brands will always attract some haters, and we need to learn to embrace that. The post Don’t fear your Trumpian brand appeared first on The marketing agency for Startup Founders and Entrepreneurs.
42 minutes | a year ago
How to launch a product with a latent need
This episode of Fractal Marketing with Gerard Doyle is called “How to launch a product with a latent need” with Maree Beare, the CEO and Founder of consumer health app Wanngi. Maree explains that Wanngi functions like a digital wallet and that its primary use is to manage difficult-to-access health records. Maree also shares the marketing journey of Wanngi and the obstacles of brand awareness for a product for a latent need. However, she shares their great success with blog content and the value of being recognized by Forbes and CNET in their quest to go global and penetrate the US market. QUOTES 17:43 “The government has announced a grant for researching into the impacts of the bushfire smoke, not only bushfire smoke but people’s mental situation after the bushfires. So we propose that people could use our app and monitor their symptoms then track what’s happening to them over that period of time and share that information.” 19:56 “We are placing a focus on the US. They have a significant problem. It’s worse than in Australia. They don’t have essential government record as an option, which we do. They don’t really have a medicare that’s like our public system.” 26:13 “Instead of bringing your folder with you, you’re going to start accumulating this information electronically, safely, in a secure place in cloud so that no matter where you are, you can show this to the doctor, no matter where you are. And in whatever language.” 33:52 “One of the problems is that it’s actually very difficult to get a hold of your health records and your medical documents in the US. And in Australia, by the way, you don’t seem to have ownership on often very easily or you may have to pay for them. So we’ve written some articles on how to do this.” 36:41 “If I could go back in time, I would think that we could have acted sooner to start understanding the market straight after that because a week from launching, the government decided it was too early and they closed the mobile API gateway down.” HIGHLIGHTS 02:24 Introduction to Wanngi 12:45 Caregivers as a potential app user pool 19:23 Going global & using Wanngi overseas 28:25 Marketing Wanngi & creating content 35:34 Maree’s advice & working with the government RESOURCES Maree on Linkedin Wanngi.com Apple App Store Google Play Store The post How to launch a product with a latent need appeared first on The marketing agency for Startup Founders and Entrepreneurs.
37 minutes | a year ago
How to be unique in a booming niche like craft beer
This episode of Fractal Marketing is called “How to be unique in a booming niche like craft beer” and today’s guest is Richard Jeffares, founder of TWØBAYS Brewing Co, is a pioneer of gluten-free, vegan, and lactose-free craft beer in Australia. Richard starts by laying the context for a gluten-free product, and for TWØBAYS, that is the niche of coeliacs. He then discusses the early successes of the brand and their plans for brand awareness and expansion in 2020, including social media and word of mouth marketing QUOTES 05:19 “It’s just not the same as sitting there at the bar and you’re drinking the cider while everyone else is drinking beer, for me anyway. You feel different. And unless you love cider and don’t like beer, which I don’t, you want to fit in with everybody else. So that’s really been the crux of it is, just want to be inclusive.” 06:55 “So we then negotiated the exclusive rights to import millet, buckwheat, and rice from these gluten-free malt houses in the US and bring them in by the containerload. So we’ve got, I think it’s 11 or 12 different millet malts, 1 buckwheat and about 6 or 7 different rice malts that we can use to make the beers that we have at the tap or even in package.” 12:11 “So from April to December, we got to about 750 locations around Australia, so anywhere from Port Douglas, Hobart and Perth and probably of those, I’d say 250, probably 200 of them are the big guys and the other 550 are independents. And so we’ve really wanted to make sure we try and do both strategies.” 27:30 “We’re 100% dedicated brewery and no barley comes in, sort of a no gluten allowed setup. So if you then go to a contract brewer, which is what these big guys are doing and say hey, brew me a gluten-free beer, then that contract brewer is going to make sure that throughout their whole manufacturing process, they are doing everything to avoid gluten.” 28:19 “We do offer it to other breweries if they want to but when they realize the price of that malt compared to barley, they’re kind of go, uhh. Then we talk about how they’re going to clean their mill, which you can’t do, so how are you going to mill that barley to brew with it? How are you going to clean your tanks? All those sort of things. And I say, well, why don’t you just buy my beer?” Background TWØBAYS Brewing Co was born from the need to avoid gluten and a trip to America which opened the eyes of Founder, Richard Jeffares, to breweries in Portland, Seattle, Denver and Montreal who were crafting high quality, gluten-free beers, so he decided to bring high-quality craft beers to Australia. HIGHLIGHTS 01:49 Introduction to TWØBAYS 05:41 Creating gluten-free beer in Australia 09:23 Marketing TWØBAYS 16:27 Expansion and markers of success 25:07 Competing with the big names RESOURCES https://www.twobays.beer/ https://www.instagram.com/twobaysbeer/ https://www.facebook.com/twobaysbeer The post How to be unique in a booming niche like craft beer appeared first on The marketing agency for Startup Founders and Entrepreneurs.
