About RR
One of the cool marketing tricks I learned not too long ago was a Rolls-Royce marketing idea.
Rolls-Royce is a global brand from the United Kingdom with its headquarters in Goodwood, England.
Rolls Royce targets rich and high-class people for their premium rides.
They adopted the high-price premium strategy for their vehicles because they believe all their cars are made out of high-luxury parts.
They target people who care about the name, status, and position in the world and have no money issues, and don’t think twice about buying a 200 000 dollar car.
I love their slogans Like nothing else on earth and Trusted to deliver excellence.
Rolls Royce uses a selective and personalized marketing policy for its vehicles.
They show off their vehicles at high-class gatherings, premium hotels, and exclusive auto-expos.
Make customers your brand ambasadors
We all love to brag about something expensive that we have.
For “regular” people that might be a watch, necklace maybe even a car, or an apartment.
Those the buy expensive toys like Rolls Royce like to brag about them as well.
Making your customers your marketing alabaster is the best thing one marketing can hope for.
That only works with the great customer experience and great product.
Expansive to cheep
Nice marketing trick!
Rolls Royce started showing their product on regular car shows where they will stand out by their size and their appearance.
Soon they realized that the people who go to those shows are looking for something way cheaper.
Sure they all love the look at the car and performance, but not that many can afford such an expensive toy.
This is where KNOW YOUR AUDIENCE steeps in.
They didn’t change anything about the car, they just starts showing it in different environments.
Before they had it presented next to a 20,30 or 50 000 dollar cars and they look really expensive next to it, giving that one RR is cca. 200 000 dollars.
They shifted their environment and start showing their vehicles on boats and plane shows.
People who are looking to buy an expensive 3,4,5,10 million dollar boat will have no problem buying the 200 000 dollars car.
The same goes for people buying planes. For them, RR is an impulse buy.
So, the car did not change, the switch was the environment.
That little addition to their marketing skyrockets their sales.
Something to think about!
Darko Bilandžić
Get further, faster!