anti-marketing 3: a new hope€¦ · • less noise, more surprise • attraction not promotion •...
TRANSCRIPT
Anti-Marketing 3:
A New Hope
Adrian Liley
Firstly,
what it’s
not…
It’s NOT a rejection of traditional marketing
It’s NOT a rejection of IT
It’s NOT a wish to return to the ‘old’ ways
It’s NOT a quirky and eccentric bit of fun
So…
What is Anti-Marketing?
The Anti-Marketing
Process
The FIVE
cornerstones
Less Information
Less Choice
Less Service
Less
Segmentation
Less Availability
So how do we
‘anti-sell’ this
to a tired
market?
Here are
EIGHT
ways
One:
Principled
Selling
HonestyIntegrityHonour
VirtueTrust
Two:
Storytelling
Three:
PSYCHOLOGY
Four:
Defensive
Pessimism
Five:
Accidental
Marketing
Six:
Shockvertising
Be Different
Innovate
Have a Sense of Fun
SEVEN:
EIGHT:
Go Minimalist
Two Negative
ways of
Anti-Marketing
ONE:
TWO:
Intrusive Marketing
Why Choose
Us?
One Minute
The Website
All our students are
HAPPY in Class
We offer
Daft Prices
We’re Centrally Located!
Students eat
great food
all the time
We have Fantastic Host families
98% of our students would return or
recommend *** to a friend.
Students LOVE us
We WIN Things
We all say
the
same thing
Be Different
Choose real reasons
which make you
unique and different
Make it Simple and Easy to Understand
Find a TRUE USP
Famous
ex-students…
Famous
Building
English Plus Dog Grooming
The Anti-Marketeer’s
Toolbox
Top Ten Rules
Number One
Be Brief,
Be Brilliant
Be Gone
Number Two
Don’t Obsess about Quality
Number Three
Recommend the Competition
Number Four Embrace Your Weak Points
Number Five
Look at the world through
your customers’ eyes
Number Six
Fight like Nelson
Number Seven
Send Your Team Home
Number Eight
Stop Thinking Positively
Number Nine
Don’t Delegate
Number Ten
Be unpredictable
Close
the
Deal!
• Less noise, more surprise
• Attraction not promotion
• Simplicity
•More fun, less stress
• More truth
In essence, Anti-Marketing is:
A final
thought…
www.lulu.com
Don’t read my
books!
They’re
terrible!www.lulu.com
Thank You
Adrian Liley