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www.kineticpr.co.uk Kinetic Communications, 3 Tenby Street, Birmingham, B1 3EL 0121 212 6250
Adam Long
@Vistage, Ricoh Are...
Takeaway 1:
• We’re exposed to 3K brands/day so it’s not just about getting your brand out there
• It’s not about playing ...
Takeaway 2:
• Inch wide, mile deep – that’s your market niche
• Inch has to be commercially viable (the smallest number)
•...
Takeaway 3:
• Predatory marketing is striking at the weakness that arises out of your competitor’s greatest strength
• Don...
Last thought – turn your marketing communications process upside-down
4 Medium (your last choice should be ‘where do we pu...
Kinetic Communications Ltd, 3 Tenby Street, Birmingham, B1 3EL Kineticpr.co.uk @KineticPR 0121 212 6250
Predatory Marketing - Adam Long
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Predatory Marketing - Adam Long

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3 valuable takeaways on:
- how to turn your competitor's greatest strength into a weakness
- how to reverse the marketing communications process.

Published in: Marketing
  • 3 valuable takeaways from last Friday's Vistage session courtesy of Adam Long who really knows his marketing strategy stuff (in my 'umble opinion). Loved the simplicity of his definition of strategy: the allocation of resources for maximum ROI. Do go see him if you get the opportunity and Vistage members, stay for the afternoon session. His Rocket model (trigger, frame, fuel) is strong. He seeks simplicity eg the importance of having FEWER messages: try throwing 1 or 2 then 5 or 6 pencils to another and see how many they catch each time.
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Predatory Marketing - Adam Long

  1. 1. www.kineticpr.co.uk Kinetic Communications, 3 Tenby Street, Birmingham, B1 3EL 0121 212 6250 Adam Long @Vistage, Ricoh Arena, Coventry 11 November 2016 Predatory marketing – three valuable takeaways Finding your competitor’s greatest strength and turning it into their weakness
  2. 2. Takeaway 1: • We’re exposed to 3K brands/day so it’s not just about getting your brand out there • It’s not about playing safe eg ‘no one got fired for buying IBM’ • The world has changed more in the last 3 years than the last 30 • Winners take it all – think of the 1st man on the moon, now the 2nd, 3rd etc we only remember first, highest, biggest
  3. 3. Takeaway 2: • Inch wide, mile deep – that’s your market niche • Inch has to be commercially viable (the smallest number) • Mile-deep insight
  4. 4. Takeaway 3: • Predatory marketing is striking at the weakness that arises out of your competitor’s greatest strength • Don’t go for their weakness as they can fix that!
  5. 5. Last thought – turn your marketing communications process upside-down 4 Medium (your last choice should be ‘where do we put it?’) 3 Messages (‘what do we need to say to get that result?’) 2 Audiences (your tightest definition) 1 Result (make it a good diagnosis eg shift in attitude/behaviour) Old orderNeworder
  6. 6. Kinetic Communications Ltd, 3 Tenby Street, Birmingham, B1 3EL Kineticpr.co.uk @KineticPR 0121 212 6250

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