Learning From Rolex’s Example How To Market Luxury Goods

Authenticity and Essentialism are Innate Desires
The world is filled with duplicity. Knock-off has become a term that means the same, but different in terms of quality and price. By nature humans want to be original since every human is an original creation that can not be duplicated in terms of thoughts, beliefs, and energy.

Consumers want to buy original products that present an image of uniqueness as well as quality and value and theres no better example than Rolex watches when it comes to proving that humans innately want to express their own quality, value, and uniqueness through the goods and services they purchase.

Rolex Watches entered the world of Horology in 1905 when Alfred James Davis and Hans Wilhelm Wilsdorf founded Wilsdorf and Davis Ltd. Wilsdorf created three watches that passed rigorous accuracy tests before the company was formed so it was a natural step to start a watch company with his English partner Davis who was his brother-in-law. The company became a family affair and they registered the name Rolex in Switzerland in 1908 even though that name had no real meaning other than it was easy to spell, easy to say in various languages, and easy to remember in all of them.

In 1915 the company was officially renamed the Rolex Watch Company and it finally became Rolex SA which is the driving force behind today’s successful marketing program.

By 1945 Rolex Had Established Its Manufacturing Prowess
During the 1920s and 1930s Rolex carved a luxury name for itself by receiving several awards for precision and quality from four renowned observatories: Geneva, Kew, Besancon and Neuchatel. A chain of internal events took place before the Second World War and they also had a significant impact on the evolution of luxury Rolex Watches.

The famous Crown or Coronet logo was trademarked in 1925 and the name Rolex began to appear on the dial in 1926. The company also changed the design of its case and began using hermetically sealed cases designed by the Swiss craftsman Francis Baumgartner. These new cases made Rolex Watches almost waterproof.

Wilsdorf also bought the patent for a new moisture-proof winding system in 1926, and that addition produced the Oyster, which was the first watch with a waterproof case. The oyster was worn by an English swimmer who swam the English Channel in 1927, and the impetus from that marketing campaign set the stage for future luxury marketing tactics.

Rolex watches were marketed and advertised as wonder watches. The company made improvements in the Oyster which increased its status. It was the first watch to be called waterproof at 100 feet under water. That feat made it a watch rock star almost overnight.

The pricey Prince was introduced in 1928 and it is still a popular style today for men who want to express their innate uniqueness and material success. New adjustable six position balances were also introduced in 1928 and in 1932 the company introduced the self-winding feature. In 1935 the Super Balance was introduced to improve the design of its Auto Rotor.

In 1935 Rolex acquired the exclusive rights to Aeglers movements and that was a strategic move that allowed the company to focus on the US market. In 1937 Rolex introduced the first chronograph wristwatch. British pilots wore the Rolex Oyster during the war to signify their excellence and success. After the war the company gave every British prisoner of war a new Rolex since they lost their originals to their captors. Those replacement watches didnt have to be paid for until after the war and that move turned out to be an incredible marketing tool.

Rolex Still Sets a High Marketing Bar
Rolex is still launching new watches and unique marketing campaigns that emphasize quality, prestige, and individuality. The company produces over 2,000 watches a day and is ranked in the top 100 global companies by Business Week Magazine. It holds the top spot for among all watch makers in terms of product recognition, perceived quality, and creative design features and functions.

Tradition meets innovation and Rolex uses that philosophy to create a luxury watch marketing campaign that continues to break price barriers. Their marketing campaign is rooted in authenticity and essentialism as well as the rich heritage of quality timepiece manufacturing.

Internet Marketing To Earn Money

TradeDoubler is one the major players in the field of internet marketing. They have been appointed by Aer Lingus to work in this field. They are now dealing with a number of markets like Germany, Netherlands, France and Spain. This long-term partnership is going to produce some results that can be beneficial for both the parties.

It is very clear from the above information that internet marketing is one of the best ways to earn money. The present economic condition of the world is encouraging the people to find new ways to fulfill their dreams. This field one of the strongest ways to earn the required amount. The growth of internet has created enormous opportunities and the field is open for everyone to come and compete. It is not necessary to leave your present job. The usage of internet is increasing day by day. Therefore the chances are high that you can earn a good amount if you do proper planning.

There should be an effective form of marketing which is the prime requirement for this field. Internet is available in mobile. Therefore Mobile marketing is one of the strongest medium for this field. Chicago is becoming a new centre of this type of mobile marketing. It has become as one of the fastest medium to achieve the sales target. It is more than 85% people who are using cell phones and the result shows that 95% people read their text messages which they receive. Therefore internet marketing through mobile is becoming a sturdy medium to get the required outcome.

Majon International is another player in this market. They are providing the services if you are dealing with internet marketing. There are a number of people who have their own websites through which they are selling various products. Majon International is dealing with these people and they have recently been recognized as one of the most popular companies who are doing this business. Google is also showing the same result.

