Quote:
Originally Posted by sdhotwn
I work with marketers on luxury product, and I use to work with a senior marketing manager from BMW USA that came to our company... I can tell you BMW doesn't think that deeply in that respect  |
Call the luxury product item "Limited Deluxe Edition" or "Summer Only Edition" or something the like, even if only packaging changed. Eventually adopt a system requiring customers to enroll to be 'eligible' to get the product (while in reality no real selection is made). Refuse a part of them randomly saying that
"unfortunately, due to high demand, all items of this exclusive edition are already spoken for. But we ensure that you are part of the 'priority privilege customers section' for our next exclusive edition". Eventually get the 'members' a fancy key hanger or lanyard which they preferably attach to their house keys (regularly showing off the brand). If the company is lucky enough that the hype for the brand really kicks in: allows the company to produce smaller (high quality) quantities selling at very profitible prices.
'Marketing 101' to get customers the feeling that (s)he's special, almost feel privileged / honoured to 'manage' to buy a commodity.
Cf. the pick-up line:
"You're no star - You're a universe !".
Back in 2015, Porsche US (PCNA) offered a right of first refusal to all those on the Porsche 918 Spyder VIP 'early access' program, allowing these privilege customers to secure a Cayman GT4 allocation ($84,600) ahead of the normal 'line' (
"It is my pleasure to offer you, per your 918 Spyder VIP privileges, the opportunity to be among the first to acquire the new Cayman GT4."). PCNA offered them one week to decide and allocated the remaining US-allocated expected production to US dealers (source:
here).
Porsche Cars North America - 2015:
