Marketing strategies and… war strategies
The marketing world clearly has many differences when compared to the world of war. Naturally, there are many points that distinguish the two, including the harmful consequences of war, such as casualties and destruction, among others…
However, if we analyse it in depth, we also find way more similarities than we would have thought possible at first. So, in the end, what do war and marketing have in common?
War and marketing: what are the similarities?
In the world of business and companies, it is often said that “marketing is a war”. In an extremely competitive world, a company must prevail as if it were doing everything it could to survive on the battlefield.
Jay Conrad Levinson, author of Guerrilla Marketing Attack, was inspired by guerrilla warfare to write his book. The term «guerrilla marketing» was coined in 1982.
In his inspiring book, the American advertising executive argued that, in the marketing industry, small and medium-sized businesses can and should compete with large companies, using good strategies that can create a big impact.
Marketing often uses language similar to the world of war, seeing the market in which operates as a battlefield. For example, marketing often uses expressions such as “conquering the market” and “neutralising the competition”.
Sun Tzu is the author of the emblematic The Art of War, a reference for all those who understand the importance of using strategies to achieve success not only in the military world, but also in personal life, sport or even marketing.
This essential workpiece was written in a different era, in a context where people were able to conquer territories and thrive on the victories achieved in battlefields. By subduing one’s enemies, one not only gained territorial space, but also collected wealth.
The Art of War in marketing
There are many phrases in Sun Tzu’s work being used in the world of marketing, which is seen by many as a different field of war. Business warfare can be won with strategies similar to those used in the military.
In The Art of War, we can find many valuable lessons, such as:
“If you know the enemy and know yourself, you need not fear the result of a hundred battles. If you know yourself but not the enemy, for every victory gained you will also suffer a defeat. If you know neither the enemy nor yourself, you will succumb in every battle.”
The importance of developing strategies
For a company’s success to be guaranteed, it’s essential: to have up-to-date knowledge; to analyse results; to analyse the market; to be aware of competitors’ results; to assess internal satisfaction; and so on.
The knowledge gained will enable strategies to be drawn more efficient in winning over customers and their loyalty, outperforming the competition.
In Sun Tzu’s work of art, written in 400 BC., there are many quotes inspiring the business and marketing world, such as: “[…] the best thing of all is to take the enemy’s country whole and intact; to shatter and destroy it is not so good.”
With this lesson, we can learn to “conquer without destroying”. Nowadays, it’s not uncommon to see large companies merging with competitors to form much more powerful and profitable groups.
The “science” of knowing how to use knowledge
The knowledge acquired by companies about themselves, the market in which they operate and the competition is similar to what a general needs to know in order to overcome the enemy on the battlefield.
A company succeeds in becoming an authority in its field when it realises that it must compete as a leader.
Acknowledging your own strengths and weaknesses is necessary, but it’s also fundamental to know it about your enemies. Knowledge not only doesn’t take up space, it helps a company become a reference.
When facing “the marketing war”, this knowledge is as powerful as weapons, enabling you to calmly and wisely develop strategies to overcome the competition.
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Guerrilla marketing
Nowadays, attracting the attention of the target audience is one of marketing’s greatest difficulties. The challenge is enormous because there is so much competition, too much information about everything and everyone, everywhere.
Guerrilla marketing is an innovative, unconventional alternative. Marketers use low-cost strategies to publicise and expose a brand or product and attract leads and customers.
Using the concept invented by Jay Conrad (1989), guerrilla marketing is made up of four fundamental components:
The creed for victory is made up of the following terms:
In the American advertising executive’s work, we can find this teaching: “guerrilla marketers must memorise these words. And even more importantly, they must believe in them with an intensity of feeling that makes every word a nature.”
Jay Conrad argues that we need to have confidence in every idea expressed in every word and allow each one to guide our decisions. This is how every opportunity that comes our way can be utilised to outperform the competition.
Shock is often a defining characteristic of this type of marketing. It’s something that can have a big impact on the public.
The strategy can be bold, direct and not very subtle. However, you don’t need to invest heavily. You can promote your brand and make an impact with a cheap and original strategy.
4 guerrilla marketing strategies
There are essential measures that a company can take to put guerrilla marketing into practice.
1. Focus on the audience
Understanding what your audience wants and how they behave is fundamental to effective marketing. Knowing where your audience is and how to communicate with them is one of the basic principles of guerrilla marketing.
2. Interactivity
Promoting interaction is another fundamental strategy of this type of marketing, as it allows you to ensure dynamics that will be valuable in the short, medium and long term. Having the opportunity to create a unique and interesting experience and making the consumer feel part of the action will pay off.
There are many examples of guerrilla marketing actions that allow you to engage your audience. It’s possible to ensure success through interactivity, with the development of games, among other strategies.
Tyskie’s campaign (a beer brand), in which a beer mug is printed in the place of door handles, is an example of how creativity can have a big impact on the audience.
3. Use simplicity
A guerrilla campaign doesn’t have to be over-the-top to be attractive. It can be simple, but if it’s creative and intelligent, it can be very eye-catching and efficient.
4. Amplifying social networks
After creating your guerrilla action, promoting the strategy through multiple channels is a key step. This way, the impact will be even more profound.