The BV Blog

I 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.

Related posts

• No related posts.

This entry was posted on Thursday, August 23rd, 2007 at 4:52 pm and is filed under Marketing Thoughts. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.