what most business owners miss
TRANSCRIPT
‘WHAT MOST BUSINESS OWNERS
MISS’
Paris in the
the Spring xx
Bird in the
the Hand xxx
FAMILIARITY EXERCISE
MOST BUSINESS OWNERS MISS THE
THE POINT!
TALKABILITY
SHAREABILITY
WHAT ARE SOME BRANDS IN YOUR WORLD?
WHAT ARE SOME BRANDS IN YOUR WORLD?
WHAT ARE SOME BRANDS IN YOUR WORLD?
!
The average person is exposed to:
$13.3 billion advertising spend in Aus*
Over 1,000,000 branded messages a year
3,000 branded message each day
Only notice 80
React to 10
57% are remembered negatively *BrianWave Connection, UK, 2004
*Neilsen data 2012
1. GET YOUR NAME RIGHT 2. GET YOUR MONEY BACK
3. GET PREDATORY
1. GET YOUR NAME RIGHT 2. GET YOUR MONEY BACK
3. GET PREDATORY
2/3RDS OF SEARCHES ARE
PROMPTED OFFLINE
ASSUMING YOUR NAME’S NOT A CLANGER...
NAME + LINE = COMMUNICATIONS
Credible & clear
Cut-through & edgy
Clear Name +
Clear Positioning =
Unremarkable
Cut-through Name +
Cut-through Positioning =
Nonsense
Clear Name Cut-through Positioning
Cut-through Name Clear Positioning
BUSINESS OWNERAPATHY
VS
vs
1. GET YOUR NAME RIGHT 2. GET YOUR MONEY BACK
3. GET PREDATORY
TRADITIONAL MARKETING
GROW MARKET: Market leader should generally grow the market or if category fragmented or category penetration very low
CUSTOMER FIRST: If you haven’t optimised existing customer base
VS
WHO’S GOT YOUR MONEY?
TAKE SHARE: Large or easy competition
VS
Why This Matters?
Should You: A. Grow your market? B. Take brand share? C. Drive frequency? D. Drive sale value - up-sell, x-sell, margin?
DANGER ZONE
Needs to be fixed IMMEDIATELY
IGNORE
You have other priorities
EDUCATION ZONE
Communications focus with engaged
customers !
A slower burn to increase importance
over time
Your communications focus - right now
PREDATORY ZONE
LOW
CUSTOMER IMPORTANCE DISADVANTAGE MARKET PARITY RELATIVE ADVANTAGES COMPETITIVE
POSITION
HIGHMARKET LEADERCommunications opportunity (market growth)
BRAND SHARELet market leader communicate these points
THE PREDATORY BRIDGE
1. GET YOUR NAME RIGHT 2. GET YOUR MONEY BACK
3. GET PREDATORY
LET’S GET PREDATORY
Strike at the weakness that arises out of your
competitor’s greatest strength
PREDATORY MARKETING
Prevents looking for parity Focus on relative advantages
Strike at the weakness that arises out of your
competitor’s greatest strength
PREDATORY MARKETING
ACHIEVES GREATEST IMPACT AND
MAKES RESPONSE DIFFICULT
PREDATORY MARKETING
HOW DOES IT WORK?
TRADITIONAL BUILD METHODOLOGIES VS
Needed staff !
Big agencies had them !
What’s the strength? !
What’s the weakness? !
Time to get predatory!
HOW DID WE APPLY IT?
Within TWO weeks:
40+ applicants
Over 7000 views
Global coverage on over 25 blogs and sites
Two potential clients walked in the door
!
Saving on recruitment fees alone: $16.5K
Estimated media value: $135K
Return-on-investment: 60x
RESULTS
AND WE’RE STILL USING PREDATORY MARKETING
PREDATORY MARKETING
Strike at the weakness that arises out of your
competitor’s greatest strength
ACHIEVES GREATEST IMPACT AND
MAKES RESPONSE DIFFICULT
Your Predatory Inspiration
Complimentary
10 weeks
No spam
A mix of B2B, big brand
secrets, our work and others
Just grab your business card
Brand Box: The Marketer’s
Ultimate Toolkit
A collection of the best
tools in marketing
Six books over six weeks
Brought together from the
work of giants and our
own success stories
BUT WAIT, THERE’S MORE
SUMMARY
GET YOUR NAME RIGHT GET YOUR MONEY BACK
GET PREDATORY
