✔What Would We Do✔ - Niche Specific Sales & Marketing Inspiration - ✔Be Inspired✔

David Twigg talks about why the scattergun approach is a waste of energy for Real Estate Agents and how becoming the local Digital Mayor makes it so much easier to generate listings.

David Twigg disects 4 different real estate agent situations and talks about growth targets as well as how The New TV can help the 3 different styles of real estate agents.

As discussed on the previous episode, Know Like Trust is the fundamental approach that allows a real estate agent to dominate a suburb in 2019. On this episode David Twigg discusses 5 examples of content themes that deliver Know-Like-Trust.

Know Like Trust has become the de-facto way to sell high value services like the services of a real estate agent but how does it specifically apply to a real estate agents? David Twigg from The New TV discusses the learnings of working with real estate agents since 2016 and growing their market share.

The New TV journey started back in 2002 at the REIQ training offices in Coorparoo. David Twigg relates the journey of how the jigsaw puzzle was assembled that builds market share for real estate agents by generating new listings in your prime farming area.

This episode of What Would We Do, talks about how Real Estate Agents can move stock by using videos to chapterise a listing.

This episode of What Would We Do focuses on an imminent Facebook change that ALL business owners should be aware of, a direct result of the Cambridge Analytica problems.

This episode of What Would We Do, focuses on some ideas for Principals of Real Estate Agencies. Chris and David touch on the experiences of the last 2 years talking to and helping real estate agents and the principals of Real Estate Agencies across Brisbane. To find out more about how The New TV has helped Brisbane real estate agents grow market share please go to: http://thenewtv.com.au/real-estate-agents

This episode of What Would We Do, focuses on content marketing. Chris Bugden puts the microscope on what to consider around your content marketing. To find out more about the What Would We Do Podcast please go to http://whatwouldwedo.com.au

This episode of What Would We Do, focuses on our 7 pillars strategy. David Twigg and Chris Bugden discuss 3 of the 7 pillars in detail and how all 7 fit together to develop buying relationships with your ideal customers. To find out more about the What Would We Do Podcast please go to http://whatwouldwedo.com.au

This episode of What Would We Do, focuses on the strategies that will grow your business over the next 12 months. David Twigg and Chris Bugden talk about the myths, misconceptions and red herrings that abound amongst companies in Australia, the holy grail of any marketing today, the anatomy of great sales funnels and how to avoid the social media black hole syndrome. To find out more about the What Would We Do Podcast please go to http://whatwouldwedo.com.au  

This episode of What Would We Do, focuses on Private schools and other education establishments. David Twigg and Chris Bugden deliver an insightful discussion to inspire ideas that will oil the wheels of increasing enrollment. To find out more about the What Would We Do Podcast please go to http://whatwouldwedo.com.au

This episode of What Would We Do, focuses on The Olympics. David Twigg and Chris Bugden deliver an insightful discussion focusing on using modern marketing platforms and growth hacking effectively to make the most of major events.   To find out more about the What Would We Do Podcast please go to http://whatwouldwedo.com.au

This episode of What Would We Do, focuses on Aged Care companies. David Twigg and Chris Bugden deliver an insightful discussion focusing on using modern marketing platforms and growth hacking effectively.   To find out more about the What Would We Do Podcast please go to http://whatwouldwedo.com.au

This episode of What Would We Do, delves into the world of Real Estate. David Twigg and Chris Bugden deliver an insightful discussion that will inspire you and arm you with ideas to generate new listings. For more information go to the official website at http://WhatWouldWeDo.com.au

This episode of What Would We Do, delves into Hotels and Resorts. David Twigg and Chris Bugden deliver an insightful discussion that will inspire you and arm you with new ideas to bring new clients to your properties. For more information go to the official website at http://WhatWouldWeDo.com.au

