What we can learn from Microsoft and Burger King

Kurt · 07-16-2009, 08:55 PM

Here's a shotr, interesting article about how Microsoft plans to open stores right next to Apple stores. It's the same strategy Burger King used by opening stores right next to McDonalds.

Burger King let McDonalds spend all the money and effort and do all the traffic and demographic studies, then build wherever McDonalds built.

Massucci's Take: Tech war is on as Microsoft goes Burger King on Apple

IMers can do the same thing....Find out where the leaders in your niche/market are online, and place a "shop" right next to them. Every place you can find your competition mentioned, try to get yourself in the same place. Let them do the research, then mirror what they do.

Daredevil Marketing · 07-17-2009, 12:31 AM

Positioning such as this is a very, very powerful method to get noticed, so I agree with you.

However, you want to make very, very sure that if you're popping up all over the place that you have something to offer the passers-by (potential subscribers/customers) that is unique in some way from the established presence you are positioning yourself against.

Burger King had the "flame broiled whopper" - a tasty alternative to many who'd grown weary of McDonald's burgers.

Microsoft's new(est) selling point is the value PCs provide in terms of functionality compared to cost. In times of a recession, this is likely going to be a very strong selling point in contrast to Apple's higher prices.

(I'm not advocating PCs over Macs here, just pointing out Microsoft's advertising strategy so no backlash from you Apple fans, please.

)

Provide something that is in some way an improvement over your more established competitor's offering and positioning can work quite well.

-DareDevil

George Wright · 07-17-2009, 12:37 AM

I saw the same thing in reverse, well sort of.

I shopped for years at a little wana be dollar store. They did well but nothing to brag about.

One day in the same parking lot the "real" 99C only store put up a coming soon sign.

I lamented to the owner of the little store, "I guess you are sad that the BIG competition is coming right next door."

"Not at all," he told me. "They will bring so much business to this block that we will get a lot more customers just from their overflow."

And he did/does.

George Wright

07-16-2009, 08:55 PM	#1
Kurt Boom Boom Boom Boom! War Room Member Join Date: Oct 2002 Location: Rocky Mountain High Country Posts: 5,699 Thanks: 1,074 Thanked 3,017 Times in 1,653 Posts Social Networking	What we can learn from Microsoft and Burger King Here's a shotr, interesting article about how Microsoft plans to open stores right next to Apple stores. It's the same strategy Burger King used by opening stores right next to McDonalds. Burger King let McDonalds spend all the money and effort and do all the traffic and demographic studies, then build wherever McDonalds built. Massucci's Take: Tech war is on as Microsoft goes Burger King on Apple IMers can do the same thing....Find out where the leaders in your niche/market are online, and place a "shop" right next to them. Every place you can find your competition mentioned, try to get yourself in the same place. Let them do the research, then mirror what they do.
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07-17-2009, 12:31 AM	#2
Daredevil Marketing DareDevilMarketing.com War Room Member Join Date: Jul 2009 Posts: 406 Thanks: 42 Thanked 151 Times in 86 Posts Social Networking	Re: What we can learn from Microsoft and Burger King Positioning such as this is a very, very powerful method to get noticed, so I agree with you. However, you want to make very, very sure that if you're popping up all over the place that you have something to offer the passers-by (potential subscribers/customers) that is unique in some way from the established presence you are positioning yourself against. Burger King had the "flame broiled whopper" - a tasty alternative to many who'd grown weary of McDonald's burgers. Microsoft's new(est) selling point is the value PCs provide in terms of functionality compared to cost. In times of a recession, this is likely going to be a very strong selling point in contrast to Apple's higher prices. (I'm not advocating PCs over Macs here, just pointing out Microsoft's advertising strategy so no backlash from you Apple fans, please. ) Provide something that is in some way an improvement over your more established competitor's offering and positioning can work quite well. -DareDevil
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07-17-2009, 12:37 AM	#3
George Wright You R GREAT if you are A War Room Member Join Date: Jul 2002 Location: Shakey/Sunny CA, USA. Posts: 6,842 Blog Entries: 31 Thanks: 3,032 Thanked 1,931 Times in 778 Posts	Re: What we can learn from Microsoft and Burger King I saw the same thing in reverse, well sort of. I shopped for years at a little wana be dollar store. They did well but nothing to brag about. One day in the same parking lot the "real" 99C only store put up a coming soon sign. I lamented to the owner of the little store, "I guess you are sad that the BIG competition is coming right next door." "Not at all," he told me. "They will bring so much business to this block that we will get a lot more customers just from their overflow." And he did/does. George Wright
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