Marketing to competitors clients
By: Joyce Morse
Part of your marketing strategy should include convincing your competitor's clients that you are better and giving them the reasons why. This can be a difficult goal to accomplish but it can be achieved if you have the right marketing strategy.
Here is how you can be successful at winning away those valuable clients and introducing them to your brand.
Let consumers know why you are better than your competition
When marketing against the competition, it's not enough to be good; you have to be better than the competition.
You need to know what you offer and why clients should choose you. Businesses need to be objective when they look at their products and services to understand what clients see and why they choose the brand they do.
While a company may be able to create a long list of features about its product or service, there are likely one or two features that clients love. Those are what you market to your competitor's clients.
Know your competition
"Keep your friends close and your enemies even closer."
It's a well-known saying that is an accurate reflection of a successful marketing strategy. You can't really understand how to market to your competition's clients until you know what they are offering. Then, you have to do it better.
Keep a close eye on how your competition is marketing.
Are they providing giveaways or special promotions? Do they offer coupons or exclusive deals? Where do they hang out to find new clients?
Visit the places where their clients are spending their online time.
For instance, if you are a doctor, check out physician reviews and see what patients are saying about their doctors. This lets you know what they think is important and how the competitor is faring.
Keep your current clients happy
Don't think you are the only one with an eye on the competition; your competitor is probably doing the same thing to you.
So while you are focusing on how to entice his clients over to your services, he or she is working on your current clients. Part of your marketing strategy has to be to keep your clients happy. Make sure they are getting the service they need so they don't slip through the cracks.
Another bonus on keeping current clients satisfied is that they can help you with your marketing strategy by letting others know what you do. They may even be friends with some of your competitor's clients and who can better steer them over to you than their friends?
When you think about stealing your competition's clients by marketing your brand to them, make sure you know what your strengths are and what you do better than your competitor.
Don't forget about the clients you already have and you can successfully influence others to give your brand a try.
About the Author: Joyce Morse is an author who writes on a variety of topics, including marketing and physician reviews.
Microsoft: Building a secure foundation to drive NASCAR
Microsoft is a key partner of The National Association for Stock Car Auto Racing (NASCAR) and together they are driving ahead to create an inclusive and immersive new fan experience (FX).
These long-term partners have not only navigated the challenges posed by the COVID-19 pandemic with the use of Microsoft Teams and Microsoft 365, but are now looking to a future packed with virtual events to enhance the FX, well beyond NASCAR’S famous Daytona racetrack.
“Together, we've created a secure environment that's allowed for collaboration, but the future is all about the fans”, said Melinda Cook, General Manager for Microsoft South USA Commercial Business, who cited a culture of transparency, passion, adaptiveness, and a growth mindset as to why this alignment is so successful.”
“We've partnered to create a fluid, immersive experience for the users that is supported by a secure foundation with Microsoft in the background. We are focused on empowering and enabling customers and businesses, like NASCAR, to reach their full potential. We do this with our cloud platform which provides data insights and security.”
“Our cloud environment allows NASCAR to move forward with their digital transformation journey while we are in the background,” said Cook who highlights that Microsoft is helping NASCAR
- Empower employees productivity and collaboration
- Improve fan engagement and experience
- Improve environment security and IT productivity
- Improve racing operations
Microsoft Teams, which is part of the Microsoft 365 suite, enabled employees to work remotely, while staying productive, during the pandemic. “This allowed people to provide the same level of productivity with the use of video conference and instant messaging to collaborate on documents. Increased automation also allows the pit crews, IT, and the business to focus on safety, racing operations, and on the fan experience,” said Cook.
“We have started to innovate to create a more inclusive fanbase, this includes using Xbox to give people the experience of being a virtual racer or even leveraging some of the tools in Microsoft Teams to have a virtual ride along experience.”
“These environments are how we create a more inclusive and immersive experience for the fans. We're working on a virtual fan wall which allows people from new locations to participate in these events,” said Cook, who pointed out Microsoft was also helping bring legacy experiences alive from NASCAR’s archives.
“At Microsoft we can take it one level further by letting fans know what it's like to see the pit crew experience, the data and all the behind-the-scenes action. We will continue to improve automation with machine learning and artificial intelligence, from marketing to IT operations to finance to racing operations,” said Cook.
Christine Stoffel-Moffett, Vice President of Enterprise Technology at NASCAR, said: “Microsoft is one of our key partners. They have been instrumental in helping the NASCAR enterprise technology team re-architect our Microsoft systems to ensure an advanced level of security across our environment, contribute to our business outcomes, and focus on fan experience.”