Maneuver Marketing Communique

vSente's Armory - Expanding a Territory, Category Or Market Segment?

Slowing or sluggish sales? Use vSente's Armory to quickly expand an established territory, category or market segment. vSente's Armory contains 100's of resources dedicated to effective and accountable marketing techniques including links, articles, papers, web sites, manuals and original content. vSente's Armory is the online resource for the competitive marketer.

vSente's Armory is not for all marketers. If you're looking for basic marketing techniques, like trade show tips, writing press releases, designing a flyer, optimizing landing pages, etc. this is not the site for you. On the other hand if you're a marketing manager battling larger competitors, and are interested in exploring the underlying dynamics of competitive advantage, and then applying these dynamics to generate immediate and sustainable results, then you need to subscribe to vSente's Armory. We offer a free three-day pass to vSente's Armory. Click here for more details.

vSente's Armory - Defending Market Share?

Upstart challenger challenging your market share? Use vSente's Armory to defend and expand your market share. vSente's Armory contains 100's of resources dedicated to effective and accountable marketing techniques including links, articles, papers, web sites, manuals and original content. vSente's Armory is the online resource for the competitive marketer.

vSente's Armory is not for all marketers. If you're looking for basic marketing techniques, like trade show tips, writing press releases, designing a flyer, optimizing landing pages, etc. this is not the site for you. On the other hand if you're a marketing manager battling larger competitors, and are interested in exploring the underlying dynamics of competitive advantage, and then applying these dynamics to generate immediate and sustainable results, then you need to subscribe to vSente's Armory. We offer a free three-day pass to vSente's Armory. Click here for more details.

vSente's Armory - Acquiring New Customers?

Need more revenue fast? Use vSente's Armory to plan a new customer acquisition campaign. vSente's Armory contains 100's of resources dedicated to effective and accountable marketing techniques including links, articles, papers, web sites, manuals and original content. vSente's Armory is the online resource for the competitive marketer.

vSente's Armory is not for all marketers. If you're looking for basic marketing techniques, like trade show tips, writing press releases, designing a flyer, optimizing landing pages, etc. this is not the site for you. On the other hand if you're a marketing manager battling larger competitors, and are interested in exploring the underlying dynamics of competitive advantage, and then applying these dynamics to generate immediate and sustainable results, then you need to subscribe to vSente's Armory. We offer a free three-day pass to vSente's Armory. Click here for more details.
 

vSente's Armory - Effective Marketing Techniques?

Researching effective marketing techniques? Explore resources most marketers never consider. Learn how to win without fighting. And learn how to fight when fighting is necessary. vSente's Armory contains 100's of resources dedicated to effective and accountable marketing techniques including links, articles, papers, web sites, manuals and original content. vSente's Armory is the online resource for the competitive marketer.

vSente's Armory is not for all marketers. If you're looking for basic marketing techniques, like trade show tips, writing press releases, designing a flyer, optimizing landing pages, etc. this is not the site for you. On the other hand if you're a marketing manager battling larger competitors, and are interested in exploring the underlying dynamics of competitive advantage, and then applying these dynamics to generate immediate and sustainable results, then you need to subscribe to vSente's Armory. We offer a free three-day pass to vSente's Armory. Click here for more details.

One of the tips you will find inside vSente's Armory: Read everything by John Boyd. Why? Because very few marketers do, and when you do, you will discover the essence of winning competitive strategy.

vSente's Armory - Developing Marketing Strategy?

Developing marketing strategy and tactics? Utilize the Campaign Strategy wizard in order to discover the seven fundamental building blocks of killer competitive strategy. There are six interactive Campaign Wizards inside vSente's Armory and are just a few of the many links, articles, papers, web sites, manuals and original content you'll discover. vSente's Armory is the online resource for the competitive marketer.

vSente's Armory is not for all marketers. If you're looking for basic marketing techniques, like trade show tips, writing press releases, designing a flyer, optimizing landing pages, etc. this is not the site for you. On the other hand if you're a marketing manager battling larger competitors, and are interested in exploring the underlying dynamics of competitive advantage, and then applying these dynamics to generate immediate and sustainable results, then you need to subscribe to vSente's Armory. We offer a free three-day pass to vSente's Armory. Click here for more details.

One of the tips you will find inside vSente's Armory: utilize the One-Page Plan of Campaign as your creative brief for agencies, consultants and MarCom staffers.

vSente's Armory - Planning a Marketing Campaign?

Use vSente's Campaign Manual and Campaign Wizards to plan a campaign... marketing, advertising, new product launch, customer acquisition, key account defense, etc. The manual and wizards are just a couple of the many links, articles, papers, web sites, manuals and original content you'll find inside vSente's Armory - the online resource for the competitive marketer.

vSente's Armory is not for all marketers. If you're looking for basic marketing techniques, like trade show tips, writing press releases, designing a flyer, optimizing landing pages, etc. this is not the site for you. On the other hand if you're a marketing manager battling larger competitors, and are interested in exploring the underlying dynamics of competitive advantage, and then applying these dynamics to generate immediate and sustainable results, then you need to subscribe to vSente's Armory. We offer a free three-day pass to vSente's Armory. Click here for more details.

One of the tips you will find inside vSente's Armory: utilize the Campaign BOT to quickly assess the potential success of your new customer acquisition campaign.

