Free Marketing Warfare eBook:
Marketing is War: Win the Battle for Your Customers
The secret to winning more market share and taking over your industry? Choosing the ONE path to success that generates the most awareness, revenue, customers, and everything else—Marketing Warfare! The time is NOW to take the offensive while your competition practices “positive thinking”.
Earn Your Stripes. Become a 5-Star Marketing General.
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Read the first few pages of our 40 page eBook to discover how this will change your company’s outlook.
It’s a buzzword these days. So much so that there are now Growth Marketing or “Growth Hacking” agencies popping up in every metropolitan area.
It’s a trend brought on by the surplus of available marketing technologies. We really are spoiled, yet overwhelmed by the options, and that’s why these firms are getting outstanding and well-deserved traction (let me know if you’d like a free Growth Marketing Audit).
Growth Marketing is focused on consistently driving more awareness, traffic, conversions, and retention—all of which are crucial to the success of your business.
It’s only part of a much larger picture of growth.
When you’re in business, your priority is to grow the real numbers: Awareness, Revenue, Market Share, and Size… and the only way you’re going to consistently drive those numbers is if you approach marketing like a five-star military general.
Marketing is War.
As you may recall from my recent article “5 Reasons You’re Not Going to Grow in 2020”, customer-first and competitor-first orientations are complementary in their relationship to your organization’s success.
Unfortunately, when we look at 99% of today’s marketing plans, there are more pages dedicated to the customer and the product than there is to the competition.
Huge Red Flag… actually a huge white flag, you’re surrendering to the competition.
Too many companies merely summarize the competition in a one- to two-page report in their marketing plan. I’ve seen it. It’s awful. A share of voice section here, simple counting stats there, maybe a few bar charts. When they do expand on the competition, it’s astonishing to discover that they recommend specific marketing programs “just because” the competition is doing the same thing and “supposedly” it’s working for them.
“If you’re doing the same thing(s) as your competition, why should your customers care?”
Marketing Warfare is your marketing plan from inception to market dominance.
You’re either there or you’re working hard to get there.
It was once believed that it was easier to get to the top than it was to stay there… then it was believed that it was easier to stay at the top than it was to get there.
The one truth that has resonated across time is what it takes to get to the top and stay there.
But the size of what, exactly?
Some would think that I’m referring to the size of the company. While having more employees (or soldiers in this analogy) than the competition has worked for some market leaders, it’s not a sustainable strategy for getting to and staying at the top, and it hasn’t always been a key to victory on the battlefield, either.
Mark Twain famously said, “It’s not the size of the dog in the fight, it’s the size of the fight in the dog.”
Those who live and personify the business—think Steve Jobs and Elon Musk—are a superior weapon for winning over customers, prospects, and employees en masse.
The Size of Apple’s and Tesla’s Force Matters.
What do I mean by Force?
Force is the level of strength, passion, stamina—you name it— possessed and exerted by a human resource to benefit the business.
While company size matters in Force (if you have more of it, you damn well better leverage it), the level of Force exerted per human resource, and the efficiency and strategy at which it’s exerted, is way more important. This is why analytics is more important today than ever before. Bigger isn’t better if you don’t know what you’re doing with your larger resources.
Your business doesn’t merely need more Forces to be reckoned with… it needs more Force Multipliers, especially in the marketing department.
We’ve talked about marketing warfare as your priority growth strategy, and we’ve discussed incorporating marketing warfare with your marketing talent strategy. Now that we have a clear mission and a solid group of marketing personnel, it’s on to assess the battlefields!
As you already know, marketing warfare is a marathon.
What do I mean by that?
One, you’re not going to win the war overnight, and when you do take over the industry, you’re not going to want to rest on your laurels—this fight never ends.
Two, the Battle of Marathon is one of the most epic battle stories of all time (yes, when you run a ‘marathon’ you’re reenacting the most famous event from that battle), and as you know from your school years, most battles are named after their location, so…
Where you fight the competition matters.
You may be thinking, “Where is this battlefield? The Internet? Retail Stores? Both? I want to see it!”
Similar to the end of the previous chapter on where to allocate your force multipliers, you have to know where your competitors are located on the tangible marketing battlefield, and whether it’s a stronghold of theirs, or a weak spot.
In today’s digital marketing world, the tangible battlefield is more vaste and multi-dimensional than ever before. Therefore, good
reconnaissance is necessary for today’s marketing warfare.
Throughout history, we have seen the ill effects of imperialism, ie. the extension of one country’s rule over another foreign country by way of military force or some other power. In the real world, this is greatly frowned upon, especially today.
In the business world, however, well. . . it’s business as usual, as it should be.
When it comes to marketing warfare, there are many applications to choose from, but for the sake of this eBook, we are going to focus on the most important and the most rewarding. . .
Offensive Marketing Warfare.
There’s a reason for the special focus on offensive marketing warfare.
It’s good to be the one that keeps competitors back-peddling on their heels and not the other way around.
While you can be creative in defensive marketing warfare, being on the defense clearly demonstrates there’s a hungrier force than you, and you’re reading this to learn how to be the hungriest force, top of the food chain.
It’s been said by past experts on marketing warfare that you should first find your place in the industry by determining where you rank in market share, and from there decide whether your strategy is going to be offensive [dominate and acquire], defensive [lead or survival], or something else relegated for much smaller companies.
While I can agree to this thought process, I’m going to share with you how and why you should use offensive marketing warfare no matter your size, because if your main mission is survival you’re already at a great disadvantage.
Do you know where some of the greatest military strategies are
Right on the front lines, one table surrounded by several commanding officers, reconnaissance, and troops.
The same goes for developing marketing warfare strategies.
Stop excluding everyone but three chief executives from the board room, and please stop spending tens of thousands of dollars on flimsy vacations (that’s what they are no matter how you put it) to a “business resort” for a “destination strategy meeting”.
As I referenced earlier, and if you’ve read my other blog posts, you know that I have great disdain for marketing strategies that are implemented without the anticipation of tactical results.
These “I got an idea!”, “Well, just because.”, and “What if we, like, run more facebook ads?!” marketing “strategies” or “mindsets” are a huge reason why businesses remain stagnant or fall backwards.
A military force that initiates battle just to initiate battle is bound to lose.
Rather, a military power that comes up with desired and achievable
tactical results (eg. blowing up a bridge) to execute a strategy
(eg. disrupting the enemy’s transportation of supplies) is bound to win.
Like they say, don’t put the cart before the horse.
What Today's 5-Star Marketing Generals are Saying:
Greg Schoff, Senior Sales Manager at PepsiCo
It seems like we’ve all been slowly and carefully sold the idea that competition is unhealthy. But honestly, without competition, we’d all be the same. The message of the Marketing Warfare mentality was delivered to me like a punch in the mouth. Our firm is refocused on what makes us different, and we’re doubling down on being more strategic about how we communicate those differentiators. We all need the occasional nudge out of our comfort zone, and this eBook was more like a swift kick in the pants. A nudge is good, but a kick is more effective… and it’s led to more precise action. We’re learning to apply a more scientific approach to our marketing, and this is allowing us to measure results better than ever. It’s also helping us grab market share with less effort.
Jeff McPherson, Founder of IM Wealth
Diana Mitchell, Strategic Digital Marketing Consultant at Peoplemover
You know me as the guy who beats the drum for differentiation. Now I’m sharing an eBook with you that clearly communicates WHY businesses choose to differentiate their brand and marketing—to win the marketing war! After all, what is the goal of business? It’s to win and retain more customers than the competition.
Owner, Cofounder, Chief Creative Marketer and Strategist
White Buffalo Creative
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