Number Two Can Be An Advantage
Number Two Can Be An Advantage

Number Two Can Be An Advantage

Some years ago, a car-for-hire company with just a few units started to come out and compete in the market. After ten years, the said company became the second biggest car rental company. But no matter what the executives and managers of the company did it always was number two and it never came to a point that it was able to become the market leader. Try and try as they might, they were not able to beat the other company that was number one.

So what did they do instead? The company decided to play up their ranking in the industry and earn their profits from there. In every marketing campaign they have, from posters to brochures and even custom door hangers, they wrote their slogan – “We’re Number Two, so we try even harder.” From then on, the company was able to turn their income around and earned a lot of profits. They are still the number two rank when it comes to car rentals but they were able to rake in a lot of customers because they were able to get a reputation of a company that will bend over backwards just to provide its clients with the best service in the market.

Also, they wouldn’t want to be number one anymore; or else, their slogan would no longer apply to them.

This is a major example of how a disadvantage can turn into an advantage when you utilize clever and smart marketing. The message of the car rental company was both powerful and successful because, for one thing, they were able to give an impression that they will do anything and everything to satisfy the customers with better service. And another, their marketing slogan suggested that the top company is sitting on their laurels because they can afford to be lazy. Thus, the marketing slogan captured the sympathy of the target clients as well as made it very easy for the company to be remembered.

It is a reality that every business must face – a dominant company will always be present in any industry. These companies will be the ones to set the way, lay down the pace and rules that the other companies have to follow. Thus, many companies that are usually smaller find themselves trying to keep up with the “top dogs”. But again, clever and smart marketing can always turn a disadvantage to a company’s strength that it can use to grow and gain clients.

So if you are considering of doing a breakthrough in your own market niche, find out your main disadvantage over the top leaders of your industry. Then through clever marketing, determine a way to twist it to an advantage. And then create a slogan that will be included in your marketing tools such as your posters, brochures, and even door hangers, that will be easily remembered by your target audience.