CAN YOUR BUSINESS DO THIS?
Thursday, August 23rd, 2007I was watching real-time TV last night, and I specify real-time because I have a DVR and usually fast-forward through the commercials.
I know, shame on me. I do work in marketing after all.
IÂ saw a great spot for Ask.com created by the company’s marketing team and ad agency extraordinaire Crispin Porter + Bogusky.
The spot utilizes a direct comparison message, highlighting what Ask.com offers, and emphasizing what their competitors, specifically Google, do not.
Watch the spot here and see for yourself.
http://searchengineland.com/070814-093153.php
Can your business do this? Absolutely.
In global business today, we often forget how important the little things are - what unique attributes or services we offer to our customers vs. those that our competitors offer.
The great thing is that it doesn’t matter how big a competitor they are. Your business has something they don’t, whether it’s a fresh, young staff, an award-wining sales team, or just a terrific cup of coffee.
Consider that according to comScore, Ask.com had only 5.1 percent of searches in April, compared to Google’s 49.7 percent. It’s like David vs. Goliath; but if I remember correctly David had a rock and Goliath didn’t.
Try harnessing what’s different about your organization and capitalizing on those unique attributes. You might find that your “rock†makes a really big difference.