This episode of What Would We Do, focuses on Pro sports. David Twigg and Chris Bugden deliver an insightful discussion focusing on 3 Brisbane sporting franchises, the Broncos, the Reds and the Roar. Exploring opportunities and scope to punch harder using the great resources that the clubs have available to leverage.   Future episodes will cover other Brisbane sporting brands. To find out more about the What Would We Do Podcast please go to http://whatwouldwedo.com.au

This episode of What Would We Do, follows on from episode 1 which focused on Fashion Retail. David Twigg and Chris Bugden deliver an insightful discussion that will help you ask yourself some serious questions about how you can sell more clothes. It covers the future of retail according to Westfield,the Facebook strategy of Australia’s Top 10 Fashion brands, Building brand loyalty and engagement through your social media policy and how to get your customers to do your promoting for you. To find out more about the What Would We Do Podcast please go to http://whatwouldwedo.com.au

This episode of What Would We Do, delves into Niche Travel firms. David Twigg and Chris Bugden deliver an insightful discussion that will inspire you and arm you with new ideas. To find out more about the What Would We Do Podcast please go to http://whatwouldwedo.com.au

This episode of What Would We Do, delves into Recruitment Firms. David Twigg and Chris Bugden deliver an insightful discussion that will inspire you and arm you with new ideas. To find out more about the What Would We Do Podcast please go to http://whatwouldwedo.com.au

This episode of What Would We Do, delves into the world of Residential & Commercial Construction. David Twigg and Chris Bugden deliver an insightful discussion around this industry to inspire ideas to increase the bottom line.

This episode of What Would We Do, delves into Accountancy Firms. David Twigg and Chris Bugden deliver an insightful discussion that will inspire you and arm you with new ideas. To find out more about the What Would We Do Podcast please go to http://whatwouldwedo.com.au

This episode of What Would We Do, delves into Engineering Firms. David Twigg and Chris Bugden deliver an insightful discussion that will inspire you and arm you with new ideas. To find out more about the What Would We Do Podcast please go to http://whatwouldwedo.com.au

