A couple of weeks ago, I met with a student who had just received her Master’s in business administration. She asked if I was worried that the local market seemed to have so many advertising agencies. I said I wasn’t. She expressed surprise. I suppose I can see where she’s coming from. Most would be worried. Threatened, even. Here’s why I’m not:

  1. The more, the merrier. The more agencies, freelancers, hired guns, design boutiques, and consultants saturate the market with good ideas, the more local business owners will discuss them. A greater number of competitors simply raises the quality of the debate and the overall discussion. This helps everyone.
  2. To each his own. Or her own. Whatever. Look, there are some incredibly talented agencies in this market. Some are more or less the same, but most operate in a pretty specific niche. We are no exception. If a client hires another agency, then that client was probably not a good Mojoloco client to start with. In turn, if they hire us, then they probably aren’t a good match for the other guys. Consumers are, on the whole, pretty smart, and they will generally make the right decision…eventually.
  3. Sell the difference, not the need. Having lots of competitors means that you don’t have to sell a prospect on the need for what you offer…only on the difference between you and the other guys. Grey Goose doesn’t have to sell vodka at a bar….they only have to tell a better story than Absolut or Smirnoff. Not terribly difficult, IMHO. That is a much better position to be in. It’s easier and more cost effective to sell a difference than it is to sell an entire category.

There’s really nothing new about the idea that competitors raise the likelihood of success for all. Think about it…it’s the idea behind bookstores, hardware stores, music stores, shopping malls, food courts, movie theatres, the MLS system, etc. Imagine if a publisher was angry because Borders placed their book on a shelf next to…(gulp)…another book!

So, long story short, I believe that healthy competition is a very good thing. “A rising tide floats all boats,” if you will. To prove it, here’s a list of some other talented agencies in the Jackson, Mississippi market…

In fact, if someone from any of the above-named companies…or if there are any free-lancers or independents or anyone else that I’ve left out…would like to draft an open letter to readers of this blog, email it to me…I’ll be happy to post it.

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