Crapping on your competition….
June 5, 2007
….by name is under the heading of “Lazy-Ass Gimmicks” in advertising creation, however, this morning I saw one that made me smile.
I’m in my local Ace Hardware and they have a dry-erase board advertising their pine straw. On it is listed Ace’s price against the local competition including the big-box DIY stores.
Apparently they secured their competitive intelligence by calling the other stores. So they list their price, a price from a local nursery chain, a price from Lowe’s — but under Home Depot there was no price listed. Just the following:
“No one would answer the phone.”
If you’ve dealt with HD of late, you can’t be surprised at that.
