Burkhard Works: The Seagull Strategy.

Before Man, Seagulls Struggled.

Soaring high above the sea, they'd spot an errant mackerel or hake, then dive-bomb headlong into The Deep and maybe get something to eat. Ouch!

Nowadays seagulls chase Giant Trawlers and patronize Garbage Dumps. They feed off the Detritus of Man, who fishes more efficiently but tosses away tons of goodies.

Hungry Marketers can learn a lot from Seagulls. It is often more profitable and efficient to gobble up the dissatisfied customers of Major Competitors than to dive head-long into the media in search of stray first-timers.

Don't try to expand your category. Do go after people who have tried the heavily advertised brands but are less than somewhat overjoyed. What is the Main Problem that still lurks in their hearts and minds?

Use formal Problem Detection Research or common sense to identify it, then try to be first in line with a Solution. Example.

Do not try to beat the Trawler to the fish. Just tag along behind. If you're successful, Jonathan Livingston, you may one day become a Very Big Bird, especially if you...



	Before Man, Seagulls Struggled. Soaring high above the sea, they'd spot an errant mackerel or hake, then dive-bomb headlong into The Deep and maybe get something to eat. Ouch! Nowadays seagulls chase Giant Trawlers and patronize Garbage Dumps. They feed off the Detritus of Man, who fishes more efficiently but tosses away tons of goodies. Hungry Marketers can learn a lot from Seagulls. It is often more profitable and efficient to gobble up the dissatisfied customers of Major Competitors than to dive head-long into the media in search of stray first-timers. Don't try to expand your category. Do go after people who have tried the heavily advertised brands but are less than somewhat overjoyed. What is the Main Problem that still lurks in their hearts and minds? Use formal Problem Detection Research or common sense to identify it, then try to be first in line with a Solution. Example. Do not try to beat the Trawler to the fish. Just tag along behind. If you're successful, Jonathan Livingston, you may one day become a Very Big Bird, especially if you...
	...Fish Like A Pelican. Hungry Seagulls can learn a lot from Pelicans. These birds skim the surface of a calm estuary, spot a school of errant chum, dive quickly, and scoop up an ample dinner in their long gaping bills. Gulp! Imagine a Seagull equipped with a Pelican Scoop! Think how much more Trawler Detritus it could ingest! Well, to extend the avian metaphor: Each week some number of Steam Heat prospects drift to the surface of various media pools. You should skim the surface of each pool, dive quickly, and scoop up an ample dinner. Gulp! In Direct Response Radio, that requires you to use efficient tools, such as OEF Flighting, and to run Creative that doesn't sound like Standard Bait. I use those tools and others for clients who have the temerity to think like a Seagull and fish like a Pelican. You?