The proper utilization of World Wide Web (www) can give you the excellent result because internet marketing has been declared as one of the top mediums to earn money through internet. There are some vital tools which have been declared as an effective medium to attain success. These are:

(1)Proper keyword research
(2)Blog creation
(3)Marketing through articles
(4)Monetization of the blog

Internet marketing has been declared as an effective medium to earn money. It is very convenient for people because shopping has become easier. The choices are vast. Therefore you can select the medium through which you can do internet marketing. A proper selection of your product can do wonders.

Revealing The 4 Critical Stages Of Growth In Every Successful Network Marketing Company

This is something that most establish network-marketing companies wont tell you about

According to MLM Next Step LTD:

In the early 1960s, franchising was a revolutionary new technology in business and it was also met with resistance. Newspapers and magazines wrote what a scam and rip-off franchising was. Stories of people who lost their life savings to some franchise were everywhere. There was a strong move to make franchising illegal. In fact, franchising actually came within 11 votes of being outlawed by Congress.
Today, this so-called scam is responsible for over 34 percent of all retail sales in North America. Franchises sell nearly 800 billion dollars worth of goods and services today. Every industry goes through an evolution similar to this. Chiropractors were considered quacks in the 1970s, the stock market was considered shady and a form of gambling and the first newspaper in British North America, The Public Occurrence (1690), was suppressed by the governor of Massachusetts. Now, we almost can’t do without these industries.

Formulation:

Creation of company: You must first create your company, along with a catchy name, as well as marketing tools.

Product management: Manage your products, whether they are your own or an affiliate product. Delete the ones that arent selling and market the ones that are!

Getting top gun recruiters into the company: You need a team to make your company successful. Getting the best recruiters on your team will bring you much closer to success.

Drafting out a compensation plan: How will you compensate those on your team while still making a profit?

Company is shown to the world: Get the word out about your company through PR. Begin with an eye-catching press release.

Concentration:

Formulation of a robust company
50% out network marketing companies go out of business in the first year.
80% of remaining network marketing company wont even get pass the 3rd year.
Those who pass the 2 most important criteria are game for great momentum growth.

Momentum:

1. Hit the masses.
2. Steep Surge of sales figure; imagine that of a tsunami wave.
3. This is where HUGE money was made.
4. Huge numbers of distributors join the company.

Stability:

Finally the network marketing company, which passes the formula, concentration and momentum stage, will reach stability stage.
There will still be growth in the company but not of huge proportions compared to the momentum stage.

Most importantly, what is in it for you? If you were to ever join a network marketing company, make sure you ride on the tsunami wave where it is in its infancy and enjoy the process. As technology is moving at a staggering speed, a company that uses Internet as a recruitment platform will go much further and faster.

Film Marketing How Independent Film Makers Can Promote a Film Costing $15,000 or less!

Online Film Marketing – and insiders guide!

First of all there are 2 main elements to the marketing of your movie:

1. Offline – major premieres, a film festival, electronic press kits, any real world publicity

2. Online – viral marketing via: email/social networking sites/PR newswires/newsletters/social bookmarking – anything that is an -internet’ based opportunity. Let’s examine how we can use social bookmarking and web2.0 to maximise these opportunities.

Introduction

It goes without saying that different films, types and genres require a different level of approach, however there are some general rules that you can follow to generate high traffic levels on the internet.

Where’s the best place to drive all this traffic? I would suggest perhaps your own movie website is the best place to start, but equally it could be a blog (especially during the early stages of your production and you don’t yet have any imagery) or a Facebook Page, or another website which I’ll talk about later.

Your Movie Website

A domain can be purchased relatively cheaply and it is worth building a site that fits the style of the movie – a horror – clearly must have a different style to a romantic comedy. When building your site you must optimize for search engines and there are some basic rules to remember – and your site must be optimized for what are known as -On-page factors’:

1. Put some written content on the page – Google and other search engines focus heavily on text based content so on your opening page make sure that this is there and available for google to see – it should not be image based, and if you do use images make sure you place your keywords in them! i.e. instead of 1234.jpg call it HorrorMovie.jpg. In this way it is visible to search engines.

2. Keywords – keywords drive traffic to your site and therefore your main keywords should be included in your: title, H1, H2, tags, meta description, (and if you can URL) – use different keywords for each page of your site. Use the keywords early in the description.

3. Do your keyword research – it is no use entering keywords that have a massive amount of competition since it is unlikely that unless you have a huge PR budget and lots of high quality sites linking to you that you will ever really be competitive for these keywords. It is best to use what are known as -long-tail keywords’. Typically this means instead of -Romatic Comedy’ as your keyword, you might choose -Action Flick for Girls’.Targeted and more likely to peak an interest.

4. The order of your keywords matters, make sure you are consistent.

Now these on-page elements, which you are able to control, account for a probably 1/3 of the traffic that will be driven to your site. The rest comes from ‘Off-Page’ elements and these are absolutely crucial to how to drive traffic to your website.

