Wednesday, June 13, 2012

B2B direct attack marketing - what if it happens to you?

In business-to-business (B2B), frontal assault marketing doesn't happen every day. Why not? Well, as the name implies, frontal assault is a military tactic, and in any military engagement, the initiator stands a good chance of suffering counter-attack, which can be damaging or even fatal.

At vSA, we're not military strategists, but we know a thing or two about B2B marketing. So when one of our clients is directly attacked, we're ready.

First, we know that, when a competitor lodges a direct attack on our client, it is in some way a compliment. Clearly, our client is "the one to watch out for." On the other hand, we must pause and determine whether the attacker has found (just to keep the military talk going) a chink in our client's armor. This is entirely possible. Likely, in fact. But it doesn't mean that the competitors' product or service is better overall - just that the competitor may have sunk its teeth into our client's weak spot.

Classic direct attack marketing example: Bill Bernbach (think: the real Don Draper!) and his famous Avis line, "We're number 2, so we try harder." It was honest - and it was an attack on Hertz  (number 1 and not trying so hard).

New examples: Recently, Microsoft has launched direct attack ads against Google Docs - and Google has held off on making a too-quick response. Apple, likewise, has been ridiculing "nerdy" PCs  for ages. Both Microsoft and Apple have taken a "ha ha, we're just making fun" approach to soften their blows.

Does direct attack marketing work? It can - but it's risky as well. A direct assault incites counter-attack, and in addition, direct attack marketing can be ugly and thus backfire.

Should you sit there and take it? Need you ask? If your company starts out as the attackee rather than the attacker, you must think fast and then act only when you have a strategy mapped out.

Must you respond directly to the accusations made? Depends on the credibility and visibility of the source and the content of their direct attack marketing. Typically, you do need to respond in your own way, unless the attack is so incredible and so unbelievable, in the literal sense, that it disarms itself. But don't take this for granted.

How should you respond? Never be a sore loser. Be funny, be wise, and/or be the adult in the room. Be very visible. Use lots of media – from trades to social media to trade shows to – you name it. And never let 'em see you sweat.

For how long should you respond? For as long as it takes.

What makes sense in terms of messaging? The truth. Your benefits. The reason for your approach - if it's a good one. Or, the reason you are changing now, if indeed change is needed. (Attackers are not always wrong.)

Be glad you're in B2B. While competitive, B2B is typically not as personally vicious as politics. We'll be seeing plenty of direct attack ads this year (in some states, you're seeing plenty of them already). If you Google "attack ads", it's the political ones that come up first. Is that because politicians have to act fast and take no prisoners? Or that no one ever taught them the saying, "If you live in a glass house..."? OR – sigh – because attack marketing can work? Anyway, John Geer's Attack Ad Hall of Fame is a great place to start a tour of cringe-worthy attack ads.

But let's get back to your company. Are you under attack? Do you need to become more aggressive? vSA would enjoy hearing from you. We're always ready for a rumble.