31st July 2015

Ultimo’s Michelle Mone and My Flash Trash Founder Amber Atherton Talk the Marketing Revolution at Kruger Cowne’s Breakfast Club

The latest Kruger Cowne Breakfast Club saw two of the UK’s most accomplished female entrepreneurs engage audiences with insight into their business journey. Sharing the secrets of their success, Michelle Mone and Amber Atherton graced the stage to explain their business challenges and triumphs.

When Michelle Mone built her lingerie empire off the back of a £5,000 Prince’s Trust loan, she utilised the impact of
traditional yet ingenious PR and marketing stunts in order to spread the word of her new business venture. Having hired 12 actors to dress up as plastic surgeons, Michelle had them demonstrating against the Ultimo bra outside Selfridges, London. In 15 minutes, the attention of all the news desks was hooked; £500 turned into £54 million worth of PR and it was the biggest bra launch in history.

Speaking on this story Michelle said “Never wait for someone to approach you. You’ve always got to go out and look for opportunities and carve you own life.”

For Amber, inventive social strategy was her opportunity to shine and it was social platforms that helped ensure the success of her growing business, something that more and more entrepreneurs are incorporating into their marketing. The 24-year-old entrepreneur evolved her blog into one of the country’s first e-commerce platforms and built her business through tweets, Instagram and by identifying key decision makers.

“We reached out to a couple of cool girls and said, ‘why don’t you put our website link in your (Instagram) bio and become the My Flash Trash gang?’ That started off with 5 cool girls… now we have coming up to 350 girls and its an incredible collective…”

Though different in their approaches, both women are an illustration that self-belief and determination are key ingredients for success; inspiration for any budding entrepreneurs.


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