Did you take advantage of Amazon’s Prime Day, their version of Christmas is July for Prime members? While it’s not as good as Black Friday or Cyber Monday (but what is?), it’s a great chance to snag some swag.
However, when I opened my email up yesterday morning, I was floored at how many other companies jumped on the Prime Day parade. I love a good deal, but I was really shocked at how many of my favorite vendors completely stole Amazon’s “theme.” Case in point:
Some were more subtle (like Petsmart). Others piggybacked on the word “prime” to capitalize on Amazon’s big day (ummmm, hey Mophie). As a marketer, it makes me wonder: is it okay to copy competitors?
Use Caution When You Copy Competitors
While it’s important to find the things your competitor does well, it’s also important not to directly copy them for two reasons:
- You don’t want to be completely mimic them. It’s very obvious when you’re completely piggybacking on their ideas – your customers will see it and will view you as a “copycat.”
- You want to make sure you aren’t subjecting yourself to any legal infringements.
Imitation Is The Sincerest Form Of Flattery
Imagine that you’re a new company. One of the first steps you take when outlining your business plan should be to identify your competition. What do they do well? Where do they stand to improve? What is their outward marketing plan?
These ideas give you a good base point in figuring out your own plan. Let’s take a brief moment to discuss the three email images above:
Petsmart – Though they are capitalizing on an increased number of online shoppers, they are simply offering a 25% off sale on the same day.
Bobbi Brown – This one is rather creative, as they implement the word “prime” in a different capacity. They are using a type of word play to promote their makeup primer product and free shipping.
Mophie – Explicit use of the words “prime day” (twice!) is a little much. However, I don’t know if “Prime Day” is copyrighted or not. Regardless, even if it isn’t, the words could mislead some buyers.
Be An Original
“Why fit in when you were born to stand out?” -Dr. Seuss
Having an original idea makes you stand out from your competitors. Coming up with innovative marketing ideas is what makes you memorable. Focus on something your business excels in and provide it to your customers happily and consistently. Come up with a great referral plan or incentives for repeat customers. Create an idea for an amazing giveaway.
Need help figuring out where to start? Coming up with creative solutions to help your business stand out from the competition is SDB’s thing. Seriously. We love putting together innovative, fun, memorable ideas designed to make your business’s name stay in your customers’ heads. Interested in finding out more? We love chatting.