Companies come up with marketing strategies around the clock, so that their services can reach as many people as possible. While some advertising tricks and strategies can work wonders for some companies, there are others that actually end up doing a lot more harm than good. One particular strategy can be seen everywhere from television, to the Internet, and even on billboards and radios. This strategy has gained tons of popularity, but popularity doesn’t necessarily mean that it’s a good strategy. Actually, the act of calling out a competitor’s company as a way to advertise ones own product can be frowned upon in the business world.
It Makes It Look Like Your Company Can’t Stand On Its Own
When you call out a competitor’s company in an advertisement, it tells people that you are relying on the competing company to help you sell your product. Take a company selling a product for example. The company should be able to announce the product and demonstrate why it is great without comparing it to other products. When you compare your company to another company (or its products), it shows people that you see them as a threat. If you see them as a threat, people will wonder why (and may believe that the other company or its products are better than yours).
Many consumers will question the usefulness of your company and its products without you having to call out other companies. If the prices or the services are similar, they will want to know which company is offering the better deal. In other words, don’t treat your potential customers as if they aren’t freethinkers capable of making informed decisions.
It Makes Your Company Appear Immature
Another reason why you want to avoid calling out your competitors is that it makes your company look immature to some potential customers. Making commercials mocking a company and its services is looked at as childish to many consumers. They don’t want to know why another company is bad. They want to know why your company is good. Your company should be able to put its sole focus on why a potential customer will be better off with your services. It should be able to answer questions about why your company offers the better deal than competing companies, but it should not ridicule its competitors. Even if a consumer decides to use another company’s services, if they are ever in the market again, they probably won’t consider your company if you spent more time ridiculing competitors than trying to allow your company’s products or services speak for themselves.
If your only advertising ploy is to make fun of other companies, then you may need to rethink how to successfully advertise your company and it’s services and/or products. There are countless advertising strategies out there, so take some time to research which ones will work best for your company while still taking the high road and not calling out other companies. Show potential customers how and why your services are great without having to result to immature antics.