Attack Ads.
A couple of months ago, Rogers Phone launched a direct attack at Bell's home phone service with a headline of “Simply better by Comparison” advertising strategy. To quickly grab the fleeting attention of a prospective customer, Rogers used a simple visual of the red and blue couch as the “symbol” of this particular strategy…”compare us to them".
This was the response from Bell.
Bell’s ad cut the legs out of the Rogers creative very quickly and effectively. Whether the ad is accurate in terms of particulars is not as important for our purpose as the average 1 second required to catch the eye of a consumer. It minimized the preceived value Roger’s offer very quickly. Most people can’t distinguish a real difference between Rogers (Shaw in the west) or Bell in terms of products so their battle is always “price based.” And price is the last line of defense.MSM: Attack your advertising. The average consumer is indifferent to the fact that you are renovating, overstocked, moving etc. Or that you are big, you are better, you are cheaper. These are YOUR motivators, not theirs. They care about "what is in it for me?"
Before you are about to spend marketing and advertising dollars ask yourself a two simple questions:
What do you want to be famous for?
What is the benefit to a potential customer?
Whatever “that” is make it the focal point of your messaging through advertising, your staff and customer interaction.
This simple exercise can fine tune your message in order that a competitor(s) cannot directly attack your position with relative ease. It is worth repeating that the Definition of a Satisfied Customer Is Simply One Who Perceives a Lack of a Better Alternative. And isn’t THAT the point of good advertising and marketing?
Stay in a good mood,
Brad
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