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.
I 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.
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.
