anti-marketing 3: a new hope€¦ · • less noise, more surprise • attraction not promotion •...

Anti-Marketing 3:

A New Hope

Adrian Liley

Firstly,

what it’s

not…

It’s NOT a rejection of traditional marketing

It’s NOT a rejection of IT

It’s NOT a wish to return to the ‘old’ ways

It’s NOT a quirky and eccentric bit of fun

So…

What is Anti-Marketing?

The Anti-Marketing

Process

The FIVE

cornerstones

Less Information

Less Choice

Less Service

Less

Segmentation

Less Availability

So how do we

‘anti-sell’ this

to a tired

market?

Here are

EIGHT

ways

One:

Principled

Selling

HonestyIntegrityHonour

VirtueTrust

Two:

Storytelling

Three:

PSYCHOLOGY

Four:

Defensive

Pessimism

Five:

Accidental

Marketing

Six:

Shockvertising

Be Different

Innovate

Have a Sense of Fun

SEVEN:

EIGHT:

Go Minimalist

Two Negative

ways of

Anti-Marketing

ONE:

TWO:

Intrusive Marketing

Why Choose

Us?

One Minute

The Website

All our students are

HAPPY in Class

We offer

Daft Prices

We’re Centrally Located!

Students eat

great food

all the time

We have Fantastic Host families

98% of our students would return or

recommend *** to a friend.

Students LOVE us

We WIN Things

We all say

the

same thing

Be Different

Choose real reasons

which make you

unique and different

Make it Simple and Easy to Understand

Find a TRUE USP

Famous

ex-students…

Famous

Building

English Plus Dog Grooming

The Anti-Marketeer’s

Toolbox

Top Ten Rules

Number One

Be Brief,

Be Brilliant

Be Gone

Number Two

Don’t Obsess about Quality

Number Three

Recommend the Competition

Number Four Embrace Your Weak Points

Number Five

Look at the world through

your customers’ eyes

Number Six

Fight like Nelson

Number Seven

Send Your Team Home

Number Eight

Stop Thinking Positively

Number Nine

Don’t Delegate

Number Ten

Be unpredictable

Close

the

Deal!

• Less noise, more surprise

• Attraction not promotion

• Simplicity

•More fun, less stress

• More truth

In essence, Anti-Marketing is:

A final

thought…

www.lulu.com

Don’t read my

books!

They’re

terrible!www.lulu.com

The Marketeer

Series

www.lulu.comAdrian Liley

Thank You

Adrian Liley