IWC Watch Marketing Campaign

guerilla

guerilla

All we do is win
Aug 18, 2007
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This is from an event last year called Zurich.Minds which was run by Rolf Dobelli.

I like asymmetric marketing and leveraging all sorts of advanced concepts like big ideas, social proof, celebrity endorsement, secrecy, exclusivity, scarcity etc.

[ame="http://www.youtube.com/watch?v=IOGlRNrdHQs"]Georges Kern, IWC, ZURICH.MINDS - YouTube[/ame]

A lot of other great talks in this series. I may drop more links later.
 
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Interesting film. Made me want to go visit Portofino.

Sadly, it would seem to take gargantuan resources to be able to synergize all of those concepts. (Especially the celebs.) The event for 900 picky eaters would surely have cost a pretty penny too.

About the closest thing a gay webmaster can do is have a site and multiple types of ads out there all pointing to it. :(
 
I sort of posted this thread to see if there was anyone interested in high level marketing still here.

The answer is no.
 
Is that really working for them?
You can't really measure that stuff.

I've met some people who studied advertising and did stuff like that for big companies, but they had absolutely no clue what they were doing...
 
What's your definition of "high level marketing" here?

The consulting I allegedly do with some defense and banking firms is pretty high level since its all about inception of ideas and selling them on changing their opinions without absolute realization.

Good video, I always like seeing this stuff. You can take it and apply it in so many different ways. That's one thing about the internet that is so beautiful. It gives those who know their shit the power of absolute creativity. Break through the barriers.

You can "sell" some pretty interesting shit so long as you realize there is more than just products, tracking, and taking credit for things. :)
 
hehejo said:
Is that really working for them?
You can't really measure that stuff.

I've met some people who studied advertising and did stuff like that for big companies, but they had absolutely no clue what they were doing...
Click to expand...

He says in the video: "it costs a couple of millions[to do the event] ...., but you can multiply your ROI by 15"

You might say he's pulling that out of his ass but if their doing million dollar events they can spend a few bucks for statisticians to separate the event from the regular market noise and a few people to gauge the success online and offline.
 
I've been seeing a huge rise in the marketing and sales of luxury goods over the past few years, especially the companies that have been marketing to us.

My car dealer just gave me the premier issue of this new magazine that essentially caters to the highest net worth individuals and the advertisements and articles were VERY different. The whole magazine was just stuff you can't buy for less than mid six figures and will never see advertised anywhere else, like megayachts, custom/designer supercars, and luxury villa rentals, art collection auctions, and the like. Think Robb Report for billionaires.

I'll upload two pics, but the magazine doesn't even have a website (you also can't buy it. ha!).

The luxury retail market is VERY, VERY different.

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On a related note, I've read that luxury sales are booming at an exponential rate online as well as in China... It's a very different world.
 

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I don't think it's difficult to see just how effective this marketing concept can be. It does require some outside the box thinking, but the underlying concepts are universal.

It's all creating Social Proof and Exclusivity like guerilla mentioned. The concept of snob appeal will never go away.

When dealing with a class of very wealthy individuals, you are selling an experience. Something that will invoke emotion. They can buy anything they want. You have to create a story. Give them something to buy that they can brag to their friends about.

And the execution of this is perfect because it all synergizes and gives everyone involved what they want. The press loves the news story you gave them to cover. The celebrities love the weekend getaway and the positive image your event is painting for them. The audience and future customers love seeing all the celebrities together and the presentation. And on your end, you get all the free PR and Marketing you can handle. Plus the connections you build from doing this event is invaluable.

It reminds me of Zig Ziglar's quote "You can get everything in life you want if you will just help enough other people get what they want."

I just find the way everything is leveraged to be pretty remarkable. It's essentially an art form.

And danke, that magazine looks very well put together. I really need to start putting together a swipe file of well marketed luxury products.
 
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