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PREDATORY MARKETING
Paris in the
the Spring xx
Bird in the
the Hand xxx
FAMILIARITY EXERCISE
WHICH WAY IS SHE SPINNING?
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
*Neilsen data 2012
OBSCURITY IS OUR GREATEST RISK!
TRADITIONAL MARKETING
We’re hardwired to notice only what’s different
MATERIALS FOR YOU
A fuller version of the presentation
The Law of Selling - Dave Trott
Brand Box...The Marketer’s Ultimate Toolkit
We’ll circulate via Justin post event
Link to me on LinkedIn (Ashton Bishop)
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 IN PRACTICE?
VS
HOW DOES IT WORK IN PRACTICE?
VS
HOW DOES IT WORK IN PRACTICE?
HOW DOES IT WORK IN B2B?
TRADITIONAL BUILD METHODOLOGIES VS
YOU ARE RE-POSITIONING THE COMPETITION
10 DAYS, $1 MILLION MEDIA, $50 MILLION TO BOTTOM-LINE
WEET-BIX >> ORANGE JUICE >> DONUT >> CHOCOLATE CAKE >> NUTRI-GRAIN
3.2 GRAMS OF SUGAR 32 GRAMS OF SUGAR
VS
NUTRITION IRON MAN FOOD
REPOSITION THE COMPETITION
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
YOUR PREDATORY INSPIRATION
COMPLIMENTARY
10 WEEKS
NO SPAM
A MIX OF B2B, BIG BRAND
SECRETS, OUR WORK AND
OTHERS
PREDATORY MARKETING
STRIKE AT THE WEAKNESS THAT ARISES OUT
OF YOUR COMPETITOR’S GREATEST STRENGTH
ACHIEVES GREATEST IMPACT AND
MAKES RESPONSE DIFFICULT
THANKS