Guide to Defensive Marketing

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.