In this morning’s Media Post, there was an interesting story about a pilot program from General Motors, intended to facilitate “comparison shopping.” Even if you’re not in the car business, it’s worth the read (which you can do by clicking here).
Implications: In their advertising, “May the best car win” is an implicit claim by General Motors. When you are offered the chance to compare several competitive cars with the GM model in that category, the campaign theme is no longer just a claim, but something the company is prepared to demonstrate. That idea has a certain “moxy,” and will probably attract some consumers that aren’t even thinking about multiple test drives.
Does your company challenge customers to “compare,” or do you make comparison less challenging?
Mike Anderson
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