How to Use Marketing Judo to Beat Big Competitors

If yours is a small business and you have big or even huge competitors, you may be laying awake at night wondering how can you possibly beat them. You can't out-advertise them, or out-promote them, and you probably won't be able beat to its prices. For example, think about a small business whose biggest competitor is Wal-Mart, Best Buy, Amazon.com or some other huge retailer. Is there any way to compete successfully against these Goliaths?

My answer is to use marketing judo.

As you may know judo was developed many hundreds of years ago as a means of self-defense. But did you know that much of judo is based on the concept of using the opponent's strengths against him? One example of this is when the attacker pushes against an opponent. The opponent simply steps aside and (usually with the aid of a foot), uses the opponent's own momentum to throw him forward.

The lesson for the smart marketer is to first analyze the competitions' strengths and then develop strategies that will turn these strengths into points of attack.

But first, let's talk about strategies. Many small businesses think that strategic planning consists of developing an overall strategy (or set of strategies) and sticking to these strategies for the entire length of the marketing plan ? be it six months, a year or even longer. In truth, your strategies should be designed to meet existing conditions and then changed whenever conditions change or you discover new competitive weaknesses.

How does all this work in practice? Let's get back to the Wal-mart example. You will never beat Wal-mart in head-on competition. Let's look at some of Wal-mart's strengths:

· It offers a huge variety of merchandise ? everything from women's apparel to household electrics, and flat panel TVs to fine jewelry.

· It has large stores (in some cases, super stores) almost everywhere.

· It has a very sophisticated system for purchasing products and controlling inventory.

So how can we use marketing judo to turn these strengths against the giant retailer?

First, because Wal-mart offers a huge variety of merchandise, its inventory may be wide but it generally isn't very deep. Back in Nebraska we used to describe the Platte River as a mile wide and an inch deep. You could almost describe Wal-marts inventory the same way. Go into a Wal-mart store and check, for example, the depth of its inventory of computer products or golf equipment. . Chances are, you'll find only a few dozen computer products, and even fewer golf-related items.

So the smart marketer uses marketing judo to turn Wal-mart's breadth of inventory into a weakness by picking a niche and then beating Wal-mart with depth of inventory. For example, a computer store could promote itself as having more software titles or a wider variety of peripherals than any super store in the area.

Now, let's consider the second point. Wal-mart has large stores almost everywhere. How does marketing judo turn this into a weak point? Wal-mart's sheer size translates into some real advantages, especially in the area of volume buying ? which is why it can sell so cheap. But Wal-mart's huge size makes it difficult for the company to implement change quickly. I once read that when the captain of a nuclear aircraft carrier issues the command to turn 60 degrees starboard, it takes about five miles before the ship actually begins to turn. I suspect the same thing is true of Wal-mart.

In comparison, a small business should be able to just about turn on a dime or in just a few weeks. Let's take technology as an example. Right now, one of the hottest merchandise categories in America is accessories for Apple's iPod. If you have a small electronics business ? either online or brick-and-mortar ? you should be able to track down the distributors of these products and have them in you store in a few weeks or less. On the other hand, Wal-mart, with its size and labyrinth of buyers and buying regulations, it might take months to get the same products on its shelves.

Finally, Wal-mart might have hundreds of more employees, but its employees are usually not well trained in specific product features and benefits. Again, take golf as an example. Walk into a Wal-mart store, go to sporting goods and say to the nearest employee, "Hi, I'm a 18 handicap golfer with a tendency to slice my drives. What would you suggest?"

Well, my guess is that what you'll get in return is a blank stare.

This represents another opportunity for marketing judo. Keep your number of employees small but make sure they are super-trained to understand your customers and your products' features and benefits.

As Sun Tzu points out in his classic treatise The Art of War, "You may advance and be absolutely irresistible, if you make for the enemy's weak points; you may retire and be safe from pursuit if your movements are more rapid than those of your enemy."

