You know how it is — you look back at a marketing idea that worked really well, and, all of a sudden, success seems so obvious. “No wonder that worked,” you say. “It was a great idea.” Often it seems like one idea, but it really has a few moving parts. Successful ad slogans and “unique selling propositions” (USP) are like that. They answer a customer’s needs concisely, cutting through the marketing clutter with their deceptively simple solution.
Domino’s entered an overcrowded pizza market with “Fresh hot pizza delivered in 30 minutes or less.” Aside from the fact that they crashed into lots of things while doing that, hundreds of millions in early run-up sales helped pay for the damage. (We’ll assume they were “In good hands with Allstate.”) Also playing on the speed element, Fed-Ex sympathized with business pressures with, “When it absolutely, positively has to be there overnight.”