Competitor messaging

How can you analyse your competitors’ messaging with the help of AI?

1250 € per session, excl. VAT

In short

“Analyse competitors’ messaging” is a private in-person session of half a day for marketing officers, product managers and brand strategy leads or sales teams involved in positioning. It helps you define an analytical framework: target audience, promise, evidence, tone, call to action. Groups of up to 12 participants, in French, with exercises on your own work cases.

Why this training?

Marketing teams often look at their competitors intuitively, without a shared framework. Conclusions vary from person to person and are rarely based on dated, referenced material. The session structures the analysis to make it comparable and verifiable: AI speeds up reading and classification, while the team validates each finding against the public source. Ongoing case study: « Nordline Assurances », a fictitious broker specialising in insurance for self-employed people, compares the homepages, advertisements and posts of three fictitious competitors provided in a case file. Application at work: Participants analyse their real competitors using public sources and plan an update every six months.

Objectives of this training

  • Define an analytical framework: target audience, promise, evidence, tone, call to action
  • Build a dated, referenced corpus of public messages
  • Use AI to extract the elements of the framework and verify each extraction
  • Compare positioning in a summary matrix
  • Formulate two evidence-based approaches to differentiation

Who is it for and what are the prerequisites?

Roles and tasks concerned

  • Marketing officers, product managers and brand strategy leads
  • Sales teams involved in positioning

Prior skills

  • Have previously used a generative AI assistant for a few simple tasks (AI Fundamentals level or equivalent).
  • Be familiar with your organisation’s positioning, target audiences and marketing channels.

What you will work on

  1. Analytical framework and corpus

    Objective: Compare like with like. Elements of the framework; selection of public sources; dating and archiving; compliance with websites’ terms of use.

  2. Assisted extraction

    Objective: Save reading time without sacrificing accuracy. Structured extraction request; mandatory quotation of the source sentence; identification of unjustified interpretations.

  3. Positioning matrix

    Objective: Make similarities and differences visible. Promise / evidence / tone matrix; identification of overused messages and missing angles; comparison with your own messaging.

  4. Approaches to differentiation

    Objective: Turn the analysis into messaging decisions. Criteria for credible differentiation: truthful, important to the target audience, defensible; risks of disparagement.

What you take away

  • Framework for analysing competitors’ messaging
  • Three referenced competitor profiles
  • Comparative positioning matrix
  • Two approaches to differentiation with example messages

Method and assessment

  • Short instructional inputs followed by immediate practice using the ongoing case study.
  • Individual work followed by work in pairs, with peer review of the outputs.
  • Guided group discussion: what works, what needs correcting and what remains a human decision.
  • Preparation: Identify three direct competitors and the main public pages to analyse. Bring your organisation’s current messaging for comparison.

Observable criteria: Each extracted element is linked to a quotation and a source date; AI interpretations not supported by the source are excluded; The matrix makes it possible to identify at least one saturated area; The selected approaches are supported by evidence specific to the organisation.

Frequently asked questions

Is confidential information about competitors used?

No. Only public sources are used, cited and dated.

Can AI browse competitors’ websites?

This depends on the authorised tool; the method also works by copying the public texts into the tool.

How many competitors should be analysed?

Three are enough for the session; beyond that, the verification effort increases significantly.

Can we compare our prices?

The session focuses on messaging; price comparison is only covered if prices are publicly displayed.

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