I recently caught this messaging from online video provider, VUDU. From it, I think there are several lessons right out of Trout and Reis’s 22 Immutable Laws of Marketing. The main one that jumps out is the Law of Opposites (Law #9), “If you are aiming for second place, your strategy is determined by the leader.”
VUDU needs to differentiate itself from the online movie market leader, Netflix, if it hopes to carve out a niche. Netflix currently has the most eyeballs and awareness when it comes to online videos. Without having a differentiated strategy, VUDU is just another online video site without much of a reason for consumers to notice.
Kudos to the team for highlighting the 2555 day advantage they have with new releases over Netflix. That’s a message that will get people to pay attention.
Now, the next question is, do they have the Resources (Law #22) to change Perceptions (Law #4) when it comes to them being the site with the “newest” releases for watching movies online? An even more important question, is this a sustainable position?
What do you think?