When I was travelling a while back, I came across a cat cafe in Penang and it caught my attention. What a great idea! Some people can’t have their own cats because they rent a ‘pet free’ property or they travel around too much and can’t commit. The cat café craze started in Taiwan, providing a haven for coffee addicts who want to sip their latte in the company of cats. The word got out and the rest of the world caught on.

Sydney is now embracing the cat cafe culture.

I met with Veronica Morland, lawyer by day and self-professed crazy cat lady by the weekend, who has taken to the crowdfunding platform Kickstarter to raise seed capital to bring her own “purrfect” cat café to inner city Sydney! Veronica launched a pop -up cafe a couple of months ago in Paddington, Sydney and it was hit with cat loving locals.

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“Sydney Cat Café” will be anything but ordinary. Even as far as cat cafes go, the model is unorthodox, allowing patrons to adopt the rescue kitties that grace its floors, couches and windowsills. It follows that a unique launch was a necessity. “We didn’t want to launch our crowd-funding campaign the usual way,” says Morland. “Rather than simply doing a media blast to spread the word, we brainstormed more guerrilla-type ideas and came up with the idea of a pop up kitten café. What better way to test the waters and introduce ourselves to the cat-loving community than to give people a taste of things to come?” The result was paws-itive all round – the event received international press and social media attention and twelve of the Maggie’s Rescue kittens were adopted by adoring patrons.”

The Sydney Cat Café is set to launch permanently in September, and will be billed as experiential – a space unlike any other. Apart from the all-important presence of felines, Veronica plans to offer complimentary WiFi and set-ups to suit all needs, from a place to plug in your laptop, a date-spot with a difference or simply a home away from home.

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Importantly, Veronica aspires to open Sydney’s first adoptable cat cafe – that’s to say that the cafe would function as a foster home for felines looking for forever homes. “If we achieved 12 adoptions in only four days at our pop up, imagine what we can do in a month, a year.”

Sydney Cat Café is now accepting pledges in return for passes to the café, tickets to special events, and a range of adorable merchandise, but don’t paws – the campaign ends on July 13 2015.

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Website: www.sydneycatcafe.com.au

You can donate to the project at Kickstarter

Photo credit: Attila Szilvasi Photography

When I heard Canva had introduced drag and drop Infographic design, I got a little bit excited and couldn’t wait to test it out. I was waiting for some new information and stats to be released, so I had inspiration for my creation. I will warn you now, playing around with layouts, design and colour can be a little addictive so make sure you have a few hours to kill before jumping onto the Canva platform.

Here is my Aussie Infographic inspired by Dave Goodfellow at Social Media Week Sydney. Plus original research carried out by Hoop.



If you want to read the full article on ‘What Aussies are actually doing on Instagram’. Follow this link

Exciting news for Radiohead fans ahead of Vivid 2015

Semi-Permanent, Australia’s most seminal design and arts event, and Carriageworks are holding a a first of its kind Stanley Donwood interactive and retrospective exhibition – The Panic Office – 21st of May – 6th of June 2015.
Stanley Donwood, has worked with Radiohead since 1994, designing the group’s albums and all associated artwork. The exhibition will display thousands of pieces of artwork from the Radiohead albums OK Computer, Kid A, Amnesiac, Hail to the Thief, In Rainbows and The King of Limbs, some original, some unseen and all bearing Donwood’s evocative and haunting imagery that helped to create one of the world’s most distinct brands.The exhibition will feature a number of Thom Yorke & Atoms For Peace artworks as well as Stanley Donwood original works – paintings, prints and drawings. Presented at Carriageworks, the exhibition is a journey through beauty in the subtext – understanding and giving context to the Stanley Donwood mind.okay computer 1

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I will be attending and reporting back but if you fancy it, find out more here.

