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)

Lessons

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
L
esson #6: Seeing like an Eagle

Articles

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…

Interviews

Joey and Jamey Bridges: Checkmate Followup 4 Months Later

Testimonials

Video

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P.S. If you find anything incorrect or out of date or unclear in this video, please let us know via a comment below, so we can keep this site as current and useful as possible.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

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