anti-marketing 3: a new hope€¦ · • less noise, more surprise • attraction not promotion •...
TRANSCRIPT
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Anti-Marketing 3:
A New Hope
Adrian Liley
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Firstly,
what it’s
not…
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It’s NOT a rejection of traditional marketing
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It’s NOT a rejection of IT
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It’s NOT a wish to return to the ‘old’ ways
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It’s NOT a quirky and eccentric bit of fun
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So…
What is Anti-Marketing?
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The Anti-Marketing
Process
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The FIVE
cornerstones
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Less Information
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Less Choice
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Less Service
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Less
Segmentation
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Less Availability
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So how do we
‘anti-sell’ this
to a tired
market?
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Here are
EIGHT
ways
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One:
Principled
Selling
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HonestyIntegrityHonour
VirtueTrust
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Two:
Storytelling
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Three:
PSYCHOLOGY
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Four:
Defensive
Pessimism
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Five:
Accidental
Marketing
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Six:
Shockvertising
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Be Different
Innovate
Have a Sense of Fun
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SEVEN:
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EIGHT:
Go Minimalist
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Two Negative
ways of
Anti-Marketing
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ONE:
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TWO:
Intrusive Marketing
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Why Choose
Us?
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One Minute
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The Website
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All our students are
HAPPY in Class
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We offer
Daft Prices
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We’re Centrally Located!
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Students eat
great food
all the time
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We have Fantastic Host families
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98% of our students would return or
recommend *** to a friend.
Students LOVE us
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We WIN Things
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We all say
the
same thing
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Be Different
Choose real reasons
which make you
unique and different
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Make it Simple and Easy to Understand
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Find a TRUE USP
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Famous
ex-students…
Famous
Building
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English Plus Dog Grooming
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The Anti-Marketeer’s
Toolbox
Top Ten Rules
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Number One
Be Brief,
Be Brilliant
Be Gone
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Number Two
Don’t Obsess about Quality
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Number Three
Recommend the Competition
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Number Four Embrace Your Weak Points
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Number Five
Look at the world through
your customers’ eyes
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Number Six
Fight like Nelson
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Number Seven
Send Your Team Home
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Number Eight
Stop Thinking Positively
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Number Nine
Don’t Delegate
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Number Ten
Be unpredictable
Close
the
Deal!
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• Less noise, more surprise
• Attraction not promotion
• Simplicity
•More fun, less stress
• More truth
In essence, Anti-Marketing is:
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A final
thought…
www.lulu.com
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Don’t read my
books!
They’re
terrible!www.lulu.com
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Thank You
Adrian Liley