Do you still have to market high quality products and services?
We don't often see commercials for Apple or Rolls Royce. Is it because they offer such high quality products and have such a strong brand recognition that it isn't necessary for them to meet sales? While other brands spend a lot of time and effort in advertising and marketing to meet sales goals. So my question is, is it smart to be a yardstick for quality? Curious to hear your thoughts.
Hi Støre Nordgård
I'd like to start by asking this. Why did you choose those two companies?
A brand's reputation is based on it's value proposition and placement offer. If executed properly, it can sustain it's marketing and promotional cycles for longer periods. Having said that, these companies actually do market their products and services. They are the unusual "powerhouse" stories and "wow" factor it shares with it's customers and stakeholders - Customer Relationship Management. In the case of Apple and Rolls Royce, the concept of Neuro-Marketing has been executed to it's maximum effect, utilising the oldest form of marketing - "word of mouth"
Ask someone who own a Rolls Royce or an Apple product about "how they feel" about the product and gauge their response.
Other brands spend a lot of time and effort in advertising and marketing not necessarily to meet sales goals but to capture people's attention and imagination and to remain in their psyche - the ability to tap into people's motivation to be part of and love their brand - In effect, trying to reach where Apple and Rolls Royce are.
So to answer your question - Is it smart to be a yardstick for quality?
Absolutely. "Quality cannot be substituted" is the secret slogan for most major brands.
You ONLY need to market your products if you want to stay in business.
And by the way, where did you get the idea that Apple does not advertise? They spend millions, in freeway billboards and many other media.
Al Shultz alshultz.com/
I think such brands & high quality products dosen"t need same efforts like any other law qualty products - I think such high level clients are buying there Items with knowledge of its quality , the difference only in which name to choose among them , there is no question of brand level thet know its very good quality , they might search for some specifications available in it .
Of course all brands need to meet sales, Apple and RRs don't sell themselves, and budgets to meet!
They have more sales people than you think.
proving marketing and sales go hand in hand.
Do you still have to 'market' high quality products and services?
The short answer is YES!
What is meant by market and marketing? Too often marketing is confused with advertising. In fact, the positioning of a product or service as a high quality solution to the perceived market problem is marketing. Perhaps I am preaching to the choir, but marketing starts with a deep understanding of the specific market need and then crafting a solution to that need. If you have it right, then there is acceptance and people exchange money for your solution.
It also goes beyond that! You need to structure the solution in such a way that the market has access to it and educate the market about your solution. How you educate the market could be mass media ads, specialty ads, promotions, ebooks, product placements, giving influencers free product or a test drive - the list is endless.
The promotion or educational component of marketing maybe more subtle, but it is still there.
Finally, marketing needs to consider pricing as part of the branding. All things being equal, and in a market of imperfect information, pricing is used as a signal for value or quality. You are still 'marketing' high quality when you are working through the price. It is not just the sticker price, but in how you present the price, the bundling and the ultimate value.
Perhaps Rolls Royce does not advertise in your local magazine; however, the local dealership will send out by snail mail invitations to an exclusive event. There is definitely marketing occurring!
Most times no- but if there is a new product offering it has to be marketed- ultimately the buy in of the customer is essential
Oh absolutely you must continue to market high quality products...The best book I've read on marketing is the book titled Positioning by Reis and Trout...All about what part of the customers mind do you wish to own?...Position to the high end with quality always
We probable don't see the ads for Rolls Royce because the marketing is targeted. As one article puts it, "The unenviable task of impressing billionaires and heads of state goes to Marc Mielau, general manager of marketing at Rolls-Royce Motor Cars. " I'm certain that if they have a general manager of marketing they do some marketing, but it really doesn't make much sense for Rolls Royce to buy a Superbowl ad.
Apple has an ad budget somewhere above $1 billion for sales just under $200 billion. They certainly do get a lot of bang for their buck and the perception of quality certainly helps there. Remember that a big chunk of those sales come from iPhones. If you've been in a mobile phone retailer anytime in the last several years, you know that their partners push the iPhone heavily. So, rather than spending on TV ads, they have merchandising right in the AT&T, Verizon, T-Mobile and other stores. They also offer incentives to get those mobile phone salespeople to push their brand.
So, what's the takeaway. These companies do market themselves, strategically, to keep the perception of quality in front of their target market. They don't shotgun market to consumers that aren't interested. In the end, their marketing dollars are better spent.
Until your quality product becomes the gold standard, yes. There are plenty of great solutions out there just like yours. Even if there are not then you need to make sure people find out about it. Fortunately, if you have some influential customers with big mouths that see huge value in your product then your work can be easy. Do you have those customers?
If you have products that sit beside name brand products that are well known on shelves you can guess they will see it. I'm not entirely certain what brand of toilet paper spends more on advertising but you can guess the cheaper brand next to them knew their product would be visible.