Since 1913, Aston Martin has effectively used their luxury branding and marketing techniques in a creative, impactful way. Their association with and product placement in Bond films have cemented the suave, classy images of their vehicles.
In this blog post, we outline the main marketing technique they employ to maintain an interest in their brand.
Aston Martin knows how to market their vehicles to an audience. They do this through personalisation. We’re not talking about the act of placing a cookie onto your computer and tracking your every move – at least, with this example. With Aston Martin, personalisation means the act of creating a bespoke vehicle to meet the customers’ needs and imaginations.
Aston Martin’s Director of Global Marketing Communications, Simon Sproule spoke at The Festival of Marketing last year. He presented a number of differences between Aston Martin and a mass producer of vehicles. While the mass producer would manufacture as many as 1,300 cars in a day, Aston Martin has produced 80,000 across its entire 102-year lifespan.
Mass producers of vehicles create a ‘disposable’ vehicle (that is to say that there’ll always be another), whereas Aston Martin creates a vehicle that will last for years and generations to come. This is due to the specialist nature of their manufacturing process. They produce vehicles with the intent of being a trophy piece.
What differentiates Aston Martin from other manufacturers is their relationship with their customers. While many companies lean toward the luxury trend of ‘treating everyone as an individual’, Aston Martin practise a Japanese hospitality concept known as omotenashi. Their personal touch ensures their way of customer services is unparalleled.
As well as this, their loyalty schemes are next to none. Surprise gifts, social events, factory visits and meeting craftspeople are some of the techniques Aston Martin employ to ensure their service is unmatched.
Personalisation is becoming a widely used technique in marketing. It gives the customer the sense of involvement which seems to be missing in many companies today. In this day and age, we are encouraged to connect with each other more than ever before. However, it appears the ‘personal’ customer service is seemingly absent.
There is, however, a limit. It’s about striking a balance, ensuring that the ‘personal’ doesn’t invade privacy. Knowing too much information about an audience can be useful for a business, but may be overwhelming for the customer.
The Outlook Creative Group is an experienced multi-disciplinary design and digital marketing agency who put the needs of their customers first.
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