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Hey, Wanna Buy A Brioni Suit from My Trunk?

Hey, Wanna Buy A Brioni Suit from My Trunk?

I’ve been watching a lot of sports playoffs and the (incessant) car advertisements are about pick-up trucks and SUVs and hybrids and so forth. Sometimes there are incredible feats of strength, sometimes great mileage, occasionally clear sexual suggestions, and also celebrity endorsements. These are Fords, Toyotas, Dodges, Hyundai, Mercedes, Lexus, and so forth.

But you don’t see Rolls or Bentley, Aston Martin, Porsche, or Corvettes. You DO see them in some magazines, usually very upscale publications such as Departures or Cigar Aficionado.

That’s simply a matter of a company knowing who its buyers are and how they are best reached. It makes far more sense to advertise and promote selectively than broadly for high-end  and luxury products and services.

So why are you promoting yourself on social media, the broadest and most undifferentiated media anywhere?

Written by

Alan Weiss is a consultant, speaker, and author of over 60 books. His consulting firm, Summit Consulting Group, Inc., has attracted clients from over 500 leading organizations around the world.

Comments: 2

  • May 23, 2022

    I agree all heartedly with your explanation regarding targeting your audience.

    There is one more factor to consider — differentiation. Toyota, and Kia, and Ford and so on, are all practically the same in many aspects (features, design, etc.). The more similar a product is, the harder they have to work on — spend — in advertising. There is no other Bentley, or Porsche, and so on… Therefore, their advertising is more informative and less frequent.

    As it apply for us: We must differentiate ourselves from others, so we are not ‘just another consultant’.

    Again, your point about targeting is absolutely correct and valid, I just wanted to add another aspect.

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