The Balance of Exclusivity and Mass Marketing in Business

In this episode of the Marcom Techniques podcast, host Jacqueline Carmona delves into the intricate balance between marketing, sales, public relations, and the unique strategies employed by niche and luxury brands. 

Discover why some businesses thrive on exclusivity and personal relationships, while others benefit from widespread marketing efforts.

Jacqueline explores the concept of "quiet luxury" and how luxury brands maintain exclusivity to enhance their perceived value. Learn about the potential benefits of creating VIP services and exclusive offers for your best customers, and how this approach can lead to significant savings in marketing costs while fostering strong customer relationships.

Stay tuned for a special announcement from Jacqueline about a petition aimed at supporting women in business. Don't forget to follow her on Instagram, Facebook, and LinkedIn for more thought leadership content.

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Episode Transcript

(00:00):
Some people favor marketing, sales, ads, or public relations.
Which one is more important in business? There's no clear answer because it's
based on industry, niche, business, and location.
Well, if you start with a little cash flow and products and services,
you will most likely go straight into sales, work your way into having a marketing

(00:23):
department, then work your way into PR.
Are. It is what a lot of small businesses do with limited resources or very
little knowledge of business.
Not all companies that do well need branding.
There are a lot of companies that are in specific niches in which they run the
market share of the industry.

(00:44):
So they are already well known in their industry and all of their customers.
The extreme side of that is luxury brands.
You You have super luxury brands that are well-known within specific targeted
circles, and the rest of the public has never heard of them,
and they have been around for hundreds of years.

(01:05):
This is why people have a strong inclination towards marketing,
sales, or public relations.
There is not a one-size-fits-all for everyone. Some companies,
both special niches and luxury, use relationships to drive their businesses
more than marketing and sales.
The more luxurious the brand, the quieter it is. Sort of like the phrase, quiet luxury.

(01:31):
So when you're looking at brand and direction, being the most popular is not
always favorable for specific niche or targeted customer.
By limiting their public exposure, luxury brands can maintain a sense of mystery
and exclusivity, which enhances perceived value.
This approach helps cultivate a loyal, customer-based, willing-to-pay premium

(01:56):
for the privilege of owning something not widely accessible.
I think with AI and computers reproducing at a fast rate, you might want to
maintain some exclusivity that is not widely accessible online.
Some companies do sales only through private invitations. There is no pitch,

(02:17):
no call to action, ads, or marketing because it is usually at a tight inner
circle, word of mouth, or referrals.
It is a great model to use to create special categories in your business,
which brings me to the VIP type of service for your customers or clients.
Creating exclusivity lines for your customers is important to show appreciation

(02:40):
to your preferred customers.
Give them a little of the luxury level service.
So you can incorporate a little luxury and a little wide base marketing.
Branch out and take some of each and test for your own company what can benefit you on a brand level.
Some luxury brands have already done this with their cheaper lines for mass production.

(03:05):
Try exclusivity versus mass marketing production.
Provide exclusive members with a newsletter in which they are the first to hear
about news, perhaps minutes before announcements, for example.
Create special events for special clients or members.
Reward your best customers with savings like a point system.

(03:29):
Think about it this way. Would you rather spend that money on marketing,
which will cost more, or deduct a small percentage, providing you savings in marketing as well?
So both will win in the savings.
You get to retain your best customers, reward them and make them into brand

(03:53):
ambassadors and save money in marketing.
That is creating real relationships with your customers.
It's all about how you look at the numbers for you and your customers.
As my loyal listeners, I want to share something with you first here on this

(04:14):
podcast. I created a petition and I would love you all to sign and share the petition.
Like and share this podcast and follow me on all social media.
Check out my Thought Leadership accounts on Instagram, Facebook, and on LinkedIn.
Help support me so I can continue to bring you Thought Leadership to help support

(04:36):
your business and your brand.
I want to make this petition into law. It will mean so much to me and many more
women who are in the same circumstance.
I created a video to post on my thought leadership accounts.
So make sure to follow me on those platforms, Instagram, Facebook, and LinkedIn.

(04:59):
The link is in the show notes. Make sure to watch the video and continue to support me.
Thank you. This is Jacqueline Carmona, your host and executive producer for
Marcom Techniques podcast.