The campaign wizards are specialized tools designed to help develop individual campaign elements like strategy and tactics or to quickly assess the potential of your campaign. All wizards are Excel worksheets or workbooks. Click to download any of the wizards.
QUICKLY DETERMINE THE POTENTIAL SUCCESS
OF A CAMPAIGN
Use the Campaign BOT
wizard for a quick (couple of minutes), down and dirty assessment of
the potential success of your campaign. The Campaign Bot is a simple
rubric that measures your strengths relative to your primary competitor
and weighted according to the Campaign Bot indicates a potential
success then proceed with planning your campaign. Click to download.
IN-DEPTH BATTLE SCREENER IDENTIFIES POTENTIAL
AVENUES FOR A CAMPAIGN
The Campaign SCREEN
is a comprehensive version of the BattleBot offering more questions and
greater sensitivity generating a more accurate indication of the
potential for a successful campaign. Use the Campaign Screen if the
results from the Campaign Bot are inconclusive. Click to download.
HOW TO ANALYZE AND EXPLOIT
COMPETITOR VULNERABILITIES
The Campaign COG
wizard generates an in-depth competitive analysis resulting in the
identification of your competitors primary vulnerability (center of
gravity). Use the Campaign COG to better understand and exploit your
competitive strengths relative to your competitor weaknesses. The
Campaign COG includes an interactive set of step-by-step instructions. Click to download.
20 CAMPAIGN SIGNALS - ARE YOU SIGNALING
OR IS YOUR COMPETITION?
The Campaign SIGNALS
wizard describes 20 signals a competitor may demonstrate indicating
potential vulnerabilities. An example of a potential campaign signal is
a competitor launching an expensive high profile strategic branding
campaign which then makes them vulnerable to low profile direct
marketing campaigns. Why? Traditional branding theory advocates the
need for a consistent message broadcast over time. So while your
competitor is waiting for the branding to "work" you're already at work
taking market share. Click to download.
SEVEN FUNDAMENTAL BUILDING BLOCKS
OF KILLER COMPETITIVE STRATEGY
The Campaign STRATEGY
wizard describes seven fundamental building blocks of strategy with
specific examples. These seven building blocks are price, quality,
service, features, infrastructure, relationships and execution.
Strategy is the enabler between ends and means. The ends represent the
objective. The means includes enterprise resources, competencies, etc.
In order for strategy to perform this enabling function it needs to be
effective, comprehensible and executable. An example of strategy would
be for the challenger to attack a leaders premium price, with their own
premium pricing (NOT discount pricing!) in tandem with superior
quality, features or reputation. Click to download.
54 TACTICS TO SELECT FROM IN BUILDING
YOUR OWN PLAN OF CAMPAIGN.
The Campaign TACTICS wizard is designed to provide a catalyst to drive strategy and tactics. This wizard is based upon Robert Cantrells innovative Strategy Card Deck
and describes 54 different strategies and tactics. Each strategy has a
one line description, an explanation of the strategy, the basis for the
strategy and a potential tactical application. Click to download.
DETERMINING ASYMMETRICAL ADVANTAGES - WHAT
HAPPENS WHEN THE COMPETITION CHEATS.
Campaign SYMMETRIES
indicate the "fairness" of your campaign. Some competitors are willing
to go further than others in order to win a battle. A battle between
two competitors with essentially comparable offering, infrastructure,
relationships and execution, and, committed to playing by an
established set of rules, can be considered a symmetrical conflict.
When a competitor resorts to breaking or bending the rules, and you are
unwilling to match their tactics, then you have the makings of an
asymmetrical conflict, a battle you will likely lose. The Campaign
SYMMETRIES wizard provide a gauge by which to measure the symmetry of
your battle for market share. Click to download.
The Second World War, Volume 2: 
