Strictly a promotion should match the quality of the product, or risk a charge of miss-selling. Yet how many return their iPhones as a substandard product, when compared to some of the alternatives?
In 'Luxury Marketing' cost, value, quality is often considered as secondary to the conceptualisation and association. What is being sold is not the product, but the lifestyle choice. By buying this, you are associating yourself with...
This form of marketing can be very dangerous to budget level business. As they are often working on the very edge of acceptability and can easily slip from high-value marketing into the realm of the cheap and tawdry. This is not an area of marketing for an unresearched and untested marketing campaign.
If you are branding your product or service as a 'luxury' be sure that you can deliver. Do not try to reduce your overheads by cutting quality, this can rebound disastrously. It is more acceptable to raise your prices, making your brand even more exclusive.
Gavin Bryan-Tansley Owner Vid-FX+
