• Frederic Peyrot

Marketing and Competition

When you don’t know what to do, you look at the competition. Following competitors is a great way to avoid thinking and using your creativity. It’s also a missed opportunity to be considerate and find out what’s in it for your audience.

Comparing yourself to your competition puts you in the mindset of “you” versus “them”, but it’s forgetting to take into account what’s most important: your customers.

But looking at the competition can also be to your advantage, especially in marketing. If you promote your brand on the same channels as your competitors, you're playing a zero-sum game, only aiming to get a fraction of the pie. If however, you identify the channels where your competitors are so that you can be where they are not, you have an opportunity to be unique.

Looking at competition is important, not to be a follower but specifically to identify what you can do differently.


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