What Most Business Owners Miss

•

3 likes•720 views

Ashton Bishop

Marketing

FAMILIARITY EXERCISE

Paris
in the
the Spring
xx

Bird
in the
the Hand
xxx

MOST BUSINESS
OWNERS 
MISS THE  
THE POINT!

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

1. GET YOUR NAME RIGHT
2. GET YOUR MONEY BACK
3. GET PREDATORY

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

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 parity

Focus on relative advantages

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 predatory!

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

AND WE’RE STILL USING PREDATORY MARKETING

PREDATORY MARKETING
Strike at the weakness that arises out of your
competitor’s greatest strength

ACHIEVES GREATEST IMPACT
AND

MAKES RESPONSE DIFFICULT

SUMMARY

GET YOUR NAME RIGHT
GET YOUR MONEY BACK
GET PREDATORY

THANK YOU

02 8028 6405
Ashton Bishop - ashton@stepchangemarketing.com

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What Most Business Owners Miss

1. ‘WHAT MOST BUSINESS OWNERS MISS’

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

3. MOST BUSINESS OWNERS  MISS THE   THE POINT!

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 *BrianWave Connection, UK, 2004  *Neilsen data 2012

8. 1. GET YOUR NAME RIGHT 2. GET YOUR MONEY BACK 3. GET PREDATORY

9. 1. GET YOUR NAME RIGHT 2. GET YOUR MONEY BACK 3. GET PREDATORY

10. 2/3RDS OF SEARCHES ARE PROMPTED OFFLINE

11. ASSUMING YOUR NAME’S NOT A CLANGER...

12. NAME + LINE = COMMUNICATIONS

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. VS BUSINESS OWNER  APATHY

15. vs

16.

17.

18.

19.

20. 1. GET YOUR NAME RIGHT 2. GET YOUR MONEY BACK 3. GET PREDATORY

21. TRADITIONAL MARKETING

22. 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

23. 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

24. 1. GET YOUR NAME RIGHT 2. GET YOUR MONEY BACK 3. GET PREDATORY

25. LET’S GET PREDATORY

26. PREDATORY MARKETING Strike at the weakness that arises out of your competitor’s greatest strength

27. PREDATORY MARKETING Strike at the weakness that arises out of your competitor’s greatest strength Prevents looking for parity Focus on relative advantages

28. PREDATORY MARKETING ACHIEVES GREATEST IMPACT AND MAKES RESPONSE DIFFICULT

29. HOW DOES IT WORK? VS TRADITIONAL BUILD METHODOLOGIES

30.

31. HOW DID WE APPLY IT? Needed staff ! Big agencies had them ! What’s the strength? ! What’s the weakness? ! Time to get predatory!

32.

33. 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

34. AND WE’RE STILL USING PREDATORY MARKETING

35.

36. PREDATORY MARKETING Strike at the weakness that arises out of your competitor’s greatest strength ACHIEVES GREATEST IMPACT AND MAKES RESPONSE DIFFICULT

37. Your Predatory Inspiration Complimentary 10 weeks No spam A mix of B2B, big brand secrets, our work and others Just grab your business card

38. 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

39. SUMMARY GET YOUR NAME RIGHT GET YOUR MONEY BACK GET PREDATORY

40. THANK YOU 02 8028 6405 Ashton Bishop - ashton@stepchangemarketing.com

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