How To Plan A Marketing Campaign

vSente's Campaign Manual explains how to plan a marketing campaign. Theory, fundamentals and practices are described in the manual which includes several planning worksheets and wizards. This online manual is best suited for marketing managers in small and medium-sized enterprises battling larger competitors. You can preview the manual and all the contents of vSente's Armory free for three days after which a $24.95 per month subscription kicks in. Directly below is the table of contents for vSente's Campaign Manual:

VSENTE'S CAMPAIGN MANUAL - Table of Contents

SECTION ONE - INTRODUCTION - Section one introduces basic concepts of competitive campaigning and maneuver theory.

01.01.00 This manual describes the art of campaigning.
01.02.00 Marketing myths and ironies - can competition be avoided?
01.03.00 Campaign backdrop - attack, defense, challengers, leaders.
01.04.00 Maneuver theory and marketing campaigning.
01.05.00 Why we use military metaphors for marketing campaigns.
01.06.00 Campaigning for profit - calibrating the profit trinity.
01.07.00 Campaign forces - interaction and isolation.
01.08.00 Campaigning, competitiveness and marketers.

Further Reading
(+) Patterns of Conflict
(+) The Strategy of the Fighter Pilot

SECTION TWO - CAMPAIGN THEORY - Section two develops campaign theory and applies the work of John Boyd and Dr. Joe Strange to marketing campaigning.

02.01.00 Shaping is the foundation of maneuver theory.
02.02.00 Shaping a marketing campaign.
02.03.00 Expected and unexpected campaigning tactics.
02.04.00 John Boyd and the O-O-D-A Loop.
02.05.00 Speed is just the beginning of campaign effectiveness.
02.06.00 Analysis and synthesis of competitive intelligence.
02.07.00 The need to measure relative competitive performance.
02.08.00 O-O-D-A and relative frames of reference.
02.09.00 Boyd’s definition of strategy.
02.10.00 Boyd’s Purpose of strategy.
02.11.00 Boyd’s theme for strategy.
02.12.00 Activating Boyd’s definition.
02.13.00 The O-O-D-A Loop is fueled with intelligence.
02.14.00 Introducing center of gravity (COG).
02.15.00 Dr. Joe Strange and center of gravity.

Further Reading
(+) Strategy Game of ? and ?
(+) Understanding Centers of Gravity

SECTION THREE - CAMPAIGN FUNDAMENTALS - Section three describes fundamental concepts used to plan campaigns.

Helpful Section Resources
Campaign Signals - Click to download
Campaign Strategy - Click to download
Campaign Tactics - Click to download

03.01.00 Profit trinity and center of gravity.
03.02.00 Four centers of gravity.
03.03.00 Signals indicating vulnerable CG's..
03.04.00 Center of gravity is continuously calibrated.
03.05.00 Center of gravity determines strategy.
03.06.00 A working definition of strategy.
03.07.00 Potential attack strategies for CG's.
03.08.00 Mission, objective and tactics wrap the strategy.
03.09.00 Campaign shaping forces - interaction and isolation.
03.10.00 Campaign tactics that create interaction and isolation..
03.11.00 Thinking three moves ahead - The three move set.
03.12.00 The campaign array - elements, competencies, infrastructure.

Further Reading
(+) Air Campaign Planning Handbook
(+) MCDP 6 Command and Control U.S. Marine Corps
(+) What is Information Warfare?

SECTION FOUR - CAMPAIGN PLANNING - Section four describes a step-by-step process to plan you campaign.

Helpful Section Resources
Campaign Planner - Click to download

04.01.00 What is a campaign engine?
04.02.00 Command and control wires the campaign engine together.
04.03.00 Campaigns need decentralized bottom-up command and control.
04.04.00 Components of the campaign engine.
04.05.00 Assigning roles and timing the campaign engine.
04.06.00 Using the One-Page Plan of Campaign.
04.07.00 STEP 1 - Rationalize the campaign.
04.08.00 STEP 2 - Frame the campaign.
04.09.00 STEP 3 - Form the campaign engine.
04.10.00 STEP 4 - Write the campaign bullet.

                              ------END OF MANUAL-----

The Campaign "Bullet" Communicates Mission, Objective, Strategy, Tactics, Budget and Timing...

The campaign bullet is an important tool. The bullet is similar to an "elevator pitch" or other short form communique - in that the purpose is to quickly and effectively communicate intent or purpose. The campaign bullet is a composite paragraph constructed from the primary components of your campaign. This is an example of the campaign bullet:

The mission of the campaign is to expand the western sales territory. The objective of the campaign is to increase our market share 50% over the next 6 months. Our strategy is to take this share from competitor XYZ by promoting our quality and price advantages relative to XYZ's product recall and union strike. Our primary tactic will be to identify XYZ's largest most vulnerable key accounts and win these accounts. The required campaign elements, competencies and infrastructure will include key account selling, supported by email/direct mail + custom landing pages, and a lock-in three year deal. The total campaign budget is $239,000. We expect results of $7.5 million in new customer wins with a margin of $2.5 million within the 6 month campaign duration. Expected campaign ROI is in excess of 10x.

The campaign bullet forms the header of the One-Page Plan of Campaign. Click below for more information:

Download vSente's Free Campaign Planner to learn more about how we help marketing managers battle larger competitors.