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Predatory Marketing-TEC
Predatory Marketing-TEC
Predatory Marketing-TEC
Predatory Marketing-TEC
Predatory Marketing-TEC
Predatory Marketing-TEC
Predatory Marketing-TEC
Predatory Marketing-TEC
Predatory Marketing-TEC
Predatory Marketing-TEC
Predatory Marketing-TEC
Predatory Marketing-TEC
Predatory Marketing-TEC
Predatory Marketing-TEC
Predatory Marketing-TEC
Predatory Marketing-TEC
Predatory Marketing-TEC
Predatory Marketing-TEC
Predatory Marketing-TEC
Predatory Marketing-TEC
Predatory Marketing-TEC
Predatory Marketing-TEC
Predatory Marketing-TEC
Predatory Marketing-TEC
Predatory Marketing-TEC
Predatory Marketing-TEC
Predatory Marketing-TEC
Predatory Marketing-TEC
Predatory Marketing-TEC
Predatory Marketing-TEC
Predatory Marketing-TEC
Predatory Marketing-TEC
Predatory Marketing-TEC
Predatory Marketing-TEC
Predatory Marketing-TEC
Predatory Marketing-TEC
Predatory Marketing-TEC
Predatory Marketing-TEC
Predatory Marketing-TEC
Predatory Marketing-TEC
Predatory Marketing-TEC
Predatory Marketing-TEC
Predatory Marketing-TEC
Predatory Marketing-TEC
Predatory Marketing-TEC
Predatory Marketing-TEC
Predatory Marketing-TEC
Predatory Marketing-TEC
Predatory Marketing-TEC
Predatory Marketing-TEC
Predatory Marketing-TEC
Predatory Marketing-TEC
Predatory Marketing-TEC
Predatory Marketing-TEC
Predatory Marketing-TEC
Predatory Marketing-TEC
Predatory Marketing-TEC
Predatory Marketing-TEC
Predatory Marketing-TEC
Predatory Marketing-TEC
Predatory Marketing-TEC
Predatory Marketing-TEC
Predatory Marketing-TEC
Predatory Marketing-TEC
Predatory Marketing-TEC
Predatory Marketing-TEC
Predatory Marketing-TEC
Predatory Marketing-TEC
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Predatory Marketing-TEC

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http://www.stepchangemarketing.com/ …

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In this Slideshare presentation:
1. Predatory marketing 2. Agenda 3. The future 4. Too many... 5. Focus 6. Bullies 7. Golden rule 8-16Easy target example 17. Fear of bullies 18. Life change 19. New advertising life 20. Working for the big boys 21. Predatory Marketing 22. Lessons 23. Good news 24. Great news 25. Great news, not! 26. Google search 27. Too many results 28. Bad news 29. Someone else has your money 30. Two ways to get it 31. Leader vs. Challenger 32. First to market 33. Establishes market share 34. Challenger growing the market 35. Leader focus 36. Predatory 37. Positioning 38. Effective positioning 39. Lets get predatory 40. Predatory marketing 41. Predatory marketing cont... 42. Damage 43. Predatory in practise 44. In practise 45. Re positioning the competition 46. Nutrition vs Iron man food 47. Four reasons Predatory is the future 48. Everybody's got a bully 49. The world has changed 50. Examples 51. Don't just annoy them 52. Annoyance 53. Markets are niching 54. Niches 55. Stand out or die out 56. What are some brands in your world 57. Brand examples 58. Average person exposed to... 59. Obscurity is our greatest risk 60. How to apply it 61. Blank 62. Results 63. Questions? 64. Your turn 65. Value statements 66. Value statements cont... 67. Predatory inspiration 68. Predatory marketing worksheet

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  • 1. PREDATORY MARKETINGThe Future is Predatory MarketingTEC 12Thursday 13 October 2011
  • 2. AGENDA 9:30 - 10:00 Stimulation Keynote. 10:00 - 11:20 Working session. 11:20 - 11:30 Break. 11:30 - 12:30 Stump the Strategist session. Your chewiest marketing challenge solved live in 9 minutes.  Link to me on LinkedIn (Ashton Bishop) and you can download this presentation
  • 3. THE FUTURE OF I SPREDATORY MARKETING
  • 4. Too many competitorsToo many mediumsToo many optionsToo much noise
  • 5. Predatory Marketinglets you focus for greatestIMPACT and lasting EFFECT
  • 6. Let’s start with bullies!
  • 7. What’s the golden rule?
  • 8. An easy target?
  • 9. At the age of 7, I started running
  • 10. At 17, I started martial arts
  • 11. At 22, I was at the world debating championships in Athens
  • 12. At 23, I graduated with a law degree
  • 13. And by 24, I’d run away with the circus
  • 14. My life was built around a fear of bullies!
