Descriptives are the essence of what excites a consumer - intelligently informing the ultra-high net worth client of what to expect with their purchase and offering an idea of what it feels like to experience a brand promise in action. Mercedes' Maybach 2020 video does just that . . . bringing views and potential customers into a preview that frames expectations with masterful precision. In this video, the real story beyond the fluff begins at 1:45 and is worth the 16 minutes to watch.
The definitions outlined in the interviews and with the presenter himself to express the feeling the consumer should ultimately experience are priceless. I noticed when I took a walk on my favorite street in Washington DC that one of the longtime residents had just freshly purchased one of these cars and I asked him, "what made you decide on this?" His first answer was "safety" followed by comfort, amenities, and a conversation piece with peers. There still is credence to what we uncovered at a focus group years back - the consumer is willing to pay if you can deliver "something they can't get anywhere else."
Translate the car to real estate for a moment. It takes a little more thought, but how are our broker peers appropriately extolling the virtues of the properties they represent? The essence of true luxury marketing is to predict, have an answer for any scenario, and provide on a platter an idea of how the buyer can actualize their dreams through the purchase. In fact, in a world where a continual barrage of opinion and choice is foisted upon the consumer of luxury goods and property selections, it's their expectation that you'll be creative enough to reach into their minds and showcase something in a way that resonates "I can't live without this."
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