Wednesday, 18 February 2009
Jujitsu Marketing
The attacker lunges forward, grabs hold of your arms, without hesitation, you make a perfectly fluid movement and grab your opponent’s wrist, a focused move forward, a perfectly timed push and your opponent is incapacitated. You’ve used their strength against them. Leveraging it to reposition them and eliminate a clear and present danger.
This works in the martial arts movies and the Jujitsu Dojos, but can you use it in your marketing?
Perhaps you can, and it doesn’t necessarily need to be a tactic to destroy your competitors (why would you want to do that anyhows, it’s mean!). With a healthy dose of humor, you can leverage well defended positions, brand qualities and well known catchphrases to your advantage.
One great example of this is the book and film ‘How to lose friends and alienate people’. In a very humorous way, this film takes the title of the legendary self help book, flips it (affectionately) and creates a catchy, memorable and meaningful name out of it. Other products/services have done similar things in other fields and niches too (Sun Tzu Was A Sissy for example).
To achieve a memorable Jujistu Marketing move I don’t think you can take yourself or your competitors too seriously. A bit of humor and irreverence needs to be injected.
In more practical terms, are there stereotypes, images, target clients that your competitors focus on you that you can reflect in a humorous way? It could set you apart.
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