You see comparative advertising all the time. One product from the advertiser in comparison with other products from competitors. Is it smart? When should you do it?
You just want to run comparative advertising when people see the ad are very familiar with the products of competitors. I do not mean that the public is most familiar with the name, I mean they have knowledge of the features and benefits of a competitive bid. This is almost never the case.
You must understand that you think about what you’re selling all day. You have a business to sell product. You see it every day. You touch it, show it, and probably find it fascinating. You know about the products that you are in the category. You probably bought them to run the test. You can talk about your product for hours without repeating yourself. Am I right in this? The problem is, you barely customers know the basics of what you’re selling, and this is after they buy it. The only expert in the room, and the product is you.
You may even think about your competitors as your enemy. So it is natural that the ads attacking your competitor rather than sell you a product. But this is not to sell
For example. I sell vacuum cleaners. It is well advertised vacuum cleaner is lightweight. So another manufacturer, which also has a lightweight vacuum cleaner, decide to display advertising with both vacuums feature, and then compared with another. This is a very popular commercial, with dealers. It is very popular with the manufacturer as well. But the comparison ads seem to have “So There!” attitude about them.
Do they work? Sure. They are effective in people who are very familiar with the other products, and have not bought yet. But this part of the market is actually rather small.
By producing these comparative advertising, you also inform the market of any other product is! For savvy consumers, it also looks like you are comparing this other product because you think it’s better than what you have. Why on earth would you bother to compare at all?
These ads are sometimes the only product that is shown next to other products. Then there are the list of features. Of course, the features listed will pay any product advertiser sells.
Sometimes these ads just mentioned other products, and the list why our better.
The worst example I’ve seen so far is beating the competition with an inside joke that only producers would even understand. This ad was very popular at the junction. Director advertisers loved it, I’m sure. Dealers loved it too.
But there is a huge gaping flaw with this type of advertising. The consumer is not getting references. They do not have intimate knowledge of similar action. Almost all ad is lost on them.
I actually have been guilty of running these ads in the past.
best test I’ve ever seen, to determine whether they are effective or not, is to show an ad on the kid. Eight or nine years is fine for this type of test. Ask them what they think about the ad. If they do not immediately understand what you’re saying in the ad, it’s too complex. References lost.
Why risk the consumer between the product and your competitor?
I slow the investigation. You do not have to be.