I had to take our minivan into the shop for service this morning. Our insurance company had arranged, proactively, for me to also get a rental car at the same time. And as I did all the paperwork at the Enterprise counter, I found this brochure staring me in the face.
What I found interesting was not that it was prominently featured on their counter space nor that Enterprise sells cars. What I found interesting was that some marketing person at Enterprise thought it would be a good idea to place "... and if it isn't right we'll buy it back" front and center on the brochure for all browsers at the Enterprise counter to see.
You see this marketing person had to decide what messages were most important to the Enterprise renter that may become an Enterprise car purchaser. I can imagine the first would be to make car renters aware that they could purchase cars from Enterprise. That's really the main point, to make people aware of this fact. OK, then what? What does this news bring up in the consumers' mind? "Buy a rental car? What if it's a lemon?" Something like that, right? It's a sense of fear, of concern about a perceived possibility.
So how could this be resolved? While I am not the world's greatest copywriter, I'm willing to bet that these are an improvement over "and if it isn't right we'll buy it back."
- Your satisfaction is guaranteed
- Your satisfaction is assured
- We guarantee you'll love it
- We have a no lemon policy
- Your satisfaction is our passion
Why am I not a fan of their copy? Because it does nothing to address the consumers' concern and, in fact, promotes the hell out of it. There is nothing subtle nor nuanced about their approach; it forces the perception that one needs to be concerned about the car. Why? Because they advance, front and center, that they'll but it back from you. Just the assurance one wants when considering a several thousand dollar purchase- don't worry, if it's horrendous we'll take it back. Confidence inspiring, isn't it?
Can you imagine a banner hanging outside a restaurant you've never eaten in that reads "All You Can Eat Buffet- $5.99, and if you get sick it's free!" Or imagine a doctor's office the promotes "Lasik Eye Surgery- if we don't get it right on the first try we'll get it on the second." How do you think an establishment promoting something like this would do?
Probably as well as Enterprise does at selling used cars.
hertz, alamo, national, car rental, rent-a-car, budget, thrifty, avis