For months now Asda Supermarket is pestering TV-viewers with the same ad: comparing the number of cheapest products between the 4 big supermarkets in the UK and surprise, surprise - Asda always has the most products cheaper than the others.
Tesco just continued with their normal ads during this 'onslaught' from the Independent Supermarket Price Checker - week after week.
From Tesco's own website:
We compare price on products our clients buy, welcome to Tesco REAL BASKETS
There are facts and facts and there are figures and figures, any economist and accountant can tell you that, but does all these facts and figures add up in the end?
What should really be compared to state honestly your business is cheapest (best, quickest, largest etc). Above example is a good explanation of this principle - what is being compared and does the comparison truly bring a benefit to your prospect/client or not?
Reminds me of a wooden floor we installed some years ago. 3 Rooms were done at the same time and the next door neighboor of our client had just bought a supply and install service for the same 3 rooms from another business (Timberland). After both homes were finished of course the two neighbours compared floor, prices etc. The type and quality of both floors appeared to be roughyl the same - although our clients insist until this day their floor is much nicer.
Timberland was/is known for its offer of 3 rooms for the price of 2 (smallest room for free) and our client's neighbours really thought they had come out best - until total prices were compared: even with the 3 for 2 offer they had paid more than our clients.
Goes to show again: know the facts behind the figures of any comparison before declaring a 'winner'.
(Side-note: our client's neighbours still buy their maintenance prodcuts from us, Timberland had failed to leave them with maintenance instructions - which are a 'standard' issue at our business, back-end sales etc.)