Marketing 101: Competing for No Competition

There’s no such thing as a one-size-fits-all marketing campaign. There are so many variables involved in creating an advertising campaign that they really have to catered to each specific company for a very specific purpose. While certain sports themed companies, like Nike and Under Armor, may perform better by emphasizing the concept of competition and rising above the rest, this may not be the best strategy for other organizations.

A recent post on DarrenBarefoot.com illustrates this very concept. In taking a closer look at a box of Girl Guide cookies that he recently purchased, he noticed some rather interesting copywriting on the box.

In a prominently featured text box, it reads “No tryouts. No cuts. No competition. It’s the greatest team she’ll ever join.”

Although they may go after individual badges, Girl Guides are not supposed to compete against one another. The organization is meant to foster teamwork and collaboration among its members. It’s clear that they want to emphasize the concept of “team” in the Girl Guides organization rather than the concept of “competition”. This follows in an increasingly popular trend in parenting circles to reduce or eliminate competition among children.

When designing a marketing campaign for your company or product, consider the emerging trends among your target demographic and how you can best address their wishes. Parents of Girl Guides want the girls to learn about community and collaboration, and the message depicted on the cookie box reinforces this commitment.

Posted in Marketing Tips | 610 views

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