Marketing Luxury Real Estate Tip: Why Psycho Graphics Matter-Part 6
Friday, October 26, 2012 at 12:00AM
As a luxury real estate
professional, it is important to know and understand the psycho
graphics of your marketplace. One way to do this is to analyze why and
how you buy luxurious products. Here is an example:
We were just at our local wine
warehouse store, Capinteria Wine Company, to purchase a bottle of
Champagne or Sparkling Wine, if made anywhere else, for a very special
celebration this evening. They have a great selection, and being
students of branding I (Alexandra, here)spotted this bottle of
Sparkling Wine called Goat Bubbles. It certainly stands out at first
glance. It would make for great conversation, and the reviews stated
"it was a silly name", however the product was good and "pinot esque",
which refers to the Pinot grape.
On second thought, the brand
became a turn off for us, in this instance. Although we love fun names
and fun brands, we have a reverence for Champagne/Sparkling Wine of
all countries. For us, it means "special and worthy of toasting an
achievement, an anniversary, a birthday, a wedding, or just because you
appreciate your mate." We were not the right psycho graphic for this
sparkling wine, and we are certain that there are many who will find
the name and the wine "perfect!"
So we opted for a French
Champagne "Henriot" grown on the chalky soils of the Champagne region
in France, which we have visited and enjoyed exploring many of the
great Champagne houses. It is the proprietor's favorite, and she
recommended it for the crab cakes made with fresh Louisiana crabs,
which will be served with this meal.
Know your psycho graphics before you market yourself or your company.
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