Wednesday, May 30, 2012

Warfare?


Decades ago a couple of vintage Generals wrote a book on marketing. Sounds crazy - and maybe it was?

But a new marketing battlefield was kind of discovered and marketers tried to use military knowledge from ancient times to Napoleon as they tried to “win” over the competition.
The idea was that the success of a service, product or business was not just based upon how well you fared yourself - but also the view must be in comparison with other products, services or businesses (a.k.a. the enemy). One of the main thoughts was that in a non-growing or declining market - you must win your market share from the enemy.


Wikipedia has a decent description on these ideas here http://en.wikipedia.org/wiki/Marketing_warfare_strategies

This makes us here think about the modern election campaigns that they use here in the USA nowadays with a dominance of negative advertising about the other candidate - in this mode it is not important how good you are yourself or how many unique features you may offer - but instead the focus is how bad your opponent is.

hmm.

Floorballcentral.orgl is 100% convinced that Floorball as a sport is a product - just like anything else in this world. This is something we come back to time after time.
So then, if this holds true should we - also engage in open warfare with other sports or leisure activities?

Our cognitive answer is yes - if we want to engage kids in what we think is one of the best things they may ever get involved with (it spells Floorball) - this cause ought to be larger than the reason to not identify and tryin’ to hurt the other guys or the “enemy” in the sporting/leisure world.. Therefore Floorball should use marketing warfare tactics.

Our emotional answer is no - even if the theory might say that this is a viable way - nope this does not sound like a reasonable way forward - also this seems to promote the destructive side of things - and not constructive measures.
To be constructive means that you want to do something - but you also want to do this in a new, better, more efficient and modern way.

The final answer is therefore no, most  likely not - but wow is it tempting to latch out in one's mind on how to do destructive attacks upon the enemy. Maybe in particular as we think about rigid, slow and stiff forms of indoor hockey in a gym - nope, no names - today we stop here.
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Caution

Research suggest that eye-injuries are more common in Floorball as compared to Tennis, but less common as compared to Squash (similar to Racquetball).
To minimize this risk of injury Floorballcentral recommend: Use certified protective eye-wear (mandated in many European areas for the youth). Do not lay down on the court. Follow the rules strict on stick height.

Also if you get addicted to this sport - do not blame us!