Marketing warfare
September 15, 2011 No CommentsMarketing has often been compared to war. Your competitors are your enemies and you win by selling more of your products or services than them.
It doesn’t matter if you have a physical store or an online store. What you want is to consistently outsell the other sites that offer essentially the same things that you do.
It is important that you never underestimate your competitors. In fact, you should respect them.
They, too, want to win against you and everyone else. You may be engaged in friendly competition, but your purpose remains the same – to win.
Unfortunately, that old saying “You can’t win ‘em all” is another truth that you have to live with. There will be times when your competition comes up with a winning promo, a unique sales pitch, or an outstanding package that will have buyers flocking to their sites instead of yours.
Go back to the comparison with war. Wars are not won or lost due to one battle. Wars are won by besting your opponents in key battles.
You may lose today and you may lose tomorrow. But the fight does not end unless you surrender.
Remember that Nazi Germany was winning battle after battle, but ultimately lost the war. Ditto with the Japanese who won a major battle with Pearl Harbor. We all know who won that war, don’t we?
Pepsi vs Coke, Wendy’s vs McDonald’s, Ford vs General Motors, the list of companies battling for supremacy goes on and on. In the world of sports, Muhammad Ali and Joe Frazier are considered two of the best heavyweight boxers of all time. Ali lost their first fight, but went on to win the next two. Moral lesson: don’t let one defeat crush you.
Whatever the nature of your online store, be prepared to fight for market share. Most of all, be prepared to win.
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