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Three Elements of Gladiator Marketing

The Arena

As a Roman Gladiator entered the Coliseum for the first time he was forced to quickly understand his surroundings including the people in the stands, the sponsors of the event, his competition, his available resources, and yes, even his fate.  Marketing Gladiators and business owners have a similar process when they look at their product, their market, and their future.  Knowing and understanding the arena is the first task of any Marketing Gladiator.

The Shield

The shield became both an offensive and defensive weapon during Gladiator matches.  Gladiators would sometimes use the shield as a way to manage the contest, to push a competitor away, to tire a competitor, or to show the crowd that the situation was in control.  Today we can view The Shield component of Gladiator Marketing as the management process.  Marketing Gladiators must maneuver their resources into winning positions.  This requires skill in managing human capital as well as financial resources.

The Sword

During Gladiatorial combat many gladiators used swords, some used spears, and others a bow and arrow.  The tools of combat were practiced and perfected by these warriors.  The sword was traditionally the ‘point’ of contact during combat.  Today, a Marketing Gladiator has many tools in the marketing arsenal.    There are so many points of contact that choosing the right sword or marketing tactic is very important.

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Gladiator Marketing Philosophy:

Gladiators and Philosophers, both highly revered in ancient times, are perfect examples of the two tasks of Gladiator Marketing, action and contemplation.  From these two, diametrically opposite groups we have built our philosophy…our methods…and our business.  No matter the business the goal is the same…Win the Crowd.  Whether it is a crowd of one or a crowd of millions the crowd must be won in order for the business to succeed.  The Gladiator Marketing Philosophy is straightforward, it isn’t complicated, it is goal oriented, and it is sustainable.

Gladiator Marketing follows deliberate contemplation with swift action to assess targets, develop strategies, execute tactics, and evaluate results to ensure that the crowd is won.        

Within this four step framework there are three critical components which are the pillars of Gladiator Marketing.  These three pillars are The Arena, The Sword, and The Shield.

The Arena:

As a Roman Gladiator entered the Coliseum for the first time he was forced to quickly understand his surroundings including the people in the stands, the sponsors of the event, his competition, his available resources, and yes, even his fate.  Marketing Gladiators and business owners have a similar process when they look at their product, their market, and their future.  Knowing and understanding the arena is the first task of any Marketing Gladiator.

The Arena represents all of the outside forces that a Marketing Gladiator must cope with in a quest for success.  From target markets and competitors, to funding and legal issues, Gladiator Marketing involves dedicated contemplation into what possibilities exist and how to best achieve the desired result of winning the crowd.  More on The Arena…

The Sword:

During Gladiatorial combat many gladiators used swords, some used spears, and others a bow and arrow.  The tools of combat were practiced and perfected by these warriors.  The sword was traditionally the ‘point’ of contact during combat.  Today, a Marketing Gladiator has many tools in the marketing arsenal.    There are so many points of contact that choosing the right sword or marketing tactic is very important.

Each tool has a purpose, a target, and a best practice for marketing success.  Marketing tools range from the traditional marketing communications of the past, direct mail, advertising, radio, and public relations to the communications of today and the future, social media, search engine optimization, organic search, blogging, etc.  Each of these tools has a place in your business’ arsenal of marketing weapons and requires knowledge, practice, and experience to ensure success.  Learn more about the tactics of The Sword…

The Shield:

The shield became both an offensive and defensive weapon during Gladiator matches.  Gladiators would sometimes use the shield as a way to manage the contest, to push a competitor away, to tire a competitor, or to show the crowd that the situation was in control.  Today we can view The Shield component of Gladiator Marketing as the management process.  Marketing Gladiators must maneuver their resources into winning positions.  This requires skill in managing human capital as well as financial resources.

Gladiator Marketing involves all aspects of the business from front line personnel that face the customer every day to the research department that spends a majority of their time in a lab, everything in the business is a marketing function and good marketing will win the crowd.   The Gladiator Marketing process must be practiced by all members of the organization, not just the ‘marketing department’.  How to use the shield…