This episode of What Would We Do, delves into Dentists. David Twigg and Chris Bugden deliver an insightful discussion that will inspire you and arm you with new ideas. For more information go to the official website at http://WhatWouldWeDo.com.au   Chris: Hi guys Chris Bugden here. Myself and David Twigg are on a mission to help inspire ideas for your company. Each episode we will be delving into one specific marketplace and reverse engineering it as well as imparting our knowledge & wisdom from the campaigns we've been involved in and books and podcasts we've read.   David: Yes between us we've been working in sales and marketing for many years and we both love discussing business so we aim to inspire you. Today we are going to delve into What we would do if we were starting a Dental practice. What things we would consider adopting from established brands and what could we do better.   chris: Yes we all need to use the dentist on a regular basis so it has become one of those medical practice sectors where the sky is the limit, be growing exponentially even amongst generations that historically haven't hadn't bothered. According to the Australian Institute of Health and Welfare, AIHW, an authority on medical demographic information, In 2012, there were approximately 57 dentists, 4 dental therapists, 5 dental hygienists, 3 oral health therapists and 5 dental prosthetists employed per 100,000 people in Australia.   David: Yes i took my eldest son to the dentist last week and when i looked around the surgery, it seemed to be a very well oiled machine, more minimalist than i recall years ago but the technology has clearly come on leaps and bounds in recent times. I remember as a kid in the UK, everybody used the National health service dentists and frankly with hindsight it felt rather like an abattoir, huge equipment, limited pain control and overpowering smells that were not pleasant. These days it really is a way more comfortable experience in the dentist's chair.     Chris: I'm right with you there David, the average experience in Australia has dramatically improved though no doubt there is a broad spectrum of good and bad. So what have you discovered in your audit of the dentistry online environment?   David: Well there's certainly a lot of templated marketing going on within the Dentistry world. It seems to be fairly standard to be greeted on a home page with a big white smile. There's not much differentiation going on rather like a lot of marketplaces, it's generally fairly mundane messaging focusing on hygiene and patient care.   Chris: So what online marketing would you be thinking about if you were to setup a Dental practice today?   David: Yep so the first thing i would be thinking about regarding marketing material especially including the website would be overcoming objections. So what could those objections that prospective customers may be thinking about:   Pain in the surgery....Price.....Discomfort after the visit....Avoiding longer term problems........competence.....and yes caring, “does this dentist care about my well being?”   By the way on a tangent i was seriously impressed with my son's dentist who called up to check he was ok after his first filling. Frankly my son handled it brilliantly, the needle, the mouth staying open so long, the "angle grinder" type sounds (or that's what's in my mind), the weird sensations, the swollen mouth, the blood.... it's all pretty stressful for a 7 year old's first experience. So i thought when they followed up to check he was ok the day after, it was really a sign that they cared. Of course all it was most likely was a policy decision to do it then the receptionist has the task integrated to her work day to follow up with new patients on the phone but the average patient or parent wouldn’t be aware of this.   Chris: And David that is a whole new area of expertise, being the management of your customer database making sure appointments aren’t delayed as we discussed in our previous podcast regarding skin cancer clinics:   David: Back to the marketing, all communication including the website should be focused on overcoming objections (pain,price,discomfort,competence) AND the importance of the outcome.   The outcome being, the solution to a problem eg no more tooth ache, no more sensitive teeth with hot/cold, no more yellow teeth, straighter teeth, beautiful smile, etc. etc.   Dentistry is best focused on a female audience, males need it as well but pushing female buttons around attractiveness and first impressions is more powerful.   So that would be one of the overall themes of content for the website, social media and in any communication with the prospective marketplace which by the way is likely to be within a 15km radius of your premises. In some cases less than that but marketing to people beyond that radius is wasting money in my opinion because you will be fighting the ultimate objection of inconvenience.   Chris: So you would focus content for the website and social media on overcoming objections as well as problems/solutions. So talk a bit more about that problem/solution matrix. What type of things would work as good topics for content?   David: Well based on what we've learnt from campaigns, some content theme categories could be around: dating.... what role your teeth play in the dating game, in fact there are a lot of angles to run from that one, it's not hard finding stories and experiences that have failed around teeth....... job interviews again we would find a plethora of stories and experiences that justified spending money on teeth to get a new job as well as the other side of teh coin where bad teeth has led to a failed interview. Then there will be other angles such as working a role serving the public with bad teeth....in the modern world this is a fairly common complaint so it becomes a case of using 3rd party references to demonstrate clearly the good teeth vs bad teeth story. Cosmetic surgeon receptionist, airline hosts and hostesses, higher-class waiting and hospitality staff   Some Content could also focus on technology for example tools, equipment, why x is the best and by the way there are only 3 of them in this city....beware of outdated equipment.... new equipment can do this.....filling technology, the options and strengths and weaknesses .......educating around filling vs sealing and other technical terms   Some content could focus on why teeth get yellow.....talk about the main causes eg tea/coffee, smoking, red wine....etc   Sensitive teeth: educate on why....how and what can be done   Root canal: educate on why......how and what can be done   ......same goes for other common procedures that the public don't understand   Using social media to point out problems(eg yellow teeth,crooked teeth,surveys on first impressions,likelihood of problems in 40's,rotting teeth>>>>bad breath) would also get people thinking.     ...and the big winner. I'm really not happy that this is the case but ladies particularly can receive a message much more clearly if it has a celebrity factor, for example a reference to a celeb......so use celebrity stories around teeth. Finding a celebrity with bad teeth would be virtually impossible so banging that home would be an angle.   