Defensive marketing uses military metaphors to craft a strategy for survival. A smart defensive marketing plan is crucial for small companies, whose survival often depends on preserving relationships and guarding a niche. If you have a limited budget, you may find that defensive marketing provides more bang for the buck than prospecting for new customers.

1. Marketing, in many aspects, is like war. You must take aim at your competitors and defend your turf from would-be attackers at all times.
2. A defensive strategy can stave off rivals or even eliminate them. Remember to counter any attack with equal or greater force.
3. A strategic plan should protect your company's market share, profitability and product positioning.

Action Steps
The best contacts and resources to help you get it done

Be innovative

A moving target is harder to attack, so you must constantly innovate. Introduce new products, launch replacement products, reposition or change promotional focus. All of these strategies make it harder for your competition to keep up with your business and figure out where it's headed.

I recommend: To launch new products, visit Web sites such as InventHelp and Product Coach. Read the ultimate book on defensive marketing, Marketing Warfare by Al Ries and Jack Trout.

Make it difficult for the competition

Sometimes you just need to make it difficult for your competition to enter the marketplace.

I recommend: Throw up barriers to entry by obtaining patents and trademarks that work in your favor. File your paperwork at the U.S Patent and Trademark Office.

Increase customer satisfaction

Keep customers happy. Satisfied customers are less likely to jump ship. Solicit and analyze customer feedback regularly, and make any necessary changes.

I recommend: Microsoft and Measure-X can help you train employees and evaluate performance to provide better customer service. The American Marketing Association has Webcasts for branding and marketing strategies.

Tips & Tactics

Helpful advice for making the most of this Guide

• •  If you are attacked, retaliate with an attack on the competitor's weakest point.
• •  Be vigilant in scanning for potential attackers.
• •  A smart defense is to attack your own business to discover weak spots that can be fortified, and thus improve its position in the marketplace.