Don't Fear The Competition

Most businesses shudder to hear their customers mention a competitor's name. From a marketing perspective, it is good to keep tabs on them and see whether "the bar" is being set by us or them!

Lately I've come upon a couple of choice examples of companies that go against the grain of fearing the competition. That is, they boldly acknowledge to their customers who the competitors are, so it is clear that they know consumers have choices.

www.SurveyMonkey.com is a web-based survey system that challenges customers to compare, and even gives them a comprehensive list of businesses to check out (34 in all!)

www.Progressive.com is an automobile insurance company that has been "bending the rules" for some time now. You may have seen their TV advertisements to this effect; this snapshot is from a moving marquis on their home page.

In this case, they demonstrate competitive pricing -- but not all ways! What becomes clear is that customers are not always seeking the bargain basement. They just want to know that they are being treated fairly (more to the point, that they aren't being gouged).

I find it refreshing, and believe these companies of very different size have created differentiation in the customers' eyes with their approach. Now while this may not be the silver bullet for every business, is there anything your organization can learn from inviting the competition into the conversation?

pt

In Bad Taste...

Some of the most fascinating work I've done in branding was taught by anthropological professors at Harvard Business School. The process they describe involved mind mapping -- not unique to branding or anthopology -- but a visual representation of how ideas and "things" are related in our conscious and often unconscious minds.


I share this prelude to explain my disdain for the vehicle pictured, a few years ago in New Hampshire.

I recall that I yielded the write of way -- instinctively, even though he didn't have the lights flashing or anything -- when I first encountered the former ambulance in a parking lot.

When I did a double-take a few seconds later, I found myself more than just a bit irritated. It goes back to our mind maps. Obviously, I have "matters of life and death" associated with this kind of vehicle, striping, and warning lights -- and this fellow was taking advantage of my respect for emergency vehicles!

The takeaway (lest it be lost in the fuming :) is that people who are offended by certain types of "bending the rules" will probably never become our customer or spread good will about us.

pt