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PART II: STANDING FOR SOMETHING
Image you are going to sell a new vehicle called the "All–In–One Auto”. It is part
econobox, part sports car, part SUV, part truck, part family
sedan, and part luxury vehicle. It offers everything anybody could
possibly want in a vehicle, so there is no reason for anybody to buy
anything else. So everybody on the planet will drive your A.I.O. Auto … Right? …
Wrong! ... Let's see how buyers actually react to your offering...
The first time somebody purchases a car they are usually a student or
working their first entry-level job. Their singular priority is saving
money. So what do they do, they buy the car that most satisfies their
needs, an econobox. After they graduate from college or get promoted
they want to celebrate and cruise downtown in a sexy sports car.
Suppose later they become interested in hiking, skiing, and other outdoor
adventures. What do they do? They buy an SUV. Likely later they get married
and have a kid, so they buy a safe, practical family sedan. Eventually,
their family grows so they buy a minivan. Finally, they retire from an accomplished career
and want a
comfortable, well-appointed car that conveys their success and status, so
they buy a premium luxury vehicle.
No
where - absolutely no where - in this cycle does
anybody have any
particular interest in or need for your A.I.O. Auto.
When poor, they want cost saving. While your A.I.O. is good on gas and the purchase price
- the econobox is
great! So why would they settle for your sedan? When they want to ensue envy in their
neighbours brands like
Lexus, Mercedes and BMW fit the bill far better than your A.I.O. ever could.
How can a single car have the best price and the best quality? How could
it be best on gas and on performance? How could any vehicle possibly
convey both an image of a tough, off-road machine for rugged outdoor
enthusiasts and also prestigious, opulent luxury for the
successful and sophisticated? The answer is that no single vehicle
possibly could.
The Marketing Moral of the "All-In-One Auto"
Story:
A product that tries to do everything will do nothing best.
A service that tries to satisfy every possible need will be an expert at
none of them. An arrow aimed at all possible targets will hit none
in the bull's eye. You cannot stand for something if you try to stand for
everything. If you try to be everything you will end up being nothing. If
you market to everybody you will end up selling to nobody. Once you
understand this you are ready to create a powerful, profitable strategy
for your business. |
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