Predatory Marketing

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The document discusses predatory marketing strategies. It suggests targeting a competitor's greatest strength by striking at the weakness that arises from that strength. This achieves the greatest impact and makes a response difficult. An example is provided of repositioning a competitor's product from nutrition to high sugar to weaken their messaging. Traditional marketing is contrasted, and materials are offered to learn more about predatory techniques.

Paris
in the
the Spring
xx
Bird
in the
the Hand
xxx
FAMILIARITY EXERCISE

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

We’re hardwired to notice only what’s different

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 GREATEST STRENGTH
PREDATORY MARKETING

ACHIEVES GREATEST IMPACT
AND
MAKES RESPONSE DIFFICULT
PREDATORY MARKETING

HOW DOES IT WORK IN PRACTICE?
VS
HOW DOES IT WORK IN PRACTICE?

HOW DOES IT WORK IN B2B?
TRADITIONAL BUILD
METHODOLOGIESVS

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

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 in the door
Saving on recruitment fees alone: $16.5K
Estimated media value: $135K
Return-on-investment: 60x
RESULTS

PREDATORY MARKETING
STRIKE AT THE WEAKNESS THAT ARISES OUT
OF YOUR COMPETITOR’S GREATEST STRENGTH
ACHIEVES GREATEST IMPACT
AND
MAKES RESPONSE DIFFICULT

Ashton Bishop analyzes the key components of branding and urges entrepreneurs to choose their brand name with care and consider the importance of branding from an early stage. Ashton emphasizes the importance of strategic branding and well-planned advertisements, and grants viewers many of the tools necessary to forge their own powerful brand. This content was produced for the Founder Institute in 2014 by Founder Institute mentor Ashton Bishop, founder and Head of Strategy at Step Change Marketing. Find out more branding tactics at: http://www.hellostepchange.com/

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A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience. Key Takeaways: Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.

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E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times. Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management. Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences. The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.

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Predatory Marketing

1. PREDATORY MARKETING

2. Paris in the the Spring xx Bird in the the Hand xxx FAMILIARITY EXERCISE

3. WHICH WAY IS SHE SPINNING?

4. TALKABILITY SHAREABILITY

5. WHAT ARE SOME BRANDS IN YOUR WORLD?

6. WHAT ARE SOME BRANDS IN YOUR WORLD?

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. OBSCURITY IS OUR GREATEST RISK!

10.

11. TRADITIONAL MARKETING

12. We’re hardwired to notice only what’s different

13.

14. 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)

15. LET’S GET PREDATORY

16. STRIKE AT THE WEAKNESS THAT ARISES OUT OF YOUR COMPETITOR’S GREATEST STRENGTH PREDATORY MARKETING

17. PREVENTS LOOKING FOR PARITY FOCUS ON RELATIVE ADVANTAGES STRIKE AT THE WEAKNESS THAT ARISES OUT OF YOUR COMPETITOR’S GREATEST STRENGTH PREDATORY MARKETING

18. ACHIEVES GREATEST IMPACT AND MAKES RESPONSE DIFFICULT PREDATORY MARKETING

19. HOW DOES IT WORK IN PRACTICE? VS

20.

21. HOW DOES IT WORK IN PRACTICE? VS HOW DOES IT WORK IN PRACTICE?

22. HOW DOES IT WORK IN B2B? TRADITIONAL BUILD METHODOLOGIESVS

23.

24. YOU ARE RE-POSITIONING THE COMPETITION

25. 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

26. NEEDED STAFF BIG AGENCIES HAD THEM WHAT’S THE STRENGTH? WHAT’S THE WEAKNESS? TIME TO GET PREDATORY! HOW DID WE APPLY IT?

27.

28. 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

29. YOUR PREDATORY INSPIRATION COMPLIMENTARY 10 WEEKS NO SPAM A MIX OF B2B, BIG BRAND SECRETS, OUR WORK AND OTHERS

30. PREDATORY MARKETING STRIKE AT THE WEAKNESS THAT ARISES OUT OF YOUR COMPETITOR’S GREATEST STRENGTH ACHIEVES GREATEST IMPACT AND MAKES RESPONSE DIFFICULT

31. THANKS

Predatory Marketing

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