Black Hole Marketing

Black Hole Marketing10 Insights on how to grow business

GrowthStories Bringing you a flavour of business growth trends...in just 5 minutes A Futures Coaching initiative www.futurescoaching.com

Black Hole Marketing:Definition“Marketing in a world which is increasingly dominated by extreme, winner-takes-all inequality” (Chris Middleton)

giants and dwarvesA key trend in the 21st Century is the rise of extremism in many areas of life A very few receive disproportionate rewards Being second best brings much less recognition Being merely average is a route to disaster

examples of giants Winner-takes-all in tennis Roger Federer has lifetime earnings of $50Mn Indexed to Federers earnings (=100) Nadal 40 Roddick 34 Djorkovic 26 Murray 17

examples of giants Angry Birds has been downloaded over 500 million times across all platformsApples next biggests selling app in2011 was Fruit Ninja with historical downloads of just over 20 million

examples of giants Doctor House is watched by 81.8Mn in 66 countriesIt is the clear world leader: second place, CSI:Miami had 11% fewer spectators (source: Guinness Book of Records)

examples of giants The Harry Potter series has sold 450 million booksSecond place series (RL Stines Goosebumps) sold around 20% fewerThe James Bond series sold just 100 million (source: Wikipedia)

best beats challengerToday, its better to be Louis Vuitton than Chanel or Prada No 1 luxury brand for last 6 years, LVs brand value is estimated at over double second place Hermess (souce: Luxurydiffusion.com)

big beats averageMega Malls are so big they are sucking the retail life out of entire hinterlands, if not whole regionsMall of America attracts 40Mn visits per year: Grand Canal Shoppes in Las Vegas, 20MnOther Black Hole Malls include: Beijing Mall, Istanbul Cevahir and Mall of Emirates in Dubai

gravity beats allLondon attracts investment and wealth: its a true World City; property values didnt fall in the recessionNew York, Shanghai, Hong Kong continue to be winners

some rulesAvoid the average, middle of the road, the mainstream Harness the power of celebrities Locate in World Cities Take a flagship approach Diversity is out; focus on being the best is in Adopt a power brands strategy

About Futures Coaching Celebrating 5 years!Working for great clients Doing great things Anticipating * the future of retail * the future of offices * the future of banking * the future of mobility Innovating * new fund-raising offers * consumer healthcare NPD Coaching * trends training for insight teams * personal rejuvenation Speaking * engagements from Taipei to Toronto Researching * management interviews * expert in-depths * consumer focus groups

LONDON • PARIS Website: www.futurescoaching.comBlog: http://futurescoaching.typepad.com Email: chris@futurescoaching.com

Black Hole Marketing

by Chris Middleton on Jan 16, 2012

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Black Hole Marketing — Presentation Transcript