  • 15. My marketing life changed when I met this man...
  • 16. MYADVERTISINGLIFE STARTEDIN TASMANIA
  • 17. I was quickly working for the big boys
  • 18. What does that teach youabout predatory marketing?
  • 19. Let’s go back to what Dave teaches
  • 20. Let’s start with the good news...
  • 21. The great news...is there’s a bunch of people out there just waitingfor your product and service ? ?? ? ?
  • 22. The great news... T!is there’s a bunch of people out there just waitingfor your product and service NO ? ? ?? ?
  • 23. So, the bad news is...
  • 24. Somebody else has your money
  • 25. There are only two ways to get it1. New people to use your product 2. Existing customers to spend more
  • 26. Why should a leader and a challenger act differently?LEADER CHALLENGER
  • 27. Why a leader and a challenger should act differentlyFirst to market• Owns 100% and obtains leadership positioning• T.O.M awareness, distribution and critical mass advantages
  • 28. Why a leader and a challenger should act differentlyChallenger entrant establishes market share
  • 29. Why a leader and a challenger should act differentlyChallenger often inadvertently grows the market•Over 50% of advertising is misattributed to brand leader• T.O.M awareness, distribution and critical mass advantagesCHALLENGER MARKET GROWTH LEADER GROWTH
  • 30. Why a leader and a challenger should act differentlyThe leader should focus on growing the market If a challenger grows the market they often ‘give away’ a disproportionate share and strengthen the leader’s position
  • 31. IF YOU’RE NOT BEING PREDATORY......YOU’RE MAKING THE BULLIES STRONGER!
  • 32. It all comes back to positioning!
  • 33. Effective positioning- Most wanted man in - First solo trans-pacific air - First man on the - Highest mountain in the world? crossing? moon? Australia? Who remembers number 2? BE A MARKET LEADER IN A SMALLER MARKET
  • 34. Let’s get predatory
  • 35. Predatory MarketingIdentify the weakness that arises out of your competitor’s greatest strength
  • 36. Predatory Marketing Identify the weakness that arises out of your competitor’s greatest strengthAvoid merely looking for parity Focus on relative strengths
  • 37. Predatory MarketingINFLICTS THE GREATEST DAMAGE AND MAKES RESPONSE DIFFICULT
  • 38. How’s it work in practice? VS
  • 39. How’s it work in practice? VS
  • 40. You are re-positioning the competition
  • 41. Reposition the competition VS 3.2 grams of sugar 32 grams of sugar NUTRITION IRON MAN FOODWEET-BIX >> ORANGE JUICE >> DONUT >> CHOCOLATE CAKE >> NUTRI-GRAIN 10 DAYS, $1 MILLION MEDIA, $50 MILLION TO BOTTOM-LINE
  • 42. The four reasons PredatoryMarketing is the future
  • 43. Everybody’s got a bully
  • 44. The World has changed
  • 45. Don’t just annoy them
  • 46. Markets are niching
  • 47. Stand-out or die-out!
  • 48. What are some brands in your world?
  • 49. What are some brands in your world?
  • 50. WHAT ARE SOME BRANDS IN YOUR WORLD? The average person is exposed to: $6.72 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 2006
  • 51. Obscurity is our greatest risk!
  • 52. How did we apply it?1. Needed staff2. Big agencies had them3. What’s the strength?4. What’s the weakness?5. Time to get predatory!
  • 53. ResultsWithin 2 weeks: 40+ applicants Over 7000 views Global coverage on over 25 blogs and sites Two potential clients walked in the doorSaving on recruitment fees alone: $16.5KEstimated media value: $135KReturn-on-investment: 60x
  • 54. ANY QUESTIONS? www.StepChangeMarketing.com© Copyright 2010 All rights r eser ved by St ep Change Marketing in perpetuit y
  • 55. Your turn!
