Understanding Economic Systems and Businessģ. Understanding the Business Environmentħ. Microeconomics: Zeroing in on Businesses and Consumersĩ. Trends in the Business Environment and Competition Come on by and enjoy a delicious chicken sandwich.” 9.
Now that is a strong value proposition: “Our biggest rival is closed, but we’re still open. Directly to the left, of course, are the words “Closed on Sunday” underneath the Chick-fil-A logo. In the ad shown above, a man walks up to a highway sign advertising nearby restaurants and prints the words “Open Sunday” underneath the Popeyes logo. As you can imagine, many fans of the Chick-fil-A menu are disappointed when the final day of the week rolls around and they’re unable to buy their favorite chicken sandwich.īrilliantly, the marketing team at Popeyes noticed that National Sandwich Day 2019 fell on a Sunday and quickly went to work. The latter restaurant, for those who don’t know, is (in)famous for being closed on Sundays. Case in point: Popeyes’ recent shot at industry rival Chick-fil-A. If you must go after a specific competitor, it helps when a large proportion of their customer base is united by a common frustration.
Across these ads-which, again, come from several different media-the common lesson is that you can communicate value by asserting your advantage over the other businesses in your vertical. Just because you don’t have the resources that they do, however, doesn’t mean you can’t learn from what they’ve done. 9 excellent examples of comparative advertisingĪs you’ll notice, each of the advertisers highlighted below is a big name brand with a big name brand budget. On that note, let’s look at some real-world examples of effective comparative advertising. But being funny and being memorable aren’t mutually exclusive. Should writing the perfect punchline take precedence over communicating the core value of your product or service? Of course not. Humor is an effective way to make your messaging stick, and engaging in comparative advertising gives you plenty of opportunities to get your prospects chuckling. According to a 2018 Clutch study, 53% of consumers remember ads that make them laugh. One last point before I move onto the examples: There’s nothing wrong with entertaining people. Comparative advertising allows you to capitalize on the recognizability of your competitors’ brands it allows you to turn their market share into an asset. But if you’re already familiar with Perfume B, being told that it’s inferior to Perfume A might make enough of an impression to get you interested. If you’ve never heard of Perfume A, being told that it’s “good” might not mean much to you. Perfume A is valuable, in part, because it is better than Perfume B.Ĭomparative advertising gives your audience an anchor-something concrete, something they can use as a reference point to better understand the value of your product or service. Whereas a non-comparative ad may say something along the lines of, “This perfume will make you smell good,” a comparative ad may opt for something like, “That perfume will make you smell good, but this perfume will make you smell irresistible.” Now, the value of Perfume A comes not only from its quality, but also from the disparity in quality between it and Perfume B. What’s unique about comparative advertising is the way value gets communicated. Wendy’s wants you to laugh, but they also want you to associate their food with freshness. Though it may seem as if some big name brands use comparative advertising strictly to entertain people (e.g., Wendy’s repeatedly tweeting about McDonald’s use of frozen patties), the true purpose of the strategy is to communicate value. Well, I sort of answered this question in the introduction: Like all marketing strategies, the goal of comparative advertising is to communicate the value of whatever product or service you’re promoting. But first, I think it’s worthwhile to discuss the why of comparative advertising. I’ve got plenty of examples to share with you all. As long as the value of one product or service is being communicated through its comparison to another product or service, it qualifies as comparative advertising. Thanks to its broad definition, comparative advertising can be executed across media: digital, print, TV, radio, outdoor, and more. Basically, comparative advertising encompasses any and all marketing tactics that involve the comparison of two or more products or services.
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