38 minutes | a year ago
Should You Build Distribution Channels or Sell Products Directly?
This episode of Fractal Marketing with Gerard Doyle is called “Should You Build Distribution Channels or Sell Products Directly?” and today’s guest is Damien Stone, Founder of Water3. Today, Damien shares the journey of his company and how direct sales to a niche market created early success for Water3. He then shares the expansion of the business in recent times and the role of technology in the business model in their bid to scale up and go global. It is noteworthy that one of upsides to Water3 is the nature of their product allows them to have a greater negotiation position with business partners. At present, the company has no real competitors and is in a prime spot for massive growth. HIGHLIGHTS 03:53 Branding: Water3’s unique product 06:54 Market timing 09:11 Referral marketing with a remarkable product 16:18 Expansion and technology over the past 18 months 20:39 Water3’s global trajectory 25:39 Reducing risk and convincing business partners 33:16 Damien’s advice QUOTES 11:44 “You’ve got to be remarkable. And being remarkable doesn’t mean having a bright shiny glitter-covered shirt. It means having something that’s shareable that everyone wants to talk about. So it’s what’s remarking about. And they kind of love stories like that, show you this care in the likes of the brand. And this is such an interesting little aside that will actually stick inside someone’s mind.” 17:01 “We thought long and hard about talking to the beverage companies and then we encountered a path of what are we going to do? The hot points for these guys, a niche market, well, it’s going to make them go, yeah okay, we want more tech. And there’s a huge amount of… software that they built around just being operators ourselves that we’ve had to go through and make a lot of changes on.” 25:38 “And I guess what your story is telling me is, oh, get out there and prove that people will actually buy it, people will use it. Okay, maybe you haven’t done it to the scale that Walmart or someone could take you to but if you’ve proven it yourself, you remove the risk for them. And if you remove the risk for them, they’re more likely to do it and I’m guessing the other upside to it is it puts you on a stronger negotiation position, right? Because you’ve got some idea how profitable it could be.” 30:54 “Who on earth is using that machine at 2 am? Now it turned out, some of our best customers are security guards and the cleaners because they can’t get water anywhere. Nothing’s open at 2 am when they’re walking around. Isn’t that funny how just you often don’t know what your market’s going to be?” 34:22 “Everyone loves it, but no one wants to fund it. What the hell’s going on? So I probably would’ve gone down a couple of other projects if I’d known 8 years ago it was going to take 3 years for us to get started. Or if we do get stuck into another business ambush, made us enough money to get started in the end, but I would’ve probably done some of this stuff a bit sooner.” The post Should You Build Distribution Channels or Sell Products Directly? appeared first on The marketing agency for Startup Founders and Entrepreneurs.
