Cesare
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- Joined
- Dec 27, 2014
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I'm fascinated by luxury brands. The idea of offering expensive products and being seen as highly valuable is attractive but I'm also aware of the downside. With increasing prices, demand declines. Nevertheless I learned in college that there is the so-called "snob effect", which makes a certain type of people buy expensive products just because it makes them feel superior and unique.
I've been taking a close look at the marketing strategy of "Ciroc" Vodka.
It's highly popular among young adults, especially because Sean 'Diddy' Combs is the face of the brand. A website called blackenterprise.com illustrates the strategy perfectly:
Be the face of the brand: Diddy has been the spokesperson and sole face of Cîroc. Doing this, Evans assures, will grow one’s business. “If a small business owner can be the face of their brand, then it helps consumers connect with them and then they’re more apt to learn about their product and services,” says the entrepreneur. (Think Oprah and Martha Stewart. One small warning: when you’re the face of the brand, everything you do, good or bad, may affect the brand as well. Think Oprah and Martha Stewart.
Cross-promote with lifestyle integration: Cîroc-everything is how Diddy plays the game. He inserts Cîroc messaging in his music and videos (does Chester French’s “Ciroc Star” video featuring Diddy, Jadakiss, and Clinton Sparks ring a bell?), television, commercials, nightlife promotions, live event appearances, and, of course, social media sites such as Twitter. It is not uncommon to see consecutive tweets from Diddy about the latest liquor flavor and retweets of drink concoctions made with his beverage of choice. Evans, an alumni of The Apprentice season 4, says if you know how to talk about your product or service, you don’t have to be at a networking event to spark a conversation about them. You could be anywhere.
Consistency and repetition is a must: “People don’t buy from you the first time,” says Evans. “They have to see the message over and over.” Hence, she advises, why shifting your messaging too quickly can hinder the spread of your brand. Brand-loyalty is your ultimate goal and that can only be achieved through direct, balanced communication. Diddy delivers that when promoting the liquor. The Bad Boy Entertainment Worldwide founder’s platform integration says”if you want to live a luxurious life like me, do what I’m doing,” and consumers internalize it.
Authenticity sells: It has to be believable. The Combs’s connection to the luxury brand seems nothing less than natural. In fact, many people assume he’s the liquor’s originator. “His advocacy of the product made us see the vodka as an extension of him,” adds Evans.
Provide a quality product: Without a doubt, when it comes to taste and quality, Cîroc is at the top of the list with its extensive distillation process and smooth consumption consistency. The sleek and sexy bottle goes hand-in-hand with the brand and its targeted audience. ”If you don’t deliver, you’ve wasted your efforts.” It’s that simple.
Bonus tip: You must give, to receive: As a small business strategy, you should create partnerships; however, you’re going to have to give up some equity in the form of an ownership interest in your company or your product in order to get them to have buy in your company. Evaluate what the partnership could mean to your business and decide if joining forces and giving up some interest may be worth it in the long run.
Now, essentially, the reason why some people prefer Ciroc over a less expensive vodka, is because they feel like this when they drink it:
My question is: Do you think that you absolutely need a celebrity to be the face of your brand in order to sell luxury goods? I think that it's almost a must, since people only buy expensive products if these products make them feel superior/wealthy/rich (feel like Diddy in this case) or if these products are of high quality (which you only know after you've bought it or word of mouth). Opinions?
I've been taking a close look at the marketing strategy of "Ciroc" Vodka.
It's highly popular among young adults, especially because Sean 'Diddy' Combs is the face of the brand. A website called blackenterprise.com illustrates the strategy perfectly:
Be the face of the brand: Diddy has been the spokesperson and sole face of Cîroc. Doing this, Evans assures, will grow one’s business. “If a small business owner can be the face of their brand, then it helps consumers connect with them and then they’re more apt to learn about their product and services,” says the entrepreneur. (Think Oprah and Martha Stewart. One small warning: when you’re the face of the brand, everything you do, good or bad, may affect the brand as well. Think Oprah and Martha Stewart.
Cross-promote with lifestyle integration: Cîroc-everything is how Diddy plays the game. He inserts Cîroc messaging in his music and videos (does Chester French’s “Ciroc Star” video featuring Diddy, Jadakiss, and Clinton Sparks ring a bell?), television, commercials, nightlife promotions, live event appearances, and, of course, social media sites such as Twitter. It is not uncommon to see consecutive tweets from Diddy about the latest liquor flavor and retweets of drink concoctions made with his beverage of choice. Evans, an alumni of The Apprentice season 4, says if you know how to talk about your product or service, you don’t have to be at a networking event to spark a conversation about them. You could be anywhere.
Consistency and repetition is a must: “People don’t buy from you the first time,” says Evans. “They have to see the message over and over.” Hence, she advises, why shifting your messaging too quickly can hinder the spread of your brand. Brand-loyalty is your ultimate goal and that can only be achieved through direct, balanced communication. Diddy delivers that when promoting the liquor. The Bad Boy Entertainment Worldwide founder’s platform integration says”if you want to live a luxurious life like me, do what I’m doing,” and consumers internalize it.
Authenticity sells: It has to be believable. The Combs’s connection to the luxury brand seems nothing less than natural. In fact, many people assume he’s the liquor’s originator. “His advocacy of the product made us see the vodka as an extension of him,” adds Evans.
Provide a quality product: Without a doubt, when it comes to taste and quality, Cîroc is at the top of the list with its extensive distillation process and smooth consumption consistency. The sleek and sexy bottle goes hand-in-hand with the brand and its targeted audience. ”If you don’t deliver, you’ve wasted your efforts.” It’s that simple.
Bonus tip: You must give, to receive: As a small business strategy, you should create partnerships; however, you’re going to have to give up some equity in the form of an ownership interest in your company or your product in order to get them to have buy in your company. Evaluate what the partnership could mean to your business and decide if joining forces and giving up some interest may be worth it in the long run.
Now, essentially, the reason why some people prefer Ciroc over a less expensive vodka, is because they feel like this when they drink it:
My question is: Do you think that you absolutely need a celebrity to be the face of your brand in order to sell luxury goods? I think that it's almost a must, since people only buy expensive products if these products make them feel superior/wealthy/rich (feel like Diddy in this case) or if these products are of high quality (which you only know after you've bought it or word of mouth). Opinions?
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