Big Game Bargain Hunters shop at eBay. So says the advertisement of the world’s largest auction house. Not to be outdone, you can “search for cars and other bargains” at Trading Post. So says eBay Australia’s runner-up, the Trading Post (which also added auction to its selling methods in response to eBay moseying into town and pinching the majority of its potential buyers and sellers.)

The marketing strategists employed by Sensis ought to read the original paper on positioning by Al Ries and Jack Trout. What was written back then still stands today. If you are the challenger, you need to position against the leader, not copy them. You either position against them or check out other job ads.

And, if Weird Al is right, and eBay is the world’s biggest garage sale, surely that’s a no-brainer. If you were the Trading Post, wouldn’t you just position eBay as selling junk while you sell the good stuff? As an added bonus, you might just offer the consumer a genuine alternative.

Challenger brands don’t normally take on the market leader in a full-frontal, me-too attack and win. You’d think that there is someone smart enough at Sensis to figure this out.

UPDATE:

Luke has asked me to explain what is meant by good stuff.

By good stuff I mean good quality products. For example, eBay could be positioned as selling cheap goods (some of which I can say from personal experience are not fit to be sold) where, if Trading Post was to position against it, it would be looking to sell high quality goods.

This could include branded goods, antiques, collectibles, and those products that command a higher price due to their craftsmanship or perceived higher quality.

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