  • 56. 06: VALUE STATEME N T S OUR EXAMPLE # A.R.P CI/ 10 FEATURE BENEFIT IMPLICATIONWHY YOU NEED IT 1 A 8½ Proprietary model developed over 12 years and The world’s most powerful marketing from hundreds of sources tool There’s nothing quite like itAND HOW TO USE IT Our leaders have over 40 years worth of proven, It’s what is actually used. It’s what Thousands of dollars of knowledge COMMENTARYWHAT MAKES YOUR 2a R 8 big brand experience actually works and a competitive edge COMPARED WITH YOUR COMPETITORS:PRODUCT OR SERVICE Where do you go ‘over-and-above’ in what you do for your customers?VALUABLE AND UNIQUE? Senior people work on your plan with you, What is your price-point? What payment options do you give that make youMost businesses talk about the same things and forget including Australias most Awarded Media Forming a powerful combination of your better than your competitors?to mention the things that make them truly different. If 2b A 9 Best minds on your business Strategist, Australias Top Marketer Under 30 experience and ours Does your business, or any individual staff, have exceptional experience,you’re competing with a giant in your category and talk and Australia’s leading predatory marketer qualifications or unique knowledge of your product, service or industry?about the same things, you’ll lose. Are there any specific product features that differentiate you eg. unique materials, operational features or processes?YOU NEED TO FOCUS 3 R 7 Experience formed from facilitating over 170 Proven model, proven results We guarantee you a result - with Is there a guarantee that you make about your product or the way you will diverse businesses confidenceON WHAT MAKES deliver your service?YOU DIFFERENT. Benefit from the wisdom of crowds Do you have convenient locations or easier access for picking up? Better delivery times eg: Parking, ramps, website ordering? whilst getting alignment. And alignmentMake features as specific as possible. Don’t just say Facilitate groups of up to 12 people working on You’ll get better results - with Is there some reason why your product has exceptional R 7 leads to massive savings‘quality’; you have to mention what makes the quality so the same plan together confidence quality? This might stem from an ingredient or the way you deliver your productgood: eg. the source of ingredients; or that each staff or servicemember has four weeks specialist training; or that eachproduct is hand checked on the production line. Have you done work for a notable or special client that other customers would Certainty; no nasty scope creep or You can plan people and financial see as valuable? Or do you have testimonials from happy customers that areYou don’t necessarily need to communicate all the 4 R 8 We offer fixed cost, time and commitment impressive in terms of what they say or overall number of satisfied customers? surprises resources - knowing we’ll deliverfeatures you list, but it’s great to have a full list. Has your business been open longer or at times that competitors are not eg.FOR BENEFITS: Make sure you’ve thought late nights, weekends, public holidays?about it from the customers point-of-view. We achieve in weeks what takes other We make the best use of R 7 Quickest, simplest and most efficient Do you have any sponsorships that bring credibility or community connections agencies months to do everybody’s time that your customers would appreciate?FOR IMPLICATIONS: Think about what is now possiblein your customers lives that wasnt previously. Whilst Do you have any industry awards or have you been recognised for the productproduct features are important, always remember that or service you provide? Real world results; we saved onecustomers are not buying your product or service; they R 7 Business focused vs creative award focused Effectiveness; you’ll see results quickly client $165k within 8 weeks of our Are there other specific claims you can make in terms of being the biggest,are buying the benefits they get from your product or engagement the only, the fastest, the longest?service. Have you been recognised for any other achievements? The only agency in Australia offering a no result, 5 R 9 Removes any risks Nothing to lose, only upside for you no invoice policy We offer continuity of strategic direction, whilst helping you with the Our work is designed for action, A 7 Ongoing Support Plan (Monthly) implementation not theory, and we make it happen 14
  • 57. A.R.P# = OVERALL IMPORTANCE ABSOLUTE: Only your business does this or can offer this CI = CUSTOMER IMPORTANCEThe overall importance to your business and the focus it should RELATIVE: A relative advantage you have over some of your competitors Your customers consider various factors when deciding to purchase. Howreceive in your marketing communications important is this feature you’ve listed in their decision? PARITY: A cost-of-entry to your category. If you didn’t offer this you probably shouldn’t be in business # A.R.P CI/ 10 FEATURE BENEFIT IMPLICATION 01 YOUR MISSION 02 WHERE TO STEP UP 03 COMPETITIVE ENVIRONMENT 04 CUSTOMER INTERROGATION 05 RECOGNISING YOUR CUSTOMERS 06 VALUE STATEMENTS
  • 58. SOME PREDATORY INSPIRATION !IT PAYS TO BE ‘ON-TREND’ RISK = REWARD IF YOU’RE NOT WINNING, CHANGE THE GAME TUNE INTO WIIFM INNOVATE OR DIE YOU HAVE TO LET GO TO SUCCEED TAKE A STAND BE TRUE TO YOURSELF PLAY BIG!
  • 59. PR EDATORY MARKE TING WORKSHEE TStop looking for parity and focus on your relative strengths. If you can do this you will inflict the greatest damage and make response most difficult.WHO IS YOUR KEY COMPETITOR?SOMEBODY WHO YOU CAN GROWAT THE EXPENSE OF. WHAT IS THEIR GREATEST STRENGTH? WHAT ARE THE WEAKNESSES THAT ARISE FROM THEIR STRENGTH? WHAT ARE YOUR RELATIVE ADVANTAGES? LOOK TO YOUR KEY MESSAGES EXERCISE WHAT ARE SOME IDEAS & OPPORTUNITIES?

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