In this post, you will see some of the disadvantages and examples of negative marketing. It is also a good time to discuss what it really means and how it can be used to your advantage.
What is Negative Marketing?
Negative marketing is a technique that paints your competitors in an unwanted, unflattering light. It is often employed by larger companies and businesses to make their products seem superior to those of the competition.
While this marketing technique has been called unethical and an unfair business tactic, some businesses use it for their own benefit. They believe that it can help promote the privacy of their products because, after all, it does work regardless of how others feel about it.
In advertising, negative branding is often seen as a vastly aggressive campaign strategy. One of the funniest things about this is that businesses that use it try to coin the term from what it is with words like ‘comparative marketing’ and the likes - so that people don't see their actions as sabotage against their business rivals.
This strategy is often frowned upon because it's not often encouraged in campaigns. Marketers have to be sure that their name is well-established and their company has gained the loyalty of consumers before using this tactic.
According to studies, negative branding isn't the most ethical way for a company to promote its products or services. Instead, it leaves an undesirable residual impact on the brands image and tarnishes customer's perceptions of the company. It is just like having someone gossip about you or spreading negative rumors that will end up being a defamation of your Character.
One thing most of us don’t realize is that even our competition suffers from slander like this. When we make a company look bad, their consumers shy away from their products because they've been shown them in a negative light.
It's always sad to see people use negative tactics to boost their businesses. Truthfully, they work. Negativity attracts an audience and helps them unfairly steal customers from other companies.
Some businesses that employ this marketing technique will see tremendous success with increased sales, customer loyalty, and a larger consumer base. On the other hand, when customers find out about what has been said about your competitor's products by others, they may never buy or use those products again.
In the end, the competitor loses as you win and that's not always a bad thing for business. However, it's still unethical to do this. Remember that building a reputation is just like building trust--it takes time but can be destroyed in minutes.
Negative branding could have huge implications for your marketing efforts. After all, when people find negative information about your company, it's not likely they're going to do business with you. Most personal relationships aren't strong enough to keep these "concerned" parties from spreading bad information about you and your products.
To maintain a good reputation, it's important to have a good relationship with your customers. Make sure to offer high-quality customer service, give back to the community, and provide excellent products. Consumers need these types of things in the marketplace.
Negative marketing may capture the attention of people who are wary about whether or not to buy something. They may believe there are many scams and schemes on the internet these days. However, company representatives marketing against their competitors is not a good idea. A savvy individual will quickly realize this is a scheme to get them to purchase products and services they don't need.
Wise consumers always do research to find the best deal and make sure they are doing the most with their hard-earned money. That's why it's a great idea to compare prices and services, or consider different business opportunities, before making a decision. It also helps to get advice from professionals in your field.
Legitimate home business owners or small business entrepreneurs would never resort to negative branding to gain a competitive advantage. This is unethical and unfair, as well as having the potential to result in legal repercussions if your intentionally inaccurate information leads to another company suing you for defamation.
A smart and ethical marketer should always think about the consequences of their promotions, and how they might reflect on the company they are affiliated with. What do consumers generally think about you? What perception do they have of your company? Remember that how you present yourself in business is just as important, if not more important than presenting your company well.
Cross-referencing your competitor in a negative light can call your motives and the ethics of your business into question. In the world we live in, where there's so much unfairness and injustice, resorting to "cut-throat" methods may serve you in the short-term, but it will mean more harm than good for you in the long-run. When considering making decisions, especially strategic ones that take a cut at beating your competition, you need to be wise.
In conclusion, how do you view yourself? Do you have a clear conscience when it comes to marketing your product or service? Ethical marketing may not come naturally, but practicing honesty and integrity will always work out in the end. Your business benefits from genuine customer service and providing value products. As a company or individual in charge of marketing, take the path that will benefit your business both short-term and long-term. Risks are okay, but they should be minimal as possible.
You should know by now that negative marketing can hurt your business in many ways. The best way to gain your customers' respect and the respect of competitors is by using positive marketing techniques. You don't want to let enmity drag you down in the middle of the race!
Examples of Negative Marketing
The Samsung campaign against the iPhone 6+ put a lot of lights in the scenery to show that it has the better camera. On the other hand, Apple put night scenes in their commercial to show how comfortably couples can talk using the phone.
The ad shows a boy who lives near a Pepsi bottling plant and wants to get the drink but there are no Pepsi machines for him to use. He tries to dispense Coke from the machine, but has to balance on the Coke cans before being able to get a can of Pepsi. You can check out this video with the keyword “Pepsi dispensing machine”
Negative marketing is a controversial but effective way to get attention for your product or service. While it can backfire if done incorrectly, negative marketing can be used to great effect if you are strategic about it. Keep in mind the potential risks and rewards of negative marketing before you decide whether or not it is right for your business.