PRe

1. PREDATORY MARKETING

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

3. WHICH WAY IS SHE SPINNING?

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
*Neilsen data 2012

8. OBSCURITY IS OUR
GREATEST RISK!

11. TRADITIONAL
MARKETING

12. We’re hardwired to notice only what’s different

14. 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)

15. LET’S GET PREDATORY

16. STRIKE AT THE WEAKNESS THAT ARISES OUT
OF YOUR COMPETITOR’S GREATEST STRENGTH
PREDATORY MARKETING

17. PREVENTS LOOKING FOR PARITY FOCUS ON RELATIVE ADVANTAGES
STRIKE AT THE WEAKNESS THAT ARISES OUT
OF YOUR COMPETITOR’S GREATEST STRENGTH
PREDATORY MARKETING

18. ACHIEVES GREATEST IMPACT
AND
MAKES RESPONSE DIFFICULT
PREDATORY MARKETING

19. HOW DOES IT WORK IN PRACTICE?
VS

21. HOW DOES IT WORK IN PRACTICE?
VS
HOW DOES IT WORK IN PRACTICE?

22. HOW DOES IT WORK IN B2B?
TRADITIONAL BUILD
METHODOLOGIESVS

24. YOU ARE RE-POSITIONING
THE COMPETITION

25. 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

26. NEEDED STAFF
BIG AGENCIES HAD THEM
WHAT’S THE STRENGTH?
WHAT’S THE WEAKNESS?
TIME TO GET PREDATORY!
HOW DID WE APPLY IT?

28. 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

29. YOUR PREDATORY INSPIRATION
COMPLIMENTARY
10 WEEKS
NO SPAM
A MIX OF B2B, BIG BRAND
SECRETS, OUR WORK AND
OTHERS

30. PREDATORY MARKETING
STRIKE AT THE WEAKNESS THAT ARISES OUT
OF YOUR COMPETITOR’S GREATEST STRENGTH
ACHIEVES GREATEST IMPACT
AND
MAKES RESPONSE DIFFICULT

31. THANKS