08-01 Checkmate

As discussed in Chapter 8, Vitruvian uses the Checkmate Method of competitive analysis to find the “sweet spots” in the advertising landscape: the niches no competitor is targeting, the offer or emotional appeal no competitor is making.
Download the matrix and see examples of completed Checkmate analyses below. (And if you haven’t yet, consider joining our mailing list (see below the videos) so we can let you know when something changes.)

The Checkmate Matrix (PDF, 63K)


Lesson #1: Meet the Matrix
Lesson #2: Write a new ad based on the Matrix
Lesson #3: Seeing like a Serpent
Lesson #4: Getting Emotional with Jaguar
Lesson #5: Getting Strategic with Hummingbird
esson #6: Seeing like an Eagle


Another Way to Kill Creativity (Why Camp Checkmate is Bait and Switch)
The Formula for Accelerated Marketing Mastery (PDF Report)
Camp Checkmate Improv Games
Russian Supermodel Athletes, “Lazy Loser” Marketing Gurus, and Camp Checkmate

Recorded Online Training

Introduction to Checkmate / Dear Diary / Press Conference #1
Introduction to Checkmate / Dear Diary / Press Conference #2
The Dating Game
Ad Testing Protocol: The Paint by Numbers Testing Method – slides and audio
Ad Testing Protocol Webinar Recording
Landing Page Double Jeopardy + Traffic Tuesday
Using Surveys for Market Insight

Register for Upcoming Live Online Training

Stay tuned…


Joey and Jamey Bridges: Checkmate Followup 4 Months Later



Hey, while you’re here! – Sign up for AdWords Updates and Stuff

Join our mailing list for AdWords updates, rule changes, new strategies, additional training videos, free webinars, and all-around general guidance and hand-holding:

Extra incentive: sign up now and get 49 days free access to the Vitruvian Way Cafe, our paid membership site (you’re here now – check out the resources to the right!). No credit card required – after 49 days, you decide if you want to start paying.

P.S. If you find anything incorrect or out of date or unclear in this video, please let us know via a comment below, so we can keep this site as current and useful as possible. Thanks!

Ask a question or leave a comment here...