“Ride others’ inadequacies. Go by unexpected ways. Attack where he has not taken precautions”
In this marketing and advertising war – we must pay close attention to our competition and learn to think outside of the box. If you pay attention and stay vigilant about what your competition is doing, you can form your own strategy to dominate their areas of weakness, cover areas where they have not, and try something new and creative.
In the first installment of Advertising and the Art of War, we used the example of a nutritionist. Let’s say you are a local nutritionist trying to advertise and market to your local community. Chances are, you are up against plenty of competition. Do some research and find out their areas of weakness. Perhaps one particular competitor does not like to deal with the emotional aspects of weight loss (because they don’t know much about it). Make a strategy to highlight the fact that you are an expert in dealing with all the emotional aspects of dieting and living a healthy lifestyle.
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Cover areas of your business that your competition does not. Maybe there are a few local nutritionists who only deal with proper nutrition for pregnant mothers, or they only work with high school athletes. Make sure that you cover all areas of your business and advertise that you are an expert in all areas of nutrition. Break into markets that your competitors have not thought of. Create a nutrition program designed for the entire family. Create a program for an entire team of high school athletes, and maybe that will land you an opportunity to be the designated nutritionist for all of the school’s athletic programs.
Make sure to think outside of the box – especially when it comes to your advertising and marketing. Remember, the old sell, sell, sell attitude should go right out the window. These days, it’s all about engaging your community and nurturing your customers. Use social media to connect with your customers, create new and original advertising campaigns to get your message across, and be creative with all your efforts. Here at Cliff Ross, we specialize in helping our clients develop new and creative ways to advertise and promote awareness for their brands. Keep us in mind as you venture out into the advertising and marketing war, because as we mentioned in the last installment, we can be one of your strongest allies.