Comments on: Ranked Number Two and Loving It http://www.byrnehobart.com/blog/ranked-number-two-and-loving-it/ Salesmanship in Pixels Fri, 03 Feb 2012 05:59:00 +0000 hourly 1 http://wordpress.org/?v=3.3 By: seshrum http://www.byrnehobart.com/blog/ranked-number-two-and-loving-it/comment-page-1/#comment-78 seshrum Fri, 02 Oct 2009 00:00:41 +0000 http://www.byrnehobart.com/blog/?p=127#comment-78 Avis' campaign was a brilliant one, no matter what Hertz did. At the time Hertz was by far #1 in the industry (by every measure), and Avis was down in the swamp with the countless other small rental car companies. In terms of market share, Avis wasn't really any bigger than its competitors, and consumers couldn't tell it apart from any other company. <br><br>But, Avis was actually #2 in one measure: fleet size. Only Hertz had more cars than Avis. So, Avis advertised the heck out of this. Hertz may have taken some shots at them (and by doing so raised the profile of Avis' campaign), but in consumers' minds, Avis went from being just one of countless so-so rental car companies to the strong underdog that was nipping at Hertz's heels, whether or not this was true to start. <br><br>Over time, reality tended to follow perception, and Avis did emerge from the pack to be a much larger player in the rental car biz. Avis' campaign was a brilliant one, no matter what Hertz did. At the time Hertz was by far #1 in the industry (by every measure), and Avis was down in the swamp with the countless other small rental car companies. In terms of market share, Avis wasn't really any bigger than its competitors, and consumers couldn't tell it apart from any other company.

But, Avis was actually #2 in one measure: fleet size. Only Hertz had more cars than Avis. So, Avis advertised the heck out of this. Hertz may have taken some shots at them (and by doing so raised the profile of Avis' campaign), but in consumers' minds, Avis went from being just one of countless so-so rental car companies to the strong underdog that was nipping at Hertz's heels, whether or not this was true to start.

Over time, reality tended to follow perception, and Avis did emerge from the pack to be a much larger player in the rental car biz.

]]> By: seshrum http://www.byrnehobart.com/blog/ranked-number-two-and-loving-it/comment-page-1/#comment-55 seshrum Thu, 01 Oct 2009 17:00:41 +0000 http://www.byrnehobart.com/blog/?p=127#comment-55 Avis' campaign was a brilliant one, no matter what Hertz did. At the time Hertz was by far #1 in the industry (by every measure), and Avis was down in the swamp with the countless other small rental car companies. In terms of market share, Avis wasn't really any bigger than its competitors, and consumers couldn't tell it apart from any other company. <br><br>But, Avis was actually #2 in one measure: fleet size. Only Hertz had more cars than Avis. So, Avis advertised the heck out of this. Hertz may have taken some shots at them (and by doing so raised the profile of Avis' campaign), but in consumers' minds, Avis went from being just one of countless so-so rental car companies to the strong underdog that was nipping at Hertz's heels, whether or not this was true to start. <br><br>Over time, reality tended to follow perception, and Avis did emerge from the pack to be a much larger player in the rental car biz. Avis' campaign was a brilliant one, no matter what Hertz did. At the time Hertz was by far #1 in the industry (by every measure), and Avis was down in the swamp with the countless other small rental car companies. In terms of market share, Avis wasn't really any bigger than its competitors, and consumers couldn't tell it apart from any other company.

But, Avis was actually #2 in one measure: fleet size. Only Hertz had more cars than Avis. So, Avis advertised the heck out of this. Hertz may have taken some shots at them (and by doing so raised the profile of Avis' campaign), but in consumers' minds, Avis went from being just one of countless so-so rental car companies to the strong underdog that was nipping at Hertz's heels, whether or not this was true to start.

Over time, reality tended to follow perception, and Avis did emerge from the pack to be a much larger player in the rental car biz.

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