In the digital marketing world, it is always crucial to measure ROI (return on investment) over your client’s monthly investment. ROI optimization often happens when you are selling huge varieties of products, clients who are cutting costs, or having doubts that marketing is just a myth. With that being said, it may be a good decision to run into consultants and marketers as they can certainly help you on such matters. In fact, they are highly knowledgeable when it comes to cost, business development procedures, and marketing strategies. They are equipped with valuable information enough to devise the right approach to a certain business concern. They have in-depth analytical skills and specific means to provide you competitive tracking for your business. As a marketer, it is important to have client retention.

ROI = (Gain from Investment/Revenue – Cost of Investment)

With the given formula, ROI is mostly gained in a month or two. It still depends on how competitive your product is, what line of services you offer, etc.

How to gain expected ROI in 2 months?

1. Know your products and services.
Having full understanding of your products and services means you must know what your selling point is. In order for you to run your business quickly, you must also identify the different aspects of your services and see them on a customer’s perspective. Lastly, list all the benefits that your consumers/customers will be getting from your product.

2. Identify your services package or product cost.
If you are offering services, it is imperative to set and know your package cost in each of them. It is where you might be getting an estimated budget for your marketing campaign. In the same manner that you do with selling products, identify and make a list of these products that cost from lowest to highest.

3. Competitor Research and Analysis
As a part of understanding what your product is, it is important to know other products related to yours too. Yes! competitor prospecting is one of the best marketing strategies. You need to find and explore their gems and assets and on how they play the game. From there, it’s up to you if you are going to apply or enhance it.
Tips on how to search competitors using Google Operators
In Google search box:
* intitle:keywords
* inurl:keywords
* intitle:keywords + “resources”
* related:yourdomain.com (results reflect if the domain is established well) see image below :

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4. Estimate daily and monthly budget.

After identifying all your packages and products cost, next thing would be to set a budget for marketing. It will include marketer’s rate and daily/monthly costs.

5. Let Marketers do their work.
It’s up to the marketers on what they should do around the given budget. But if you have enough money in hand, most marketers would opt to spend it on paid ads, building landing pages and press releases.

6. Marketers should set “Goals”
Online marketers do not just implement strategies, they also set goals for each separated campaigns. Sample of goals are :
* Driving prospects to your desired product/page
* Driving clickers/visitors to “sign-up” for newsletter
* Driving clickers/visitors to buy or subscribe

7. Allow tracking and Funneling of Conversion
When something is being implemented and setted, you should allow tracking to see insights. This is for the purpose of knowing what is happening after executing the marketing plan. You might be able to see ups and downs on the graphs, but it doesn’t mean you just stare at them. The best thing you can do is to analyze and take action based on your analysis.

Funneling is a form of tracking things step by step to complete desired goals. This involves analytics (e.i google analytics, adwords, ebay, facebook ads etc.) See sample set-up below:

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Key Takeaways

* Know your products and services
* Research : Everything is in Google
* Set a proper budget cost
* Build strong KPI’s to determine the campaign’s success
* Involve Analytics and proper tracking


Author Bio

Carl Pantaleon is an SEO strategist and Marketing Analyst with a vast expertise in Digital Marketing, Link Building, Social Media Marketing, and Consulting. He is currently an SEO Strategist and Consultant of VE People.

As the New Year begins, predictions and thoughts are being shared by writers, marketers, social experts and influential bloggers. So I thought I would jump on the bandwagon and share my feelings along with a few from a mystery man I met via twitter. Read on to find out more…

1. Advertising is the big money spinner for most online organisations. Brands are happy to pay a premium to enable exposure in front of a key audience, in a prime location. We may see more magazine subscriptions this year and consumers will opt to avoid advertising – like the subscription option for Spotify.

2. I have heard the rumours but I don’t think Facebook will be introducing a subscription fee. They make enough from advertising so why would they need to? Can you imagine how many people would leave the platform too!

3. PR campaigns will include a much larger social media plan and mobile messaging apps like WhatsApp and Snapchat will play a bigger part.

4. Video content will flourish as predicted and it will aid with SEO rankings in a BIG way. Image sharing sites will still be at the forefront of everyone’s mind, so don’t stop pinning just yet but do embrace YouTube and Facebook video.

