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PREDATORY MARKETING
Paris
in the
the Spring
xx
Bird
in the
the Hand
xxx
FAMILIARITY EXERCISE
WHICH WAY IS SHE SPINNING?
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 1,000,0...
OBSCURITY IS OUR
GREATEST RISK!
TRADITIONAL
MARKETING
We’re hardwired to notice only what’s different
MATERIALS FOR YOU
A fuller version of the presentation
The Law of Selling - Dave Trott
Brand Box...The Marketer’s Ultimate...
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 GREAT...
ACHIEVES GREATEST IMPACT
AND
MAKES RESPONSE DIFFICULT
PREDATORY MARKETING
HOW DOES IT WORK IN PRACTICE?
VS
HOW DOES IT WORK IN PRACTICE?
VS
HOW DOES IT WORK IN PRACTICE?
HOW DOES IT WORK IN B2B?
TRADITIONAL BUILD
METHODOLOGIESVS
YOU ARE RE-POSITIONING
THE COMPETITION
10 DAYS, $1 MILLION MEDIA, $50 MILLION TO BOTTOM-LINE
WEET-BIX >> ORANGE JUICE >> DONUT >> CHOCOLATE CAKE >> NUTRI-GRAIN
3...
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 i...
YOUR PREDATORY INSPIRATION
COMPLIMENTARY
10 WEEKS
NO SPAM
A MIX OF B2B, BIG BRAND
SECRETS, OUR WORK AND
OTHERS
PREDATORY MARKETING
STRIKE AT THE WEAKNESS THAT ARISES OUT
OF YOUR COMPETITOR’S GREATEST STRENGTH
ACHIEVES GREATEST IMPACT...
THANKS
Predatory Marketing
Predatory Marketing
Predatory Marketing
Predatory Marketing
Predatory Marketing
Predatory Marketing
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Predatory Marketing

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Predatory Marketing

  1. 1. PREDATORY MARKETING
  2. 2. Paris in the the Spring xx Bird in the the Hand xxx FAMILIARITY EXERCISE
  3. 3. WHICH WAY IS SHE SPINNING?
  4. 4. TALKABILITY SHAREABILITY
  5. 5. WHAT ARE SOME BRANDS IN YOUR WORLD?
  6. 6. WHAT ARE SOME BRANDS IN YOUR WORLD?
  7. 7. 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 
 *Neilsen data 2012
  8. 8. OBSCURITY IS OUR GREATEST RISK!
  9. 9. TRADITIONAL MARKETING
  10. 10. We’re hardwired to notice only what’s different
  11. 11. MATERIALS FOR YOU A fuller version of the presentation The Law of Selling - Dave Trott Brand Box...The Marketer’s Ultimate Toolkit We’ll circulate via Justin post event Link to me on LinkedIn 
 (Ashton Bishop)
  12. 12. LET’S GET PREDATORY
  13. 13. STRIKE AT THE WEAKNESS THAT ARISES OUT OF YOUR COMPETITOR’S GREATEST STRENGTH PREDATORY MARKETING
  14. 14. PREVENTS LOOKING FOR PARITY FOCUS ON RELATIVE ADVANTAGES STRIKE AT THE WEAKNESS THAT ARISES OUT OF YOUR COMPETITOR’S GREATEST STRENGTH PREDATORY MARKETING
  15. 15. ACHIEVES GREATEST IMPACT AND MAKES RESPONSE DIFFICULT PREDATORY MARKETING
  16. 16. HOW DOES IT WORK IN PRACTICE? VS
  17. 17. HOW DOES IT WORK IN PRACTICE? VS HOW DOES IT WORK IN PRACTICE?
  18. 18. HOW DOES IT WORK IN B2B? TRADITIONAL BUILD METHODOLOGIESVS
  19. 19. YOU ARE RE-POSITIONING THE COMPETITION
  20. 20. 10 DAYS, $1 MILLION MEDIA, $50 MILLION TO BOTTOM-LINE WEET-BIX >> ORANGE JUICE >> DONUT >> CHOCOLATE CAKE >> NUTRI-GRAIN 3.2 GRAMS OF SUGAR 32 GRAMS OF SUGAR VS NUTRITION IRON MAN FOOD REPOSITION THE COMPETITION
  21. 21. NEEDED STAFF BIG AGENCIES HAD THEM WHAT’S THE STRENGTH? WHAT’S THE WEAKNESS? TIME TO GET PREDATORY! HOW DID WE APPLY IT?
  22. 22. 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
  23. 23. YOUR PREDATORY INSPIRATION COMPLIMENTARY 10 WEEKS NO SPAM A MIX OF B2B, BIG BRAND SECRETS, OUR WORK AND OTHERS
  24. 24. PREDATORY MARKETING STRIKE AT THE WEAKNESS THAT ARISES OUT OF YOUR COMPETITOR’S GREATEST STRENGTH ACHIEVES GREATEST IMPACT AND MAKES RESPONSE DIFFICULT
  25. 25. THANKS

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