Let’s Discuss MARKETING WARFARE (Ries & Trout 1986) - Idea Diary Ep.214

In Episode 214 of Idea Diary - Today, I ramble about Al Ries and Jack Trout’s book, “Marketing Warfare” from 1986!

Some Notes Below:

Competition is the enemy, and the battleground is customer’s minds.

FOUR TYPES OF WARFARE

1. DEFENSIVE WARFARE - This is only for the #1 Spot leader of a category. You only focus on defending your position. Never attack if you are #1. Leaders must attack themselves by improving products, and all moves by competitors must be matched.
2. OFFENSIVE WARFARE - This is only for the #2 Spot of a category. Imitate everything #1 does, product, design, and price. Frontal attack #1 by focusing on the strengths and weaknesses of #1, and attack weaknesses with your marketing strategies.
3. FLANKING WARFARE - This is for small to medium companies. Introduce new products to be a leader in a sub-categories. For example when Canon Camera saw a blind-spot that Xerox had for the smaller home printer category. They won the market for this product, because Xerox couldn’t go small fast enough. Market using competitors blind-spots. Go all in with your flanking idea, but be prepare to change fast if needed, or drop bad strategy for a new one.
4. GUERRILLA WARFARE - This is for local and regional small businesses. Work together with other small brands in your category to help grow each other! Find a market segment that is small enough for a small business to defend. Be able to PIVOT entire business or marketing strategy fast is things aren’t going well.

TAKE AWAYS:

Meeting you customer’s needs and goals is not enough to win the war, you must focus campaigns against competitors to get the number one or number two spot.

Better product and better people doesn’t mean you will win. The best marketing strategy wins!

There is no space in the marketplace for more than 2 leaders in a category, and people will not remember more than 7 names in any category.

Aggressiveness alone is not he sign of a good strategy.

There is no such things as good or bad strategy, they will all be unique.

Early adoption for technology will be a marketing advantage for all.

CHARACTERISTICS OF AN EFFECTIVE MARKETING

1. Flexibility - Have pivot plans if things go bad!
2. Mental Courage - stick with the plan if you love it, marketing is a long game
3. Boldness - If you have a good idea, do it!
4. Knowledge of facts of the front line (customers lifestyle, trends and needs)
5. Good Luck - obviously
6. Knowledge of the Basic theories of marketing warfare at a subconscious level

"Idea Diary" is a business lifestyle podcast about creative entrepreneurship. "Idea Diary" focuses on building creative businesses, and chronicles how Valerie Aiello uses multiple skills to create products, illustrations, film, music, and businesses. SHOW DISCLAIMER: EVERY INDIVIDUAL’S OBSTACLES AND SOLUTIONS ARE UNIQUE. THESE TIPS ARE SUGGESTIONS ONLY TO IMPLEMENT IN YOUR SUITABLE OWN WAY. THIS IS NOT LEGAL ADVICE. THIS IS NOT FINANCIAL ADVICE.

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Valerie Aiello is a multi-hyphenate brand expert from Austin, Texas.

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Website: https://www.valerieaiello.com

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