UNIQLO Win's Big With Online Strategy


At the end of last year leading into January 2010, UNIQLO Japan implemented an innovative "Lucky Switch" online campaign to boost sales of their sales stock. The Company launched an initial small blog and bookmarklet which resulted in a gigantic snow ball effect. The campaign worked by turning all pictures on any website into flip-able tickets, once turned over some were prizes and some were simply banner ads for their sale products. Either way the exciting concept created a large amount of hype as people wanted to win the prizes on offer. Yet that wasn’t the only outcome of the campaign, as it also served as an advertising platform to motivate shoppers to visit UNIQLO online and in store retailers. The campaign only went for 30 days and it received 2,809,462 clicks, 120% increase on sales in store and 150% increase of sales online. At Tusk we are currently working closely with the Gold Coast Football Club and Unit Riders to increase their social marketing presence. Contact us today for more information on what campaign ideas we can offer your business.

Kustom Strikes the Masses


In 2008 surfwear company Kustom decided that it wanted to isolate itself as the world leader of inspiring and innovative surfing. The Company has done this with much success by launching a mega-campaign/competition to bring ground breaking surfing to the world, the Kustom Aistrike competition is fast becoming one of the most anticipated events in the extreme sports arena. This year’s competition platform has increasingly utilized Facebook, Twitter and Vimeo to communicate the brand, news, surfer videos and other information to thousands of people all over the world. Kai Neville the brain child behind Modern Collective, has directed a four piece entry for the competition named Landscape Altered, which has some amazing footage. This ongoing campaign has successfully created mass brand awareness for Kustom, has given cross promotional opportunities for other brands, is giving something back to the community, and it has also introduced a large community of non-surfers to the brand and the sport through the clever use of digital marketing. If your business is thinking of creating a new campaign, let us design the platform to bring your product or service effectively to the market. 

How much does a website cost?

  • Tuesday, 1 June 2010
  • By Catheryn York
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The first question we often get asked about a website is "How much does it cost". This question is almost impossible to answer. Alot goes into building a site and it really depends on what business problem you are trying to solve?

So many factors affect the initial cost of a website. Here is just a few:

  • How much information needs to be presented? Will the content require constant updating, if so you may require a content management system which will take time for your staff to utlise. Is it more cost effective to have your agency perform updates?
  • Do you require your website to collect information from users and if so what will you do with that information e.g. send newsletters. 
  • Are there business processes e.g. sales functions, that your require the website to do.
  • Would you like to sell products online, if so, do you want to sell in Australia or internationally? Do you want to sell wholesale and retail?
  • Who builds your site also impacts the cost. Friends or family may do it for you as a favor, but you may not end up with the professional quality you're looking for. Working with a proven team reduces the risk of failure.

So looking at just these few considerations you can easily see that it is impossible to answer this question without us taking a brief and analysing what you require your site to do for you. So first consider what you require from your site then make an appointment with your chosen developer to ensure you are provided with an accurate price and no hidden costs pop up during or after development. 

Online Optimisation, What You Need To Know

  • Wednesday, 14 October 2009
  • By Dave Wilton
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As a Senior Programmer I am often asked for my professional opinion to do with all things online. One of the key areas of interest fro our clients is online optimisation. Questions range from; search, content strategy, awareness, social sites and how the Google bots really work. There is alot of information out in the marketplace and unfortunately not all is correct. As a result, I have created a series of blogs to explain in greater depth the premise of online optimisation from a programming point of view.

As a three part series, I will be providing our readers with useful and real information on a variety of online topics. Furthermore, I will aim to cover some of the major issues that are currently faced by marketing managers for businesses both large and small. Primarily, I hope to dispel many of the myths surrounding SEO, whilst giving advice for the distribution of content and for increased online brand awareness.

The first installment will be up shortly. Part 1 will highlight some of the common mistakes being made by businesses in their SEO and I will also explore the ways in which SEO can work more efficiently for your business.

Digital Lifestyle Guide

US Lexus has just launched a digital lifestyle guide in cooperation with Urban Daddy, a website and email magazine dedicated to "what you need to know". "The Next Move", as its named, is personal and interactive allowing people to find the right spots according to what they want to do. I chose New York, on a Monday, for brunch with friends and it gave me a list of possibilities and eventually an iteniary. Check it out, although you cant visit the places its fun to play with!

Website Coversion Rate

  • Tuesday, 2 June 2009
  • By Catheryn York
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"WE NEED MORE TRAFFIC".....It is so common for us to hear these words from our clients. Sometimes clients are more worried about site traffic and what the search engines are looking for then the actual user experience! They forget that a real person (not a search engine crawler) is actually looking at the site and what they see is a reflection of your brand. How they interact with your brand, whether it be to call, subscribe to the database, or purchase product online, is based on what the experience is like.

Another consideration is your site's conversion rate.This seems to be a forgotten measure of a successful Web strategy. The conversion rate of a Web site is the ratio of the number of visitors who complete an action to the number of visitors who view the site. For example, if you had 20 sales out of 400 visitors your conversion rate would be 5% = 20/400.

At a conversion rate of 5%, you should be happy! The reality is most sites will have a conversion rate of less than 0.5%.

So before you drive more and more traffic to your site it makes sense to improve your conversion rate first. An average pay-per-click visitor might cost you around two dollars. Working with the .5% above, if you wanted 10 sales you need to invest $4,000 in pay-per-click advertising.

If you could improve your Web site conversion rate from 0.5% to 2% you would only need to invest $1,000 to achieve the same result. Likewise, for the $4,000 investment you’d yield 40 sales instead of 10.

Let’s say your objective for the year was to achieve 10 sales per week:

Scenario A (0.5% Web site conversion rate)
520 sales = 104,000 visitors @ 0.5% conversion rate
104,000 visitors @ $2 ppc cost = $208,000 investment

Scenario B (2% Web site conversion rate)
520 sales = 26,000 visitors @ 2% conversion rate
26,000 visitors @ $2 ppc cost = $52,000 investment

The difference in investment between scenario A & B to achieve 520 sales is $156,000

I know every Web site business is different. However the principle of conversion is universal. The bottom line is; if your conversion rate is low, it’s an expensive exercise to increase sales just by driving more traffic to your web site.

So what do you do! Look at the possibilty of allocating budget to improve your conversion rate through quality Web design & strategy that creates leverage and a significant return on investment. Some ideas may be the implementation of a blog, better shopping cart deisgn, direct marketing to your current database or database acquisition strategies. The list is endless but well worth consideration.

As a final note take a look at this video. Google’s Matt Cutts took questions from the audience on a wide variety of topics surrounding Search Marketing. Although some is quite advanced its well worth the time to listen.