Innovate & Elevate with Fractal

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 a...

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 win...

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 wi...

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...

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...

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 platfo...

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...

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....

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 challeng...

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 o...

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 s...

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 aw...

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...

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 o...

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...

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 messagi...

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...

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 thi...

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 id...

With many new ways to advertise to potential customers, we often forget about the oldest and most trusted form. That is referral marketing. A Nielsen study showed that consumers still thought of ‘word of mouth’ advertising as the most trustworthy. 83% of consumers say they either completely or somewhat trust recommendations from family, colleagues, and friends about different products....

If you’re a freelancer, contractor, agency or consultant, you know the pain of billable hours. I’m guessing you’ve also dreamt of productizing or knowledge in some way? If you’ve tried to package up your advice, then you know how hard that can be. In this episode, I’m talking with Hassanatou Barry , who is the Babysitter Guru . Hassanatou is taking her experience as a...

While sponsoring Tiger Woods or Roger Federer is most likely way outside of your budget. Athlete sponsorship can be more accessible than you’d think. On this episode, I chat with Andrew Stallings from the Athelo Group , about how he identifies opportunities, what areas are undervalued, and why the talent story is more important than their Instagram followers. Andrew Stallings, Founder / Head...

New Year’s resolutions make lots of sense. If you could improve one thing every year, the results would be amazing. So here are 13 ideas for new years business resolutions.  I’m not going to be so arrogant as to suggest you should follow any of these; rather, I hope the following 13 New Year’s business resolutions are an inspiration for your 2020 goals.  * I Will Get Focused and...

To understand whether or not your influencer marketing campaign is successful, you need to know how to measure that success. With influencer marketing transitioning from a marketing fad to mainstream marketing. There’s an increased need for professional presentation of the media buying opportunities. Influencers can no longer get away with merely presenting their follower count and a few scr...

There’s no denying it, chatbots are a thing. If you conduct any kind of business online, you’ve looked at or thought about introducing a chatbox. And if you spend yourself any time online, you’ve no doubt encountered one. But the problem with chatbots are, for the most part, they’re implemented poorly. You know, the experience, you ask a couple of questions, you fall slight...