Practical Sales Training™ > How To Get Attention > Attack Marketing
What is it?
Sometimes to get attention, you need to “attack” the competition or challenge the status quo. Attack marketing is all about name checking or comparing yourself to the competition.
Why does it work?
It works because it cashes in on the brand recognition and presence of the competitor whilst also placing you in a more favourable light… BUT you need to tread carefully as if you get it wrong, it just looks like sour grapes or an unprofessional attack rather than friendly competition.
How can you use it?
There are 3 ways you can do this:
Incentivise people to buy from you instead – this could be through accepting vouchers or even paying them to buy from you instead.
Compare yourself to the competition and highlight a major flaw (just like Burger King attack McDonalds)
Playfully mock the competition in an unspecific way (Wendys are great at this)
But…
BE CAREFUL as you may do more harm than good if the tone and intent of your campaign isn’t seen as playful and friendly competition.
Example
In this advert, Burger King use geo tagging to allow you to order a cheap Whopper but only if you are physically near a McDonalds…
See also:
- Proximity Marketing
- Scorecard Marketing
- The Stunt Effect
- 100+ ways to seize buyer attention
- 100+ ways to be more memorable
