iliria posted:manicm posted:Solid Air posted:manicm posted:iliria posted:Pcd posted:You do not need hype to sell good products they sell themselves ?
A very generalistic and misguided statement in my opinion. If good products sold themselves then Apple, Mercedes and a ton of other companies would not need to advertise at all. Apple very likely sell nearly half of their products because of hype.
Actually neither Ferrari, nor Rolls Royce advertise. And Linn/Naim/Cyrus advertise very little. In fact they don't need to as the websites act as advertisements.
I'm sorry, but that is a silly statement. Just type 'Ferrari advert' or 'Rolls Royce advert' into Google Images and you'll see why. Very nearly all successful businesses spend money on marketing, and those that don't have very specialist reasons not to. The term 'hype' is contentious as it implies over-blown claims, and I certainly don't advocate those, but marketing is essential. The term 'advertising' is elastic and falling out of fashion in the modern era, but websites, PR and, yes, even this forum are not free - it's all marketing.
No it's not a silly statement, why don't you ask Linn how much they spend on traditional marketing - very little actually. They actually cannot afford to - their profit margins are really not that high. They instead spend on events like listening sessions and demos at selected locations.
You may be a marketing graduate but you come across as a bit naive. Linn and Naim's biggest marketing spend remains their websites. Reviews also bring them product awareness. They're completely different from Apple.
Ferrari and Rolls Royce are legends and dont need to advertise as much. And still, they advertise quite a lot. By comparing Naim to Ferrari and RR and then say that Naim and Linn are completely different from Apple you are contradicting yourself. I assume you work for both Naim and Linn based on the fact that you are making a certain statement about their marketing expenditure?
Rolls Royce is affordable by the mega rich and the mega rich are well aware of the brand. Middle and lower classes have no hope of buying a Rolls. Thus Rolls' advertising needs may not be as high as those of Naim.
Naim is aimed at the middle and lower classes especially considering that nowadays it is quite easy to get a loan or CC for £3k. Therefore the advertising needs to be more intensive, if the company is to expand customer base.
Listening demos and sessions is not as effective at reaching new customers. Rather It may prove more beneficial to convince existing customers to upgrade. Whereas an indepth review of the product which has been carried out by someone impartial (or at least someone that appears to be impartial and with no vested interests) has more "convincing power". In my opinion that is. I would put more weight on a review carried out by someone impartial rather than a review from an authorised reseller of the product.
Naim is patently not aimed at only the lower to middle classes. Their top end streamers, for example, cost around 3k +, then you need to add amplification and speakers to match and you're nudging a 15-20k system. Naim and Linn are over 40 years old and people know who they are. I would agree Naim would add more marketing for products like Muso, but their top end products will advertise through demos, sessions, exhibitions.