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‘WHAT MOST
BUSINESS

OWNERS

MISS’
FAMILIARITY EXERCISE

Paris
in the
the Spring
xx

Bird
in the
the Hand
xxx
MOST BUSINESS
OWNERS

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 1,00...
1. GET YOUR NAME RIGHT
2. GET YOUR MONEY BACK
3. GET PREDATORY
1. GET YOUR NAME RIGHT
2. GET YOUR MONEY BACK
3. GET PREDATORY
2/3RDS OF
SEARCHES ARE
PROMPTED
OFFLINE
ASSUMING
YOUR NAME’S
NOT A
CLANGER...
NAME + LINE = COMMUNICATIONS
Clear Name
Cut-through Positioning

Clear Name
+
Clear Positioning
=
Unremarkable

Credible
& clear

Cut-through
& edgy

C...
VS

BUSINESS
OWNER

APATHY
vs
1. GET YOUR NAME RIGHT

2. GET YOUR MONEY BACK
3. GET PREDATORY
TRADITIONAL
MARKETING
WHO’S GOT YOUR MONEY?
Should You:
A. Grow your market?
B. Take brand share?
C. Drive frequency?
D. Drive sale value - up-s...
THE PREDATORY BRIDGE
HIGH
MARKET LEADER
Communications
opportunity (market
growth)

DANGER ZONE
Needs to be fixed
IMMEDIAT...
1. GET YOUR NAME RIGHT
2. GET YOUR MONEY BACK

3. GET PREDATORY
LET’S GET PREDATORY
PREDATORY MARKETING
Strike at the weakness that arises out of your
competitor’s greatest strength
PREDATORY MARKETING
Strike at the weakness that arises out of your
competitor’s greatest strength

Prevents looking for pa...
PREDATORY MARKETING

ACHIEVES GREATEST IMPACT
AND

MAKES RESPONSE DIFFICULT
HOW DOES IT WORK?

VS

TRADITIONAL BUILD
METHODOLOGIES
HOW DID WE APPLY IT?
Needed staff
!

Big agencies had them
!

What’s the strength?
!

What’s the weakness?
!

Time to get ...
RESULTS
Within TWO weeks:
40+ applicants
Over 7000 views
Global coverage on over 25 blogs and sites
Two potential clients ...
AND WE’RE STILL USING PREDATORY MARKETING
PREDATORY MARKETING
Strike at the weakness that arises out of your
competitor’s greatest strength

ACHIEVES GREATEST IMPAC...
Your Predatory Inspiration
Complimentary
10 weeks
No spam
A mix of B2B, big brand
secrets, our work and others

Just grab ...
BUT WAIT, THERE’S MORE
Brand Box: The Marketer’s
Ultimate Toolkit
A collection of the best
tools in marketing
Six books ov...
SUMMARY

GET YOUR NAME RIGHT
GET YOUR MONEY BACK
GET PREDATORY
THANK YOU

02 8028 6405
Ashton Bishop - ashton@stepchangemarketing.com
What Most Business Owners Miss
What Most Business Owners Miss
What Most Business Owners Miss
What Most Business Owners Miss
What Most Business Owners Miss
What Most Business Owners Miss
What Most Business Owners Miss
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What Most Business Owners Miss

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What Most Business Owners Miss

  1. 1. ‘WHAT MOST BUSINESS OWNERS MISS’
  2. 2. FAMILIARITY EXERCISE Paris in the the Spring xx Bird in the the Hand xxx
  3. 3. MOST BUSINESS OWNERS
 MISS THE 
 THE POINT!
  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 *BrianWave Connection, UK, 2004
 *Neilsen data 2012
  8. 8. 1. GET YOUR NAME RIGHT 2. GET YOUR MONEY BACK 3. GET PREDATORY
  9. 9. 1. GET YOUR NAME RIGHT 2. GET YOUR MONEY BACK 3. GET PREDATORY
  10. 10. 2/3RDS OF SEARCHES ARE PROMPTED OFFLINE
  11. 11. ASSUMING YOUR NAME’S NOT A CLANGER...
  12. 12. NAME + LINE = COMMUNICATIONS
  13. 13. Clear Name Cut-through Positioning Clear Name + Clear Positioning = Unremarkable Credible & clear Cut-through & edgy Cut-through Name Clear Positioning Cut-through Name + Cut-through Positioning = Nonsense
  14. 14. VS BUSINESS OWNER
 APATHY
  15. 15. vs
  16. 16. 1. GET YOUR NAME RIGHT 2. GET YOUR MONEY BACK 3. GET PREDATORY
  17. 17. TRADITIONAL MARKETING
  18. 18. WHO’S GOT YOUR MONEY? 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 VS TAKE SHARE: Large or easy competition VS CUSTOMER FIRST: If you haven’t optimised existing customer base
  19. 19. THE PREDATORY BRIDGE HIGH MARKET LEADER Communications opportunity (market growth) DANGER ZONE Needs to be fixed IMMEDIATELY BRAND SHARE PREDATORY ZONE Your communications focus - right now Let market leader communicate these points CUSTOMER IMPORTANCE DISADVANTAGE MARKET PARITY RELATIVE ADVANTAGES EDUCATION ZONE IGNORE You have other priorities LOW Communications focus with engaged customers ! A slower burn to increase importance over time COMPETITIVE POSITION
  20. 20. 1. GET YOUR NAME RIGHT 2. GET YOUR MONEY BACK 3. GET PREDATORY
  21. 21. LET’S GET PREDATORY
  22. 22. PREDATORY MARKETING Strike at the weakness that arises out of your competitor’s greatest strength
  23. 23. PREDATORY MARKETING Strike at the weakness that arises out of your competitor’s greatest strength Prevents looking for parity Focus on relative advantages
  24. 24. PREDATORY MARKETING ACHIEVES GREATEST IMPACT AND MAKES RESPONSE DIFFICULT
  25. 25. HOW DOES IT WORK? VS TRADITIONAL BUILD METHODOLOGIES
  26. 26. HOW DID WE APPLY IT? Needed staff ! Big agencies had them ! What’s the strength? ! What’s the weakness? ! Time to get predatory!
  27. 27. RESULTS 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
  28. 28. AND WE’RE STILL USING PREDATORY MARKETING
  29. 29. PREDATORY MARKETING Strike at the weakness that arises out of your competitor’s greatest strength ACHIEVES GREATEST IMPACT AND MAKES RESPONSE DIFFICULT
  30. 30. Your Predatory Inspiration Complimentary 10 weeks No spam A mix of B2B, big brand secrets, our work and others Just grab your business card
  31. 31. BUT WAIT, THERE’S MORE Brand Box: The Marketer’s Ultimate Toolkit A collection of the best tools in marketing Six books over six weeks Brought together from the work of giants and our own success stories
  32. 32. SUMMARY GET YOUR NAME RIGHT GET YOUR MONEY BACK GET PREDATORY
  33. 33. THANK YOU 02 8028 6405 Ashton Bishop - ashton@stepchangemarketing.com

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