Comparative Advertising to Get Edge Over Competitors

Comparative Advertising to Get Edge Over CompetitorsComparative Advertising to Get Edge Over CompetitorsLets say you make a widget. Its a great widget the best one on the market. Theres another widget out there thats not as good as yours, but it has better recognition and market share. What do you do? Well, this could be the perfect time to use comparative advertising. If you really do have a product or tafelgeschirr that leaves the competition in the dust, you should seriously consider doing some side-by-side comparison advertising. What Is Comparative Advertising? In laymens terms, its simply the process of directly comparing your product or tafelgeschirr to that of a major competitor. Whether its Coke vs Pepsi, Nike vs Adidas, or Republican vs Democrat, the formula is usually the same. Point out the ways your brand is stronger than the other, and pay particular attention to the weaknesses of the other brand. Perhaps the greatest example of this welches the Im a Mac, Im a PC ca mpaign. Apple won that battle in a landslide. If the competitor has had a recent PR disaster, that can also work to your advantage. One prime example of this was the London Eye ride, which was sponsored by British Airways. The wheel was having trouble being raised. Virgin Atlantic floated a blimp above the wheel saying BA Cant Get It Up, making Virgin Atlantic seem like the cool guy and one that can get things done. Its considered one of the greatest brand vs brand stunts ever devised. Is Comparative Advertising Legal? Yes, totally legal. BUT, there are guidelines that have to be followed. Every country has slightly different laws around it, with some (the U.K.) being more strict than the USA or Australia. You cannot make untrue statements about the competition, or blatantly misleading claims. If you tell. The Pros of Comparative Advertising There are many if you have claims that can hold water. For a start, if you are a challenger brand (i.e. much smaller than the leading b rand), you can ride their coattails with a campaign daring them to fight back. Its a winning situation whatever happens. If they do, youve engaged them and youll get free press. If not, people assume youve won because the other brand is staying quiet. Comparative advertising is also a good way to compare your product or service instantly with one that people already know. Remember when Dyson first came onto the market? It was new, it was unheard of, and boy, was it expensive. But when Dyson went up against brand-name vacuums that people knew, and trusted, and blew them out of the waterDyson became the champion. Comparative advertising is also an excellent way to quickly and easily list product or service benefits to the consumer. A side-by-side list, showing how your brand beats the competition in every category. It can be that your washing powder cleans twice as white with half the amount (OxyClean made that claim, and it made the brand a household name). Cons Yes. Make no mist ake, if you are going to step into the ring with another brand, you are going to trade blows. Take one of the most famous pieces of comparative advertising ever done- Avis vs Hertz. The year was 1962. Avis was looking for a new ad campaign to boost sales and went to the smartest new kid on the block- Doyle Dane Bernbach. Bill Bernbach got to the heart of the matter immediately. He wanted to know the strengths of Avis, and hit upon the tagline We Try Harder. Ads like When Youre Only No. 2, You Try Harder. Or Else, were a massive hit. It was clear Avis was taking potshots at Hertz. And of course, Hertz fired back. Long copy ads like For years, Avis has been telling you Hertz is No. 1. Now were going to tell you why put Hertz back in the power position. And for decades, they were fighting it out, calling out weaknesses about the others company. Its also worth noting that some of the bigger, meaner brands will have no hesitation in taking a smaller brand to court if theres a hint of som ething misleading. Do you want that to happen? Remember- Only Start a Fight You Can Win Are you sure of your claims? Can you back them up? Do you know, with 100 percentaccuracy, that the other brand or service is inferior to yours? If youre nodding yes to every question, then that sounds like a battle worth taking on. However, if you have any doubts about the claims, or if the brand youre going up against can outspend you $100 to $1, think twice. Not every David can knock down a Goliath.

