what most marketers miss
TRANSCRIPT
‘WHAT MOST MARKETERS
MISS’
!
Paris in the
the Spring xx
Bird in the
the Hand xxx
FAMILIARITY EXERCISE
MOST MARKETERS 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 RIGHT2. GET YOUR MONEY BACK
3. GET PREDATORY
1. GET YOUR NAME RIGHT2. 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 NameCut-through Positioning
Cut-through NameClear Positioning
1. GET YOUR NAME RIGHT2. GET YOUR MONEY BACK
3. GET PREDATORY
TRADITIONALMARKETING
Should You: A. Grow your market? B. Take brand share?
C. Drive frequency?D. Drive sale value - up-sell, x-sell, margin?
Why This Matters?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
DANGER ZONE
Needs to be fixedIMMEDIATELY
IGNORE
You have otherpriorities
EDUCATION ZONE
Communicationsfocus with engaged
customers
A slower burn toincrease importance
over time
Your communicationsfocus - right now
PREDATORY ZONE
LOW
CUSTOMERIMPORTANCE DISADVANTAGE MARKET PARITY RELATIVE ADVANTAGES
COMPETITIVEPOSITION
HIGHMARKET LEADERCommunicationsopportunity (marketgrowth)
BRAND SHARELet market leadercommunicate thesepoints
THE PREDATORY BRIDGE
1. GET YOUR NAME RIGHT2. 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 ONLINE
TRADITIONAL BUILDMETHODOLOGIES VS
PREDATORY MARKETING
Strike at the weakness that arises out of your
competitor’s greatest strength
ACHIEVES GREATEST IMPACT AND
MAKES RESPONSE DIFFICULT
SUMMARY
GET YOUR NAME RIGHTGET YOUR MONEY BACK
GET PREDATORY
ASHTON BISHOP ON LINKEDIN“ASK FOR PREDATORY INSPIRATIONS”