A friend had just come out with a line of custom neckties. He sewed them by hand using fabrics he imported, scavenged off from vintage couches, and unburied at the bottom of fabric remnant racks. It was all very hipster, and since he planned to sell these ties for $80 apiece, he needed marketing advice.

Where do you start?
How do you gain an audience of people who want to buy $80 hand-sewn neckties? (Spoiler alert: he opened his online store two weeks later, and sold $4,000 worth of ties the first day with zero marketing budget. It has been his full-time job ever since).

The answer may surprise you - we ended up using Instagram.

We'll take you through exactly what happened within that channel, but before we get there let's take you through the process for identifying that channel and our strategy. We need to focus on the thought process and methodology of knowing what network and strategy to use.