How to Help Your Competitors Online
The personality behind chuvaness.com and owner of the local franchise of Pepper Lunch, a pricey yet unique fast-food-with-quality resto, recently spent time writing about a local imitator. With all due respect to her, Ms. Cecille Zamora simply helped her competitor’s cause.
You see, we at Technograph see any sort of online presence as a potentially valuable commodity; properly utilized, it can help build visibility for practically anything. By openly lambasting an imitator, and even taking the time to feature its menu and location, chuvaness actually advertised their presence.
Granted, she had reason to attack them. After all, the competitor threatens her brand and ultimately her bottom line. So, again with all due respect, she should’ve done a blind item. By being specific while avoiding naming names, she would’ve still called attention to her plight and build negative publicity for her target—without her efforts becoming an online advertisement for it.
In Ogilvy on Advertising, which is still a must-read for marketers today, advertising great David Ogilvy relates how mentioning a competing brands in advertisements actually benefits them. For some reason, in adverts that attack a competitor’s inadequacies, audiences tend to identify the competitor as the underdog, leading to sympathy for it.
Actually, the better route would’ve been not to mention the competitor at all. After all, why waste time increasing the profile of your competitors on your own website, when you could direct your efforts towards promoting your products and your services? This approach allows you to concentrate on differentiating your brand, and building appeal for what you have to offer.
Sure, if you rely on a blog, some mischievous readers will eventually leave comments for your competitors. But it will be their time that will be used up, and you can always keep their comments from seeing the light of day.
In short, it’s your website. So, to be frank, don’t waste time supporting your competitors.
This entry was posted on Thursday, July 31st, 2008 at 9:53 am and is filed under Tips & Tricks. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site. You can leave a response, or trackback from your own site.