Yellowpanda Ringleader
Amanda Panda Williams Australian Entrepreneur/ Writer/Blogger at Amanda Williams, Founder and Owner at Bavewear and Ringleader at Yellowpanda Find the unique qualities of every single person that you would want your company to engage with, and how your product would affect a fear or frustration, want or aspiration that could be engaged. Creating an experience that is personal and meaningful to your perfect client avatar. ATTRACT
AUSTRALIAN entrepreneur Amanda Williams did a complete backflip when she left the swimwear modelling world to become a conservative political staffer. The once title owner of Australia’s best butt, career political media advisor and serial entrepreneur is the founder of Yellow Panda Communications (a boutique Public Relations and Digital Marketing agency) and Bavewear, the promising swimwear startup helping women escape the seriousness of life. While Amanda makes a living from defining and attracting ideal customer avatars for her clients, the development of Bavewear saw the birth of a new type of avatar. An avatar born from the soul; an extension of her own personality.
I want more Learn more about Amanda Panda Williams and her programs visit:
yellowpanda.com.au bavewear.com.au
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March 2019 • Business Masters Magazine
“It would be hard to pinpoint which come first, the avatar or the business idea itself,’ says Amanda. “I had been working for the conservative side of politics for around six-years and as a result of the rigidness and cookie cutter communication processes in place, my creative energy was not being put to good use.” “I was unhappy in politics, and even though it was a good opportunity at the time, leaving to pursue my own businesses was the logical next step.”
Attracting Customers Amanda Panda Williams
Before handing in her resignation in March 2017, Amanda had already developed the concept for Bavewear after struggling to find the perfect one-piece swimsuit online to match her personality. “I remember looking for a cute & sexy one-piece swimsuits with cool prints and when I couldn’t find it, I pitched the idea to my husband Nathan and together we jumped at the opportunity to fill the gap.” Despite warnings about the swimsuit marketing being oversaturated, Amanda and Nathan felt confident their customer avatar would embrace their designs, in turn becoming loyal fans. In developing the Bavewear customer avatar, Amanda knew exactly who they needed to target; the Amanda’s of the world! Women who work hard and want to play hard. Those who want to stand out, feel sexy but still leave something to the imagination. The brand targets grown-ups who want to escape the seriousness of adultiing to connect with their inner-child; the care-free dreamers, the part-time mermaids. The brands unique fabric designs, designed by Amanda and printed in Brisbane, Australia, each have their own unique story. For example, ‘Piggy B’ was inspired after visiting the swimming pigs in Exuma, Bahamas. Amanda could see the growing potential of the popularity of the pigs and wanted to start her own trend allowing women to swim with pigs, no matter where they were. “Its not just the designs which cater to our target avatar, the whole branding experience right through to the copywriting on the website is designed to attract and delight our customers,” says Amanda. “For example, the Birthday suit is described as being the only ‘birthday suit’ you can wear in public without being arrested and B-Rex promises to make our Baves ( favourite babes ) feel Roarsome.” The play on words, puns and jokes enhance each of the designs and provide the consumer with an overall brand experience that feels more like a friend than a business. “The whole process from the first idea through to the completion of the online store has taken more than two years to execute, said Amanda.” “We’ve set out to create something unique, that you cant get anywhere else. We did this because we honestly believe that you are rewarded in equal parts to your uniqueness. The reason so many start-ups in this space fail is because the garments are often just privately labelled.” “We chose to manufacture our swimsuits here in Australia using ecofriendly, recycled fabrics.”
March 2019 • Business Masters Magazine
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Attracting Customers Amanda Panda Williams
“Most swimwear brands wont do this this because its expensive; but we did it to ensure we could keep a close eye on production and protect our IP.” “If you’re wearing Bavewear, you’re guaranteed to be wearing a hand-made swimsuit from Queensland Australia - we’ve even printed a little kangaroo inside the lining so you know we’re legit!” Amanda’s top 5 tips for attracting customers you can have FUN doing business with 1 - Live your brand, be the fun you want to attract because we all know like attracts like. If you do a good job, you’ll also weed out any leads who won’t mesh with your vibe. 2 - Post quality content on social media designed to elicit the feeling of fun and frivolity. Keep things positive, colourful and inspiring. 3 - Be confident, don’t listen to others who try to tell you to tone down your personality to be more vanilla. Fun, vibrant and engaging personalities are successful too! 4 - Ensure your branding is bright and vibrant; if not, it may be time to consider a re-brand (pro tip: if you are hiring someone else to do your branding, make sure they are a seasoned pro and have a vast portfolio of work which resembles the type of branding you are looking for.) 5- Know your avatar, create personas for at least three customers you want to do business. If you haven’t built a persona before, one of my favourite blogs on Shopify can help you here: https://www. shopify.com/blog/15275657-how-to-build-buyer-personas-forbetter-marketing
Exclusive interview with Amanda
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March 2019 • Business Masters Magazine