Tuesday, January 4, 2011

Why Do Some Folks Think Negative Marketing Works?

Between the recent bouts of cold in South Florida that had me flipping back and forth between AC and Heat, the telltale odd noises emanating from the unit told me it was time for a service call or, even worse, a possible replacement. I called a well-known "name" in the industry to find out if they could do the work for me. What I received was a dissertation from the salesman about how lousy and disreputable his competition was with nary a word on his company's services or how they would help me.

I hung up knowing that regardless of whether or not the competitor was truly lousy, I would not use this man's company for my work. It left me to wonder, why do some folks think negative marketing works?

We have all seen it in political campaigns and most of us are left with the same sick feeling in our stomachs. Why focus on someone else's negatives when it is so much more powerful to focus on your positives?

Every time I see this kind of marketing in the community association industry whether it's a referral for an accountant, attorney, manager or other vendor, I am struck by how ignorant the sender of the message must think the recipient is. If nothing else, the potential for a very real negative boomerang effect is quite real.

How many of you have seen competitors use these kinds of tactics to gain association business in our industry? Did it provide them with any sort of advantage or did they suffer any ill effects by employing negative marketing in the first place?

In the end, I called several different companies including the first company's main competitor for quotes. I wound up hiring that competitor and, not surprisingly, they were really quite good!

This work by Donna DiMaggio Berger, Esq. is licensed under a Creative Commons Attribution-NoDerivs 3.0 Generic License.

No comments:

Post a Comment