SpaceX – Elon-gated branding


This episode features Daniel McGowan and Louise Flynn, Growth Marketing Consultants for Fractal. They analyze space exploration, marketing’s final frontier, with SpaceX and the unconventional path they’re taking in reaching the stars. From appealing to B2B and stakeholders to a seamless brand marketing tied with Elon Musk, SpaceX is using its PR to win buy-in, expand its brand, and drive innovation on the world stage.


02:37 SpaceX B2B marketing: Securing buy-in from governments and taxpayers

09:54 Founder marketing: SpaceX is Elon Musk

15:41 SpaceX PR: Taking people along the ride to space

19:48 Competition and brands attach themselves to Elon Musk

24:26 Cross-promotion gold with Tesla and SpaceX


06:59 “There’s this fine line I think they’re treading to. It’s like, how much can we go ahead, how much can we use the Uber model and just do things versus how much should we be working with the governments? And that really does reflect in their marketing.”

15:50 “These guys have done probably one of the best PR stunts in the last few years with launching a car into space. I mean that’s something that you only see with the biggest, boldest brands in the B2C space.”

16:40 “The wider stakeholder are prepared for mistakes. They’re okay with failure because they see guys being on the fringe of the next innovation wave, rather than trailing.”

23:47 “We see how far this brand can stretch and what opportunities don’t come because it’s all about the noise and the brand and the story, and maybe not enough of a focus on the way it’s sold, the way it’s serviced, the way it aligns with their customers.”

SEMrush – Fast Brands and Community


This episode features Daniel McGowan and Louise Flynn, Growth Marketing Consultants for Fractal as they provide a marketing review and analysis of SEMrush.

They analyze the company’s dependence on Google and the way the brand appeals to their niche: end-users of a certain size that want to take their analyses in-house.

They also discuss SEMrush’s legacy as a fast brand, its wins and losses in pursuing an all-in-one offering, their evolution as an award-giving body, and what all this means for the company moving forward.


02:35 SEMrush: An interface to Google and a vulnerability to redundancy

07:02 Target market: Appealing to agencies versus end-users

16:05 Offering an all-in-one product: Pros and Cons

20:43 SEMrush Search Awards: Driving community forward

25:15 Certificates: A specialization or lock-in?


07:12 “We’re not looking to be a platform that supports every type of marketer–brand marketers, automation marketers. We are going with the prevailing wind which is, in the last 5 years, all the new jobs are digitally-focused.”

07:38 “There is a lot of benefit and growth in the automation space but ultimately where the money is and where the focus is for most business is in their digital space and supporting their digital teams.”

20:18 “They’re making sure that everyone around the digital operation is covered. There’s the analyst, the PPC guy, the SEO guy, and now the supporting content, bringing them all into the ecosystem. It’s all-in-one. You’re all using the same tool.”

21:46 “The benefit of being a company that’s been around a while now is that you now have a community that can do the work for you. And yes, that can be case studies and testimonials and all that sort of things, but awards are even better.”

26:53 “It actually hurts someone who has a SEMrush certificate, who does all this stuff, who knows all that, to go to a competitor because those competitors may have different ways of doing things and that certificate that you spent all that time getting means nothing.”


The flow of WebFlow: how a great product locks-in their users with Lachlan Kirkwood

This episode of Fractal Marketing features Lachlan Kirkwood, Digital Marketing Specialist and Founder of ClickThrough. He discusses Webflow, a champion of the no-code movement, and drills down their marketing strategies from content to paid advertising that fosters a robust online community of success stories.

By building a great product supported by informative content, Webflow creates lock-in with their users while still providing exportable features—ultimately resulting in social proof. The company is poised to take on WordPress and Wix by offering a similar service with the benefits of using no-code in the process.


01:29 Introduction to Webflow and the no-code movement

07:00 Webflow’s content strategy: Blogs, YouTube, and forums,

14:04 Paid advertising strategy and branding

19:55 Creating lock-in with a genuinely good product

32:35 Generating social proof with a product that integrates with third-parties


08:46 “Their main educational content is things like a series where they actually educate those users or those personas on how to better themselves. So they’ve got a blog series for building an agency or building a website with good SEO.”

10:35 “What they really focused on with YouTube is just putting out, again, really good tutorials on how to use their products, how to use no-code, how to build replica products, things like Uber or Instagram with no-code.”

