We all know that abusive behavior towards one another is a sickening reality. Many have been taught to turn a blind eye to that type of behavior and stay uninvolved. Sadly by doing so the cycle of abuse continues until and unless someone says enough and steps up to say no more.
While we cannot equate abusing a person and abuse in marketing, in a way the same can be said of certain marketing tactics. Businesses must learn to stop the cycle.
Companies want their audience to know they are the best and should be the “go to” place for whatever it is being offered. Too many though use abusive marketing when attempting to attract an audience.
What is abusive marketing? Abuse marketing is the practice of demeaning or degrading a competitor in order to make your company shine.
Not only is it immoral, but in many places it is illegal.
Moralities and legalities aside, why would any company use defamation of another to promote themselves? If the products and/or services a company provides are worth offering then why consider cheapening them with abusive marketing tactics? As a matter of fact, why bring in the competition to begin with?
We have all seen the “wars” that are begun between this service provider and that one played out on national television and across the Internet. AT&T and Verizon are a perfect example. For years we saw them bash one another by showing how “their” company compares and comes out on top of the other.
Audience distaste towards both of them increased. Instead of consumers touting the benefits of using one service above another, consumers began to attack their provider of choice. The negative marketing showed the public that it was not only okay to be dissatisfied but to expect more from whichever company they did choose. When expectations rose higher than service, negative word of mouth marketing exploded.
Fortunately for these two companies they realized their error and began to market differently. It will take a while for consumers to forget the abusive marketing tactics used though. Being large corporations, these two mega industries can weather the storm.
If your business is not among the ranks of a Fortune 500 company, are you willing to take the chance and employ abusive marketing tactics?
Instead of debasing or demeaning your competition, look to using positive marketing tactics instead. If your company has been in business for a long time, promote that fact. If your organization is the recipient of awards, make sure your audience is aware of it. Encourage your customer service staff to always be pleasant and helpful. Never attempt to cheat your customers but instead give quality for value. Thank your clients for their business. Ask your customers how you can improve. Most importantly, never lower your standards by actively dismissing the competition.
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