Marketing Judo: Building Your Business Using Brains Not Budget

161 Pages·2002·0.94 MB·English

by  John Barnes

MARKETING
J U D O

MARKETING
J U D O
Building your business using
brains not budget
John Barnes and Richard Richardson
Pearson Education
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____________________________
First published in Great Britain in 2003
© Pearson Education Limited 2003
The rights of JohnBarnes and Richard Richardson to be identified as Authors of this
Work has been asserted by them in accordance with the Copyright, Designs and
Patents Act 1988.
ISBN 0 273 66316 X
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Marketing Judo® is a registered trade mark of MarketingJudo Ltd and is used
under licence.
To Jigoro Kano who created Judo in 1882. ‘Ju’ means
flexible and ‘Do’ means way. Judo is about using mental
and physical energy rather than just brute force.

Contents
Acknowledgements ix
Preface x
1 Getting the basics right
xii
2 Picking the right partner
14
Levering the strength of others
Partnering the right people 16
Partnering the right advisors and investors 17
Partnering the right site 18
Partnering the right franchisor and franchisee 20
Partnering the right celebrity 21
Partnering the right country 24
Partnering the right company 26
Partnering the right brand 29
Partnering on the Web 32
Partnering a Judo expert 32
3 Choosing the right opponent
36
Picking a fight you can win
Spotting a Sloth (Genus Corporatus) 38
Spotting a Geesink 44
How to partner a Geesink 46
vii
CONTENTS
How to throw the Sloth 47
Brains Day not Budget Day 49
4 Getting the crowd on your side
52
The value of creating your own fan club
5 Using your size to your
advantage
68
How to run rings around your competitors
Keeping fit 71
Moving fast 73
Staying focused 74
6 Doing the unexpected
76
The competitive advantage of unpredictability
7 Keeping your balance
88
The benefits of planning for the unexpected
8 Marketing Judo sensei
100
Examples of great Marketing Judo
Pret A Manger 102
Kettle Foods 105
Cobra Beer 107
Eddie Stobart 108
Channel 4 111
The Geesink example: Walkers 114
9 The Marketing Judo Game Plan
116
Recommended reading 139
viii
Acknowledgements
‘Partnerships’ are key to successful Marketing Judo. This
book and the principles behind it have been influenced by
the many ‘partners’ we have worked with in different com-
panies, small and large alike, in many countries.
Our time at Harry Ramsden’s, now owned by Compass
PLC, was particularly important in the development of our
Marketing Judo thinking. In that company we had many
outstanding business partners, particularly fellow Founder
Director Richard Taylor and Managing Director Maurice
Gammell. We would also like to thank Graham Parr, Russell
Scott, our Non Executive Directors, Franchise Partners,
Shareholders, The Bank of Scotland, our advisers Grant
Thornton, Mark Copping, John Greenall and all the staff
and customers who have helped make it such a great brand.
Our inspiration to keep developing our Marketing Judo
thinking continues today from our families, James Horler,
CEO of La Tasca Restaurants with his outstanding team,
Penta Capital and the other companies where we work,
invest and coach.
ix