Your Strength vs. Their Weakness
advertising, campaigns, competitors, market
One of the most fundamental rules in marketing when taking on a competitor it to always understand your strengths and your competition’s weaknesses. When hired to develop a marketing for a client that wishes to challenge a competitor(s) position in the market, I first evaluate the company’s strengths and weaknesses and look for all the areas that my client excels in and their competitor(s) are weak in. Identifying this kind of disparity often becomes the backbone of this type of campaign.
As an example, look at the current presidential campaigns. They are executing this exact same technique all the time. They identify an issue they feel strong on and their opponent is weak on. Then they carefully craft an advertising campaign that aims to juxtapose their strength with the weakness of their opponent.
Small business should take note of this tactic as well as larger companies. You should at least be considering this tactic anytime you plan to make a move in your market and take on the competition. These campaigns can take time to really be successful, but when this technique is used correctly it can prove a lethal weapon in your marketing arsenal.
