What is Challenger Advertising?
Advertising is the second most important thing marketers with challenger brand mindsets can do for their brands. The first is creating an authentic difference through product offering, company behavior, or both. Marketers get this wrong a lot, thinking that messaging should be the top priority, citing examples like the famous Avis Car Rental campaign pitched against category leader Hertz with the message, “We’re #2, So We Try Harder.” What many miss is that Avis did try harder, and it showed up in every respect from customer service to the cleanliness of their rental cars. Customers saw that the company’s efforts supported the company’s claim, and they bought in. If Avis had simply made the statement without the benefit of the behavior that created an authentic difference in brand experience, the messaging would have fallen flat. As a Dallas advertising agency focused on the unique needs of challenger brands, The LOOMIS Agency helps mid-to-large-sized companies identify and leverage their hidden advantages to create success.
The Benefits of Challenger Advertising
Mid-to-large-sized businesses often struggle to compete with established brands in their respective industries. With limited resources and smaller budgets, they have to be smart and creative to make a mark in their respective markets. The LOOMIS Agency’s mission is to help challenger brands outthink, rather than outspend the competition. Challenger advertising offers several benefits to mid-to-large-sized companies including:
Increased Visibility: Challenger advertising can help mid-to-large-sized businesses gain visibility by creating a buzz in the market. By highlighting the unique features of their products or services, they can attract customers who are looking for something different.
Increased Engagement: Challenger advertising campaigns are often creative and engaging. They can capture the attention of potential customers and generate interest in the brand.
Differentiation: Challenger advertising helps mid-to-large-sized businesses differentiate themselves from the competition. By focusing on the unique strengths and weaknesses of established brands, they can create a niche for themselves in the market.
Cost-Effective: Challenger advertising campaigns are often more cost-effective than traditional advertising methods. They can create a lot of buzz without breaking the bank.
Examples of Challenger Advertising
Challenger marketing isn’t just for mid-to-large-sized businesses. Some of the most successful challenger advertising campaigns have been launched by small businesses. One example is Dollar Shave Club, which challenged established brands like Gillette and Schick in the razor industry. The company created a humorous video that went viral and helped them gain a foothold in the market.
Another example is Airbnb, which challenged the hotel industry by offering an alternative to traditional hotel stays. Their "Belong Anywhere" campaign highlighted the unique experiences that Airbnb offers and helped them gain a competitive edge.
Conclusion
Challenger advertising offers businesses of all sizes a way to compete with established brands in their respective industries. By creating a niche for themselves based on product differences, behavior differences, or both, they can gain visibility and attract customers. With the right strategy and execution, challenger advertising can help small businesses achieve success and become industry leaders in their own right.
