Who got them into the category? — Kelford Labs Daily
And how can you get their attention?
And how can you get their attention?
How we sold our new workshop.
Marketing gets into trouble when it tries to convince people of things. When it papers over flaws or embellishes facts.
Marketing cannot save a company, nor can it make one.
The task was to sell a German-made car in America, less than 15 years after the end of World War II. Oh, and it looked and drove nothing like the most popular cars of the day. So how do you introduce a new car in a hostile market dominated by giants?
Everything we do in our business either reinforces or damages our market position. Including, or even especially, how our product works and looks.