I would suggest dental marketing should aim to encourage females to persuade their partner to come in rather than be too focused on marketing directly to men.   Chris: Excatly David because we all know the common mentality of men being that “If it aint broke don’t fix it” and men are notorious for putting off visits to the doctor or dentist simply due to the disruption to their routines and the inconvenience it causes them/us! Ok so that's touched on website and social media content as well as overall strategy what about enticing them to your brand.   David: Well Google is a massive referral agency....when we look to change dentists.   Facebook can be working the mind of the local area to position your dentist brand as ticking their boxes (competent, focused on the details, caring, value, convenient) while they mull over their current dentist vs you. As with all marketplaces it's about multiple touchpoints, keeping your brand in front of them consistently so the day they pull the trigger you are front and centre in their mind.   Chris: Now i know one of your favourite topics is talking about Average Customer Value in relation to what it's worth to spend to acquire a new customer.   David: Yes Chris it's a massive business issue. When a new customer walks in the door, what could they be worth in revenue terms to you? Obviously the guy that has been neglecting his teeth vs the lady who has been seeing a dentist 3 times a year, will offer completely different revenue opportunity. But the point is what is the average? Every dentist should be able to calculate it annually because it's simply gross revenue divided by number of patients served. My guess is here in Australia the figure for many dentists in middle class areas will be into 4 figures, ie over $1000 per annum. So on that basis i would suggest acquiring new customers for even as high as $200 each is a steal, as after a few years that average spend may well reach $5,000. I don't think for one second you would need to spend that much but this simple calculation allows you to make a decision that will likely work.   Chris: Yes i tried to research the figure of gross spend on Dentistry in Australia and divide it by about 20 million, which would still include lots of toddlers that don't see a dentist until they are 5 or 6.....but i couldn't find one that seemed to be reliable or that I would confidently quote as being accurate.   David: So Chris, now with your selling hat on what considerations would you make with a dental surgery to maximise revenue and work towards growing the business.   Chris:   One of my immediate thoughts David is how well the practice seeks to maximize the level of service and value to existing customers thereby increasing the revenue from their existing client base There is a difference between cross-selling, upselling and referral based business growth and they all come from providing the epitome of value-driven customer service. Cross-selling examples in dentistry could include selling toothbrushes as opposed to upselling which would be not just selling a toothbrush but the upselling from a plastic manual toothbrush to an electric toothbrush. Another great example which comes to mind being that I’ve been involved in rugby league for over 30 years is mouthguards as there is a major difference in the protection levels for teeth between a chemist-bought, mould-your-own cheaper version and I would always recommend the dentists professionally moulded version to the kids I coach – and I always STRONGLY recommend never taking the field without a mouthguard. (So relationships with local sporting clubs are another way to develop your client base, particularly rugby league and rugby union and also AFL, field hockey, boxing and any other contact sporting clubs.) And whilst this is a type of referral marketing, I believe the best opportunities for referral marketing are with the current patients at the time of a visit. There is always some type of research and information gathering conducted by the practice when a new patient visits for the first time, but I believe that consultation process could be expanded to include after-treatment consultation by a member of the practice staff skilled in patient care and customer service. I’ll give you some examples: I have full medical insurance so for me and my family regular visits for check-ups and cleans don’t cost anything outside of my monthly insurance premiums, so I attend regularly, as does my wife. However we also have children, three of whom are still living at home and covered by the same insurance policy, yet I haven’t been asked by my dental practice if I even have children (other than in a “by the way conversation whilst in the dental chair, which has obviously not been acted upon). So my thoughts are that part of the information gathering would be to ask about other family members and booking times for them to come in and visit the dentist – because as I said a moment ago – there is no financial burden as it’s already been paid. And that provides an appropriate angle to approach the question when gathering more information in the after-treatment consultation by simply using phrases like – “Do you believe you’re getting the most value-for-money from your private medical insurance?” Or “Considering you’re already paying for the coverage would you like to schedule your children for a check-up while you’re here?”   and that opens up other avenues to broaden the revenue base from existing patients to ask about other family members like siblings, parents, grandparents, friends etc. There can even be incentives offered for referrals, but there certainly doesn’t need to be if the whole culture of the practice is about providing the very best of dental care to their patients and everyone in the family and immediate circle of the patient. We ALL WANT to refer people we know to good practitioners as it feels good for us to recommend someone we know to a provider we trust, knowing that our friends and family will receive the very best of care. The same way we recommend a good restaurant or a good movie, we often can’t wait to find an opportunity to talk about it to friends. And it is possible to subtly train your patients to mention the “professional”, “comfortable” or “painless” experience if that is the major objection you receive from potential patients.     We can then begin to look at cross-referrals from other practitioners in the fields of GP’s, Orthodontists, Cosmetic surgeons, beauticians etc. which opens up another marketing field and helps position your clinic as the most professional and expert in the community. Because ideally you want to position your clinic somehow and what better way than to be thought of as the go-to clinic in your area?   Chris: Definitely food for thought David and some ideas worth pondering for the forward thinking clinics and practices. Well we hope you’ve enjoyed this episode of What Would We Do? It’s been very interesting putting our thoughts together and we appreciate you taking the time to listen.   David: If you’d like to find out more about us or perhaps get in touch to see how we can help you please go to www.whatwouldwedo.com.au  

