Airbus: Gracious Rival or Marketing Shark?
The things you can learn from the news…
Boeing’s ballyhooed 787 finally got off the ground. It was two and a half years late. The six failed attempts didn’t look good either.
But here’s the marketing angle:
I ran across Reuter’s news service post: “Airbus congratulates ‘robust rival’ Boeing on 787.”
Hmmm… In case you didn’t know, Airbus – a European consortium – and Boeing are bitter rivals.
In the article Airbus CONGRATULATES the people of Boeing. And then adds “the 787 underscores the continuing advancements in commercial aircraft.”
Now the shark bite. It ended by saying, “We look forward to a continued robust rivalry with our A350 XWB.”
Knowing that the world was watching… and as Boeing held its collective breath… Airbus took the opportunity to plug its own plane.
Funny how a ‘best wishes’ announcement turned into an Airbus commercial. This is great marketing.
Another funny thing: Their A350 has yet to be built. Well, except for that 387 sq. ft. panel I saw online. Really.
That’s right. Airbus made it sound like it was already flying the friendly skies.
Airbus has moxie, my friend.
There’s a big marketing lesson here.
How many times have you read a press release or news article about a competitor? What do you do about it? Usually nothing… or kick yourself for not getting the publicity first.
Why not do an ‘Airbus?’
Congratulate your rival. It was a great accomplishment (whatever it was). And than add, “We look forward to a continued stimulating rivalry for our [product or service].
So many times we cringe at the success of our competitors. Taking the initiative and stealing their thunder can be done quite easily, as Airbus deftly showed us.
The lesson? Carpe diem… seize the day, entrepreneurs. Make the day your own.
Bring out YOUR inner shark. Use a client newsletter in your marketing to seize the attention of your customer.
Taking action just feels right,
- David Gruttadaurio
“The Print Newsletter Expert”
client newsletter, customer newsletter, marketing, print newsletter
Well, nothing wrong with promoting your wares, is there? But it went all wrong for Boeing when it sold an aeroplane (Dreamliner) that was only on paper with an impossible to keep delivery time to trump Airbus sales.