1. ‘WHAT MOST
BUSINESS
OWNERS
MISS’

2. FAMILIARITY EXERCISE
Paris
in the
the Spring
xx
Bird
in the
the Hand
xxx

3. MOST BUSINESS
OWNERS
MISS THE
THE POINT!

4. TALKABILITY
SHAREABILITY

5. WHAT ARE SOME BRANDS IN YOUR WORLD?

6. WHAT ARE SOME BRANDS IN YOUR WORLD?

7. 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

8. 1. GET YOUR NAME RIGHT
2. GET YOUR MONEY BACK
3. GET PREDATORY

9. 1. GET YOUR NAME RIGHT
2. GET YOUR MONEY BACK
3. GET PREDATORY

10. 2/3RDS OF
SEARCHES ARE
PROMPTED
OFFLINE

11. ASSUMING
YOUR NAME’S
NOT A
CLANGER...

12. NAME + LINE = COMMUNICATIONS

13. Clear Name
Cut-through Positioning
Clear Name
+
Clear Positioning
=
Unremarkable
Credible
& clear
Cut-through
& edgy
Cut-through Name
Clear Positioning
Cut-through Name
+
Cut-through Positioning
=
Nonsense

14. VS
BUSINESS
OWNER
APATHY

15. vs

20. 1. GET YOUR NAME RIGHT
2. GET YOUR MONEY BACK
3. GET PREDATORY

21. TRADITIONAL
MARKETING

22. WHO’S GOT YOUR MONEY?
Should You:
A. Grow your market?
B. Take brand share?
C. Drive frequency?
D. Drive sale value - up-sell, x-sell, margin?
Why This Matters?
GROW MARKET: Market leader should generally grow the
market or if category fragmented or category penetration
very low
VS
TAKE SHARE: Large or easy competition
VS
CUSTOMER FIRST: If you haven’t optimised existing
customer base

23. THE PREDATORY BRIDGE
HIGH
MARKET LEADER
Communications
opportunity (market
growth)
DANGER ZONE
Needs to be fixed
IMMEDIATELY
BRAND SHARE
PREDATORY ZONE
Your communications
focus - right now
Let market leader
communicate these
points
CUSTOMER
IMPORTANCE
DISADVANTAGE
MARKET PARITY
RELATIVE ADVANTAGES
EDUCATION ZONE
IGNORE
You have other
priorities
LOW
Communications
focus with engaged
customers
!
A slower burn to
increase importance
over time
COMPETITIVE
POSITION

24. 1. GET YOUR NAME RIGHT
2. GET YOUR MONEY BACK
3. GET PREDATORY

25. LET’S GET PREDATORY

26. PREDATORY MARKETING
Strike at the weakness that arises out of your
competitor’s greatest strength

27. PREDATORY MARKETING
Strike at the weakness that arises out of your
competitor’s greatest strength
Prevents looking for parity
Focus on relative advantages

28. PREDATORY MARKETING
ACHIEVES GREATEST IMPACT
AND
MAKES RESPONSE DIFFICULT

29. HOW DOES IT WORK?
VS
TRADITIONAL BUILD
METHODOLOGIES

31. HOW DID WE APPLY IT?
Needed staff
!
Big agencies had them
!
What’s the strength?
!
What’s the weakness?
!
Time to get predatory!

33. RESULTS
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

34. AND WE’RE STILL USING PREDATORY MARKETING

36. PREDATORY MARKETING
Strike at the weakness that arises out of your
competitor’s greatest strength
ACHIEVES GREATEST IMPACT
AND
MAKES RESPONSE DIFFICULT

37. Your Predatory Inspiration
Complimentary
10 weeks
No spam
A mix of B2B, big brand
secrets, our work and others
Just grab your business card

38. BUT WAIT, THERE’S MORE
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

39. SUMMARY
GET YOUR NAME RIGHT
GET YOUR MONEY BACK
GET PREDATORY

40. THANK YOU
02 8028 6405
Ashton Bishop - ashton@stepchangemarketing.com