20:09 “Webflow is, similar to Bubble, is free-to-use while you build your product. You’ll only pay for it once you put it into production environment. So by that point you’ve really built your application. You’re not going to want to rebuild that on another platform.”

27:47 “They do want to become the next WordPress or Wix and they have the chance of that becoming a real scenario so they want to, for the new people coming into no-code, to be able to provide those services where it is a one-click web hosting”

29:05 “Webflow, being more of a static kind of website builder that integrates with third-party tools to make that kind of logic possible, you can just export all your custom HTMLs and CSS.”


Webflow’s website:

ClickThrough’s website:

Lachlan’s Twitter:


Oh, an NDA?


Numa and the Power of Case Studies with Andrew Miller

This episode of Fractal Marketing features Andrew Miller, Startup Marketing Advisor & Coach at AndrewStartups. He discusses Numa, an AI that answers calls for businesses and the strategies they use to pitch to retail SMB’s. Gerard and Andrew take a closer look at their website and the ways Numa creates trust in their ideal customers.

Andrew details the way companies can utilize concepts like loss aversion and split testing to really figure out who they should be marketing to. He also provides actionable tips on outreach to provide real value in their messaging because the desire to help allows businesses to be aggressive in their marketing.


01:01 Introduction to Numa: Andrew’s experience

06:35 Capitalizing on loss aversion and utilizing split testing

10:26 Examining Numa’s on-site tools and strategies

20:32 Outreach strategies: How to catching attention with value propositions

25:44 A desire to help enables aggressive marketing


06:22 “Numa’s a hundred bucks a month. It’s an incredible way for any business to get a couple more sales a month guaranteed for just a hundred bucks. It’s an easier pitch than you think now.”

12:55 “The bottom line is, if you’re a bootstrapped company, use every single opportunity to not pay for something.”

17:24 “Social proof is the reason why influencer marketing exists and sometimes beats paid advertising. We are social creatures. Even if it’s fake, we believe it. And we believe it more than if we just saw the company talk about it on their own.”

23:46 “I’m focused on what am I saying, how am I saying it, and is there a lot of value in my message. And if there is, I know it’s going to be received well enough. The same has been true with hundreds of companies I’ve run automated campaigns for.”

28:29 “When you really feel like you’re spending this time and this effort in your life trying to solve this problem, then you can be aggressive in the marketing. You’re always focused on helping this segment.”

25:44 A desire to help enables aggressive marketing


Numa’s website:

Andrew’s website:

Andrew’s email: [email protected]

Andrew’s Book

25% off my course link and write up for the episode:

JB Hi-Fi – Marketing genius or lucky last man standing?

This episode of Fractal Marketing is called “JB HI-Fi, Marketing Darling or Dead End?” with Jason Le, Managing Director at JRNY Digital.

Today, Jason and Gerard pick apart the brand’s omnichannel approach to marketing to see which are effective in a shrinking market. 

They discuss Click & Collect in an apparent bid to upsell their other inventory with higher profit margins. They also discuss the decision to pass up on zipPay and Afterpay, the purpose of maintaining physical stores, and a possible long term strategy to pivot the brand and stand out.


02:21 Click & Collect: A hybrid e-commerce model that tailors the user experience  

14:17 Avoiding zipPay and Afterpay, a strategic profitability decision?

16:32 Physical stores: Fostering trust and brand recall

22:55 Jobkeeper reduction and discretionary purchasing will hurt retail 

27:09 Adding a face to the brand to build customer loyalty


02:33 “The other option is Click & Collect which is where they have to purchase something online but they come in store where they have to pick it up and then they get upsold all these different items.”

15:21 “If you offered Afterpay on JB Hi-Fi products or zipPay or something like that for a thousand dollar, two thousand dollar laptops, your sales would probably go through the roof. However, in terms of your bottom line, I don’t know how beneficial that would actually be.”

21:45 “Maybe the physical stores would serve a different purpose, more like showrooms like you mentioned, educating people on what they can buy and maybe anchoring people through value-adding.”

25:41 “Payments are going to be winding back. People probably aren’t going to be as willing to spend money. They really need to find out a way to either maintain that spending with a lot of value to customer or figure out how to incentivize those large purchases.”

29:08 “You need to build that loyalty to the customer. Whether it’s getting influencers in or having more of a face to the brand, showing what you stand for, I think that’s probably where I’d look at.”


