FREE for Members: Building marketing share using behavioural traits of the shark

By Annette Bova, ADMA

Can you effectively grab market share from your competitors whilst protecting your own at the same time? Well according to Stefan Engeseth, author of the new book Sharkonomics, you can!

Stefan Engeseth’s  argues that applying the behavioural traits of the shark – hence Sharkonomics – businesses can significantly increase market share.

  • Move or die: Sharks move 24/7 most brands don’t.
  • Sharks work functionally but still they manage to create an emotion strong brand, with their triangle dorsal fin and jaws.
  • Sharks have been superior in creating ROI in over 420 million years and still are leaders in their territory.

So what can we learn from this? Through his research, Stefan has identified that taking market share from market leaders is about being aware, creating presence and punching above your weight.

Sharkonomics reveals the strong connections between how sharks and corporations develop their strategies. It outlines how businesses can be improved and strengthened by learning from one of Nature’s supreme predators.  The book builds on the universal truth that without innovation and visions, companies will not grow in today’s highly competitive business world.

Come along to a free Lunch n’ Learn to hear Stefan provide his insights on to grab market shareusing scenarios from companies such as Apple, CNN, Sony, GM, Google, Coca-Cola and Spotify to illustrate the enormous potential of all companies.

Members can come along for free and hear from Stefan.

Date: Wednesday 19th September
Time: 12.30 – 1.30pm
Venue: Westpac Bldg, Level 22, 275 Kent Street, Sydney NSW 2000

`Marketing Week ranks Sharkonomics as one of 2012 marketing buzzwords.`

`Finally something new and fresh! Straight to the point!`
Tonje Elisabeth Aaroe, Industry Manager, Google

`You are swimming with sharks and you may not even know it. Stefan is your guide to not only surviving Sharkonomics but thriving in these adventurous economic waters.`
Brian Solis

`A stimulating read!`
Prof. Philip Kotler

More information:


That all Important ‘Like’


Social media channels, particularly Facebook, offer unrivalled opportunities to reach customers with branded content in the form of paid, earned media impressions. According to Facebook, there are currently:


  • 425 million mobile users
  • 2 billion posts liked and commented on
  • 500 million users logging in
  • 250 million photos are uploaded

All in a single day. So how are we as marketers taking advantage of social by design?

Paid, Earned and Owned
Facebook provides a unique marketing channel that enables Paid, Earned and Owned Media to be leveraged to create a myriad of brand impact.

Owned: Brands use Search and other paid media to attract Fans to the organisations Facebook page. The question I ask is: How many of your customers are fans of your brand on Facebook? You should connect with the people who will want to engage with your brand; your customers.

Earned: You may ask once you engage a potential customer, why would you attract them to your Facebook page over your website? Simple. Facebook provides a platform for marketing communications that reaches fans, followers and friends of fans and followers far outreaching of any potential an organisation could make through their website.  Once you gain a follower, communications potential and infiltration into their lives can be infinite. Word of mouth marketing, at scale, is the most valuable form of marketing. When your customers are engaging with your brand, let their friends know about it by either getting them to like your post, or providing a story that will appear in their newsfeed. Social advocacy is Continue reading

Why Your Marketing Plan Fails

By Catherine Fee, ADMA

Marketers have always faced one major challenge; that is, how to implement a customer engagement plan that retains customers and converts them into a sale. But many wonder what is the biggest reason for their customer engagement plans failing?

Chris Lowther, General Manager, Customer Enterprise Solutions, APAC for Pitney Bowes Software says that “failure is due to addressing the whole issue of customer engagement and loyalty from the inside out i.e. Vendors plan from their perspective and not the customer perspective. Plan ‘outside in’ if you are truly going to define customer experience, and then apply relevant supporting systems (technological or otherwise)”.

It may seem like marketing 101, but many organisations are often too focused on the bigger picture (the engage and sell) that they forget about the simple things like making sure to include a call to action or an option to engage through a specific platform.

Poor Vision and Management
Many mid-level marketers say that often the biggest factor in an engagement plan failing is poor vision and management from the inside. However if this is the case, it might be the knock-on effect Continue reading

The Future of Data is in the Hands of the Consumer


The days of “spray and pray” advertising are officially over. The idea of mass, untargeted, irrelevant marketing and advertising was always an unsustainable proposition from both a business and an environmental perspective.  Organisations needed to evolve and identify those who were most likely interested in their product and those who weren’t; and that’s where the foundations of direct marketing were created.

Direct marketing is based on the principle that we are all individuals. We have individual needs, desires and wants; that’s what makes us unique. Why therefore should the marketing we receive relate to anything other than the products and services that are relevant to us? Continue reading

Domain Name Game Changer for Marketers


Last week, the Internet Corporation for Assigned Names and Numbers (ICANN) – who has the responsibility for maintaining the Internet’s domain name system – revealed that it has received nearly 2,000 applications for the new generic top-level domains (gTLD’s).

