Great marketers use big moves to get an unfair share of the market. Amazon Prime is one such. For $99 a year an Amazon Prime member gets free 2-day shipping in the U.S. During one week in December 3 million customers signed up for Prime. Do the math. That’s not fuzzy math, that’s Zuckerberg money. There are some projections that half of American households will have a Prime account by 2020. Is Amazon losing money with prime? Have you shipped a package across country lately? I suspect so. They’re buying share with this amazing big move but it is tilting the market even further toward them.
Another big move was made by Hyundai a number of years ago. It was the 100,000 mile, 10 year power train (whatever that means) warranty. Smart consumers could hardly turn down an offer like that. My bet is it hit the coasts and Chicago as a quick win then seeped into other parts of the country. Especially young families. The price point was good, the 10 years unparalleled. Did it cost Hyundai a lot of money? Prob. Did it make them rely more heavily on quality? Def. Did it buy market share? Oh yeah. Big move.
Big moves are not for the weak-kneed. Can you think of any big moves that went sour? Please share with Steve at WhatsTheIdea.