In follow up to this story, Acronym Only has launched a new advertising campaign that directly calls out my company. Acronym Only controls a solid 80 percent of the market share in our industry, and now, they have an advertising campaign that directly calls out my company.
You know how good that makes me feel?
I got under their skin. They’re quaking. Their users are leaving their company for mine and they don’t know what to do about that.
In marketing, one of the worst things you can do is call out another company by name in an advertisement. Why? Because no product is perfect. Coke doesn’t want people to ask how Pepsi compares. Coke wants people to only think about Coke. Nike doesn’t ever want to acknowledge Adidas because as soon as they do they know they’ve opened the door for people to consistently and continuously ask them ‘well what about Adidas?’
Acronym Only has created a campaign that says ‘You could go with [My company], or you could stick with the best’.
- Best is subjective.
- Have fun answering questions all about the features my company offers that yours pails in comparison too.
- You’re losing market share and you’re scared and that shows.
- My company (myself through use of company platforms) now has space, rent free, in the head of whomever is making these decisions. I FUCKING LOVE THAT.
Now I have to think about this campaign and figure out a way to use it to my advantage.