Bowd Banners





How to launch a product with a latent need

This episode of Fractal Marketing with Gerard Doyle is called “How to launch a product with a latent need” with Maree Beare, the CEO and Founder of consumer health app Wanngi. Maree explains that Wanngi functions like a digital wallet and that its primary use is to manage difficult-to-access health records.

Maree also shares the marketing journey of Wanngi and the obstacles of brand awareness for a product for a latent need. However, she shares their great success with blog content and the value of being recognized by Forbes and CNET in their quest to go global and penetrate the US market.


17:43 “The government has announced a grant for researching into the impacts of the bushfire smoke, not only bushfire smoke but people’s mental situation after the bushfires. So we propose that people could use our app and monitor their symptoms then track what’s happening to them over that period of time and share that information.”

19:56 “We are placing a focus on the US. They have a significant problem. It’s worse than in Australia. They don’t have essential government record as an option, which we do. They don’t really have a medicare that’s like our public system.”

26:13 “Instead of bringing your folder with you, you’re going to start accumulating this information electronically, safely, in a secure place in cloud so that no matter where you are, you can show this to the doctor, no matter where you are. And in whatever language.”

33:52 “One of the problems is that it’s actually very difficult to get a hold of your health records and your medical documents in the US. And in Australia, by the way, you don’t seem to have ownership on often very easily or you may have to pay for them. So we’ve written some articles on how to do this.”

36:41 “If I could go back in time, I would think that we could have acted sooner to start understanding the market straight after that because a week from launching, the government decided it was too early and they closed the mobile API gateway down.”


02:24 Introduction to Wanngi

12:45 Caregivers as a potential app user pool

19:23 Going global & using Wanngi overseas

28:25 Marketing Wanngi & creating content

35:34 Maree’s advice & working with the government


Maree on Linkedin

Apple App Store

Google Play Store

Should You Build Distribution Channels or Sell Products Directly?

This episode of Fractal Marketing with Gerard Doyle is called “Should You Build Distribution Channels or Sell Products Directly?” and today’s guest is Damien Stone, Founder of Water3. Today, Damien shares the journey of his company and how direct sales to a niche market created early success for Water3.

He then shares the expansion of the business in recent times and the role of technology in the business model in their bid to scale up and go global. It is noteworthy that one of upsides to Water3 is the nature of their product allows them to have a greater negotiation position with business partners. At present, the company has no real competitors and is in a prime spot for massive growth.


03:53 Branding: Water3’s unique product

06:54 Market timing

09:11 Referral marketing with a remarkable product

16:18 Expansion and technology over the past 18 months

20:39 Water3’s global trajectory

25:39 Reducing risk and convincing business partners

33:16 Damien’s advice


11:44 “You’ve got to be remarkable. And being remarkable doesn’t mean having a bright shiny glitter-covered shirt. It means having something that’s shareable that everyone wants to talk about. So it’s what’s remarking about. And they kind of love stories like that, show you this care in the likes of the brand. And this is such an interesting little aside that will actually stick inside someone’s mind.”

17:01 “We thought long and hard about talking to the beverage companies and then we encountered a path of what are we going to do? The hot points for these guys, a niche market, well, it’s going to make them go, yeah okay, we want more tech. And there’s a huge amount of… software that they built around just being operators ourselves that we’ve had to go through and make a lot of changes on.”

25:38 “And I guess what your story is telling me is, oh, get out there and prove that people will actually buy it, people will use it. Okay, maybe you haven’t done it to the scale that Walmart or someone could take you to but if you’ve proven it yourself, you remove the risk for them. And if you remove the risk for them, they’re more likely to do it and I’m guessing the other upside to it is it puts you on a stronger negotiation position, right? Because you’ve got some idea how profitable it could be.”

30:54 “Who on earth is using that machine at 2 am? Now it turned out, some of our best customers are security guards and the cleaners because they can’t get water anywhere. Nothing’s open at 2 am when they’re walking around. Isn’t that funny how just you often don’t know what your market’s going to be?”

34:22 “Everyone loves it, but no one wants to fund it. What the hell’s going on? So I probably would’ve gone down a couple of other projects if I’d known 8 years ago it was going to take 3 years for us to get started. Or if we do get stuck into another business ambush, made us enough money to get started in the end, but I would’ve probably done some of this stuff a bit sooner.”