Let’s say for example you have two clients with pizza places and you have to do SEO or advertising for them both. You need to know everything about your clients.
How and what they use to make their food? Where the recipes originated from? What their customer compliment most about and what sells the best? What do their customers post and like online? What kind of atmosphere does the place have? What does this place sell that the other doesn’t?
Both of them should be promoting everything about pizza. The rich history of the pizza. The different ways pizzas are made. How the eating of pizza has changed over the years. The best ways to eat leftover pizza. The benefits of fresh pizza versus store bought pizza.
In the end they don’t try to fight over the same customers, but try to create more customers. Not try not to take a bigger cut of the pie, but make the pie bigger.
You can also make the market bigger by just growing fast and create a buzz. Look at Starbucks. Their big growth and popularity, sparked other companies to get into the coffee business. The coffee business is much bigger and more popular because of Starbucks.
Recently Popeye’s & Chick-fil-A are having a little feud about who has a better chicken sandwich on Twitter. Popeye’s had recently started selling a chicken sandwich that Chick-fil-A fans say looks a lot like their sandwich.
They see an underutilized customer demand and look to satisfy that demand. The chicken sandwich market is starting to growing and it wouldn’t surprise me if more business continue the trend.