ZMARKETING™ INSURGENCY INSTITUTE

Learning to think, plan and act like an insurgent is important for any organization of any size and any market position today. At Zyman Group, we use the principles of insurgent strategy to give more focus, sharpness and speed to our work; and our clients have asked us to develop these principles into specific training programs for individuals, teams or for their entire corporate culture. In response, we have created the ZMarketing™ Insurgency Institute, which offers seven specific streams of applied insurgency training for individuals, teams and organizations.

The End Of Marketing As We Know It® (group indoctrination)
Through speeches and Web programming, we present an overview of the core principles of TEOMAWKI® codified by our founder, Sergio Zyman. It is the philosophy that marketing is business and, as a result, must work across functions to direct and drive the growth agenda of your company. We challenge you to re-think your marketing strategies and how you go-to-market; provide frameworks to understand customers more deeply and in ways that will help drive growth; reiterate the importance of utilizing research-based and results-oriented business strategies in all marketing endeavors; and remind audiences of your role as marketers—to “sell more stuff to more people more often for more money more efficiently.™”

The Underdog Advantage (group indoctrination)
Through speeches and Web programming, we present an overview of the guiding principles of insurgent strategy and the political model applied to business and marketing strategy. Using examples from business, politics and war craft, we bring these concepts alive and show how they can be applied to your company and your competitive situation.

Applied Training in Insurgent Principles (individuals and teams)
We apply the principles of the insurgent political model to specific businesses and business cases; helping you develop an insurgent culture and driving the strategic guidelines down into the granular details of your own strategic and tactical plans.

Insurgent Opportunity Strategy (for sales and market development and new product/innovation teams)
For market leaders or start-ups, it’s vital to see the market as an insurgent would see it—to see change as opportunity, not threat; and to drive the wedge of difference to turn opportunity into market momentum. This includes three important elements—understanding today’s early adopters who lead market directions; attitudinal segmentation to identify the most important targets and the most efficient and effective strategies to move them; understanding the new channels of communications ranked by effect, not tradition.

Play Offense (crisis solutions for management and strategic communications teams)
In today’s information market, the realities of politics and business have merged. Crises happen more often and more publicly than ever before. Companies need to develop a “Crisis as SOP” attitude and strategy and to be able to proactively (not defensively) attack crises when they hit. This is applied training for communications professionals and the C-Suite—imperative training for the times in which we live and work.

Insurgent Marketing (managers, marketing and sales teams)
The bread and butter of our work is infusing traditional marketing strategy and tactics with the principles of insurgent political campaigns. As a result marketing is performance-driven; focused on identifying and moving the right targets to create maximum market momentum; moving current customers from “undecided” to “soft support” to “hard support” to sustain success. We also provide applied training for marketing and sales individuals and teams so that insurgent marketing is not just a strategic option, but an organizational instinct.

Building Insurgent Brands (managers, marketing teams)
We’ve certainly learned from the success of long-standing brands we’ve worked with like Coca-Cola, Miller Brewing, Dow Chemical and The Walt Disney Company. But we’ve also learned how insurgent brands like Google, UpShot, Whole Foods Markets and others have changed the rules of brand building. When market leaders learn these new rules—as Walmart, Verizon and a few others have—they can build new and more meaningful momentum in these challenging and turbulent times. We provide applied training for individuals and teams in developing insurgent brand strategy and developing more successful new ideas for today’s marketplace.

For additional information or to schedule a training session, contact us at: insurgencytraining@zyman.com.