Article by Douglas Hanna.

Douglas is a retired advertising and marketing executive and author of the book "198 Tips & Tricks to Save Money and live Better." He is the webmaster of http://www.all-in-one-info.com, a free resource for information on a variety of subjects. Please visit his site to subscribe to his free newsletter, "Tips & Tricks to Save Money & Live Better," and for free access to his Small Business Power Tools.

---

Keeping Marketing Simple / Ten Simple Steps

1. Business CardsIt is very important to market yourself via... Read More

How To Successfully Launch A New Business Activity

I often talk with business owners who tell me how... Read More

Have Something Good To Say

If you don't get this right, you can just forget... Read More

Marketing Planning Made Simple - Another Small Business Power Tool

Marketing planning must be really difficult and complex, otherwise why... Read More

Good News Travels Fast

This newsletter is full of opportunities staring you in the... Read More

How To Perfect Your Marketing Message!

When it comes to your marketing message, the little things... Read More

Dont Let Your Business Cards End Up in the Trash

Business cards are such wonderfully creative little marketing products. Most... Read More

How to Turn Your Marketing Into a Money-Making Machine - Preparing for Marketing That Yields Results

The usual complaint from companies is that Marketing simply does... Read More

Small Business Marketing Tip - Focus on a Niche or Target Market

I think selling and marketing today often feels a bit... Read More

How to Handle Jargon at Your Web Site - and Why

If you sell a technical product or service, you probably... Read More

Five Steps to Partnering with Companies to Build Your Client Base

Wouldn't you love a simple formula for easily growing your... Read More

3 Simple Selling Tactics

The following 3 simple selling tactics produce sales by responding... Read More

Getting Paid to Promote Yourself

We all know we can pay a magazine or a... Read More

The Process of Change in Marketing Approaches

In a world economy that is in constant flux and... Read More

The Seven Deadly Sins of Ineffective Nametags

Your nametag can be your best friend. It can be... Read More

Fundraising: How To Avoid Three Common Mistakes

I'm a board member of a local nonprofit and we... Read More

Promotional Magnets: Promotion that Sticks

Some people are happy with just a business card. For... Read More

Mortgage Marketing - How to Earn More Business From Realtors®

Is your marketing strategy getting the results you desire?Mailing postcards,... Read More

Postcard Direct Mail Marketing: 15 Ways To Grab Attention

If you use direct mail postcards to generate leads or... Read More

50 Benefits Of Joint Venture Marketing

What Is A Joint Venture?A joint venture is an agreement... Read More

Does Your Marketing Plan Need Changing?

Change is good, right? Not always. But when is it... Read More

Developing a Contact List- Part Two

In a previous installment, we spoke about how to come... Read More

John Kerry, Amazing Direct-Marketer!

If you want to uncover a little secret about how... Read More

How to Get a 100% Return on Your Marketing Investment Guaranteed!

One of the most effective ways to market your products/services... Read More

Marketing Gurus : Do You Need One?

Its become fashionable to bash marketing "gurus" nowadays.There are some... Read More

Build Lifelong Networks With Your Own Barter Group

I don't know if you have ever seriously considered bartering.... Read More

Keeping Your Mailing List Clean and Efficient

Your mailing list retains its value best if... Read More

Make More Sells With Colors

How Colors Effect Our Emotions?One of the most interesting things... Read More

Your Headlines Are Key To Your Success Or Failure. Do You Know What To Write?

Most professional copywriters would say that headlines account for 80%... Read More

Marketing Strategy - Shift the Focus

Most of the service providers I've worked for or with... Read More

Marketing Planning - Preparation and Accountability

We all know the saying, "Failing to plan (prepare) is... Read More

10 Packaging Tips That Will Make Consumers Buy Your Product

The customer is king/queen. We have all heard this mantra.... Read More

Testimonials - FREE Quality Advertising FOR YOU!

Every business person who has any kind of product or... Read More