Question

Topic: Advertising/PR

Ideas For Creating A Credible 'challenger' Brand

Posted by sjohnp on 4/27/2011 at 11:42 AM ET 250 Points
I am currently putting together a presentation to pitch for a piece of business in the financial services sector. The company specialise in providing finance for their clients customers. Most of the main competitors offer similar products and service levels. Through my own research though I have identified that one of the key things these businesses like is regular 'face to face ' contact with an account manager. The target audience are primarily male based aged 35-50 years old.
The ongoing budget for the client is relatively small when compared against the main competitors, consequently I believe adopting the potential to position the company as a challenger brand offers the most opportunity to differentiate the brand and attract new business longer term.

I would be interested if anyone could share with me their experiences of launching/repositioning a 'challenger' brand approach and what you did which you considered both successful and also not so good. One idea I have thought about (in addition to press and direct mail) is to use a 'battle' bus which could visit many of the businesses (the company has around 800 clients). The bus could be driven outside the various businesses and set up so you can encourage one to one meetings. This approach may also provide some very useful insight what these companies need. I would also see this as a good PR opportunity.

Anyway, thank you for any thoughts or past experiences you can share with me how you can make a 'me too' brand into a challenger brand.

regards

steve
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RESPONSES

  • Posted by sjohnp on 4/30/2011 at 5:28 PM Author
    The key decision makers are the business managers and sales people. The product is finance for second hand cars. The pitch is aimed at business managers you decide on the best available finance for their customers. The company can challenge the competition on the technology it has been developing for many years so it is quick, easy and hassle free for dealers to get information.
  • Posted by sjohnp on 5/4/2011 at 12:04 PM Author
    Thanks Puru for your response and we are looking into the testimonial route. cheers steve
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