When it comes to advertising, chasing giants is very frustrating. (When I say “giant”, I mean your huge competitor.) It’s not easy gaining market share when you have a behemoth as a competitor. If you don’t offer anything different or better than they do, you might want to re-think that strategy.
If you ARE different, then why is your advertising NOT?
Have you seen the big insurance companies’ TV ads that mention their competitors? Bad, bad idea. All they’re doing is advertising FOR them. And I don’t care how many customers they have (That’s their big selling point). Do you? “We’ve got blah-bitty blah blah customers bleckity bleck blechch.”
I saw a LOCAL insurance company’s billboard recently. All it said was, “Do you really want a duck or lizard handling your insurance?” Don’t get me wrong, this is cute. And better than your typical, “When experience counts” advertising message. BUT…all it did was make me think of Aflac and Geico. And I can’t remember the local insurance company’s name (the company who PAID for it). Brilliant.
If you want to take a chunk out of your giant’s market share…break the rules, be different, and forget about what you think advertising should look like or sound like.
Have a GIANT day!