Page 89 - 100 Great Marketing Ideas (100 Great Ideas)
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At first sight, this seems crazy—if the factory simply produced
enough to meet demand, they could charge an extra £5,000 per car.
Making people wait, though, gives the Morgan its unique selling
proposition—Morgans don’t depreciate.
All other cars lose value as soon as they leave the showroom, but
a reasonably maintained Morgan will fetch at least its price when
new, and sometimes more: Morgans from the 1930s sell for around
£8,000, much more than they cost at the time. This gives the
company something that no other motor manufacturer has—a
product that is an investment.
In practice
• This only works if you have a clear and definite advantage over
competitors already.
• The wait needs to be long enough to excite the customers, not so
long that they give up.
• The product or service should be upmarket and prestigious.
• You are relying on conspicuousness—people need to be able to
show off their new acquisition to their friends.
80 • 100 GREAT MARKETING IDEAS
