[adsense float=’left’] Is there such a thing as a warrior marketing style?If so, how would you go about defining and implementing it?
This question came up when got to interact with some marketing people that work at a different company. The background story is that I was recently featured in an advertising campaign of another company. The marketing department of that company wanted to launch their product on a big rocket, and they came to me because of my expertise in rocket science.
One of the reasons that I accepted the job was that I saw it as an opportunity to see how this other company approached marketing of their products. I wanted to see how their approach worked, and if I could learn any thing that I could apply to my own business.
As soon as they showed up during our first interaction, I started to do a personality profile on them. It was easy to see that most everyone in their marketing department had the Warrior personality temperament. It didn’t surprise me, because the company is relatively young (less than 5 years old), and they had a period of explosive growth because they had one of the first products in a emerging industry. People with the Warrior personality temperament are often on the cutting edge of technology, and being the first in an industry is a huge advantage from a sales standpoint.
Warrior Marketing Tactics
The idea behind the warrior marketing campaign was to create a publicity stunt to grab the attention of the customers they were after. And who is the people they want to notice? It isn’t everyone, as I found out when I was talking with the warrior marketeers. They were after a specific person. They wanted to appeal to the top-dogs in society. Those that are considered to be: royalty, movers-and-shakers, and the alpha dogs in society.
This strategy is logical, if you look at the Warrior values that are in play here. If you have my book: Selling By Personality Type, and you go to the chapter on Warrior values, you’ll come across these two values: “Impactfulness” and “Useful Tools.”
Warriors want to be impactful, which leads to being seen by others. They want to be considered the alpha male in society, because that person has the pick of the choice rewards. They often end up with the most beautiful mate, and the least strenuous jobs. It is good to be on the top of the pyramid, right?
Warriors in particular envy others that are on the top of society’s pyramid. They want to know how they got there, and in particular, what “secret” tools they used to achieve that position. Therefore, if you can get an alpha Warrior to use your products, then all the beta Warriors will also want to use the product too.
Warriors strive to reach the top of the pyramid in society, and they’ll spend whatever money it takes to do so. Even if it involves going into debt. They are the most likely of all to believe in the saying that goes: “you have to spend money to make money.”
That was the strategy used by the company I built the large rocket for. Their Warrior Marketing strategy was to get the movers-and-the-shakers to adopt their product, which they then believed would lead to other people to also purchase the product.
Here is the commercial that I worked with them on:
Does Warrior Marketing Work?
This is a really good question. To be honest, I don’t know. Personally, I have the Logistical personality temperament, and I would have used a different strategy. It concerns me that this isn’t a relationship-building tactic with the final customer. The “beta” warriors are loyal to the “alpha” warrior, and therefore they can switch to a new product quite easily.
But if you want to build sales quickly, and aren’t immediately concerned with the long-term implications of the strategy, then this is a great strategy. Warrior marketing is all about quickly capturing a market segment; it isn’t necessarily about building a long-term customer.