Powerful or Dangerous
If you’re convinced your product or service is better than your competitors, then comparative advertising could be the answer, on the other hand it could open a “can of worms.”
Competitive or Comparative Advertising
It’s a style of advertising where you make direct or implied comparisons with a competitive product or products. It’s popular for example with budget supermarkets, comparing for example their price advantage on a tin of beans or similar. In this type of example, it can work well, it is a simple message and the products are interchangeable. Importantly, it is easily understood so is unlikely to upset the Advertising Standards Authority (ASA).
Crucially, to work, what is claimed, must be irrefutably true. For sure, it will rattle the cages of the targeted competitor, who you can expect to retaliate.
For many years, some countries restricted or even banned such advertising. Now, within the EU, it’s allowable, but under close scrutiny from the standards enforcers.
Beware
The can of beans example works, but what if your offer is more complex. This can be a dangerous area for comparative advertising. Claims that you have the best, fastest or cheapest etc. can be difficult to prove. One tactic is to use data from a respected independent authority, the point here is the independence. The buying public are naturally suspicious of such claims.
If a competitor you name or indicate succeeds in undermining your claims, your campaign can finish up helping them more than you. If buyers feel you have made an attempt to dupe them with misleading claims, it will work against you.
In extreme cases, you could face legal damages for a competitors loss of business if they can prove your claims were misleading.
Knowledge Base – Online Presence:
How to Print Address Labels
How to Print Address Labels - If you’re looking for a simple and seamless way to print address labels, then look no further. One of the largest e-commerce platforms in the world, Shopify offers [...]
What’s The Best Video Software For Video Marketing?
When it comes to marketing your business, having good video software is just as important as having the right script for video marketing. With so many different video software options out there, how do [...]
How to Pick the Best Social Media Platform for Your Business
Brands not engaging with social media in 2022 will miss out on many opportunities to grow their brand and audience. It is safe to say that having a social media presence is essential if [...]
Business Management 101: Marketing Your Business in a Competitive Industry
Without a doubt, one of the most challenging parts of managing a business is trying to market to your target audience. Chances are, your audience is already the target of many other companies, making [...]
How HR Analytics Can Improve How Your Business Operates
Employees are the foundation of any business. Although a company may have a perfect concept, with a wide market which is just waiting to be taken advantage of, without productive, engaged employees, the business [...]
Why CRM is important for your digital marketing strategy
The acronym CRM stands for Customer Relationship Management. If you're running a successful business (or if you plan to do so), your relationship with your trusty customers should be top-notch. CRM is well-known as [...]