It’s usually not good form to knock the competition when advertising, at least not overtly, if for no other reason that it raises consciousness of alternatives to your product. Sometimes you can do it by emphasising strengths that you know are weaknesses in the opposition encouraging customers never to buy a product with such weaknesses. In other words, subtlety is the traditional approach.
This is not the approach that Samsung used for its latest phone, with outright mockery of its major competitor.
Note the lines of nerds queuing for the latest iPhone while our hero gets his home delivered. You might have noticed right at the very end that one guy in the queue had a notch in his haircut to remind you of the notch you will see on the screen of the latest iPhone. Then to rub salt into the mockery, they say “Upgrade Now” implying their product is superior in every way to Apple’s.
Now Apple never mentions Samsung in its ads, because #1 never mentions #2, however in days gone by, it regularly mocked Microsoft (which never mentioned Apple).
What can you do to make your offer an upgrade on your competitors?
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Dr Greg Chapman is the Director of Empower Business Solutions and is Australia's Lea ding Advisor on Emerging Businesses and provides Coaching and Consulting advice to Australian Small Business Owners in Marketing & Business Strategies Planning & Systems. He is also the author of The Five Pillars of Guaranteed Business Success and Price: How You Can Charge More Without Losing Sales.
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