When creating our marketing communications in the pet industry, comparative messaging can be a great tool to help us differentiate ourselves from our competitors, or if we are new to the industry, it can also help share how we are similar to well-known brands. If we want to introduce our brand to customers in a way that allows customers to relate our brand to one they are already familiar with we can utilize the power of comparison. There are two types of comparative messaging: indirect and direct. Indirect is when we place our brand next to a competitor’s product or service but do not specifically name the competitor. Direct is when we specifically name the competitor and directly compare the specific features between our products and the competitors. Comparing how similar our brand is to other well-known brands can be an excellent way for brands to create brand awareness. This can also showcase how a brand’s products or services are better than its competitors’ offerings, depending on what message a brand wants to share with its target audience.
Blue Buffalo and Purina
One company that shared a great example of comparative messaging was Blue Buffalo in their commercial that placed their brand of dog food that is presented as having a better quality of ingredients against Purina Dog Chow. In this case, Blue Buffalo wanted to showcase that although both brands have quality ingredients, more customers preferred their product’s ingredients over Purina. This is a case where one brand wants to show that they are the superior option compared with a specific competitor, so it would be a direct comparative message.
In-Home Pet Care Services and Facility Pet Boarding
Another area of the industry that could utilize comparative messaging is professional pet care. Comparing in-home pet care to facility pet boarding can showcase the differences in the type of care the pet receives and inform pet parents what kinds of pets can benefit from each. For example, pets with high anxiety or separation issues may do better in a home environment than in a facility with several other pets. On the other hand, pets with health issues may do better being boarded at a veterinary facility where they can closely monitor medical problems that may arise. This example would not necessarily name a specific facility or company that provides in-home care; it would only share an indirect comparative message that shows the difference in the services themselves. This is just one example of how comparative messaging is not always about which brand does it better but can also be a way to showcase points of parity and points of difference for pet parents trying to decide which is the best product or service option for their pets.
Whether your brand wishes to identify the competition directly or not, it is important when creating these types of messages that we maintain truthfulness and avoid misleading claims because transparency builds trust with our customers, and brand loyalty is the goal if we wish to keep customers coming back to our brand in the future. Comparative advertising is a powerful tool when used correctly and can help brands effectively share their product or service’s unique advantages and develop brand awareness in the industry. So, when creating marketing messages in the future, we can use comparative messaging to help us make sure that our brand stands out by showcasing how we are similar to some brands and how we are different from others.
