Black Hole Marketing10 Insights on how to grow business

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Black Hole Marketing:Definition

“Marketing in a world which is increasingly dominated by extreme, winner-takes-all

inequality” (Chris Middleton)

giants and dwarves

A key trend in the 21st Century is the rise of extremism in many areas of life

A very few receive disproportionate rewardsBeing second best brings much less recognition

Being merely average is a route to disaster

Winner-takes-all in tennis

Roger Federer has lifetime earnings of $50Mn

Indexed to Federer's earnings (=100)

Nadal 40Roddick 34

Djorkovic 26Murray 17

examples of giants

Angry Birds has been downloaded over 500 million times across all

platforms

Apple's next biggests selling app in 2011 was Fruit Ninja with historical

downloads of just over20 million

examples of giants

Doctor House is watched by 81.8Mn in 66 countries

It is the clear world leader: second place, CSI:Miami had 11% fewer spectators (source: Guinness Book of Records)

examples of giants

The Harry Potter series has sold 450 million books

Second place series (RL Stine's Goosebumps) sold around 20% fewer

The James Bond series sold just 100 million (source: Wikipedia)

examples of giants

best beats challenger

Today, it's better to be Louis Vuitton than Chanel or Prada

No 1 luxury brand for last 6 years, LV's brand value is estimated at over double second place Hermes's

(souce: Luxurydiffusion.com)

Mega Malls are so big they are sucking the retail life out of entire hinterlands, if not whole regions

Mall of America attracts 40Mn visits per year: Grand Canal Shoppes in Las Vegas, 20Mn

Other 'Black Hole' Malls include: Beijing Mall, Istanbul Cevahir andMall of Emirates in Dubai

big beats average

gravity beats all

London attracts investment and wealth: it's a true World City; property values didn't fall in the recession

New York, Shanghai, Hong Kong continue to be winners

Avoid the average, middle of the road, the mainstreamHarness the power of celebrities

Locate in World CitiesTake a flagship approach

Diversity is out; focus on being the best is inAdopt a power brands strategy

some rules

About Futures CoachingCelebrating 5 years!

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