Thursday, January 05, 2006
What Are Your Competitors Telling You? A case study - SAP's new advertising campaign
What Are Your Competitors Telling You? A case study - SAP's new advertising campaign: "What Is SAP Telling Its Competitors?
Let's use SAP's massive new marketing campaign as an example. In print and television ads, SAP now claims that companies that 'run SAP are 32% more profitable than those that don't.' Of course, there's a qualifier. A tiny footnote in the ads running in major business and information technology (IT) publications says that the claim is based on an 'analysis of publicly available fiscal results of all non-financial companies listed on NASDAQ and NYSE.' As you can see, it's important for competitors and buyers to read footnotes, disclaimers, or any other qualifier. "
Let's use SAP's massive new marketing campaign as an example. In print and television ads, SAP now claims that companies that 'run SAP are 32% more profitable than those that don't.' Of course, there's a qualifier. A tiny footnote in the ads running in major business and information technology (IT) publications says that the claim is based on an 'analysis of publicly available fiscal results of all non-financial companies listed on NASDAQ and NYSE.' As you can see, it's important for competitors and buyers to read footnotes, disclaimers, or any other qualifier. "
