Blog Post | Jun 20, 2023
Is It Ever a Good Idea to Compare Yourself to the Competition?
In marketing, comparing your company and products to the competition is risky business. If not done right, it's like giving your competition free ad space and ruining your reputation in the process. Here are a few ideas for handling this tricky topic (including what to try instead).
If you've been in marketing awhile, you've probably heard that making a comparison to the competition is basically the same thing as giving them free advertising. Yet some of the most successful advertising and marketing campaigns of all time are based on comparing one product or brand to another—for example, Apple's Get a Mac campaign, which featured a somewhat incompetent nerd standing in as the PC and a cool, confident hipster as the Mac. And this clever yet devastatingly simple FedEx ad leaves no doubt about why they're better than DHL.
So, the short answer to the question posed by the title is, "Yes, but it's complicated." Read on to learn about our perspective and what to consider instead.
Keep the Focus on the Products, Not the Company
Ensure the comparisons you make are "apples to apples." Think about it this way: You'd never see a Ford ad that compared its trucks to a Rolls-Royce, but you might see a Ford ad comparing truck features or standard trim to a Chevy truck. Common comparisons include:
Price/size/value: Besides a straightforward price comparison, paper goods companies often compare how much less you'll use their product vs. the competition.
Features: This is the approach those Mac vs. PC ads took, highlighting the Mac's simplicity. It's also a tactic that the big cellular providers take when they compare the size of their networks to one another.
Never Sling Mud
Avoid trash-talking your competition. If a major competitor suffers a setback, it can be tempting to want to seize that as an opportunity for marketing. But instead of harping on your competitor’s failings, it's an opportune time to highlight and contrast what your company offers–without naming names.
Be Truthful
Otherwise, you could be opening yourself up to lawsuits. Specific legal rules apply to using another company's trademarks and representation, so make sure you're not creating advertising that could get you sued.
The Better Approach: Look for Ways to Stand Out on Your Own
Comparing yourself to the competition is a risky, short-term strategy. Instead, look for meaningful ways to differentiate your own brand and products. Here are a few ideas for marketing campaigns and tactics that can help garner positive attention.
Publicize your awards and positive reviews: If your product or company has recently been honored, that could be the basis of a mini-marketing campaign, or you could even add a bug or starburst to your product packaging. Plus, those "People Love Us on Yelp!" signs really do work!
Promote your company's unique values. Increasingly, consumers want to know they're doing business with a company that shares their values, so consider social media posts or blog articles that highlight issues such as your company’s:
Compare yourself to yourself. It may sound funny, but "you asked, we listened" campaigns that call attention to changes based on customer feedback are incredibly powerful. These campaigns let you promote your product and serve to underscore the relationship you have with your customers.
Think of Us as Your Strategic Partner
You already know us for beautiful, high-quality print, direct mail and signage, but we offer much more. We have ideas on creative strategy and execution, as well as the ability to bring these ideas to life. Call us today to find out what we can do for you.
So, the short answer to the question posed by the title is, "Yes, but it's complicated." Read on to learn about our perspective and what to consider instead.
Keep the Focus on the Products, Not the Company
Ensure the comparisons you make are "apples to apples." Think about it this way: You'd never see a Ford ad that compared its trucks to a Rolls-Royce, but you might see a Ford ad comparing truck features or standard trim to a Chevy truck. Common comparisons include:
Price/size/value: Besides a straightforward price comparison, paper goods companies often compare how much less you'll use their product vs. the competition.
Features: This is the approach those Mac vs. PC ads took, highlighting the Mac's simplicity. It's also a tactic that the big cellular providers take when they compare the size of their networks to one another.
Never Sling Mud
Avoid trash-talking your competition. If a major competitor suffers a setback, it can be tempting to want to seize that as an opportunity for marketing. But instead of harping on your competitor’s failings, it's an opportune time to highlight and contrast what your company offers–without naming names.
Be Truthful
Otherwise, you could be opening yourself up to lawsuits. Specific legal rules apply to using another company's trademarks and representation, so make sure you're not creating advertising that could get you sued.
The Better Approach: Look for Ways to Stand Out on Your Own
Comparing yourself to the competition is a risky, short-term strategy. Instead, look for meaningful ways to differentiate your own brand and products. Here are a few ideas for marketing campaigns and tactics that can help garner positive attention.
Publicize your awards and positive reviews: If your product or company has recently been honored, that could be the basis of a mini-marketing campaign, or you could even add a bug or starburst to your product packaging. Plus, those "People Love Us on Yelp!" signs really do work!
Promote your company's unique values. Increasingly, consumers want to know they're doing business with a company that shares their values, so consider social media posts or blog articles that highlight issues such as your company’s:
- Sustainability practices
- Impact on the local economy
- Status as a woman- or minority-owned business
- Support of mental health
Compare yourself to yourself. It may sound funny, but "you asked, we listened" campaigns that call attention to changes based on customer feedback are incredibly powerful. These campaigns let you promote your product and serve to underscore the relationship you have with your customers.
Think of Us as Your Strategic Partner
You already know us for beautiful, high-quality print, direct mail and signage, but we offer much more. We have ideas on creative strategy and execution, as well as the ability to bring these ideas to life. Call us today to find out what we can do for you.