This episode of What Would We Do, delves into Physiotherapists. David Twigg and Chris Bugden deliver an insightful discussion that will inspire you and arm you with new ideas. To find out more about the What Would We Do Podcast please go to http://whatwouldwedo.com.au

This episode of What Would We Do, delves into Bars & Nightclubs. David Twigg and Chris Bugden deliver an insightful discussion that will inspire you and arm you with new ideas. To find out more about the What Would We Do Podcast please go to http://whatwouldwedo.com.au

This episode of What Would We Do, delves into Car Dealerships. David Twigg and Chris Bugden deliver an insightful discussion that will inspire you and arm you with new ideas. To find out more about the What Would We Do Podcast please go to http://whatwouldwedo.com.au

This episode of What Would We Do, delves into Not For Profit organizations. David Twigg and Chris Bugden deliver an insightful discussion that will inspire you and arm you with new ideas. To find out more about the What Would We Do Podcast please go to http://whatwouldwedo.com.au

This episode of What Would We Do, delves into Personal Trainers. David Twigg and Chris Bugden deliver an insightful discussion that will inspire you and arm you with new ideas. To find out more about the What Would We Do Podcast please go to http://whatwouldwedo.com.au

This episode of What Would We Do, delves into Law firms. David Twigg and Chris Bugden deliver an insightful discussion that will inspire you and arm your law firm with new ideas to help generate new clients. To find out more about the What Would We Do Podcast please go to http://whatwouldwedo.com.au  

This episode of What Would We Do, delves into Skin Cancer clinics in Queensland.It profiles some learnings from a highly successful marketing campaign for a Qld skin cancer clinic as well as provides ideas and inspirations that Skin cancer clinics should consider and use to boost revenue as well as provide a broader service to the patients they serve. David Twigg and Chris Bugden deliver an insightful discussion that will inspire you and arm you with new ideas.    

