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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
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
Takeaway 2:
• Inch wide, mile deep – that’s your market niche
• Inch has to be commercially viable (the smallest number)
• Mile-deep insight
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!
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)
Old
orderNeworder
Predatory Marketing - Adam Long
Kinetic Communications Ltd, 3 Tenby Street, Birmingham, B1 3EL Kineticpr.co.uk @KineticPR 0121 212 6250

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Predatory Marketing - Adam Long

  • 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) Old orderNeworder
  • 7. Kinetic Communications Ltd, 3 Tenby Street, Birmingham, B1 3EL Kineticpr.co.uk @KineticPR 0121 212 6250