What most marketers miss
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The document emphasizes the importance of effective branding and marketing strategies, highlighting that traditional methods often miss key points like clarity and engagement. It suggests focusing on 'getting your name right', ensuring return on investment, and adopting predatory marketing tactics that target competitors' weaknesses. Key statistics indicate that a vast majority of advertising goes unnoticed, underscoring the necessity for impactful communication.
What most marketers miss
- 2. Paris in the the Spring xx Bird in the the Hand xxx FAMILIARITY EXERCISE
- 3. MOST MARKETERS MISS THE THE POINT!
- 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
- 11. ASSUMING YOUR NAME’S NOT A CLANGER...
- 12. NAME + LINE = COMMUNICATIONS
- 13. 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
- 14. 1. GET YOUR NAME RIGHT 2. GET YOUR MONEY BACK 3. GET PREDATORY
- 16. ShouldYou: A. Grow your market? B. Take brand share? C. Drive frequency? D. Drive sale value - up-sell, x-sell, margin? WhyThisMatters? 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
- 17. 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 HIGH MARKET LEADER Communications opportunity (market growth) BRAND SHARE Let market leader communicate these points THE PREDATORY BRIDGE
- 18. 1. GET YOUR NAME RIGHT 2. GET YOUR MONEY BACK 3. GET PREDATORY
- 20. Strike at the weakness that arises out of your competitor’s greatest strength PREDATORY MARKETING
- 21. Prevents looking for parity Focus on relative advantages Strike at the weakness that arises out of your competitor’s greatest strength PREDATORY MARKETING
- 22. ACHIEVES GREATEST IMPACT AND MAKES RESPONSE DIFFICULT PREDATORY MARKETING
- 23. HOW DOES IT WORK ONLINE TRADITIONAL BUILD METHODOLOGIESVS
- 25. PREDATORY MARKETING Strike at the weakness that arises out of your competitor’s greatest strength ACHIEVES GREATEST IMPACT AND MAKES RESPONSE DIFFICULT
- 26. SUMMARY GET YOUR NAME RIGHT GET YOUR MONEY BACK GET PREDATORY ASHTON BISHOP ON LINKEDIN “ASK FOR PREDATORY INSPIRATIONS”