What are off-page factors? Off-page factors are things that are effectively beyond your control. Backlinks – i.e. links from other websites and pages which link directly to your website. Certain websites will have more -authority’ than others and therefore command greater respect from Google and backlinks from these sites will push you up the rankings. However there are ways of doing this yourself and having -influence’ over the search engines.

Here’s what I am going to suggest you do. It will be a pain, and take some time but believe me the benefits are really worth it. We should create accounts on the following websites and then aim to link through to your blog or website:

1. Digg

2. Propeller.com

3. Del.icio.us

4. Mister-wong.com

5. Hubpages – write articles about your film, what is involved in the making of the movie etc.

6. Squidoo – create a -lens’ to talk about your project

7. You Tube – use video to promote your film and drive traffic to your site

8. StumbleUpon

9. Mixx.com

There are of course, some sites which have been left off the list, quite deliberately, and these sites should be used to provide a major source of traffic and promotion to your production:

1. Facebook – the obvious choice since it is easy to invite your friends and get them onboard to follow you, as well as keep them updated with the latest developments on your movie project.

2. Twitter – an awesome way to generate interest in your film to thousands!

(For both of the above see the brilliant Mashable.com for great ways to effectively build a fan base on this platform and it would be impossible for me to add to it – its that good!)

3. One Fat Cigar – a new website for professional and up-and-coming film makers specifically to help them market and promote their productions. It’s good because as soon as you have the idea/script for your project you are able to really promote it from day one, and begin the marketing there and then so that by the time you are finished the production you already have a following. There’s a great networking tool too and it is also possible to cast and crew your project through the site.

So what can you do to build more followers and fans?

1. Content is king – without having a significant amount of high quality content no one will become a fan, and once you have people as fans, they need to be continually updated with new, and more importantly interesting content to keep them engaged.

2. What types of content work?-

a) You’re a film maker – use film content!!! Film the ‘makings of’ as it happens, conduct video blogs of your crew, interview the cast and crew (p.s. release forms!), where are you filming? why? what’s difficult about the next stunt you’re going to pull?

b) Stills photographs – very important! imagery and styling always help promote the movie and give the audience an insight into the production

3. Frequency – Updates 2 or 3 times a week are perfect, it could just be a piece to camera discussing where you are with the production and status updates can be done whenever there is something interesting to say, perhaps 2/3 times per day.

4. Interact – why not get involved with your fan base? ask them questions, talk to them and let them feel like they have direct access to you, the film maker. In this way the tie is an emotional one.

5. Share – recommend other high quality film projects you have been following – your fans will thank you for bringing another exciting production to their attention, which present you as a -cool’ authority and generates trust with your fan base.

6. Be Interesting – do things that are fun, and show the more interesting side of film making – the characters, the challenges, the difficulties in achieving certain shots.

Once you have a fan base you can then drive the fans to do what you want them to – buy your DVD, watch your film in the cinema, check it out at a festival, or even petition a distributor!

(In terms of One Fat Cigar, fans can sign up for free to the site, but you’ll need premium membership to be able to create projects but the membership charge isn’t significant and there are discount opportunities for launch to fans of their Facebook page and 500 free 1 year premium membership available. We think it will certainly be worth a punt!)

What to do once you have set-up your One Fat Cigar Project/Facebook Page/Website

While it is likely that you’re going to pick up a fair few fans by simply having your project up on the site, it is also important to promote your project to the search engines.

1. Use a number of the high authority sites (Digg.com/StumbleUpon etc.) listed above to link to your project on One Fat Cigar, Facebook and Website

2. Use Ping-o-matic.com to ping the address for your particular project

3. Link to your project through Twitter/Facebook and then do status updates every time you post something new on the One Fat Cigar site

4. Use anchor text which focuses on your keywords to link through to your page – i.e. if your keyword is -Psychological Thriller’ use this text to link through to your project page on the One Fat Cigar site, and not the name of your film or the One Fat Cigar site. This makes it easier for your keywords to appear in the search engine listings.

5.Put your One Fat Cigar link, links to your Facebook/Twitter and website out on any press releases you may have – that way the press have access to your material online for viewing.

6. Keep adding content – and don’t forget that your fans will immediately have the opportunity transfer over to your next project and so you’ll begin promotion of your second movie from a running start!

Conclusion

So hopefully that provides a solid basic introduction to film marketing and promoting your film online and will begin to generate interest about your project.So hopefully that provides a solid basic introduction to film marketing and promoting your film online and will begin to generate interest about your project.

Don’t forget you won’t get high in the Google rankings overnight, and you will need to track your progress. You’re not looking for the name of your movie, but you are looking for your competitive keywords. There are various rank tracking tools available to do this.

To search for the best keywords Google provides its own tool to help get you started:

http://www.google.com/sktool/#

Susie Tulllett (former head of DDA’s PR unit in Cannes for over 10 years) guide to Film PR can be found on the One Fat Cigar blog.

Ross Grayle Jones is co-founder of One Fat Cigar.com a movie website for people who love film.