Research showed strong brands recovered 9 times faster than weak brands after the financial crash of 2008:
The companies that came out on top chose not to get hooked on performance marketing. There is no longevity in exclusively using short term sales tactics.
They patiently built their brand with a fame-first mindset — essentially doing the opposite of everyone else.
Yes, building a brand through fame is the toughest nut to crack — but if you crack it?
They will come.
Have you ever sold so much that the shelves were bare? Have you ever created so much demand you can't keep up? A business doubling in the blink of an eye? A brand that’s the first one on the lips of punters in the pub?
That's what being famous creates.
You'll be empowered. Empowered to finally crack that nut. Making a brand famous isn't easy, but with this course, you'll have the framework to do it with your own blood, sweat, and tears; or when you're commissioning an agency, you'll know when they're taking the piss.
One more thing...
Paul has never shared his thinking and method on the topic like this before.
Sure, he's spoken on shows and podcasts (including Everyone Hates Marketers). But never before has he shared the secret sauce — the detailed, specific way he's helped his clients to get more orders that they could handle and how you can do the same.
You’ll come away from the masterclass buzzing with ideas on how to drive your brand forward and an actionable framework for making your brand famous.
Example #1: Mango Bikes
Mango Bikes are colourful, completely customisable and affordable. They are fun, feisty and freakin’ cool.
But they were also a small brand compared to the global Goliath's. Sales were going well in 2020 but they needed something that would GO OFF.
Paul Mellor and his team ran an outdoor campaign with a number of bursts, supported by social media activity:
Results compared to the previous year?
Example #2: Proceive
Proceive offers a pre-pregnancy supplement for both men and women who want to conceive.
Their challenge was to compete with the big kahuna, super-selling Goliath of the pregnancy supplement world, Pregnacare. This vitamin giant spent in the region of £4 million on outdoor, television, and radio advertising. Proceive had a fraction of that in their pocket.
Example #3: GoCardless
Failed payments aren’t often the first thing on a companies ‘to-do’ list. Huge enterprises take thousands of customer payments a day. A lot of them fail, costing millions.
But how do you get the companies top-brass to think about it? You’ve got smack them in the face and sow the seed so they can’t miss it. It’s B2B, but the rules of engagement are the same.
Thousands of campaign landing page visits, CTR’s, social engagement and shed-loads of inbound sales enquiries.
Those were just three examples to show you the power of fame and its effect on sales (in the middle of COVID-19!).
The channels you're going to use depends on your budget, company size, market...
This course is for anybody who's not number 1:
Here's a little taste:
How well your brand is known in a specific category.
Or, as Tom Roach, a strategist in the world’s best marketing and communications agencies, puts it: "Evoking strong, positive, emotional reactions gains and keeps attention, making a brand more memorable, helping it come to mind and get chosen long after the initial exposure."
Crucially, famous brands sell more.
Often because they understand the tension between short-term and long-term.
This fantastic video by Les Binet is as simple as it gets.
Our promise to you: getting this course is cheaper than one hour with a brand consultant.
Early-bird rate: €350
Full price after initial launch: €490
He thought you'd never ask...
Paul Mellor is the MD of Mellor&Smith, an independent ad agency in London, that delivers millions in revenue for brands like Expedia, M&S, PepsiCo, GoCardless, Canopy, Faulty Towers... just to name drop a few.
He believes that, if you want fame, you need to: start a fire, break the rules, jump off the deep-end, rock the proverbial marketing boat, stick your neck out, trust your gut, get uncomfortable, turn it up to 11.
They met when Paul was a guest on Louis' podcast.
They were not meant to like each other... You know, one being British and the other French... But something happened during that interview. A bromance? Maybe.
They bonded over a common belief: the marketing industry is full of bullshit non-sense and something has to be done about it.
He's the founder of the popular contrarian marketing podcast Everyone Hates Marketers, which's reached 1M+ downloads with no ads, in less than 4 years.
He has 10 years of experience in marketing and worked with businesses like Dropbox or Hotjar.
He has a proven track record of launching products and services that made a huge flop. So he knows exactly what it feels like to do average things for average people. To be a watered-down version of himself. To not be trusted enough.
He's learned from his mistakes and loves to create stuff that stands out. It makes him feel good, it gets results, and he wants you to experience the same thrill.
He believes that radical differentiation is the antidote to marketing bullshit.