For 13 years the car rental company AVIS had lost money. Their number 1 competitor was Hertz.
Finally Avis admitted they were number 2 and gave up trying to go at Hertz head on. Instead they went with the campaign “Avis is only number 2 in rent-a-cars, so why go with us? We try harder.”
Avis went on to make millions and was bought by ITT. The reason they became successful is because it related itself to Hertz.
In the minds of the consumer this brought about instant recognition for AVIS. That is how positioning works.
The nice part about all this is that you do not need a Madison Avenue budget to get results. We provide a full integrated solution, including research and positioning.
We also provide all production for TV and Radio campaigns. It is our belief that coordination in your marketing efforts is a key to success.
Don’t hesitate to contact us about any questions you might have regarding your marketing needs.
We are here to help you. Call us today for your marketing needs!