13 minutes | a year ago
The Sunk Cost Fallacy
A quick monologue podcast from me on ‘sunk cost’, A sunk cost is a cost that has already been incurred and cannot be recovered. Sunk costs are contrasted with prospective costs, which are future costs that may be avoided if action is taken. Business insider ‘lottery ticket video‘ Humans may be hardwired to be loss averse due to asymmetric evolutionary pressure on losses and gains: for an organism operating close to the edge of survival, the loss of a day’s food could cause death, whereas the gain of an extra day’s food would not cause an extra day of life (unless the food could be easily and effectively stored) The post The Sunk Cost Fallacy appeared first on The marketing agency for Startup Founders and Entrepreneurs.
43 minutes | a year ago
Winning Online Retail with Position & Purpose with Marty Cornish
This episode of Fractal Marketing with Gerard Doyle is called “Winning Online Retail with Position & Purpose” and today’s guest is Marty Cornish, Founder of Defence Sporting Apparel (DSA). Marty starts the conversation with an introduction to DSA and his military roots. He then shares the marketing success he has enjoyed with Facebook ads, email marketing, and direct messaging. Marty also shares the difficulties he is having with Facebook political ads and his plans for 2020 to enter foreign markets, most notably the US, UK, New Zealand, and Canada. QUOTES 13:44 “Now, we’ve had our last product launch which was really effective. The first day of the launch, we sent a message and then on the last day when we’re closing off the product launch or the campaign, we go, look, last chance. We’re closing up. And just two, start of the campaign and end of campaign. So you’re not overbearing a message. You’re not spamming them and you’re building that urgency at the end too which is quite effective for us.” 17:05 “So then, going after audience insights, I started really noticing that my community is really into the outdoors. Like a lot of the other brands up there, their following is very outdoors and that’s when I started testing. So we came up with the great outdoors collection. The interesting thing I learned, my expectation on what I thought would be my existing community would buy. We did the edm’s and we got zero dollar sales.” 23:25 “I think maybe the campaigns, we will have it there because I think it fits in but I think we’re going to reduce our skew codes and kind of be more focused. At the end of the day, my mission, this year, is to take DSA, really break into the US, UK, and New Zealand and Canada markets.” 35:54 “A big part of my focus this year is we’ll get some insiders breaking through the US market with DSA because it’s such a bigger market. It’s such a bigger market cap. It’s going to be a challenge which I’m excited about and I think that’s where it gets exciting, that B2C, tapping into that audience because they’re very patriotic.” HIGHLIGHTS 06:49 Branding: How to appeal to the right target market 12:13 Extending into more niches 20:41 Creating a trusted brand and scaling 24:42 Market validation and supplying defence forces 29:14 Measuring referrals and exploring resellers 36:39 Facebook issues with political advertising in the US —————————— RESOURCES https://www.instagram.com/marty_madestatus/ The post Winning Online Retail with Position & Purpose with Marty Cornish appeared first on The marketing agency for Startup Founders and Entrepreneurs.
40 minutes | a year ago
Scaling Your Business Using A Remote Team – with Meryl Johnston
This episode of Fractal Marketing with Gerard Doyle is “Scaling Your Business Using A Remote Team – with Meryl Johnston”. Meryl is the Founder of Bean Ninjas, a bookkeeping and financial reporting firm, and today leads an in-depth discussion on how to achieve success using a remote team that works with members from anywhere in the world. Meryl shares the birth of Bean Ninjas, her insights on making her first hire, and the sheer hustle it took to grow the company into a 20-person strong organization. She talks about how specializing in Xero was a huge step for the business and looks back on the masterminds that helped form the company into what it is now. Meryl is a Chartered Accountant who specialises in cloud accounting software “Xero”. The business is now 4 years old and has a distributed team of 15 based in 6 countries around the world. Bean Ninjas were recently awarded the prestigious Xero Bookkeeping Partner of the Year for Australia in 2019. Prior to Bean Ninjas Meryl worked at international accounting firm BDO, ran a consulting business and taught accounting at a local University. HIGHLIGHTS 01:31 Bean Ninjas and their early adoption of remote teams 08:07 Making the first hire and its birthing pains 12:52 Marketing: finding and maintaining new clients 16:47 Bean Ninja’s creative courses 21:26 Gaining recognition and building the community 30:03 Discussion on masterminds 34:56 Marketing advice you wish you knew back then QUOTES 07:41 “It’s just we want everyone to be productive and successful and so we have conversations with everyone about, do you need another monitor or are you happy with work from home or do you want us to pay for a coworking space? So it’s a bit more individualized at the moment.” 