Should you mention competitors in your advertising?
Should you target your competitors by name in your own print and website collateral?
There’s a Big Box homecenter close to my house that’s nearby a Lumber Liquidators flooring store. The Big Box managers posted a sign at the entrance of their Big Box store, clearly visible from the highway, well before you’re committed to entering their parking lot. It read, “We will match any Lumber Liquidators price!”
What does that tell prospects heading to the Big Box who might be shopping for flooring? I would suggest…
First, that prices are lower at Lumber Liquidators than at the Big Box. Second, that prospects should turn around and hightail it to Lumber Liquidators to benchmark the best prices on flooring. [And the quixotic notion that people will return to the Big Box to haggle about getting the price “matched” probably redefines the parameters for wishful thinking, don’t ya think?]
Ditto about cars
How many times have you seen BMW or Mercedes invoked as a paradigm in car advertisements for upstart automakers? Acura might brag a certain model has more horsepower than a BMW, thereby witlessly differentiating BMW as the benchmark for performance. Lexus might advertise its model to be more luxurious than a Mercedes, haplessly reinforcing the Mercedes brand positioning.
This sort of comparative advertising evokes the feeling, “If I buy an Acura I’ll always have to explain why I didn’t buy a BMW,” or, “If I buy a Lexus I’ll always regret that I didn’t buy a Mercedes.” Not good.
In sum, it’s better to promote and advertise the premier qualities of your own features and benefits—and let your competitors do their own advertising.
Have a pithy comment or insight about this topic? Please add it below.