03/12/2024
The Reason Why
My journey into marketing began way back in 2004, in a time before social media, online shopping, or the concept of "going viral." I noticed a gap in the clothing market in my hometown of Huddersfield. Designer brands that I’d see in Manchester, Leeds, or London just weren’t accessible locally, and I wanted to change that.
The challenge? My business was tucked away above a coffee shop, with our only visibility being a small display window. That window became our lifeline, and I quickly mastered the art of creating visually striking displays—sometimes controversial, but always effective.
Then came the early days of Facebook, and I realised it was more than just a social platform—it was a tool that could promote businesses for free.
I couldn’t afford magazine ads or radio spots, and I already sensed we were moving away from traditional media. I started posting pictures and statuses about my business, which generated both sales and interest. That’s where it all began.
Later, I moved into the hospitality industry and leaned heavily on social media to attract followers and bring people through the doors. The effectiveness of this approach became crystal clear in 2020 when COVID hit.
I had just opened a new bar, The Hideout, at the exact time the pandemic started. We had a beautifully renovated space, but no customers, as everyone was isolating, and no one even knew about us yet.
We had to adapt quickly, so we came up with a plan: create as much buzz as possible. We shared behind-the-scenes content of the renovations and ran weekly competitions, delivering quirky desserts and platters to the winners' doors. The response was incredible.
When we finally opened, people came from all over just to try those desserts and platters. I’ll never forget speaking to two young women who had travelled all the way from Nottingham just to try one of our "freak milkshakes." I was amazed and incredibly grateful.
It was at that moment I truly understood the power of digital marketing. Since then, I’ve applied what I learned to all my businesses, gaining a deep understanding of how to use social media and online platforms effectively.
That passion for marketing is what ultimately inspired me to create
Craft House
to help others build their brands and tell their stories.
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