Fire and Move! Applying Military Tactics to your Marketing Strategy
Ever had travel plans that turned into a travel DISASTER?!
THAT was my weekend.
We spent SIX HOURS sitting in a terminal at one stage, after being bumped from our departing flight.
And then were left STRANDED in Newcastle after bushfires closed the airport!
What’s worse is that Cassie needed to make it home for an important Monday morning meeting with the executive team of her charity that couldn’t be rescheduled! And the next flight home was going to be TOO LATE!
But does it look like we had a bad weekend?
Hell no!
In fact, the more DISASTROUS it was, the BETTER it got!
We even made it home to Melbourne in time for Cassie’s meeting!
Fire and Move
The central tactic of modern military warfare is “Fire and Move”.
One part of a force fires from cover, suppressing the enemy, while the other part advances – gaining ground and finding cover, so that they can begin firing while their comrades advance.
It means you hold a position, but also constantly improve your position.
It was the tactic that led to the end of the bloody stalemates of the Western Front in WWI where both sides became entrenched, shooting at each other at close range, and it’s been a central military tactic ever since.
And it’s kinda how our travel plans went from “disaster” to “recovery” to “BEST WEEKEND EVER”.
Here’s how our trip home unfolded:
ENGAGEMENT – We started off with text from the airline telling us our flights have been canceled. It meant a 24-hour delay in Newcastle, and an important Monday morning board meeting missed.
ASSESSING SITUATION – Cassie researched what happened to our flights (a bushfire closed the airport), while I brainstormed “Scenario A, B, C, and D”.
ADVANCE – Cassie advanced and called a team member who could handle her meeting – just in case she was late home.
ADVANCE – I researched whether I could use frequent flyer points for a cheap last minute fare from Sydney to get home in time.
ADVANCE – Cassie researched purchasing new last-minute tickets out of Sydney with cash and refunding our canceled tickets. It would cost an extra $600, but it would work.
ADVANCE – I researched, and spoke with customer service about moving to a flight departing from Sydney at no extra cost, in lieu of a refund. Success!
ADVANCE – Cassie spoke with the car rental company about whether it was possible to return our rental car to Sydney airport instead of Newcastle airport. Success!
ADVANCE – I priced hotels in Sydney, enquired about parking, and found three incredible hotel deals. Success!
ADVANCE – Cassie arranged dinner with her Dad. Success!
ADVANCE – I arranged time-saving expedited check-in via Hilton HHonors.
ADVANCE – Cassie planned a route that would take in some great sights along the way.
ADVANCE – we got in the car and began our new adventure.
VICTORY – we were now on a far more expensive flight, with better seats, for no more than the $49 we paid for our original tickets; we spent some extra time with friends before enjoying some car karaoke; had some incredible Thai food in Lane Cove with Cassie’s Dad (who was so happy to see his daughter!); enjoyed a super discounted last-minute Hilton room with a view; and made the first flight out of Sydney!
OK, Brent… What relevance does this have to marketing and generating sales?
A lot of clients I begin working with have treated marketing as an ACTION, rather than an ACTIVITY.
They’d prefer to dig a trench – and market themselves once – or keep rolling out the same (tired, old) marketing strategy over and over again.
Because hey – if it ain’t broke, don’t fix it. Am I right?
(This is incredibly dangerous as a business practice. An old client nearly went bankrupt last year because of they continued to rely on old marketing practices. Then, when their market changed, and their old marketing strategy suddenly stopped working, they were caught out and nearly went out of business!)
The clients I love working with most are the ones who have been treating marketing as an ACTIVITY (not an ACTION) – using “Fire and Move”.
Because marketing works best in motion.
Instead of hearing “we did some SEO”, you’ll hear “we have had some successes and failures with SEO, and the current SEO strategy we are trialling is X”. Fire and Move!
Instead of hearing “we did that before and it didn’t work for us”, you’ll hear “we have a heap of ideas for improving that we want to try out!” Fire and Move!
Instead of saying “we built our website well”, you’ll hear “we are improving the flow of our website by testing X”. Fire and Move!
If your position is bad – Fire and Move! Make it better!
If your position is good – Fire and Move! Make it better!
Just starting out? Perhaps working on your marketing plan? General George S. Patton (the American General Hitler most feared – and a master of “Fire and Move”) once said, “The best laid plans don’t survive first contact with the enemy!”
Throw out your aspirations for a perfect plan. Get started with a good concept immediately, and begin Firing and Moving!
Not sure if something will work out? Fire and Move! See if you can secure a foothold with it that you can advance from. If not, Fire and Move again!
Fire and move!
If you’re interested in increasing your influence (as a leader, marketer, or salesperson) using quality, make sure you’re subscribed to receive the next part of this series: