In one of our last posts on co-marketing
we referred to Cost Plus’ campaign in promoting Downton Abbey, as an
excellent co-marketing example. They now are using the Downton Abbey
brand to sell shortbread cookies and wine. This, in our opinion,
lessens the appeal of the Downton brand, and taints its luxury aspect.
If you
are a fan of the show, you know that the head butler, Mr. Carson and
Robert, the Earl of Grantham, are wine connoisseurs. They certainly
would not drink either of these Cost Plus 2012 wines, bottled in
Bordeaux, France. Their chief cook, Mrs. Patmore makes shortbread.
The Cost
Plus red wine is a Claret, which is a generic or semi-generic Bordeaux.
The word Claret, used only for export, was used primarily for the
British market and became the favorite of the less knowledgeable British
upper classes.
The red
grapes used in the soon to be released 2012 Bordeaux wines were battered
by unusual weather patterns resulting in small yields, according to the
Wine Cellar insider.
2012 has been referred to as a wine maker’s vintage, meaning that
additional work and expense went into production to ensure a minimum
yield. Some of the white wines for 2012 fared better.
So
how does this relate to luxury real estate marketing? Be a student of
every aspect of luxury. If you fake it, it will be obvious to your
clients and prospects that are in the know. Eventually, you will be
laughed out of a job. Check your facts, and then double-check them. Do
not assert it, unless you can provide a reliable source (or online link)
of where you found the fact.
Written by Ron & Alexandra Seigel-
ABOUT: Napa Consultants, International
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