‘WHAT MOST MARKETERS

MISS’

!

Paris in the

the Spring xx

Bird in the

the Hand xxx

FAMILIARITY EXERCISE

MOST MARKETERS 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 1,000,000 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 RIGHT2. GET YOUR MONEY BACK

3. GET PREDATORY

1. GET YOUR NAME RIGHT2. GET YOUR MONEY BACK

3. GET PREDATORY

2/3RDS OF SEARCHES ARE

PROMPTED OFFLINE

ASSUMING YOUR NAME’S NOT A CLANGER...

NAME + LINE = COMMUNICATIONS

Credible& clear

Cut-through& edgy

Clear Name+

Clear Positioning=

Unremarkable

Cut-through Name+

Cut-through Positioning=

Nonsense

Clear NameCut-through Positioning

Cut-through NameClear Positioning

1. GET YOUR NAME RIGHT2. GET YOUR MONEY BACK

3. GET PREDATORY

TRADITIONALMARKETING

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

CUSTOMER FIRST: If you haven’t optimised existing customer base

VS

WHO’S GOT YOUR MONEY

TAKE SHARE: Large or easy competition

VS

DANGER ZONE

Needs to be fixedIMMEDIATELY

IGNORE

You have otherpriorities

EDUCATION ZONE

Communicationsfocus with engaged

customers

A slower burn toincrease importance

over time

Your communicationsfocus - right now

PREDATORY ZONE

LOW

CUSTOMERIMPORTANCE DISADVANTAGE MARKET PARITY RELATIVE ADVANTAGES

COMPETITIVEPOSITION

HIGHMARKET LEADERCommunicationsopportunity (marketgrowth)

BRAND SHARELet market leadercommunicate thesepoints

THE PREDATORY BRIDGE

1. GET YOUR NAME RIGHT2. GET YOUR MONEY BACK 3. GET PREDATORY

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 greatest strength

PREDATORY MARKETING

ACHIEVES GREATEST IMPACT AND

MAKES RESPONSE DIFFICULT

PREDATORY MARKETING

HOW DOES IT WORK ONLINE

TRADITIONAL BUILDMETHODOLOGIES VS

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 RIGHTGET YOUR MONEY BACK

GET PREDATORY

ASHTON BISHOP ON LINKEDIN“ASK FOR PREDATORY INSPIRATIONS”