what most business owners miss
TRANSCRIPT
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‘WHAT MOST BUSINESS OWNERS
MISS’
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Paris in the
the Spring xx
Bird in the
the Hand xxx
FAMILIARITY EXERCISE
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MOST BUSINESS OWNERS MISS THE
THE POINT!
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TALKABILITY
SHAREABILITY
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WHAT ARE SOME BRANDS IN YOUR WORLD?
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WHAT ARE SOME BRANDS IN YOUR WORLD?
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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
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1. GET YOUR NAME RIGHT 2. GET YOUR MONEY BACK
3. GET PREDATORY
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1. GET YOUR NAME RIGHT 2. GET YOUR MONEY BACK
3. GET PREDATORY
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2/3RDS OF SEARCHES ARE
PROMPTED OFFLINE
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ASSUMING YOUR NAME’S NOT A CLANGER...
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NAME + LINE = COMMUNICATIONS
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Credible & clear
Cut-through & edgy
Clear Name +
Clear Positioning =
Unremarkable
Cut-through Name +
Cut-through Positioning =
Nonsense
Clear Name Cut-through Positioning
Cut-through Name Clear Positioning
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BUSINESS OWNERAPATHY
VS
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vs
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1. GET YOUR NAME RIGHT 2. GET YOUR MONEY BACK
3. GET PREDATORY
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TRADITIONAL MARKETING
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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
Why This Matters?
Should You: A. Grow your market? B. Take brand share? C. Drive frequency? D. Drive sale value - up-sell, x-sell, margin?
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DANGER ZONE
Needs to be fixed IMMEDIATELY
IGNORE
You have other priorities
EDUCATION ZONE
Communications focus with engaged
customers !
A slower burn to increase importance
over time
Your communications focus - right now
PREDATORY ZONE
LOW
CUSTOMER IMPORTANCE DISADVANTAGE MARKET PARITY RELATIVE ADVANTAGES COMPETITIVE
POSITION
HIGHMARKET LEADERCommunications opportunity (market growth)
BRAND SHARELet market leader communicate these points
THE PREDATORY BRIDGE
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1. GET YOUR NAME RIGHT 2. GET YOUR MONEY BACK
3. GET PREDATORY
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LET’S GET PREDATORY
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Strike at the weakness that arises out of your
competitor’s greatest strength
PREDATORY MARKETING
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Prevents looking for parity Focus on relative advantages
Strike at the weakness that arises out of your
competitor’s greatest strength
PREDATORY MARKETING
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ACHIEVES GREATEST IMPACT AND
MAKES RESPONSE DIFFICULT
PREDATORY MARKETING
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HOW DOES IT WORK?
TRADITIONAL BUILD METHODOLOGIES VS
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Needed staff !
Big agencies had them !
What’s the strength? !
What’s the weakness? !
Time to get predatory!
HOW DID WE APPLY IT?
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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
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AND WE’RE STILL USING PREDATORY MARKETING
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PREDATORY MARKETING
Strike at the weakness that arises out of your
competitor’s greatest strength
ACHIEVES GREATEST IMPACT AND
MAKES RESPONSE DIFFICULT
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Your Predatory Inspiration
Complimentary
10 weeks
No spam
A mix of B2B, big brand
secrets, our work and others
Just grab your business card
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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
BUT WAIT, THERE’S MORE
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SUMMARY
GET YOUR NAME RIGHT GET YOUR MONEY BACK
GET PREDATORY