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Studying the way Direct TV packaged and positioned TiVo for success in a competitive market can indicate principles for successful marketing for small or home businesses. This article looks at TiVo’s success and discusses the marketing principles that made it work.
TiVo, the poster child of technological advancement for companies like Direct TV, is really nothing more than a middle-aged woman in a designer dress – with plastic surgery. The technology behind TiVo is really just a tweaked DVR, or digital video recorder. Other companies have it; but no other company has built as successful marketing package around their product as has Direct TV with TiVo.
What is TiVo, um, I mean a Digital Video Recorder?
Digital Video Recorders capture video in a way similar to old video recorders, but they do it digitally. Watchers can “pause and rewind live TV” because the speed and response time of DVRs, like TiVo, provide for a virtually seamless transition from live TV to recorded material. Based on user settings, up to 80 hours of television can be recorded. This can include your favorite show each week, or you can record everything you watch to make sure you don’t miss anything. Remember, every DVR can do this, not just TiVo.
The difference is the way Direct TV has partnered with TiVo and positioned it for success in the highly competitive market of satellite television and accessories. The true success of TiVo’s marketing strategy lies in the fact that many people believe it is a unique product.
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Several valuable resources for Direct Tv can be found on this site...
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With product lines in competitive markets, positioning and packaging is king. Direct TV touts TiVo in nearly every major marketing campaign they put together. They offer discount TiVo technologies to new customers who are willing to commit to a one-year contract. My guess is that if you have ever heard of Direct TV and seen any advertisement they have produced, you have been exposed to the TiVo name and features.
Have You Ever Heard of Tevas?
The three strap sandals that have come in and out of fashion over the last few decades are now known almost universally as “Tevas.” Chalk up a point for the company Teva that created and marketed their sandals extremely successfully. When was the last time you had jello (actually a name brand of gelatin desert), or used a Kleenex (trademarked name for a tissue)? Do you ask for a “Coke” no matter what flavor of soda it is? The list goes on and on, including the most recent tendency to refer to all DVR technology as “TiVo.”
What are you going to do about it?
If you own a small business or operate one out of your home, you might not be running your own unique product line. But if you do, what are you doing to package it and position it for success? Consider doing the following:
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Additional commentary and news regarding
Direct Tv
can be found
below... |
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• Name your product or service. It may sound silly, like naming your car “Betsy” or “Lechuga,” but a name is an essential part of successful repackaging. This is what TiVo did when they renamed their DVR technology. Rather than call it a car wash, try something like “Dirty Mike’s 15-Point SuperClean.” Maybe five years from now people will say they need a “superclean” instead of saying they need a “carwash.” Keep reading below for legal considerations.
• Before you start using a new slogan or title, double check to make sure another company does not already own the trademark or copyright. The last thing you want to do (or pay for) when you own a small business is a lengthy legal process over something you could have avoided had you done the research.
• Get legal protection for your products, names, and slogans. At the same time you are doing your research, register your trademarks, copyrights, and where appropriate your patents. Registering your intellectual property with the government will go a long way when it comes time to stop others from infringing on your company name or intellectual rights.
| Ray Corbett |
Editor -
Direct Tv
Facts,
Information
Resources And Benefits
| More Links And Related Information For Direct Tv |
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The Single Most
Effective Method
You Can Use To
Do A FAST
Cost Or Benefits Comparison
That Will Save
You Both Time
And Money... |
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Just
as a
search
on
Google
connects
you
to
the
information
you're
looking
for,
'Ads
by
Google'
provides
links
to
products
and
services
that
are
relevant
to
your
Direct Tv
search
results.
Recent
studies
have
shown
that
the
click
through
rates
of
organic
search
engine
results
and
the
click
through
rates
of
ads
are
virtually
identical!
Since
click
through
rates
are
to
some
degree
an
indication
of
customer
satisfaction,
this
is a
remarkable
statistic.
As a
result
of
these
studies,
our
pages
have
been
optimized
to
bring
you
only
the
most
relevant
and
informative
links
from
Google
for
websites
pertaining
to
your
Direct Tv
search.
Some
of
these
resources
are
listed
below... |
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The Four Most
Important Things You
Need To Know About
Direct Tv That
Could Save You
Time And Money!...It's
All About Integrity
And Service. |
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1.)
Is the website reliable? A high search engine ranking usually indicates a website of substance and quality. Search Engines don't rank sites for integrity. However, they do rank them for the overall accuracy and relevancy of the sites' content, and this it what is important to you.
Also, it
never
hurts to
check
with the
Chamber
of
Commerce
to see
if there
are any
complaints
from
former
customers. |
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2.)
What is the website's Privacy Policy? All trustworthy websites have a Privacy Policy statement that states their legal position with regard to the use of your name and personal information. The privacy statement is usually located on the home page at the bottom navigation bar. You do not want to provide your email address, only to be constantly spammed by a company's email advertising campaign in the future. What's worse, some disreputable companies sell the email addresses they have collected to other online companies, including porn sites. Read the Privacy Policy carefully before you provide any detailed personal information.
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3.)
Does the company have a Terms Of Service agreement on their website?
After you have selected a
Direct Tv
Website, read their Terms Of Service Agreement, usually located in the bottom navigation bar of the home page. This agreement will cover the responsibilities of the
Direct Tv provider if you choose to
use
their
products
or
services. If you don't see a terms of use or service agreement on the home page, ask for a copy to be emailed to you. |
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4.)
Does the firm advertise with Google, Yahoo or MSN? Simply advertising with one of these search engine giants isn't a guaranteed a seal of approval. However, no
Direct Tv
website can advertise with the above companies without first being accepted as a client. The main criteria for all search engines is relevancy. Their advertisers must provide quality information related directly to the consumers' search
objective.
All
major
search
engines
have
rules
for
their
advertisers
to
attempt
to
prevent
fraud. |
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While
following
the
above
suggestions
will not
guarantee
that you
are
dealing
with a
reputable
company,
it will
increase
the
odds.
Anything
you can
do to
prevent
being
ripped
off by a
potentially
unscrupulous
company
is
definitely
worth
the
effort,
since
you
could
easily
save
yourself
and your
family
hundreds
or even
thousands
of
dollars
by
dealing
only
with a
reputable
company.
Consider
some of
the
resources
on this
site and
check
them
against
the
rules
above.
Step #4
has
already
been
done for
you, as
all of
our
listings
are
clients
of
Google.
Most of
the
information
you need
to check
- other
than
rule # 1
above -
can
usually
be found
on the
first
page of
the
site...simple
and
fast.
It's
worth
the
little
extra
effort.
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Finally,
and most
important,
the most
accurate information
for
Direct Tv
is based on many
variables and can
vary
considerably.
Check
with several online
resources to insure
that you are getting
the best information
possible for your
situation.
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