Combating Unethical Competitor& Dealing with Anti Advert

[buldag]

We operate in a rather niche market with a fairly narrow / well-defined product line. That means that our competition is fairly direct (i.e. 2 brands - having *almost* similar feature set)

For last 2 months, we have noticed a lot of unethical behavior from our competitor who (seems to have) hired forum posters for promoting his brand and spreading negative WOM, rumors and false information about ours. This has led to many prospective customers questioning our product capability - and hence eventual reduction in sale. This issue is becoming critical now.

How do we know if its our competitor: 1) The guy(s) uses the same name/id promoting the same message. 2) No responses to our attempts to contact them. 3) We have gone out of our way/business policy to satisfy any customer who has EVER been unhappy with us... and we have been complimented for that many times. We offered to do the same to this "customer" of ours and he/she doesnt respond.

We have tried to contact the forum moderators (few influencial forums in our category) - but they are uninterested in taking any action as of now.

What would be our best option? What do you folks think should be a recommended strategy to counter this negative publicity? We are afraid that this rumor mill may kill our brand (which is still an infant). Any help will be appreciated.

[crdesign]

I've dealt with similiar tactics in the past on a website I developed for a client. Luckily we were able to control most of it because the offenders were posting on our bulletin board. We did find out one interesting thing that you might consider. Instead of hurting our business it actually created more buzz, and more allies to our product than anything. Those people who might not have normally said good or bad about us spoke up quiet often in our defense.

Since you are dealing with a third party forum mostly, I'd say it's a little more difficult to combat. Unless you have a lot of pull with the forum owners I can understand them not wanting to draw lines in the sand.

I would say combat it gently. Take a soft spoken approach, don't let those reading the rumors feel like it might be true. Every post you come across bad mouthing you I would post a reply stating why it is not true and inviting those who know the truth to speak up also. Whatever you do don't bad mouth the other guy. Be polite, even point out his good traits in admiration.

I think if you point to the obvious and subtly make the other guy look like a jackass, you'll do ok. I would imagine then he'll either get tired of the bad mouthing or feel the heat from those who support you and quit.

So highlight your good qualities (great customer service) and his. People will see you as the bigger of the two and most likely give you the benefit of the doubt.

[carpediem]

Hi buldag,

Legalities regarding badmouthing that you may find helpful:

Badmouthing on the 'Net

Originally Posted by buldag

What do you folks think should be a recommended strategy to counter this negative publicity?

Tips from SEO Experts regarding 'Online Reputation Management':

Damage Control - Online Reputation Management - Pushing the bad news down. - Jim Boykin’s Internet Marketing Blog

Protecting Your Brand’s Reputation Online


Companies that provide 'Brand Preservation Marketing':

brand preservation marketing - Google Search

GL

Danielle