Yes, that’s right. We’re living in a world whereby billboards, brochures, newspaper advertisements and TV commercials are getting lesser. We don’t have to compete through voices in order to get the customers to open their wallets anymore.
Indeed, with the increased adoption of digital technologies, marketers have found a gold mine of opportunities for reaching and engaging with their customers.
Bringing you back to my previous post, Networking is an important tool to building an UNIQUE, personal brand. However, this does not implies to just individuals, it does the same for companies, for competitive marketing.
Think that this commercial means nothing? Then you’re wrong. In fact, companies like them have discovered that connecting with people are more important than showing potential customers a 30 seconds reel on product features. Don’t you agree?
However, the content being broadcast to the audiences matters a lot. As marketers, we should be aware not to abuse social media platforms, by unfairly criticizing competitors or their products. This leads to my main point – Public Bashing of Competitors.
In 2012, Windows launched a “Droid Rage” Campaign on Twitter, in an attempt to mock at Android’s vulnerability to malware. Will this campaign really be successful? Check out the tweets below.
The attempt to bash and humiliate your rival companies directly seems to be a bad idea. Firstly, you turn off your fans as you are revealing an undesirable trait of company elitism. Secondly, your plan will get you backfired, and instead, anger the fans of the rival brands.
Bashing the competition is often considered taboo in marketing. However, are they really a bad thing?
Of course, making enemies out of your competitors is not recommended. But, there is no doubt that rivalries provide interesting and entertaining marketing ideas. Don’t agree with me? Take a look at the commercial below.
“Simplicty is key – Just drink one sports drink, bro!”
In this commercial, the sports drink brand, PowerAde, is specifically targeting at its rival, Gatorade. Its main aim is to highlight that with PowerAde, you don’t have to drink 3 different drinks on games day anymore. However, this strategy of using friendly humor works!
Just like the world of artists, major brands want to grab their consumer’s attention too. And now, it’s all about the shock factor and outdoing what’s already done.
Here’s the trick – Don’t Blatantly Call Out Your Competitors & Keep Your Ads Tasteful
So, be friends or be foes. You choose.
Guitar – Progressive Insurance Commercial Video: https://www.youtube.com/watch?v=OR8YQ5iLoUI
Amie Marse. (28 May, 2013). 5 Shocking Ways to Call Out Your Competitors. Available at http://www.socialmediatoday.com/content/5-shocking-ways-call-out-your-competitors. Accessed on 9 November, 2015.
Does Bashing Competitors with Attack Ads Really Work? Available on http://www.cyberalert.com/blog/index.php/does-bashing-competitors-with-attack-ads-really-work/. Accessed on 9 November, 2011.
PowerAde Keep It Simple Commercial Video: https://www.youtube.com/watch?v=PDmD5KC2S7g