angus.todd

If you can market your product so that consumers think it is something they need instead of something they want, then it doesn’t matter what you’re selling because you will be successful. Marketing isn’t just about advertisements, its about what consumers think when they see your product and developing the product so consumers want it. A good example of this is the ad for the  Lamborghini Reventon Roadster which, because it presents the car as a scarce anomaly and a status symbol, develops the product so that people want it.

Lamborghini has realized that its target market is men and women who have a lot of money and want to flaunt it, and this ad presents the car as the ultimate status symbol. 

An even more interesting example of this is a study done by the American Association of Wine Economists in 2008 titled: “Do More Expensive Wines Taste Better?”. It proved that the ordinary person who knows nothing about wine and is unaware of the price of the wine they are tasking does not derive more enjoyment from ‘better’, more expensive wine and when the same person knew the prices, they would enjoy the more expensive one. Why? Who knows, but it goes to show that all you need to do is make the consumer think the product is good, say by setting the price very high.