“Our business is big boobs!” That’s the opening line from the interview pitch I received from Maxine Windram of Brava Woman to appear on my marketing podcast. And yes, she got my attention. And yes, the interview contains Dad jokes. But it also is busting with marketing G O L D! See what I did there ;0)
When Maxine and her mum (both full-busted women) launched Brava, a lingerie store for women D cup & up 9 years ago, they had never had a business, never worked in retail or even fitted a bra, but they knew fuller busted women needed a better deal. Today, they have three retail outlets in prominent shopping areas across Melbourne plus a bustling online store.
Join me for a fireside chat with Maxine as we discuss:
- Creating a business from a personal problem
- The importance of great customer service
- How & why to treat competitors as collaborators
- The importance of spending considerable time on marketing
- Plus so much more
PLUS I help a listener generate some ideas about how to create a personal brand through social media, and share some listener feedback from a motivated 65-year old business owner.
Yep, this episode of Australia’s best marketing podcast is busting at the seams – so let’s get stuck … right in!
Oh, BTW, here’s the full pitch Maxine emailed me with. It’s excellent.
Hi Timbo …
Our business is big boobs! May be a new subject, and a slightly uncomfortable one for your listeners. Our business grew from personal experience of feeling humiliated as a teen because there was only one bra to fit, and that was a beauty! Nude, full cup, thick straps, something your granny would wear. Mum and I both small 8-10 frames and unable to find bras to fit because back then big cups were only made for big bodies. We opened Brava, a lingerie store for women D cup & up 9 years ago, we had never had a business, never worked in retail or even fitted a bra, but we knew fuller busted women needed a better deal. We now have 3 stores (Prahran, Highpoint and Bourke St and a busting online business – see what I did there?). Its a big market. The puns you could have with this one Timbo, oh boy! We have had to re-educate women that using a tape measure to size up breasts is like measuring a glass of milk with a ruler! Its nuts! Convincing women that what they had known to be the way to fit a bra is the exact reason why they were probably in the wrong size. We did an in-store test and out of 50 new customers only one was in the right size – this can equal body image issues and health problems including back pain. Anyway, lots to tell, but our most successful marketing has been through great customer service via word of mouth and referrals from other stores, including department stores. Everyone said they were our competition, we discovered they are our friends, as well as bridal, plus size and active wear stores, and physios. We’ve also featured in the media. In the end what is important to us is helping women feel better about their bodies. BTW Timbo, you could do a little research, ask any woman with a fuller bust about their bra shopping experience. You will learn a lot….and possibly get a few odd looks.
Check us out www.bravawoman.com.au Cheers Max
00:38 Welcome & overview
02:35 Today’s guest introduction – Maxine Windram
05:00 Interview with Maxine Windram – Part 1
21:50 Insights in to 99Designs & Netregistry
23:44 Interview with Maxine Windram – Part 2
40:38 My top 3 marketing learnings fro my chat with Maxine Windram
42:40 Listener Question
45:28 Listener Feedback
47:04 Motivational marketing quote of the week
47:19 Wrap-up and insights in to next week’s guests
EPISODE SPONSORS (PLEASE SUPPORT THEM)
Netregistry special offer – Get your online marketing sorted. Websites from $79 / month.
99Designs free coupon – Get a design you’ll love. in 7-days. 100% guaranteed.
RESOURCES & LINKS MENTIONED
(GO ON, SHARE THE LOVE, YOU KNOW YOU WANT TO)
MY TOP 4 MARKETING TIPS FROM THIS EPISODE
- Who can you start treating as collaborators and not competitors?
- Always wear your customers’ hat.
- Actively seek feedback from your customers and share it with staff.
- Spend much more time than you currently are on marketing.
INSPIRATIONAL MARKETING QUOTE
“Someone is sitting in the shade today
because they planted a tree a long time ago.”
OVER TO YOU …
What was your biggest marketing learning or ah-ha moment from this episode?
Leave your comment below.
My guest and I respond to each and every comment.