Ep. 22 - Guerrilla Marketing with Warwick Levy

Tune in with us and special guest Warwick Levy, Founder of Lonely Kids Club and active mental health activist as we talk guerrilla marketing, E-commerce, getting into the retail space and digital marketing.

Warwick Levy

Lonely Kids Club was formed in 2010 by a boy called Warwick. Driven by this passion, Lonely Kids Club was launched officially in the early months of 2011, as an independent label that believed in the principle that clothing should be personal.

Warwick Levy
– Communications Degree at UTS
– Worked as the E-Commerce Coordinator for Ecco Shoes and launched their website
– Founder of Lonely Kids Club – a gender neutral clothing brand
– His brand designs, drafts and concepts all their own goods
– Warwick and Lonely Kids Club are both proud supporters of mental health awareness and Australian mental health initiatives

Selling your product – E-commerce
– Retail and office space initially found by reaching out to Brand X
– Initially an online brand while studying communications at University (part-time)
– E-commerce means using online systems to sell, market, take payment, shipping coordination
– Recommended E-commerce platforms: WordPress, Shopify, Big Cartel, Magento, Squarespace, Wix, Demand (suitable for larger companies only)
– Shopify is specifically designed for retail and provides highly analytical insights
– The space has changed dramatically over the past decade and business owners should take time to find the most appropriate product for them

Getting into the retail space
– Inevitable risks are faced due to the subjective nature of the design process
– “Keep paddling…eventually you’ll release you’re closer to the shore than you think”
– Have reasonable time-frames for success! 18 months-3 years is a reasonable timeframe for growth
– Try and find what works for you, and push this as hard as you can
– What you expect to work may not and that’s okay as long as you adapt!
– Small business has so much that big business just can’t achieve

Digital marketing and what works!
– Don’t underestimate the power of common tools – social media platforms like Facebook can be relatively low cost for high rewards
– Using account managers and then learning how to use the product yourself from them can be a great way to gain insights
– Split-testing ads is an optimisation tool where you test variations of different ads to determine which engages more users, and diverts ad budgets towards more popular versions more money
– Available on Adespressor or directly through Facebook
– Starting with low or no cost can work!
– Consider things like guerrilla marketing e.g. presenting yourself on the street, stickers, free online ads
– Start small and expand gradually – consider only investing more money in when you are making more
– “it’s not about what you spend, it’s about how you spend it”
– Social media can also be used to defend your own brand if another company/brand attempts to steal or rip off your products/designs

Top tips for a new entrant considering entering the retail/E-Commerce space
– People wanting to buy from you are buying from someone else right now – think past your first concept!
– Why should your customers buy your product – find a niche
– Put yourself out there and push hard
– Try lots of things
– When you’re ready to quit, try that much harder

Products discussed
– Brand X – a not-for-profit focused on transforming urban spaces into cultural hubs for the community https://www.brandx.org.au

Recommended E-commerce platforms:
– WordPress https://wordpress.com
– Shopify https://www.shopify.com.au
– Big Cartel https://www.bigcartel.com
– Magento https://magento.com
– Squarespace https://www.squarespace.com
– Wix https://www.wix.com
– inDemand (suitable for larger companies only) https://www.indemand.com.au
– Hootsuite https://hootsuite.com
– Adespresso https://adespresso.com

A massive thank you to our sponsors ENKE & Co., if you are looking for business advisory, accounting and taxation packages head to https://www.enkeco.com.au

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