One of the things that many firms ought to do but don’t do (in my opinion) is check what the competition is doing in terms of their advertising.

At the very least I feel all companies should visit their rivals’ web sites, look at prices, look at the layout, check ease of use, and then (if possible) sign up for any newsletters etc, using an email address that doesn’t immediately identify the requester as you.  (Indeed I would suggest you set up a couple of email addresses specifically for this purpose.  You might also want to find an alternative address for receiving postal mail from competitors – either your home address, or that of a friend or relative).

Having gained such information there is then the question of what you do with this analysis: do you copy the competitor or do you do something quite different?

My view is that latter – do something different, although I often hear people say the opposite – especially when the rival is a bigger company than yours.

Unfortunately I have never seen this technique of trying to look bigger than you are by looking like a big competitor, actually work.  All that seems to happen is that people recognise you look like a rival, and continue to work with a rival.

Having a different approach to your marketing however can really bring in customers who are looking for an alternative.  The chances are, if the competition is bigger than you, they won’t think of moving to you unless you offer something different – so you might as well show your difference through the marketing.

This difference can be expressed through your means of marketing (if the rivals announce their products, push the benefits. If they use benefit marketing, move over to price or “interesting questions” and so on).

Likewise if they have a vibrant newsletter, don’t try and copy that – but if they don’t have one, or if they have one but nothing much happens on it, set up your own.   If their web site is strong on pictures but low on technical information, background,support etc, go down that route.

So it is always a good idea to call and ask for a brochure, and see how quickly it arrives, and what the quality is.  You might be up against a multi-national – but if they are just trading on their name and reputation but are very slow at sending out brochures etc, that might be your way in.

Checking on what the competition is doing is part of what we do for our Velocity clients, and we’re always happy to talk such approaches through, and indeed do a little research for you before you sign up.   There’s details of Velocity on www.velocity.ac – or call 01536 399 000.

Tony Attwood

Hamilton House Mailings Ltd reg number 2444392 VAT 354907535GB.  Phone 01536 399 000.