Thursday teardown time.

Before we get into this - what’re your top marketing and sales books? I wanna read more of em.

Another note: I’m taking on a few people who want to increase their conversion rate in one hour. I’ll recreate your landing pages, fix your copy, and change the structure to help you convert customers like a cheat code. The calendar is open but I can only take on 5 landing pages right now.​

Onto this case study covering one of the most overlooked aspects of marketing: positioning.

In Partnership with Stack Influence​

How Sending Free Products to Micro-Influencers Helped Brands 5X Revenue In 2 Months

Influencers < Micro Influencers.

Higher trust. Higher engagement. Higher impact. Higher ROI.

But the key is automating the process and collaborations.

And that’s where Stack Influence comes into play.

Here’s how they helped brands 5X revenue in 2 months:

• 11M+ Micro-Influencers library
• AI-powered automation platform to X
• Pay influencers just with your product
• Gain authentic UGC with full usage rights
• Amazon product listing growth
• Build an in-house community of affiliates

Join Fortune 500 companies like Unilever and P&G along with up-and-coming brands like Magic Spoon and Momofuku by getting started with Stack Influence.

Increase social media engagement by 78%. Generate 5x more paid media conversions.

​Right here.​

How Fiat Repositioned Themselves

What are the three words that pop up in your mind when you think of Fiat?

Small, affordable, and… boring.

After watching a Fiat ad today that announced their repositioning, I scratched the word boring, and replace it with cool.

What Led To The 180 Positioning?

Fiat announced they’ll no longer produce cars that are painted grey.

But what sold the story was their new colorful ad that introduced the repositioning to customers.

The storytelling in the ad masterfully secures a new position in consumers’ minds for Fiat.

The strategy Fiat used for introducing the new positioning is something highlighted by Al Ries and Jack Trout in their classic book, Positioning: The Battle for Your Mind.

Because the mind tends to filter out unfamiliar new information, if you want to introduce a new positioning, you need to position it against something people are already familiar with.

Here’s the ad frame by frame and how it repositions FIAT.

Position Against Competitors That Prospects Know Well.

Say What You Aren't To Highlight What You Are

So to tie back to its brand heritage as an Italian brand, Fiat will no longer produce grey cars.

Because unlike Germany, Japan, or France, Italy is the land of colors, and Fiat is the brand of colors.

Voila! That’s precisely what Fiat achieved through this ad.

Links & Resources

• Mailchimp’s guide to improving your upsell game​
• 23% of programmatic ad spend is wasted
• Omnicom to debut AI tool to build media plans and target ad audience​
• How Richard Patey Built a Newsletter Empire With Multiple Exits​
• ​15 hard truths of psychology and life​

If you’re interested, here’s the full video. It’s great.

Alex & Chi

Marketing Examined

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Austin, TX 78741 United States
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