The Explosion and Marketing of 10th Planet JJ

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Originally Posted by Phill Schwartz

Gracie Jiu Jitsu teaches you Self Defense and Self Confidence, 10PJJ gets you high.

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Fuck I see a new t-shirt in the stores future. :)

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Originally Posted by VIVIANO

Man not trying to troll, but Eddie isn't very good at marketing. Kinda weird to critique him because his jiu jitsu is amazing and training at HQ has been unbelievable, but I've really been surprised how non-hyped 10thplanet really is. His freaking email is still @sbcglobal.net :) I think Eddie's "marketing" strategy is about as complicated as this: 1) Be there for every class everyday 2) Obsess about how to structure practices to make his students better 3) visit one of his academies almost every weekend 4) make his technique available to everyone on the internet for a price that probably makes little or no money 5) charge a mat fee that is about half what other schools around him charge 6) give new students a free rashguard and dvd. Funny to see people on youtube critiquing 10th planet for being a marketing gimic, then they charge ridiculous mat fees, raise the price of their online training, have affiliates they never visit, make you buy a uniform when you sign up and oh by the way let a brown belt run class for them today. Obviously there is an explanation for why the 10th planet system has caught on, I thought the other posts did a good job of that. In any event, I'm definitely just a 10th planet new comer, so what the fuck do I know? Not much

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That's kinda the way I feel about it, too.

It's not that Eddie is a great marketer; it's that he is opinionated and outspoken. And that he genuinely cares about Jiu Jitsu and about people (despite what the BJJ community at large may want to think).

When you care and you're loud you are probably gonna succeed on some level.

Wether eddie knows it or not, he is a great marketer. It could all be by accident, but it's still good marketing.

Eddie is ten times a jiu jitsu genius that he is a marketing genius.

Good post Phil.

Damn, strong post from VIVIANO. That is some really good insight.

I've only been on the forums for something like 2 1/2 years and working the system maybe a couple years prior to that. So, approximately 4 years give or take a minute. This is all I know, I've literally witnessed hundreds of die hard 10P4L, ink gettin, flag waiving mother fuckers come and go. They all want to rep the system, they all want moons, they'll all die for Eddie During their short bright time, they learn that there are rules, structure, and requirements. All of these rely on dedication and hard work. During my time following the twisters and turns of 10th Planet I've never really witnessed any marketing at all. This is what I have witnessed first hand; I saw people come together and raise an asston of money to help a moon head's baby, help people mentally survive incarceration, free seminars given for small schools, raffle prizes unclaimed because of the importance of the fundraiser, and so many more things that I could type for days. Brothers that I've never met even helped me when I required cash for an attorney. On top of all this I know that I could show up in any one of 37 states, Japan, Hawaii, Mexico, Canada, etc. and have a place to stay. These are my brothers even though many I've never met. Where's the marketing in all this? 10th Planet is about the strength of its people. If you're easily butthurt and run away before the ride to the Dark side begins, you just aren't 10th Planet material. There's a fuckin marketing slogan :-)

If you ask me it's not as much true marketing as it is simply word of mouth. A big factor (for me personally, and I know for others as well) is Joe Rogan talking about it, and having Eddie on the podcast to talk about it. A good analogy for me is In-N-Out Burger, if you live on the west coast or have heard of it. It's hugely popular, with very very little marketing. Does that mean they are marketing geniuses because they figured out how to grow such a huge fan base? I don't think so, I think they just have a superior product and value, and people like that.

One other important thing similar to In-N-Out is the feeling of belonging. In-N-Out has a "secret" menu, and people want to tell others that come to Cali to visit that they have to go to this burger place. 10th planet is the same way. You feel like part of a family, and everyone is really cool. In my opinion that is stronger than any traditional marketing.

I think Viviano makes some good points and I don't think Eddie would disagree. I have heard him say in relation to Moons growing and succeeding that he can not/ does not have the time or energy to push them out they just have to grow and be supported by passionate people in each region. To me this is almost intentional non-Marketing but I think its the most healthy way to grow at the right speed and with strength.

I also think that In-and-Out analogy is spot on. People I meet are just so curious they want to take a bite. :)

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Originally Posted by Phill Schwartz

One of the things I hear from a lot of doubters and haters all over the place is that 10th Planet is growing big because "Eddie is a genius at marketing".

To me this seems to be a cop out from them admitting 10PJJ is good or it works or that its beating people in tournaments all over the place. "No, Eddie is just selling it."

I recently started a job in marketing and It's clear that Eddie is in fact a great marketer, but I don't think that is the only reason 10PJJ is experiencing the explosion we are seeing. At last count on this site there were 41+ Moons with who knows how many hotboxes. Correct me if I'm wrong but before his downfall, Lloyd Irvin, the marketer of marketers, didn't have that many dedicated affiliates.

To me the explosion of 10PJJ is based on a few things.
1, The effectiveness of the techniques. Because you cant sell shit that doesn't work. The fact that our system constantly picks up new techniques that are proven and drops old ones that are disproven, shows we have a commitment to what works over our egos.

2, The efforts of Eddie, Joe Rogan, all our Black Belts, Competitors, Moon Heads, BoxHeads, Ronins and this forum in spreading the good word.

3, The team/family attitude we all have. Louis Ho and I have never met or trained together but I feel like I know a good amount about him and I was very proud that he got his Black Belt last week. When 10th Planet Moons across the world do well, we all feel good. When Carlos Condit uses they Meathook in the UFC that makes us happy. I'm not sure that other BJJ schools have such a tight group as we do, but I think our "family" is one of the biggest "selling points" of 10PJJ.

What do you guys think?

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Amen brother. My thoughts exactly! :)