interesting talks
TRANSCRIPT
Think different. Be different.
Act different.
Who are you?
What is your niche?
Identify your correct target audienceand become them!
Check out your competition
There is NO such thing as a USP
Think different. Be different.
Act different.
What if you’re not as good as your competitors!
versus
The “We Try Harder” ads were an instant hit. Within a year, Avis went from losing $3.2 million to earning $1.2 million—the first time it had been profitable in more than a decade. From 1963 to 1966, as Hertz
ignored the Avis campaign, the market-share percentage gap between the two brands shrunk from
61–29 to 49–36.
Terrified Hertz executives projected that by 1968 Avis might need a new ad campaign—because it would
no longer be No. 2.
What if your product is no different to your competitors!
1. Make a bigger noise!
Dynamic steering response (DSR) is a car safety technique that corrects the rate of hydraulic or electric
power steering system to adapt it to vehicle's speed and road conditions. Similar to DIRAVI, this system was
first featured in the SEAT Leon Cupra R and has since
been used in a wide range of models including the Ibiza, Cordoba, new Leon, Altea and new Toledo.
2. Be the only one saying/doing it!
3. Market your brand in not the usual places!
4. Visually stand out!
Have a personality!
Go above and beyond
“A businessman arrived at our terminal in Portland, Ore. His flight had departed, and there weren't any
other flights to San Francisco. He was alone and out of options.
Our team rallied and got him on a flight to Los Angeles with a
connection to San Francisco. They assigned him a seat at the front of the plane and told him about the
quickest route to his connection. A crew member told the pilots about the rush, and they managed to get
the plane to Los Angeles seven minutes early.
When the businessman reached his connecting gate on time, the pilot
and crew on that flight congratulated him”.
He wrote on his blog: "They had gone above and beyond
that day. Each and every one of them had a hand in making my
experience not only successful, but enjoyable -- and the best part, I
didn't once feel as if I was inconveniencing any one of them."
Such effort and kindness can earn you a customer for life.
Tactical/seasonal
Brand Boobies!
