Bashing the Competition: Marketing Strategy, or Major Mistake? - Marketing Against the Competition: Cons
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Sounds great! Ready to get started with a little competition-based advertising? Unfortunately, no promotional campaign is guaranteed to be successful, and naming the enemy can be very risky indeed. Before beginning with a few bashing techniques of your own, take a look at some the negatives associated with directly marketing against the competition.
You're a bully! Any time any company directly attacks their competition -- and, no matter how sedate or well-done, it is a form of attack -- and as such, it could always go poorly. The company launching the campaign could easily look like a bully, something that won't sit well with too many consumers.
The counter comparison. By marketing directly against a specific brand or product, you're putting a target on your own brand or product. Often, companies which market against another company find themselves at the center of a negative ad campaign coming from the other side.
If, for instance, you start that promotion against Perez Hilton, you might want to expect him to answer. Compare yourself to them, and they will turn and compare themselves to you -- possibly, with more success.
Your Marketing Strategy
Is it a good idea to go after the competition to help your own brand, product, Web site, etc.? The answer is sometimes -- and only if you've got the goods to back it up. If you truly find that your marketable item favorably compares with your biggest competitor and you think of a good way to tell the public about it, why not use this for promotional purposes?
However, you shouldn't focus on competition-targeting advertising simply because it's a popular method. Remember that the best marketing campaigns find success, no matter the techniques employed to make it work.
Your marketing campaign should always showcase your product and what you have to offer. Whether or not it mentions the competition, you want to display what you have to offer in the best possible light. Sometimes the answer might lie in comparison...but sometimes, it might not.
PC World article on Verizon's nasty ad campaign against AT&T.
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