5. Shoppable ads are going to flood our twitter feeds as ‘buy now’ is sent out by retailers to lure us in.

6. Bloggers are not going anywhere and I think brands will start to feel more comfortable about paying someone who has a genuine influential audience rather than placing most of their budget on Facebook ads.

Thoughts from my mystery guest – Joe Morgan – Digital Manager for Team GB


In 2015 businesses, brands and organisations will start to wake up to the fact that digital, social and mobile are no longer the new kid on the block and should be integrated across the entire busi-ness. The future of digital lies in companies being social and mobile by design and that means the traditionalists among us developing their digital skill sets.

So as the New Year comes into fruition, here are a few things I think we can expect in the year of the goat.

7. Expectation on commercial return. CMO and CCOs alike will start to seek tangible returns on their investment in digital. The commer-cialisation of digital (especially within sports) in still in its infant stages, but has become one of the top agenda topics for most digital teams.

8. 2015 could finally see the viewing of media and spending on media within digital both reach the 50% mark.

9. Context, personalisation and consumer understanding. The ability to understand who it is you are talking to and what they want. With context you are able to have conversations and relationships that are of real value rather than treating everyone the same.

10. Left field – Goodbye Google+

Follow Joe on twitter @mrjoemorgan

With nearly 20% of the web being powered by WordPress alone, the importance of blogs in today’s media landscape cannot be overlooked. As a matter of fact, aggregated visits from blogs outperform by far aggregated visits from major news outlets.

Still, Marketers today fail to fully leverage the incredible potential of the blogosphere.

The frequency of press conferences continues to rise, and yet the number of events fully dedicated to bloggers is close to none. As we have had the chance to coordinate a few of the biggest blogger events ever to happen in various industries, we have successfully gathered hundreds of bloggers, hence reaching out to tens of millions of readers and social media users.

Today, we would like to offer you a 8 point checklist to help you crush it.

We will give you real examples to make this post all the more actionable for you.

Crawl Mass Connectors


As a marketing professional, I am sure you know your target audience pretty well. Yet, do you happen to know who influences this very target audience? The idea is to gain an extensive knowledge of your influencer landscape, and to build an exhaustive listing.

Influencers are everywhere. Depending on your industry, influencers might be on different social media, different blogging platform, from different demographics, with different habits. Make sure to investigate thoroughly your specific environment.

Influencers may be different from your end target. When working for an up and coming aesthetic medicine manufacturer, we were very surprised to find out that our target, 30 to 55 year old women, mostly read beauty blogs managed by 20 to 25 year old women.

Be as extensive as you can be. From this list, you will have to carefully segment who to reach out to (based on relevance, geography, influence, engagement, etc.). “Beggars can’t be choosers”. Therefore, make certain to gather a maximum of data. That way, you can be extremely picky later on, and guarantee a satisfactory volume.

Pick the Ideal Location


Picking the perfect location is harder than it sounds. Keep in mind influencers are not journalists: It is very likely they have a day job they cannot run away from as they please. Therefore, the city has to be accessible to the greatest number.

As an example, we chose to organise an event for a leading wrist watch brand in New York City, where we could guarantee it would be convenient to the greatest number of menswear influencers. On the contrary, in case of a tech oriented event, you might want to favour San Francisco. Of course, make sure the venue is easily accessible and within a reputable area of the city.

Closer to date, no detail can be overlooked. Pro tip: Pay attention to the wifi connexion. It has to withstand a certain amount of IP connexions on the D-day, over wise the social media reach will be disappointing. You do not want that to happen.


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Build an Email Lifecycle


No matter what you think of email, it remains an excellent marketing channel to date. We suggest you reach out to your carefully selected influencers via email. Not without a plan: Build a rock solid Email Lifecycle.

Ahead of time, plan carefully your email interactions according to a certain timeline. Try to imagine every possible outcome (various objections, negative replies, no-replies at all, etc.), and map the replies to create an email ‘yes set’, aiming to get the influencers to RSVP to your event.

