Have you ever seen an advertising campaign based on the fact
that the company was number 2? I had never seen one either until I happened
upon this image while browsing the internet:
This ad is from the 1960s. The rental car company had not been doing
well for some time, but, in an attempt to turn the company around, the new
president of Avis hired an advertising company to help to create a new
advertising campaign. That ad company
did their job well because within a year, Avis went from being 3.2 million
dollars in debt to having a 1.2 million dollar profit.
Would
this scheme work today? It seems that Americans are so focused on being number
one in everything and always trying to have the best that few would settle for
a product or service advertising themselves as “Number Two”. In Avis’s case the company really did not
have much to lose. If the scheme worked-
great! If not, the company was pretty much in the same situation that they had
started off in. It would be interesting
to see if this method would be able to bring a business back to life in the
modern world. Perhaps it would because
although American like being the best, they also hate waiting in lines.
Images and Information
from: http://www.ddrewdesign.com/blog/index.php?cmd=article&id=136
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