How can I combat my competitor’s attack ads?
This article first appeared January 13th, 2012.
Unfortunately there is no “one size fits all” solution here. Dealing with competitor’s claims and attacks is a sensitive business.
Do it right and you can make your competitors look like fools. Do it badly and you can do terrible damage to your brand.
There are several approaches that you can take in your response to your competitor’s attack:
1. With humour
With a bit of cheeky humour, you can make your competitors look silly and disrespectful.
2. Through empowerment
Your customers are your most valuable asset in fighting back. By empowering your customers, you’re encouraging your fans to give voice and do the fighting for you.
How do you empower your customers? By making them sympathise with the unfair attack, treating them with respect and making them feel confident in their choice to shop with you.
3. By being the underdog
Australians love the underdog. Hell, everyone loves the underdog.
Apple successfully used this strategy time and time again to fight off the advances of Microsoft and IBM, cleverly positioning itself as the small guy that’s trying to fight big money to make the world a better place.
While your fight may be on a smaller scale, you can use this tactic to demonstrate your innovation and brand personality.