Three years ago BlackMilk Clothing didn’t exist.
Then one day in 2009, James Lillis sold a pair of leggings for $10 that he’d stitched together around his kitchen table. The dream was launched.
Two and half years later BlackMilk Clothing is a multi-million dollar, 100% Australian-owned business employing 130 people and selling out of everything they make … driven by an unbelievably loyal following of raving fans – 160,000+ of them on Facebook, alone!
Not to mention the tens of meet-up groups that connect globally, all manned by volunteers who live for BlackMilk’s next product.
Oh, and did I mention they’ve done this on a modest marketing budget of ZERO DOLLARS! Yep, nudda. Zip!
So sit back, pull on some silky leggings and listen up as Cameron Parker (BlackMilk’s first employee) shares with us exactly how they’ve done it.
PLUS, also in this episode of Australia’s favourite small business marketing podcast, I pick a fight with a listener or two ;0)
Links & Resources Mentioned In This Episode …
BlackMilk Clothing’s online store and BlackMilk Clothing’s Facebook.
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28 thoughts on “#88 A Million Dollar Business in 2.5 Years on $0 Marketing Budget.”
Timbo great interview, nuggets of gold everywhere. Cameron Parker’s enthusiasm, passion made the interview fly through. Sounds like a guy I would want to hang out with.
I am a bit surprised, with Australia loosing so much clothing manufacturing over recent years eg Pacific Brands AKA Bonds closing Cessnock in 2009 and laying off heaps more in 2010, that Blackmilk are finding it hard to get quality staff.
Keep up the great podcast, missing Lukey a little and congrats on your new sponsor.
Next time I am in Japan I will bring you a bottle of Pet Sweat.
Timbo great interview, nuggets of gold everywhere. Cameron Parker’s enthusiasm, passion made the interview fly through. Sounds like a guy I would want to hang out with.
I am a bit surprised, with Australia loosing so much clothing manufacturing over recent years eg Pacific Brands AKA Bonds closing Cessnock in 2009 and laying off heaps more in 2010, that Blackmilk are finding it hard to get quality staff.
Keep up the great podcast, missing Lukey a little and congrats on your new sponsor.
Next time I am in Japan I will bring you a bottle of Pet Sweat.
Thanks Sean. Yes, Cameron gave over some nuggets, that’s for sure. All from the front seat of his car! Re the Pet Sweat … Thanks, but why don’t you try it and report back ;0)
Was SUCH an inspiring interview Timbo.
Cameron made me feel that its so possible with the work ethic, passion and customer CARE.
So many suggestions and shared strategy..had my mind spinning.
AND a BIG Congrats on your Sponsorship..WELL DONE.
Was SUCH an inspiring interview Timbo.
Cameron made me feel that its so possible with the work ethic, passion and customer CARE.
So many suggestions and shared strategy..had my mind spinning.
AND a BIG Congrats on your Sponsorship..WELL DONE.
Thanks Mitch. I agree. An amazing amount of marketing gold in this episode. Gee my guests amaze me!
great podcast, very interesting to hear from a smaller company using the internet for marketing in such a low cost way. a passion for what is offered clearly showed.
great podcast, very interesting to hear from a smaller company using the internet for marketing in such a low cost way. a passion for what is offered clearly showed.
Sharkies Unite! 🙂
Sharkies Unite! 🙂
Would just like to say that its not just 17 year olds who wear Black Milk Clothing.
Would just like to say that its not just 17 year olds who wear Black Milk Clothing.
Fair point, Mia. But as a 45 year old bloke, what would I know?! That said, having interviewed Cameron, I now have a much greater appreciation of this great Australian brand.
Gotta love those Sharkies, Lucy! I’ve just spent some time in Noosa and reckon I saw someone wearing BlackMilk every single day!
Thanks Vacshop!
Loved this, thanks! I had a few ah-ha moments during this interview. I too sell short run products and my biggest hurdle is manufacturing and shipping. Now I have something to really think about.
Loved this, thanks! I had a few ah-ha moments during this interview. I too sell short run products and my biggest hurdle is manufacturing and shipping. Now I have something to really think about.
Seth Godin really summed up the notion of ‘Tribes’ and the type of earned and authentic marketing that their collective voice can generate in his books and BM are a great example of this theory in practice. BM truly are a brilliant brand – another example of how an integral knowledge of your customer is paramount and how marketing is about so so so much more than advertising. Thanks Tim for another great post! Regards, Tom
Seth Godin really summed up the notion of ‘Tribes’ and the type of earned and authentic marketing that their collective voice can generate in his books and BM are a great example of this theory in practice. BM truly are a brilliant brand – another example of how an integral knowledge of your customer is paramount and how marketing is about so so so much more than advertising. Thanks Tim for another great post! Regards, Tom
My pleasure Tom. And yes, Seth nailed it. As usual!!
Glad to be of help, Sarah. Be sure to report back with any wins from those ah-ha moments.
Exactly Mia. 🙂
So glad you enjoyed the interview Mitch!
I have one of the most amazing jobs ever. The community behind Black Milk is incredible. 🙂
That’s so great!!!!! Best of luck!
Amen. 😉
If it wasn’t for social media we’d never been able to gain global exposure for next to nothing.
Exactly Tom. Some call us a cult. But we love the relationship we have with our ‘sharkies’.