Leverage on Your Competitor in Marketing
They are usually stronger, have a bigger market share, or more advertising and marketing budget. Sometime, they are just got the location or started the business “earlier” than you. Yes they are your competitors! So how do we move around and “survive” with them around especially when marketing is in concern?
Take a look at the real case study that I capture recently at East Coast park. Now, if you are Singaporean or live in Singapore, just hop into any cab and tell them, “Uncle, East Coast MacDonald please”, I bet 10 out 10 know the place right? The reason is because East Coast’s MacDonald has become an iconic place associated with East Coast Park. They are many ways to order Mac at this outlet: 1. Over the counter, 2. Skate Thru, 3. Drive Thru.
Now, what do you do when you are Burger King (One of Mac Biggest rival in the quick service industry) and have a new outlet with ”Drive Thru” further down the road at East Coast? How do you capture more traffic without spending a bomb to advertise more on Radio and TVC? The answer is “Leverage on Your Competitor” strengths.
Take a look below,
One side of the road, we have the famous MacDonald outlet.
On the opposite side of the road of MacDonald outlet, a lorry parked with signboard telling traffic: “Hey, why queue and wait? There is a new outlet just in front!” Now this is no pure luck that the lorry was parked here because it has been around on the same spot for 2 weeks ever since the new BK oulet opened!
Back of the lorry for on coming traffic especially if you are travelling the road that hit MacDonald outlet first.
BK leverage on MacDonald superior location and the goodwill built over the years as Drivers know that there is a quick drive thru at East Coast. Clever Gurrilla Marketing tactic which is rather low cost.
The downside is there is no mechansim to measure the effectiveness of this advertising lorry. My suggestion is add this to the lorry: “Say the BK Lorry when you order and get Free Upsize! Then you would know how many customers come from this advertising platform. So now back to your drawing board, list down all the strengths that your competitor has and how can you leverage on them?
Need Ideas That Sell! Drop me an email at ken@justmedia.com.sg.
You “Ken” Do It!
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Adrian Flory, said,
February 5, 2007 @ 9:09 am
Hi,Ken.In Australia we also have Mobile Billboards.Although it,s smart i thinkyou would not be allowed to do that here.
Samuel - Super Affiliate said,
February 5, 2007 @ 11:33 am
You’re dead right!
Since your competitors took so much effort to build their name, you can simply leverage on it! Why not?
I’ve been “borrowing” competitors names to sell their products as an affiliate, works really well!