09:45 “And in hindsight, I probably would hire a VA much further down the track and hire the more senior people possible to help create the processes and take ownership of departments and hiring other people rather than getting the most junior person as, well, the cheapest person that you can as the first hire.” 13:16 “And so we followed that methodology and launched in a week and got our first customer in a week. And really, we got that customer from posting in a Facebook group about our story that we were launching this new business. We had created a web site in a day and we were just having a crack. And so people kind of liked the story behind that and that’s how we got our first customer. And then it was hustle.” 21:26 “We were really proud. In 2019, Xero selected us as their Australian bookkeeping firm of the year. So out of all the bookkeeping firms in Australia, we were number one. It would’ve been very difficult to do that if we were splitting our focus across multiple pieces of software.” 30:37 “The very first mastermind I was in was for accounting firm owners who wanted to think differently and that’s where I found my first co-founder was in that mastermind. We founded Bean Ninjas together. So that was a huge benefit that we found each other… And then built enough trust through those regular calls that we felt that we would be good business owners.” 35:02 “It would be to focus more on sales. So in our early days, it was direct sales that brought in customers and I probably spent a bit too much time on brand building and content which is a long term strategy. And so I’m glad I did because all of that work that I put into content really helped but it didn’t pay off until 2 or 3 years down the track. And really, we needed to be making sales.” RESOURCES BeanNinjas Website “The 7 Day Startup: You Don’t Learn Until You Launch” Book by Dan Norris Connect with Meryl on Linkedin The post Scaling Your Business Using A Remote Team – with Meryl Johnston appeared first on The marketing agency for Startup Founders and Entrepreneurs.
42 minutes | a year ago
Dissecting a successful course and book business with Anthony Metivier, the creator of the Magnetic Memory Method
People with excellent memories and memory championship winners are not too different from you and I. They just use a combination of techniques to enable their minds to memorize things. You might find it hard to remember names, facts, equations, lists, tasks you need to take care of, a new language and so on. But if you follow the right techniques, you can remember almost anything you want. On this episode, I’m talking with Anthony Metivier is the founder of the Magnetic Memory Method, a systematic, 21st Century approach to memorizing foreign language vocabulary, dreams, names, music, poetry in ways that are easy, elegant, effective and fun. An author of over 10 bestselling books, Metivier holds a PhD in Humanities from York University, an MA in Media and Communications from the European Graduate School, and an MA and BA in English Literature from York University. But we cover more than just memory, we talk about how Anthony has created a huge multi-channel content machine that funnels people into his memory course. But more than that, Anthony explains why his purpose and altruistic goals are the secrets to his success. Anthony’s YouTube is a great resource The post Dissecting a successful course and book business with Anthony Metivier, the creator of the Magnetic Memory Method appeared first on The marketing agency for Startup Founders and Entrepreneurs.
34 minutes | a year ago
Automating your business with Christopher Drake & Zapier
As an Entrepreneur who is as lazy as I am smart, I’ve always loved automating and sliming down my to-do list. Out of all the automation apps, Zapier has always been my favourite. What I’m talking about here, is the automation of activities in your business. If you like your ‘Out of Office’ messages pinging away when your on holiday’s, you’re going to love the idea of Zapier. Which is why today I’m talking with Christopher Drake, who is an automation and Zapier expert. Christopher runs that Startup Company which specialises in this expact topicc. You can follow Chris on Twitter here and here and read more about KanyeText.com here The post Automating your business with Christopher Drake & Zapier appeared first on The marketing agency for Startup Founders and Entrepreneurs.
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