Download the slides from Chris Maloney’s popular presentation on The 16% Rule as seen at ADMA Forum 2011 and The Customer Show, Sydney.

When I first saw the new iinet campaign where they claim to be the new No.2 in DSL Broadband, I quickly knew I had to write a blog post about how similar this campaign is to the great Avis “we’re no.2 so we try harder” campaign from the 1960s.

Fortunately, my friends over at Marketing Magazine have already covered this angle which frees me up to look a bit deeper into why this strategy will work for iiNet.

I am currently researching examples of my 16% diffusion of innovation rule in action for an upcoming article in Marketing Magazine.

With this in mind, yesterday I noticed Google had started outdoor advertising in Sydney for its Chrome browser, which has now been available for over 18 months.

There is one thing that infomercial marketers know all too well, and that is offering a money back guarantee reduces risk for the customer and increases likelihood they will buy the product.

Following this strategy, in Peru, I came accross this Pizzeria advertising that “If you don’t like the food, you don’t pay”.

But is this in fact a good offer for a restaurant to make?