Exclusivity in High End Luxury Markets: Ferrari’s One-to-One Personalization Program
April 1st, 2008
So before you plunk down a quarter of a million for a new 200mph toy, you’d want to make sure that you are the only one on your block, your city or even your region of the country that has that particular piece of Italian craftsmanship, right? After all, what bragging rights are you gonna have if yours looks like everyone else’s?
Well, the minds at Ferrari agree. Via coolhuner.net:
Book a trip to the Ferrari factory in Maranello, Italy where you will meet with a consultant in a specially dedicated atelier area. Rivaling a personal fitting by Valentino for the Oscars, your consultant will welcome you to the new One-To-One Personalization Program where you will design your own Ferrari 612 Scaglietti, accessory by accessory, detail by detail.
Exclusivity isn’t just for high-end markets. But it is a key to building and engaging with any loyal following.
And for a lesson on exclusivity, let’s turn to Gym Jones, the guys who did the physical training and conditioning of the actors for the movie 300. (Their site reads like a manifesto and is inspiring no matter what your industry. Many thanks to The Brand Builder for pointing us there.)
Gym Jones is exclusive. We exclude. It is not a question of elitism vs. egalitarianism because there can be no question; the black belt is elite, the white belt is not. The black belt is earned through long, difficult work, rigorous education, commitment, and persistence. Not everyone gets a black belt. It’s not T-Ball. We invite elite performers to train here because they foster the environment we prefer. It is the rare athlete who improves despite training exclusively with less capable practitioners and such exceptions may not be used to prove a rule. Talented athletes surround themselves with others of a similar or higher caliber – both mental and physical – and improve by doing so.
People want what they can’t have. If you add a barrier of entry to your movement, your company, your club, then those that get in have that much more to talk about and those that aren’t in want in. Make sense? It’s not about going to a website and signing up. It’s about wanting to be a part of something bigger than yourself and willing to do a little work to get there. That’s where exclusive comes into play.
And everybody wants exclusive.
Other posts by Spike.
Michael Morton says:
Excellent point of view Spike!
As a web marketer, I’ve been focused on making things easy and open - knocking down barriers as opposed to building them.
Right now, I’m working on a script for a flash piece that tells various professionals how to become a part of our program. I’m going to use your idea of exclusivity in it.
Thanks for the inspiration!
April 1st, 2008 at 5:53 amSpike says:
Thanks, Michael. I’m glad you could find some meaning in my muddled words! Good luck with your project.
April 1st, 2008 at 5:56 amBIG Kahuna says:
Hmm, sit down for this one Spike. I agree with you, there I said it. Being exclusive just really means that you know who you are and who you want in. Then be true to that.
If I had a nickel for new business I turned down, well…
Funny story. I got a call from Loews last week for an RFP for a total re-brand (worth millions). Many of companies would be running around like a chicken with their head cut off to work with Loews. I said that I would be happy to participate but we had to meet with their CMO and marketing team prior to submitting an RFP to the “Purchasing” department.
The Purchasing manager said that Loews doesn’t meet with people they use RFP’s. I asked her to define brand equity. Ah, em…would you like to participate she said. I said if Loews can’t take the time to be serious about their branding then no.
Imagine having to submit an RFP on branding to the same person that buys pencils.
I was being somewhat exclusive….so long to Loews!
April 1st, 2008 at 12:18 pmSpike says:
Yeah, I AM shocked. And we actually got the same call about that branding gig from Lowes, but talked them into meeting with us minus the RFP. They’re headed out here on Friday.
April fool.
April 1st, 2008 at 12:48 pmChristy says:
You can almost equate “exclusive” with “tribe.” The reason that exclusive is good is that you sort through all the options and find the one(s) that are most like you. That’s where you find synergy.
I don’t believe that one model (of anything!) fits all. No one product makes everyone happy. No one perspective is universal.
So, we sort ourselves according to these values naturally.
April 1st, 2008 at 1:37 pmMr. Steve says:
First of all, great post Spike. One thing about exclusivity though…that commercial for Ladders.com really irks me…you know, the one where the two well-groomed guys are playing tennis, and then a whole bunch of ne’er-do-wells storm the court and ruin the game. Then the slightly british sounding announcer makes some comment about how other job sites have the audacity to post all kinds of jobs, but the Ladders only posts $100,000/year jobs. It really sets up a “we deserve this more than the uneducated mass who can’t even figure out how to use a racket” mentality that really gets my dander up. Pardon me for using such harsh language, but it’s true.
So be exclusive, but don’t assume that everyone that doesn’t meet your standards is part of the uneducated masses…odds are they think the same thing about you.
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April 2nd, 2008 at 1:32 pmChristy says:
Mr. Steve, I was trying *so hard* to just let your comment ride. But, yeah, I’m with you… there’s an extreme point of exclusivity, one that takes on exactly the arrogance you detail here. I hate that. I just have to admit that I hate it just as much as I hate jargon that’s used to exclude others.
Pet peeve.
But, exclusivity, done right, has a way of gelling a community. Makes me realize that communities shouldn’t have impermeable boundaries. Otherwise, how do you grow?
Thanks for bringing that up, Mr. Steve.
April 3rd, 2008 at 6:12 amTed Wright says:
Spike -
It is so nice to see the “car slut” personality co-exist with the ability to write well. A rare but powerful combo.
I was very interested to see Maybach launch with a program that was very similar. For me that program was the lynchpin in sealing the Maybach’s brand essence in the minds of the consumer.
Glad you are well. See you at WOMMA - Miami
Ted
April 4th, 2008 at 6:03 amolivier blanchard says:
I can’t believe I missed this post. Thanks for the mention. Interesting comments. I like Christy’s “tribe” comment.
April 29th, 2008 at 7:34 pm