Any examples that pop into your head?

yeah we're working with a fantastic brand at the moment called amber corporation they have a bunch of subcategories they're in the clothing business and they it's women's wear shapewear and it's very seasonal and traditionally they would sell into department stores across australia and new zealand and they did very well but department stores over time have kind of almost not become irrelevant, but they're seeing less traffic through the front doors.

I know there's a bunch of them here in Australia that definitely are losing out on business, but a lot of it shifted to online.

And what they've had and they've done it really well is keep their audience and They've kept the same audience, but they haven't bought the new audience along.

So there are still people looking for shapewear online that want their product, but they aren't necessarily relating to it.

So we just strategically looked at their messaging and and created a whole new department just focused on bringing up the new audience that they currently don't have.

So they flatlined completely.

Where do you see that movement? When's it time for you?

What are some cautionaries and pitfalls they should be aware of as they start looking at reinventing maybe their marketing strategy?

Yeah, absolutely.

So one of the big ones is always advertising fatigue, like clients look at it and add, and you could have come up with a great campaign that is working and has worked historically for a period of time, but then all of a sudden, you know, your audience has got, you know, campaign fatigue because that's the same campaign.

It keeps saying the same message.

Change it around.

Give me a story.

Give me something different that connects to what you're doing.

you growl?

So Michael, tell us, what are the five steps do you recommend entrepreneurs in order to make their first million?

Well first, thank you for having me on today's show, Harry.

It's great to be here.

Um, well look, I think there's five critical components to any successful career in entrepreneurship, and my first one is get clear before you get busy.

Before a single dollar comes in to marketing, define exactly who your target audience is.

Um, solve that problem for them, and h- you basically work on the different options that you have in front, front of you.

The clarity is the foundation to every cornerstone when building.

Wow

So how big is the agency now? What can you share with us? Number of employees or revenue or whatever? Have you kept it small, grown it big? What's your strategy been over the last 22 years?

Well, strategy is a really critical one with digital agents.

It's like in any business.

The quicker you grow, the more you grow, obviously.

You've got to feed the machine, so to speak.

So we try and keep everything very tight.

Only for the reason is that you might get a large advertiser or a large company that works with you on a retainer basis.

So what about AI? Are you letting your employees program in AI and get it done faster, but code that you didn't necessarily write yourself? What are your thoughts on AI in the coding industry in particular?