Others Exist

You hear all the time when you fly.  Normally right before you land someone on the plane says:

Thank you for flying Airline X.  We know you have other airline choices.  Thank you for choosing us.

I admit it, I'm a sucker for marketing (and that airline speech is a form of marketing) that acknowledges that other choices exist.

It's the subtle beauty behind those Mac versus PC ads.  Apple is acknowledging that Microsoft exists . . . that some people DO in fact buy Microsoft products . . . and why Apple is the superior choice.

I think the reason the "acknowledge the competition" approach can be effective is because it reflects how people think in the real world.

When people consider attending your artistic event, they aren't doing it in a vaccum.  They are considering other options.

By acknowledging that in your marketing, you are establishing a small (but important) bond with your potential patron.  You are saying that you understand the choice that person is trying to make.

Then, of course, you have to ready to explain why choosing you is the better option.

I should also point out that you don't need to bash the competition to make yourself appear like the stronger choice.

You can respect them, but still distinguish yourself.

So instead of pretending that you are doing the only play/recital/dance performance/exhibition in the WHOLE WORLD . . . give the "acknowledge the competition" approach a try.   You may be pleasantly surprised by the results.

Comments

[Tracy Nicholas]

Hmmm - you had me at first, but lost me with the Mac/PC comment. I will never buy a mac specifically because of that series of commercials. Seriously - the most important thing they have to say in their marketing is - we don't suck as much as they do??? That is their biggest message - buy us - those guys suck. I get the concept of acknowledging that people have other options. This seems different to me. This seems like a self congratulatory,smug and nasty way to make themselves look better not on their own merits but by knocking the competitors down. That is what bullies do - and bullies are cowards. Why would I want to by my computer from arrogant, self satisfied cowards?

Acknowledge your competition. Just don't do so in a way that makes it clear that the most important thing you have to say about your own work is - you should probably buy from us, because your other options are worse.