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