Whereas driving on the crowded Chicago expressway system the site visitors slowed, then crawled, and at last stopped. I used to be stranded, shifting ten ft and cease, one other ten ft and cease, repeatedly. I discovered myself caught behind a brightly painted U-Haul truck. There was nothing else to occupy my eyes whereas slowly crawling in the direction of my vacation spot so I began studying the indicators on the truck and acquired a very good lesson in Advertising and marketing 101 – “Features & Benefits” and “De-Commoditization of a Commodity.” In these few, stuck-in-traffic-agonizing-minutes, I felt as if I had taken a mini-course at “U-Haul University.”U – Haul makes use of their merchandise as rolling billboards. Their vehicles and trailers are lined with advertising and marketing messages – options and advantages to distinguish their merchandise from their competitors. An enormous arrow on the lift-gate factors out the “Extra Low Load Height – easy on your back” and “Ten Foot Loading Ramp – easy to enter.”

I observed that the indicators touted each the function – “Extra Low Load Height” AND the profit – “easy on your back.” Nice copy writing! Even when the competitors has the identical load top, they don’t seem to be shouting it out on 1000’s and 1000’s of vehicles all through the nation.Later, as site visitors cleared I used to be in a position to pull forward and observed many different function / profit messages on the facet and door of the truck. The message was clear, that they went the additional mile to design autos which can be simpler to load and transfer a family… good causes to lease from them. As well as, they’re utilizing their product because the medium to transmit the message – cheap (whenever you calculate the “cost per impression” by the tons of of 1000’s of day by day impressions when in comparison with the price of media buys to realize the same variety of impressions) and really efficient.Look, within the truck rental enterprise, the competing firm’s merchandise are all, a minimum of to somebody who not often must lease a truck, comparable if not the identical. I am guessing that there’s little distinction in pricing. Other than a comfort and placement issue, there is not a lot motive to decide on one firm over one other… except an organization has made an impression that their product and repair is considerably higher and, if one thing guarantees it will likely be simpler on my again, I am impressed. And I began considering “features & benefits” and “de-commoditization of a commodity” train can profit any firm.

Regardless that being caught in site visitors is irritating, it may be a thought-provoking studying (and back-saving) second.

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