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WEBSITE MARKETING

Bashing the Competition: Marketing Strategy, or Major Mistake?
By: KC Morgan
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    2010-01-13

    Table of Contents:
  • Bashing the Competition: Marketing Strategy, or Major Mistake?
  • Competition-Targeted Advertising
  • Marketing Against the Competition: Pros
  • Marketing Against the Competition: Cons

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    Bashing the Competition: Marketing Strategy, or Major Mistake? - Marketing Against the Competition: Pros


    (Page 3 of 4 )

    But let's get to what really matters: does it work? If you directly market against your biggest online competitor, for instance, will you see an increase in your own revenue...or a mass exodus from your site?

    Let's say, for example, that you're an entertainment news blogger. Does this mean you should create an anti-Perez Hilton campaign to prove that you're the better blogger? Would doing so actually reduce his site's traffic and increase yours?

    Well...maybe. Take a look at some of the high points associated with marketing strategies that are based around bashing the competition:

    Give supporters something to rally against. When people buy into something, it's not uncommon for them to buy in big. You know this is often true.

    Many voters are die-hard Republicans or Democrats, many wine drinkers dead-set on their specific brands, many shoppers are sincerely determined to frequent a particular spot to get the best deals or products. If you put a name on the competition and tell your clients to stay away, a certain percentage of them will if they feel strongly enough about whatever you're marketing.

    Favorable direct comparison. By favorably comparing one product to another in a way that consumers can understand, some companies manage to set themselves apart from all the others. The message is, "hey, we're better!" and it can come across in a very positive way if the evidence seems to support the claim.

    A display of confidence. It takes guts to come right out and name your biggest competitor, point out their faults and say that what you've got to offer is much better. It's a bold, strong strategy, and it's often one that's memorable in the minds of consumers. A strong display of confidence can speak well for any product that's being promoted.

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