![]() What Keyword Phrases Can I Use to Get More Search Traffic From Google? When Doing Comparative Advertising, What Matters Most to Potential Customers? So, what should you keep in mind when creating comparative landing pages for your startup? This allows you to present accurate information about your competitors to avoid legal issues. You can ask your customers who they think are your competitors, and why they switched to you. The easiest solution we use is to survey customers. You may be wondering, “How can I make accurate claims about my competitor’s product?” Not change or manipulate your competitor’s trademark or logo in any way.Include a disclaimer that you are not affiliated with your competitor in any way.Include accurate claims about your competitor’s product.While they vary by country, the information you present should: A study showed negative emotions created by comparison ads sometimes transferred to that brand, igniting the backfire effect. When Burger King launched the Whopper Virgin ads, some saw the campaign as racist, insulting, and exploitative. Not every comparative advertising campaign will be a success. So comparative advertising has the potential to stick in your customer’s head longer. We also remember negative information better than positive information. By July of 2006, Apple announced it had sold 1.3 million Macs.Īt the end of September 2006, Apple announced an increase of 39% in sales from the previous year.Ĭomparative advertising allows you to tell your story to customers who are ready to buy. In a month, Apple saw an increase of 200,000 Macs sold. Then, they began their “ Get a Mac” campaign. And if it is unavoidable and you do have to engage, then make sure you engage it on your terms, not your enemy’s terms.”ĭo you remember the “I’m a Mac, and I’m a PC” ads? A year before their launch, Apple was experiencing low sales. “Do not engage an enemy more powerful than you. Why Use Comparative Advertising With Content Marketing? And What Are the Potential Risks of Doing So? So, will comparative marketing work for you? Is this a worthwhile way to get new customers? Like all marketing strategies, yes and no. Bing’s goal was to show why they were a superior choice. The Bing It On challenge painted Bing and Google as two excellent search engines. Contrary to popular opinion, the message you send doesn’t have to be negative either. It can also be a direct or indirect comparison. The comparison can associate or differentiate your startup from the competition. They believed this would spark positive competition to increase sales. Their goal was to increase informative advertising. ![]() But in 1972, the Federal Trade Commission (FTC) began to encourage comparative advertising. The goal is to show why you are a worthwhile choice compared to your competitor.īefore the ‘70s, comparative advertising was widely avoided. Download here.Ĭomparative advertising is a marketing strategy which compares your product to a competitor’s product. Get our 12-lesson email series which teaches our full product marketing strategy. Feature Download: Comparative advertising is one tool that can help you get your first 1,000 customers. ![]()
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