When we emerge from this economic malaise, those companies that hope to thrive have to be committed to winning. Survival is not an end goal; thinking like this will ensure future troubles. Long term, strategic planning requires that survival of the fittest requires playing to win.
During my stint in Competitive Marketing Analysis & Strategy, one of the agency resources had been part of the first Bill Clinton for President team. In discussions, he often related how alike political campaigns and competitive marketing were. For each winner there is a loser. Being the best candidate is not nearly enough. Good strategies, tactics, planning, preparation and timing are all essential.
On that basis we undertook the challenge of creating on a rapid assessment & response capability. The idea was to develop the capability to understand the other guy’s situation and strategy to the point one could anticipate and predict the likely marketplace moves available. And then have some prebuilt ideas, campaigns, attacks. Essentially we hoped to play Chess (multiple moves ahead), while the other guys played Checkers (one move at a time.)
The agency, brand and competitive folks on this team evolved a set of guidelines. While much of the responses were tactical, a strong and clear strategic orientation and perspective was critical. It is very easy to be drawn into a firefight, winning the battle and losing the war. The following rules help reinforce the big picture needed:
1. No flesh wounds! Go after vital organs.
a. Core values
b. Basis of their legitimacy
2. Not for the faint of heart. Don’t make a move unless you are willing to drive it to the end.
a. Anticipate and plan for responses
b. Keep playing chess; it’s easier in the long run.
c. Only fight on turf YOU want to fight on.
d. Make the other guy fight from his sewer
e. You always have the option to muddy the waters
3. Timing is key. Communicate when the attention is on you
a. Keep your powder dry until it is time to kill.
4. Always be credible. The best credibility is to use the other guy against himself
a. Specific facts trump broad generalizations
b. Is it Negative or Comparative? That is determined by the receiver
5. Above all, make sure you are newsworthy
6. Your foundation is the general or specific knowledge that exists in the marketplace
7. Get someone else to go negative first, if possible
a. Claim you were attacked
b. You are merely & simply forced to defend yourself….THEN STICK THE KNIFE IN & TWIST FIRMLY
8. You absolutely cannot make a mistake or be caught in a lie
9. All communication must empower the audience.
a. If they aren’t gaining power, YOU lose.
10. Create and maintain the air-cover of decency
a. Don’t be a hostile or naked aggressor
b. Don’t be negative without a positive or better alternative
c. Better to be the victim
11. This is a Tactic, don’t get trapped.
12. Never, Ever let a negative go unanswered!!
Some rules may appear harsh or brutal on first reading, but business is not for the genteel. I am not an advocate of mean spirited or illegal activity. In fact, I abhor the divisive partisan tone that American politics has taken.
We would all be better served by winning ideas and innovation. However, not everyone shares that belief or is prepared to compete that way. These rules are for those times.
Good luck!
Kevin Hanft
Marketing Leverage LLC
No comments:
Post a Comment