Campaign Strategy :: The JDM Playbook
Below is a running list of proven campaign strategies or, as we call them, "plays".
Click the play name for more information and execution recommendations and check back often for the latest campaign strategies from Justin Downey Marketing.
| Off-Peak Play :: |
For underdog businesses trying to compete with behemoths, the tendency is to increase their marketing spending and message frequency to match that of their larger competitors. This is, at best, inefficient, and at worst, a total waste. |
| Price Premium Play :: |
For homogeneous products or services, careful consideration should be paid to your pricing strategy. As a pricing strategy, the Price Premium will position your product or service as superior to your competition. Who doesn't want to be "premium" if you can? |
| Teaser Play :: |
The Teaser Play can be a powerful way to draw attention to a new offering even before the product or service is ready for mass production or distribution. |
| Knowledge Play :: |
The Knowledge or 'Thought-leadership' Play is a powerful one in the B2B world. In this play, you position the company as one that not only knows the market space better than anyone else, but also knows you, the consumer, and how to satisfy your needs. |
| Power Play :: |
The Power Play is the last-ditch, off-the-wall idea, marketing play that's sure to make your audience stand up and pay attention. |
| PR Play :: |
The PR Play positions the offering in the public eye. Using the press and other public relations mediums, it cuts through the clutter by not appearing to be self-serving. It also offers an alternative to the marketing adage: "Pay for advertising. Pray for Publicity." |
| Slander Play :: |
Slander is usually a dangerous play for marketers and a profitable play for lawyers. If successful, it can pay off huge dividends, but tread softly—you wouldn't like it if it were played on you... |
| Push/Pull Play :: |
The Push/Pull Play, basically pushes your channel partners to the right buyers and pulls the right buyers to the appropriate channel partners. Sounds easy, but it's one of the trickiest plays you can run. |
| Channel Play :: |
The Channel Play is one where you employ channel partners to sell your product or service for you. Getting your foot in the door is the hard part. This is a business and a marketing strategy that can pay off real dividends if it's done right. |
Negative Play ::
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The Negative Play, or Negative Sell, is one you've probably heard before when someone tells you that the sports car your looking at is too fast, or the TV is too big, or the painting is too expensive. Tell them that they can't have it and they want it more than ever. |
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