This episode of What Would We Do, delves into Fashion retailers in Australia and the USA. It reverse engineers what these Fashion brands are doing and references several new ideas that all Fashion retailers, high street and online, should consider and can use to boost sales. David Twigg and Chris Bugden deliver an insightful discussion that will inspire you and arm you with new ideas. For more information or to contact David or Chris please go to http://whatwouldwedo.com.au JINGLE: Broadcasting from sunny Brisbane,Queensland, Australia. You are listening to Chris Bugden and David Twigg and the What Would We Do Podcast. Chris: Hi guys Chris Bugden here. Myself and David Twigg here and our mission is to help inspire ideas for your company. Each episode we will be delving into one specific marketplace and reverse engineering what some big players are doing as well as imparting our knowledge wisdom from the campaigns we've been involved in and books and podcasts we've read. David: Yes between us we've been working in sales and marketing for many years and we both love discussing business so we aim to inspire you. Today we are going to delve into What we would do if we were starting a fashion brand. What things we would consider adopting from established brands and what could we do better. chris: Yes retailing is at the heart of any economy, we all need to buy things and we all need to buy clothes though the importance of fashion seems to be growing exponentially even amongst generations that historically haven't hadn't bothered. David: Yep my 7 year old son is a lot more concious of what he wears than i ever was and his 5 year old brother is now in tune to what he likes and doesn't like. At the same token the generation of my parents are frequently dressing sharply, so brands like Ralph Lauren now have the 70+ generation as one of their marketing avatars. Chris: So David you've been digging into the online presence of 3 modern fashion brands, what sort of things did you find out? David: Yes Chris so i used some of our tools we use to reverse engineer client accounts as well as the competition of clients. I focused on 3 brands. The Iconic has really become one of the big success stories of Australian fashion in the last few years but has focused purely online. Lorna jane and Lululemon are fighting in a very similar space to each other and so i thought a comparison of how they are doing it would make a good case study. All 3 companies Lorna Jane and The iconic were featured in Smart Company's top 20 retailers of 2015. This is what they said about Lorna Jane: Now in its 25th year, active wear retail brand Lorna Jane continues to enjoy rapid growth, especially when it comes to online sales. Online sales for Lorna Jane grew by more than 30% in the past 12 months and now accounts for 14% of the company’s total turnover. The retailer has also amassed a big social media following, with more than one million fans on Facebook alone. Lorna Jane is on track to hit $200 million in revenue this year, which is no doubt also fuelled by the addition of 40 new international bricks-and-mortar outlets to its network in the past 12 months. A partnership with US fashion chain Nordstrom, announced this month, will extend the reach of this homegrown brand even further. This what they said about the iconic: One of the newer players on the Australian retail scene, fashion marketplace The Iconic continues to punch above its weight. Founded in 2011, The Iconic has previously secured multi-million dollar funding rounds, including a $28 million boost in mid-July 2013, and more recently has focused on adding top international brands to its stable of Australian designers, including UK high street label Brand New. The Iconic has amassed an impressive 500,000 Facebook fans and more than 80,000 followers on Instagram. In 2013, the retailer turned over $31 million. What Smart Company didn't mention is that the iconic is part of huge online fashion retail group called GFG which combined lost $235 million last year though sales are growing rapidly and losses shrinking. So let's get into what i found about The Iconic. The iconic 1.2 million visits per month Time on Site Page views 10.59 bounce rate 26.49% 49.45% traffic from search 89% organic-11% paid 3.29% traffic from social (81.7% FB,7.4% YouTube) 14.76% traffic from referrals(311 referring sites) Their Fb has very low engagement 588k likes typical post gets 3-50 likes Content marketing - Limited.....no story focus.....only promotional. Affiliate marketing = Strong Instagram FREE TO JOIN! Default commission up to 16% (average basket value $120). Individual commission and special rates for top sellers. Exclusive vouchercodes available. We offer a wide range of static and dynamic banners, an automatically updated product feed and a range of coupon codes and special promotions. We are happy to design custom creatives and newsletter templates on request. Our program has a high conversion rate of 7%, 30 days cookie and all valid transactions approved within 30 days. Quick and personal support from THE ICONIC Affiliate Team. Lorna jane vs lululemon Lorna Jane 150,000 visits per month 05.02 mins time on site 5.24 page views bounce rate 34.51% search 41.41%(93% organic 7% paid) social 2.25% direct 37.64% referrals 17.62% (from 101 sites) FB engagement 1.2 million likes 20-200 likes per post...ok but should be more One area of controversy is how Lorna Jane are managing their Facebook presence. They seem to have an overall brand page and a page for every store as well. I think that particular conundrum