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.f...
Black Hole Marketing:Definition“Marketing in a world which is   increasingly dominated by   extreme, winner-takes-all ineq...
giants and dwarvesA key trend in the 21st Century is the rise of extremism in                    many areas of life      A...
examples of giants          Winner-takes-all in tennis          Roger Federer has lifetime             earnings of $50Mn  ...
examples of giants Angry Birds has been downloaded over 500 million times across all             platformsApples next bigg...
examples of giants  Doctor House is watched by 81.8Mn in 66 countriesIt is the clear world leader: second place, CSI:Miami...
examples of giants   The Harry Potter series has sold 450 million booksSecond place series (RL Stines Goosebumps) sold aro...
best beats challengerToday, its better to be Louis Vuitton than Chanel or Prada  No 1 luxury brand for last 6 years, LVs b...
big beats averageMega Malls are so big they are sucking the retail life out of         entire hinterlands, if not whole re...
gravity beats allLondon attracts investment and wealth: its a true World    City; property values didnt fall in the recess...
some rulesAvoid the average, middle of the road, the mainstream           Harness the power of celebrities                ...
About Futures Coaching                Celebrating 5 years!Working for great clients       Doing great things              ...
LONDON • PARIS   Website: www.futurescoaching.comBlog: http://futurescoaching.typepad.com    Email: chris@futurescoaching....
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Black Hole Marketing

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We live in a world where increasingly winner takes all; being merely average is the route to failure. Marketers need to understand this new extremism and make decisions accordingly. Find yourself outside the Black Hole and you'll find your life's forces being sucking away.

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Black Hole Marketing

  1. 1. Black Hole Marketing10 Insights on how to grow business
  2. 2. GrowthStories Bringing you a flavour of business growth trends...in just 5 minutes A Futures Coaching initiative www.futurescoaching.com
  3. 3. Black Hole Marketing:Definition“Marketing in a world which is increasingly dominated by extreme, winner-takes-all inequality” (Chris Middleton)
  4. 4. 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
  5. 5. 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
  6. 6. 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
  7. 7. 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)
  8. 8. 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)
  9. 9. 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)
  10. 10. 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
  11. 11. 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
  12. 12. 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
  13. 13. 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
  14. 14. LONDON • PARIS Website: www.futurescoaching.comBlog: http://futurescoaching.typepad.com Email: chris@futurescoaching.com

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