6d • Water Cooler
Turn a competitor's strength into your advantage.
Avis wasn’t #1. Hertz was.
While many brands would’ve pretended that wasn’t the case, Avis did the opposite.
Their iconic “We Try Harder” campaign used their second-place status as proof they had to work harder to get your business.
It worked. Avis went from operating at a loss to turning $1.2 million in profit, becoming profitable for the first time in 10+ years.
THIS IS KEY:
That’s why being #1 isn’t the most important thing — finding your customers' deeper pain point is. #1 sounds good (it "must" mean that you're doing things right)... but if most everyone's experience with car rental companies is that they don't seem to try very hard to earn your trust or go the extra mile for you to have a good experience, then who cares who's #1? You just want someone who cares a bit about "service with a smile."
NOTE: An agency by the name Doyle Dane Bernbach (DDB) helped AVIS turn the corner on its business with this slogan and ad campaign back in 1962. Funny thing is, today, Enterprise is #1, Avis/Budget Group is still #2 and Hertz is #3.
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Turn a competitor's strength into your advantage.
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