is a tricky one because often resources don't allow running hundreds of pages effectively and in fact largely they just upload one post to all the store pages. If each store were to run independant promotions or have unique lines i can see why they would run independant pages. Also particularly if they were to run local competitions or feature local content then that would definitely be a strong strategy however they aren't from what i can see they are spreading themselves very thin, detracting from the main brand page and not capitalising on the Facebook infastructure they have developed. Now onto their content marketing and this is definitely one of their secret weapons. They run a blog on a separate domain called MoveNourishBelieve.com there is a Stunning Branded video ad as a popup optin when you land on the site it really captures the essence and brand values of Lorna Jane and no doubt inspires their target market. I haven't seen that done as well as that before but i suspect it's a very effective way of developing their email database to compliment that effort through their online store and physical stores. MoveNourishBelieve.com publishes stories, linking to lorna jane shop with simple product images and prices It gets 50k visits per month av page time 02.28 avg pages 2.42 Bounce rate 66.16% ONLY 48% Of Audience in Australia(eg 22% in USA) Top posts: Build A Booty with Base Body Babes - Move Nourish Believe : 198k shares 7 days of no-fuss dinners, download your menu now - Move Nourish Believe : 10.6k shares Why colouring in could curb your stress - Move Nourish Believe : 4.9k #IAMWOMAN - ERIN MCNAUGHT - Move Nourish Believe : 4.5k I really think lorna jane is ahead of the game here in developing an independant online property that cross promotes their products. My only concern is that editorially they aren't quite hitting the nail on the head. That said the ultimate purpose of the site is to send users to another site, ie the lorna jane store, so a bounce rate of 66% is probably what they ideally want. affilate marketing - mediocre The Lorna Jane Pty Ltd affiliate program offers industry-leading technology, expert craftsmanship, and hi-tech performance fabrics to activewear for women. The brand represents a global movement of women living their best, most beautiful lives through active living. Lululemon 60,000 visits per month 04.47 time on site 7.14 page views bounce rate 23.65% search 48.26% social 2.2%(FB 53%,Pinterest 14%, Youtube 14%, Twitter 12%) direct 27.22% referrals 19.91% (from 33 sites mostly own sites overseas) FB engagement 1.3 million likes, 10-300 likes per post = higher than lorna jane(? because they don't have FB pages for each store rather one brand page and then city focused pages Content marketing (blog subdomain) beginner one-week meditation challenge: podcast #3 ; 2.2k shares exercise anywhere : 1.8k beginner one-week meditation challenge: podcast #1 : 970 shares running meditation : 746 shares yoga for sports : 743 shares Affiliate marketing - no obvious plan So that's what i found out about 3 high profile fashion retailers. So, Chris if we were setting up a fashion brand from an online angle there would be a few learnings i would be considering: 1. Content marketing : learn from lorna Jane, crafting stories and embeding promotion but using social media to develop virality. I really don't think they are using Facebook that well to both cross promote their MoveNourishbelieve.com content or their status update content which should be less promotional anyway.They seem to be way more active on Instragram interestingly, with 645,000 followers and average posts geting 4000-8000 likes. Clearly engagement is easier for them through Instagram so i can see why they would use it more but connecting Instagram to other online property is a lot harder than on Facebook in other words converting instagram traffic. 2. Develop an affiliate program and make an effort to engage bloggers to promote your products. The Iconic have a very good affilaite program and i imagine are developing lots of referral channels simply by focusing on providing value to affiliates. 3. Don't use Facebook just to promote products. Read Gary vaynerchuck's book, Jab, Jab, Right Hook and understand that promotion is far more powerful when woven in amongst a story. i think all 3 brands are partially guilty here. Stories that the target market relate to are where the viral wins occur. So keep jabbing with non to light promotion and then insert a right hook with a promo, is for me the key strategy. 4. Regarding your website focus clearly on the navigation, consider the way Coles and Woolworths have planned their grocery aisles in a specific way to encourage shoppers to maximise spend. Think of the store as a maze and this is the pathway an ideal prospect would take, how can we make that easier by reducing any friction incurred on that journey. 5. An abandon cart strategy is an absolute no brainer. Every single day users in the droves get buyers remorse after filling out an order form but just choke or get distracted at the buy now button. They need to be reminded and have their hand held back to the checkout as they have demonstrated they want to buy. So that's my take on the online fashion world, Chris. I have been of the believe for many years that Westfield and all the major shopping mall owners are on a slippery slope to the bottom. Yet in the states the physical store showroom model is starting to get plenty of traction, which i find fascinating. I think you've delved into a brand called the Bonobos Guideshop.