Twitter speaks up after an actors found working at a Trader Joes

Twitter speaks up after an actors found working at a Trader JoesTwitter speaks up after an actors found working at a Trader JoesTwitter piped up recently in response toa Daily Mail storylater reported on by Fox News, about how two shoppers saw former Cosby Show actor Geoffrey Owens working at a Trader Joes drehort in New Jersey.Karma Lawrence, who reportedly works as a medical secretary, saw Owens while at the grocery store in Clifton, NJ, with her wife, The Daily Mail reports. She took pictures of him and told the publication how she felt seeing him thereI would have thought after The Cosby Show he would maybe be doing something differentIt was a shock to see him working there and looking the way he did It made me feel really bad. I was like, Wow, all those years of doing the show and you ended up as a cashier. she told The Daily Mail.Owensreportedly played the role of Elvin Tibideaux on the show between 1985 and 1992, but has also starred in others in the years following.But as m essages of support for Owens bubbled up on Twitter, it became clear that people didnt like the way he was characterized and had manythoughts on what it takes to support yourself financially during your career.Good Morning America reported that according to him, since appearing on the Cosby Show (and excluding a theater job), he hasnt had a position thats lasted mora than 10 weeks in 26 years. He reportedly quit his job at Trader Joes because of all this unwanted attention, although the store is open to his return.Owens appeared on the morning showtoday, where he explained things from his perspectiveOwens told the morning show that eventually, his depiction as the Cosby guy who got shamed for working at Trader Joes thats going to pass. But he went on to say what he hopes this does for the way we think about work overallI hope what doesnt pass is this idea that people are now thinking, this re-thinking about what it means to work. You know, the honor of the working person and the dig nity of work. And I hope that this period that were in now where we have this heightened sensitivity about that, and a re-evaluation of what it means to work, and that re-evaluation of the idea that some jobs are better than others because thats actually elend true.There is no job thats better than another job. It might pay better, it might have better benefits, it might look better on a resume and on paper, but actually, its not better. Every job is worthwhile and valuable, and if we have kind of a re-thinking about that because of whats happened to me, that would be great. But no one should feel sorry for me, either from a positive or a negative perspective.he said.Check out what people have been saying about Owens on TwitterHeres what Twitter had to say

6 Qualities of Top-Notch Leaders

6 Qualities of Top-Notch Leaders6 Qualities of Top-Notch LeadersAs a financial leader in your organization, your goal is to ensure your teams work is completed accurately, on time and within budget. This requires creating an environment in which employees feel challenged, rewarded and valued.Following are six qualities top managers share and use to bring out the best in their employees.1. AdaptabilityThe best leaders adjust their management style to suit the needs and personalities of those on their teams. For instance, they might hold brainstorming sessions to generate new ideas on a business process but also welcome suggestions in writing, which may encourage less vocal employees to participate.2. Strong communication skillsTop managers promote open, two-way communication with staff members. Theyre able to convey complex information effectively, both verbally and in writing. They also listen intently to feedback from employees and follow through with appropriate action.3. Ability t o inspireLeaders platzset the example for their teams by arriving at work each day eager for the challenges and opportunities ahead. They work one-on-one with employees to developcareer paths and provide the necessary support for people to be successful with their goals.4. VisionRespected managers also stay one step ahead of the curve with business developments. For instance, they closely monitor regulatory compliance trends and keep their teams updated on emerging issues. They also explain how staff members work ties into the firms goals and priorities so they feel connected to the companys long-term success.5. TrustThe best leaders also know they cant handle all of the groups key projects themselves. They delegate authority to employees, giving them the power to do whats needed to accomplish their assigned tasks without being micromanaged.6. DecisivenessStrong decision-making abilities are also essential. To be respected by those in their groups, managers must walk the fine line b etween wavering and making decisions too quickly.The qualities outlined above can help any financial manager make a positive impression with employees and fellow executives. Leaders should constantly reassess their staff management approach to make sure it remains relevant to current business conditions and their team members needs.What other attributes do you think distinguish top leaders?Related postsSkills an Audit Manager Needs to Be a Successful LeaderDo Your Staff Management Skills Meet Your Teams Needs?