Question

Topic: Advertising/PR

Acquisition Of Products From Closing Competitor

Posted by charrison on 4/17/2013 at 10:51 AM ET 125 Points
My company's competitor closed its doors earlier this year. We are purchasing some of their formulations. We want to create a new campaign reflecting that we will offer their leading products (as they are well-known in the market), HOWEVER I don't want it to sound like we are reaping benefit from a company that had to close its doors due to tough economic times. Our current campaign is "Stronger than ever." Does anyone have any suggestions?
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RESPONSES

  • Posted by SteveByrneMarketing on 4/17/2013 at 3:16 PM Accepted
    Could you describe your current "Stronger than ever" campaign? Who are you targeting (your customers, the competitor's customers, others as well? What is the message, is it tied to an announcement (press release) of the acquisition? What media, direct mail or email, advertisements, PR? What are the two sets of customers telling you about this issue/problem?
  • Posted by Moriarty on 4/17/2013 at 3:34 PM Accepted
    Are these products branded in the old name, or were they only obtainable from that company? In what way do customers associate them with the old company?
  • Posted by Gary Bloomer on 4/17/2013 at 5:55 PM Accepted
    "Purchasing formulations"? And are we purchasing the assigned and sole ownership of all patents, copyrights, and all worldwide rights? And will we be seeking and getting the unrestricted and exclusive intellectual property of this company for our use forever and ever into the bargain?

    Be 100 percent transparent in your campaign, as you've been above, and say exactly what you're doing so that the customer continues to receive the value they've come to expect from the OLD company and yours.
  • Posted by cookmarketing@gmail. on 4/20/2013 at 10:46 AM Accepted
    Many accurate, unanswered questions...if the 'formulations' are strong brands you may want to investigate how retailers/dealers merger. Both branded names...exampled buy-in brand powered by your brand name. 18 months or so reverse emphasize toward your 'brand'...6 months or so yours only.

    The key is ensuring no shelf space lost, the regaining space, then adding shelf space
  • Posted by charrison on 4/22/2013 at 2:18 PM Author
    Thanks everyone! All great responses. The current campaign "Stronger than Ever" was directed to current clients that those of our closing competitor (that we had not yet converted). This campaign occurred after the news of the competitor closing but before we were in neogiations for their top selling formulations (products). The media used was advertisment (print ads) and email. It was not tied to a specific press release. This was a well-known competitor and they posted their own press releases and PR (articles in industry publications). My company ran the stronger than ever campagin in the same publications and at industry tradeshows. These products are branded in their old name and were, until now, only obtainable from that company. We are purchasing the assigned and sole ownership of all patents, copyrights, and all worldwide rights. Although I have not been a party to the neogiations, it is my understanding that we are seeking the unrestricted and exclusive intellectual property of this company for our use.
  • Posted by Jay Hamilton-Roth on 4/22/2013 at 2:23 PM Accepted
    Ultimately, your customers care about what you can do for them. So, with the ownership of the products that they know/love, how does this affect them? Will the products be: cheaper, easier to find/purchase, improved, or be better services?

    If the merging of these other products into your product line creates a strong synchronicity, then perhaps "Now Better than Ever" (or "Even Better") may evolve your older campaign into why "stronger" matters to your (prospective) customers.
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