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Old 07-26-2004, 01:17 PM   #1 (permalink)
 
Join Date: May 25 2002
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Here’s the dilemma:

There's a very real danger in providing equipment comparisons, because it calls attention to, and often legitimizes the competition. Microsoft would never make a comparison between Windows and Linux. If you don't know what Linux is, you've just made my point. Just by mentioning it, I've made you aware of an alternative. If you already know what Linux is, I've just advertised for them and reminded you of them.

When you compare your beds with competitors, you're acknowledging that there are other options to consider. This can be deadly - even if you come out on top by comparison - because it stalls response (this is proven).

After all, people are smart enough to know that when you provide the comparison, you will win, because otherwise you wouldn't do the comparison in the first place.

People might otherwise have said, "I could look like that" with your flattery-styled offer, and with your comparison-styled offer they may now say, "Maybe I should look into other salons before I buy."

However, there is a good time to do a head-to-head comparison - when you are way behind in market share, either in reality or in the minds of your targets.

People want to feel skilled as consumers so they will either comparison-shop within your store between equipment and products or between stores. Naturally, the latter is best.



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Old 07-26-2004, 05:12 PM   #2 (permalink)
 
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On occasion, you'll see a grocery store chain do a head-to-head comparison of their prices to the competition's prices to change people's perception. Why?

Because the other chain attacked them with lower price comparatives. But you'll also notice that these comparative ad campaigns aren't repeated. Why? Because they don't work except to temporarily dispel rumors or innuendoes. After the comparative ads the two chains are back to normal-styled promotions.

Remember the Pepsi/Coke taste test challenge? No? Neither do consumers. And BTW, Coke sued Pepsi (lawsuit was dropped after much publicity). These ads rarely work and therefore are even more rarely repeated.

The ads that are the winners are the ones repeated over and over with longevity.

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Old 02-05-2005, 02:23 PM   #3 (permalink)
 
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wow, great info.
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