At 10:16 AM 4/1/2007, you wrote:
There is a marketing maxim never mention the opposition. We have to
embrace it at least in Marketing.
+1
It's usually stated as don't knock the opposition, which is subtly
different :-)
Two examples where it pays to mention the opposition:
If we change the title of a Press Release from
OpenOffice.org Releases New Version of Free Software
to
OpenOffice.org Releases New Version of Free Software alternative to
Microsoft Office
we get far more page impressions.
Microsoft has a zillion dollar advertising budget; we have nix. If
Microsoft launch an anti-piracy campaign, we turn it to our advantage by
offering OOo as the best way to get legal - so-called guerilla
marketing. It's hard to do this without mentioning Microsoft :-)
The maxim as I learned it was #1 never mentions #2, but #2 always
mentions #1. The examples cited elsewhere on this thread show this.
Yes, Pepsi mentions Coke; have you ever seen a Coke ad that mentioned
Pepsi? Ditto Subway/Quizno's, Apple/Windows, etc. (It's actually an
easy way to tell who's #1 in a given market...)
John's comment above nails the reason why. The #1 product in a
market has no reason to make consumers aware that there are any other
alternatives to it. The #2 product wants to trade off the brand
awareness of the #1 product. In this case, people know what MS Office
is, so the best marketing of OOo is to say, Hey, you know MSO? We do
the same thing, but better because of X.
Just my $0.02. Back to lurking now.
: Tim
---
IF... if we are to have faith in justice, we need only to believe in
ourselves. And ACT with justice. See, I believe there is justice in
our hearts. -Frank Galvin, The Verdict
Writing and book reviews - http://timsusman.blogspot.com * Short
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