Create Distinction: What to Do When ''Great'' Isn't Good Enough to Grow Your Business by Scott McKain

Author:Scott McKain [McKain, Scott]
Language: eng
Format: mobi
ISBN: 9781608324279
Publisher: Greenleaf Book Group Press
Published: 2013-03-04T14:00:00+00:00

Enterprise got its start by courting the airport passenger market. It could not afford to have space in the terminals, so their check-in facilities were located one or two blocks down the street. They countered this disadvantage by offering lower prices than Hertz and Avis. Their advertising campaign consisted of a photograph of a handsome male, well dressed and drinking a martini. The headline was, “Before I started using Enterprise Rent-A-Car, I lived with my mother.” After they built some mass, they moved into the garage-rental market and switched their position to, “We’ll pick you up.” Their television commercials feature an automobile wrapped up like a gift package driving to the location of the person renting the car. The moral of the story is, regardless of how small your company is today, you can become a leader.9

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