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Banned
Generally everyone knows that customers are valuable assets of any companies do not depend on whether the company would sell them the aircraft or dog food. But the customer bases are not always abundant. During the times of fierce competition, enterprises have always sought to conquer new customers, especially customers from their rivals. They launch the most attractive promotions: cheap, good services, convenient locations, gifts ... There are more and more companies trying to apply this method to attract new customers, however, it can create a low efficiency if the quality of the business cannot be guaranteed.
"Getting" customer's rivals to compete with them? Of course, no problem, many enterprises still dream that dream. Guy Kawasaki, author of "How to Drive Your Competition Crazy?" gave an example of a "vision" move of a pizza company in the state of Colorado (USA). When deciding to dominate new markets in other states, the company announced that any customers who cut two pieces of the other pizza company's advertising from the telephone directory book, will be awarded a free pizza. Within a few days, the majority of the telephone directory book has lost the countless pages of ads. And the fans of free pizzas have a chance to get acquainted with "stranger" from Colorado. Thus, the company not only destructed competitor’s ads but also found the potential customers.
There is a way to "improve" the customer that many businesses often apply: Moving to the office of former opponents. A clinic has decided to lease the former office of a strong opponent who just moved away. Of course the old phone number of that rival company is still kept on the pages of phone lookup service center. "Newbie" is no need to change the billboard in front of building. And so, many customers of "previous owner" went to dental treatment without noticing the difference between the old and new owner.
Directly contact with customers of competitors is a fairly common technique: by telephone, by mail or through any “coincident meetings”. A recruitment agency has lost an important customer when their rival attacks. When that head hunter company knows the validity period of the labors recruitment contract between the current agency with a firm is coming, a campaign to "attack" was prepared and they have succeeded
"There is no absolute loyal customer, no eternal motive and no forever love - a consultant said - and therefore, any customers of the competitor can also become my potential customers ".
"Getting" customer's rivals to compete with them? Of course, no problem, many enterprises still dream that dream. Guy Kawasaki, author of "How to Drive Your Competition Crazy?" gave an example of a "vision" move of a pizza company in the state of Colorado (USA). When deciding to dominate new markets in other states, the company announced that any customers who cut two pieces of the other pizza company's advertising from the telephone directory book, will be awarded a free pizza. Within a few days, the majority of the telephone directory book has lost the countless pages of ads. And the fans of free pizzas have a chance to get acquainted with "stranger" from Colorado. Thus, the company not only destructed competitor’s ads but also found the potential customers.
There is a way to "improve" the customer that many businesses often apply: Moving to the office of former opponents. A clinic has decided to lease the former office of a strong opponent who just moved away. Of course the old phone number of that rival company is still kept on the pages of phone lookup service center. "Newbie" is no need to change the billboard in front of building. And so, many customers of "previous owner" went to dental treatment without noticing the difference between the old and new owner.
Directly contact with customers of competitors is a fairly common technique: by telephone, by mail or through any “coincident meetings”. A recruitment agency has lost an important customer when their rival attacks. When that head hunter company knows the validity period of the labors recruitment contract between the current agency with a firm is coming, a campaign to "attack" was prepared and they have succeeded
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