What would happen if you did a head-to-head competition against another local bankruptcy lawyer? Would you win the heart of your prospect, or would they?
Even better – would you have the guts to do it in the first place?
Probably not. But that’s exactly what Coke has done with Vault, one of their soft drinks.
Ad Age reports that Coca-Cola will give away a free sample of its Vault brand to anyone who buys PepsiCo’s Mountain Dew. Coke’s “Don’t Dew It” promotion aims to get Dew drinkers to try Vault, which after three years on the market holds about 4% of the market compared to Dew’s 80% share.
But Coca-Cola has such strength of conviction that it believes if it can get consumers to taste Vault, they’ll convert.
Via Coca-Cola’s promotion, consumers can get a 16-ounce, 20-ounce or 24-ounce Vault free with any purchase of a 20-ounce Mountain Dew. The offer, billed as the “Vault Taste Challenge,” encourages consumers to “Try Vault, with 30% more kick than Dew and a bold citrus taste.” The coupon is good through late July.
You may think it’s easy for Coke to launch this throwdown because it’s got deep pockets. But look closer.
You’ve got an underdog with a product that is so far behind it’s not even in the running anymore. You’ve got a company that believes in the product it is producing, and is willing to go to the mat in an attempt to prove it to the world.
Talk about courage of conviction! What would happen if YOU put out an ad in the local paper (assuming it to be legal and ethical to do so) and offered the clients of your biggest competitor the chance to see how you do things? Let them walk around, meet the lawyers and staff members, get an explanation about why you’re the right choice for them.
Now . . . remember that you are doing this every single day. Your prospects are probably calling every lawyer in town in an attempt to get the best “fit” for their problems. Whether you know it or not, you’re in a beauty contest.
Better make your best impression.
