Black Hole Marketing
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Black Hole Marketing 10 Insights on how to grow business
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We live in a world where increasingly winner takes all; being merely average is the route to failure. Marketers need to understand this new extremism and make decisions accordingly. Find yourself outside the Black Hole and you'll find your life's forces being sucking away.
Transcript of Black Hole Marketing
Black Hole Marketing10 Insights on how to grow business
Growth Stories
Bringing you a flavour of business
growth trends...in just 5 minutes
A Futures Coaching initiative
www.futurescoaching.com
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!
Working for great clients Doing great thingsAnticipating
* the future of retail* the future of offices* the future of banking* the future of mobility
Innovating* new fund-raising offers* consumer healthcare NPD
Coaching* trends training for insight teams* personal rejuvenation
Speaking* engagements from Taipei to Toronto
Researching* management interviews* expert in-depths* consumer focus groups
Website: www.futurescoaching.comBlog: http://futurescoaching.typepad.com
Email: [email protected]
LONDON • PARIS