The great thing with email, if done right, is that it can be highly personalised, and at the same time done at a very large scale. Personalisation is key, so make sure to insert many variables (first name, name of the blog, a link to a recent relevant article, a small paragraph reacting to it, the place of residence, etc.). The more personalised, the better (as long as it remains natural).

Split Test Everything


Each and every interaction with your target is an opportunity to learn something valuable and that can be duplicated at scale. Every time you send bulk emails at a decent volume, you can split test one element of your message on a fraction of your list, and see which version performs best. You can then use the winning version of your test, with the certitude it will perform at a certain level.

Everything can be (and should be) tested. Did you know female sender names perform significantly better when addressed to tech influencers? We have tons of these: Using ‘Bonjour’ in an email in English instead of ‘Hello’ increases open rates, mentioning appetisers increases event signup rates, etc.

Pro tip: Test your subject line first. Subject lines remain the #1 opening factor. If chosen poorly, it can be the #1 explanation of your poor email performance. Do not hesitate to test personalised subject lines (including first name of the influencer, or the name of its blog, etc.) Once you have a satisfactory open rate, you can go ahead and have fun testing plenty of new parameters.


Tell Compelling Stories


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You must have one hell of a story to tell. Actually, you must tell influencers a story you would want to be told to their audience. Make certain to give ‘nuggets’, that are easily tweeted, photographed, become quotes for a full length article, etc. The more the merrier.

For the leading watch brand, we wanted to prove the product’s resistance to water, heat, shock, and high pressure (among other things) to the audience. We had no choice but to non technical, visual, day to day, experiences they could relate to. This is why we submerged the watch into a boiling transparent kettle, put it in a front load washing machine, and got it run over by a New York Fire Department truck.

Getting the FDNY involved was definitely an incredible talking point, as the brand and the fire department share common values.


Create Personal Emotional Connections


Again, influencers are not journalists. They blog (mostly) for fun. As it happens, being bored to death by an hour long press conference is NOT their idea of fun. Who knew? Hence, it is important to limit the speeches as much as possible, and to create personal emotional connections instead.

For every event we organise, we train as many staff members as possible (up to 25, that was 1 per 10 attendees) so they can directly interact with influencers at a very personal level. “Natural” experiences make the longest lasting impressions. Influencers are no different.

Personal Emotional Connections (PEC) are not exactly a new thing. Heard of Zappos? They basically do this for a living. It turned out pretty well for them.


Automate (almost) Everything


Technology is the new underpaid marketing intern. Plus, it makes no mistakes, and is much, much more scalable. Almost everything in this process can be somewhat automated. Your influencer sourcing can be automated. So can your email lifecycle, and your reporting, your storytelling, etc.

Even email personalisation can be, to some extend, technologically facilitated. Via RSS feeds, you can access the latest posts, via sentiment analysis, you can have an idea of which tone is used (positive, neutral, negative), etc.

With the help of your Tech team, try to identify ‘hacks’ allowing you to address a much larger audience.


Integrate Your Event Into a Global Plan


Last but not least, it is important to integrate a blogger event into a global communication plan. Sure, the event itself will get you a ton of social media exposure, and a significant amount of earned media in the following weeks. But so much more can be done.

You might be familiar with content amplification. Companies like Outbrain do a fantastic job at driving qualified traffic to the brand or earned content around the event. This is a great way to get even more engagement and reach out of the blogger event. The same can be said with a global online advertising campaign.

Fairly quickly, you will convert all of this attention, into actions. Which ever your success metrics might be, the impact will be significant.

At many levels, coordinating a massive blogger event will be incredibly challenging, and most likely cannot be compared to anything you have ever done as a marketing professional. Still, it is vital to bring offline the online influencers, for both B2C and B2B companies.

Even though they are highly solicited, inviting influencers to a mind blowing event is, today, still a rare attention. Therefore, influencers are likely to be engaged, and respond favourably to your initial contact.

Keep in mind that this soon could be a new ‘gold rush’. The more influencers will be solicited for events, the harder it will be to stand out of the crowd. My final piece of advice would be not to delay. :)

Feel free to refer to our latest case study on watches for more information.


Guest post by Olivier & Martin from Enigma