‘WHAT MOST BUSINESS OWNERS

MISS’

Paris in the

the Spring xx

Bird in the

the Hand xxx

FAMILIARITY EXERCISE

MOST BUSINESS OWNERS 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 RIGHT 2. GET YOUR MONEY BACK

3. GET PREDATORY

1. GET YOUR NAME RIGHT 2. 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 Name Cut-through Positioning

Cut-through Name Clear Positioning

BUSINESS OWNERAPATHY

VS

vs

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

3. GET PREDATORY

TRADITIONAL MARKETING

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?

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

1. GET YOUR NAME RIGHT 2. 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?

TRADITIONAL BUILD METHODOLOGIES VS

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

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

Your Predatory Inspiration

Complimentary

10 weeks

No spam

A mix of B2B, big brand

secrets, our work and others

Just grab your business card

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

SUMMARY

GET YOUR NAME RIGHT GET YOUR MONEY BACK

GET PREDATORY

THANK YOU

02 8028 6405 Ashton Bishop - ashton@stepchangemarketing.com