Don’t Give Your Competitors a Foothold
I made a rare trip to my neighborhood bank today to inquire about a small loan.
While waiting for my contact, I began watching the TV in the bank’s lobby. Within a few seconds, I saw a commercial for LendingTree.com. Lenny – the company’s Muppet-ish mascot on the right – reminded me that “when banks compete, you win.”
For a moment, I considered walking out the door to take care of my loan online. But then my contact showed up and we began chatting.
The question is this: Why let your competitors make a single impression on your turf, let alone allow their 30-second TV commercials to run in front of your customers?
When you take tighter control of your retail environment, you can:
• Use the space to reinforce your brand promises
• Target more specific messaging at on-site customers who may be in a different stage of the buying cycle
• Make sure competing messages stay out of sight and out of mind