Re: Barrier to entry.

From: Rob Frankel <rob_at_robfrankel.com>
Date: Thu 16 Mar 2000 08:42:11 -0800

VIN TON WROTE:
> Can a successful ad campaign and, or brand create
> a significant barrier to entry? And how to do so
> successfully? This post is regarding to the
> explanations from dot.com companies trying to
> justify the exorbitant amounts of capital devoted
> to advertising both on and off line.

Sure, happens all the time. It's called fear-driven
marketing and works by suggesting that if you use any
other brand, you're in deep yogurt. Fedex, for
example, has thrived for decades on the fear of
allowing a less qualified service screw up delivery of
your critically important packages.

They began with "when it absolutely, positively has to
be there overnight" and continue with "Be absolutely
sure".

That's why most of us still pay the extra $ to FEDEX
for really important stuff, and leave the overnight
shipping of lesser stuff for $3 with the USPS.

Rob Frankel, http://www.robfrankel.com

2000, Rob Frankel, http://www.robfrankel.com. Rob Frankel is a
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Received on Thu Mar 16 2000 - 10:42:11 CST