1. www.kineticpr.co.uk Kinetic Communications, 3 Tenby Street, Birmingham, B1 3EL 0121 212 6250
Adam Long
@Vistage, Ricoh Arena, Coventry
11 November 2016
Predatory marketing
– three valuable takeaways
Finding your competitor’s greatest strength
and turning it into their weakness
2. Takeaway 1:
• We’re exposed to 3K brands/day so it’s not just about getting your brand out there
• It’s not about playing safe eg ‘no one got fired for buying IBM’
• The world has changed more in the last 3 years than the last 30
• Winners take it all – think of the 1st man on the moon, now the 2nd, 3rd etc we only remember first, highest, biggest
3. Takeaway 2:
• Inch wide, mile deep – that’s your market niche
• Inch has to be commercially viable (the smallest number)
• Mile-deep insight
4. Takeaway 3:
• Predatory marketing is striking at the weakness that arises out of your competitor’s greatest strength
• Don’t go for their weakness as they can fix that!
5. Last thought – turn your marketing communications process upside-down
4 Medium (your last choice should be ‘where do we put it?’)
3 Messages (‘what do we need to say to get that result?’)
2 Audiences (your tightest definition)
1 Result (make it a good diagnosis eg shift in attitude/behaviour)
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