Your rivals just put out one of the best press releases you’ve ever seen. It’s very informative, readable, and so fun to read you read it twice before realizing what you were doing. It’s so good you wouldn’t be surprised if they didn’t spend all their resources crafting it.
Naturally, it blew up, both locally and statewide. It somehow got extra coverage when news stations picked up on it and splashed it all over TV sets in the city. The press release took on a life of its own and it’s made your competitors very happy.
You, on the other hand, are less happy with their newfound popularity. They’re leaving you behind in the dust and it looks to get worse. Is there a way to hop on the hype train and catch a little of the momentum for yourself?
Look for Commonalities
You probably already know what you have in common with your competitor. Even if you’ve both been in business for a little while you know who you’re going up against for the gold medal. But now it’s time to dig deep down and really investigate what your similarities are.
Of course you want to focus on what the press release is touting. For instance if the press release talks about how the new product they’re releasing will change the world for the better, you’ll want to see how your product lines up with theirs. Building up these similarities will help you understand how to move some of the heat over to yourself.
Looking at these similarities will also help you pinpoint differences. This is important because you don’t want to just come out with a “we’re just like them!” message. You want to accentuate what you offer since that’s why the customer would buy your product over the currently super-popular one.
Now it’s simply a matter of getting the word out, via social media, email marketing, or even your own press release. Try to figure out a way to convince the public to come over to your side rather than going with the “popular” choice.
On the other hand, you have a risk for negative publicity in this scenario. While there is a lot to be gained, it is important to take a look at the possibility that you could experience backlash for your efforts.
How? Since your rival’s press release and product release is such big news, most people in your area and state have heard about it. As a result, your effort to try and grab your own attention could backfire if you’re not careful. They could think you’re simply trying to leech without any merit.
Have you seen the movies put out by companies that try to grab a few nuggets of bigger movies’ success? Like instead of “Transformers” there’s “Transmogrifying Robots” or whatever, simply aimed to confuse the audience into buying the wrong thing.
In customers’ eyes, you risk looking like these movies. If you put out your own press release and it looks too much like your rival’s, you will simply be seen as a copycat and dismissed. Ultimately this could end up hurting your brand in the long run. It’s important to consider if it would be worth trying to pull this off or simply going your own way and ignoring what your competitor is doing, including their success.
Have you ever tried to build on a competitor’s success?
This article is written by Mickie Kennedy, founder of eReleases (http://www.ereleases.com), the online leader in affordable press release distribution. Download a free copy of the PR Checklist – a 24 point list of Press Release Dos and Don’ts here: http://www.ereleases.com/offer/prchecklist.html