This rollout will mark the greatest expansion of the internet’s infrastructure since its creation. It has yet to be revealed how these organisations plan to use the domain names – which cost a whopping $185,000 for the application fee alone. The bigger question is how these organisations plan to use these domains as a digital marketing tool?  Continue reading

New Social Media Statistics for Marketers

By Catherine Fee, ADMA – Discussing Cara Pring’s article from The Social Skinny

Cara PringI recently read an article by Social Media Guru Cara Pring on 99 New Social Media Stats for 2012. There were some interesting points that I’m sure most marketers would profoundly agree with, and then some that I feel might be a little too good to be true for 2012. Cara first discusses general social networking stats, the most interesting being that “social networking is the most popular online activity, with 22% of time online spent on channels like Facebook, Twitter and Pinterest.” Marketers have really focused on this 22% with “90% of them using social media channels for business, and 93% of these rating social tools as ‘important'”.

This might not be surprising to a lot of marketers, however what is more surprising is that we still haven’t figured out a solid marketing strategy on social sites as more and more organisations are still trialling interactions, rather than having concrete solutions to enhance their social presence. Is this the future of social marketing or will we be able to implement solid, measurable strategies online?

Continue reading

Social Commerce and Brand Interaction


The intersection of technology, organisational change and culture has provoked some discussion of late; particularly the impact that social business is having on the way brands interact with consumers. In a world where businesses are increasingly transparent and where brands have to be comfortable naked, there are many challenges faced for companies when moving from a broadcast thinking to opening up a social dialogue.

The consumer sets the pace of innovation and technology by demand. As consumers continue to search for easier and more productive technologies, organisations invest more and more on trying to ‘see’ the consumer through data in order to make critical decisions, both marketing-wise and company-wide. Businesses are drowning in data more than ever before, yet surprisingly they still can’t fully visualise, or understand their customer.

As businesses tread carefully with this change that could substantially improve relations for their business, the Cluetrain Manifesto’s point is so important – Customers talk and the audience listens. 

Organisational refinements must be made to harness social platforms to drive business and build brand equity. How will organisations adapt? To find out the full story on social commerce and brand interaction, ADMA are hosting a FREE Member Exclusive Lunch n’ Learn from UK ITC Specialist, Will Morey – Monday 4th June. Seats are filling fast, so email to register your interest now.

The Written Word According to Jon

By Catherine Fee, ADMA

What if your brand was a car, a suburb, a pet, a smell? Could you describe it?

That was the question by ADMA copywriting tutor Jon Maxim, which made the audience really question the way they wrote.

Everyone has a different idea of how we should write. For marketing, the writer needs to be invisible; it needs to be the organisation voice that’s writing says Jon at the last ADMA Member FREE Lunch n’ Learn*. As a writer we need to know the tone of voice we need to be and work from there.

Jon went straight into the tough questions. What makes a great creative brief? And how to best execute? He quotes a simple answer: “A creative brief is like a road map. A good brief leads to imaginative and persuasive communication. And gets you there quickly. A bad brief starts you off in the wrong direction. So you have to stop, figure out where the heck you’re going, and start again. Or worse, you follow that brief to a town called Bad.”

Continue reading

Coke Interview: Unleashing the Power of Consumer Consumption

By Catherine Fee, ADMA

Interview with Leo RobertsAs part of the ADMA Expert Group Interview Series, we recently sat down with the Head of Communications for Coca Cola, Leo Roberts on the success of what is arguably their most successful campaign to date.

Each year Coke creates a large summer campaign to attract customers, and this year was no different.  The brief for the Share a Coke Campaign in terms of the objectives was very similar to previous years. It was all about recruiting consumers into the brand and the continuing challenge of taking the existing love for the brand and converting it into purchase intent and ultimately consumption. According to Roberts, the marketing objectives for the campaign were very similar to every other. The slight change was that they simplified the brief to get down to the real essence of what they wanted to achieve. “We got the brief down to no more than 150 words,” said Roberts, which allowed the creative agency more scope. In the brief one of the things that differentiated it this year was the desire to “create an idea that got people talking about coke”. One of the connection planning principles of the company is that social is at the heart,” said Roberts.

Social was at the heart of the campaign right from the start. The idea grew into an invitation to share a coke, and ultimately sharing is a very social behaviour.

Continue reading

Owning a Different Type of Conversation


Last week our blog discussed customer centricity in a piece How Ready are you to Shift to a Customer-Centric Business?. It discussed that if you’re going become a customer centric marketer, you need to first understand all the potential consequences before you dive into it. One consequence and an area that often gets overlooked is often the most critical; that is the content and language you use as an organisation to connect with your customers.

Content and customer centric thinking for many is not nearly as established as we would like to believe, or as much as organisations think they are doing. Many organisations still think in the product is king/solution-selling way; a belief that should not be the focus for a marketer. It’s an unfortunate fact though that no matter what organisation you look at, customer-centric over product centric thinking is rarely present; even in the social realm many organisations are still focused on themselves.

 “No-one’s interested in your marketing. As soon as you realise that, you Continue reading