Sensitive topic improvement product marketing help?

Question

I have developed a building and structure frame reinforcing system that improves the buildings against tornados, earthquakes, and so on. To illustrate the problems my new systems resolve, I have to mention natural disasters and building failures.

My "competition" repeatedly designs, builds, inspects and approves buildings that constantly fail in the same kinds of tornados, earthquakes, etc; that my developed reinforcing systems beats.

My marketing target is also my "competitors", who are taking the positions being insulted, instead of realizing that my developed reinforcing systems are an inclusionary by-product of their products. They of course, don't admit to their buildings having shortcomings.

The same Manufacturers that produce the current reinforcing method products will also produce my developed reinforcing systems.

How do I market to these "hostile" potential Clients and Customers in a way that they would want to buy and switch to these new reinforcing systems?

Answer 1

I would market to the two groups separately. To the consumer, I would talk about safety issues. I would use an Intel Inside approach, if you know what I mean.

To the customers, your competitors, I would use a message of support /or a message of increasing longevity. They have a vested interest in a structure, and you are insuring its legacy. "We Support What You Do," "Founded to Support You," or an ad with a current structure standing alongside skyscrapers from the future.