WELCOME TO SEASON 3 OF BUSINESS OF CRAFT
Have you been thinking about how your fiber or fabric business can continue to adapt and thrive? Well, you’re listening to the right show because that’s our theme for Business of Craft season three…Resiliency!
Today Leanne Pressly is chatting with Laura Cameron, Director of Operations at Stitchcraft Marketing. The two cover lots of topics and tips you can use to focus in on your ideal customer and maximize your marketing ROI
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#1 So, before we dive into our topic for this show, Laura, I want to remind everyone that season 3 is themed RESILIENCY. Can you say a few words about why you thought Resiliency should be our theme this season? [3:36]
#2 Let’s jump into our specific topic today starting with the 80/20 rule. Also known as Pareto’s Law. Laura, do you have a general definition for us? [5:18]
#3 This is a great segue into Customer Optimization, right? It’s a perfect first place to implement this 80/20 rule. For example, how would a yarn manufacturing company determine which yarn shops they’re going to sell to using the 80/20 rule? [7:45]
#4 At Stitchcraft Marketing I feel like we also spend a lot of time consulting with clients on how to optimize customers based on their avatar or their ideal target customer. If you’re not focused on her, you’re not optimizing as well as you could be right? [9:00]
#5 Next, let’s touch on segmenting, since that can go hand in hand with optimization. Laura, can you explain what that is and give our listeners an example? [10:45]
#6 Next we want to jump into Automation. Laura, before the break, you were starting to tell us about automation as a tool for helping with segmented audiences. Can you tell us about a few automations you currently have set up for one of the accounts you manage? [15:00]
#7 We’re near the end of our episode for today and I want to make sure that our listeners connect the dots between the things we discussed in this show, 80/20 rule, customer optimization, segmenting and automations to our broader theme of Resiliency. Laura, how do you think learning these marketing strategies would make a business more resilient? [25:10]