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Can you market a rolex? - Pranav Bhasin's Product Lens

Can you market a rolex?

rolex luxury watch advertisement

One thing I have always marveled at is the ability of watch companies to market their products. Imagine the odds in front of them:

1) The product was invented in 1800s and has reached a stage beyond innovation ( except for the ones in James Bond movies ) – can’t sell watches based on differentiators anymore.

2) Everyone already owns at least one watch – market is already saturated.

3)  New breed of devices and cellphones make it redundant – who needs a watch when you have a cellphone and are on twitter 24×7.

How much harder can it get? And yet they manage to sell watches by the dozen.

But how? Well, look at the rolex ad on the left for instance. It talks about piano, seduction, soul and what not – none of these have anything to do with a watch. But all of these are words that have been carefully chosen to connect with prospective buyer of this watch.

As I looked at a few more of these ads, one mistake that we internet marketers do often became very clear. As internet marketers, we are often too focussed on selling our product by highlighting how the features our product offers are better than the competition. While this approach works for some companies that grab the attention of sufficient early adopters, most other companies struggle and keep adding on feature after feature in hope of selling their wares.

Its time internet marketers start looking at customers and thinking about what would grab their attention about your product. This will not only make them better marketers, but may also give some brilliant insights about the target segment that would have otherwise been elusive.

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