Benjamin Advertising

How did Patek Philippe sell $25,000 watches to people who wore $15 watches? They did something so simple that people still forget to do it to this day; they sold the benefit, not the feature. In 1996, Patek Philippe launched their "Generations" ad campaign and did the following:... - Targeted the 14% of the population that had the money to buy one of their watches, but not enough money to buy one just for its features and advantages. - Showed these people how a watch of this quality would actually improve their lives and the lives of their families next generations. - They gave them a reason to buy a product that they could barely afford, but desperately desired. They told people " You never actually own a Patek Philippe, you merely look after it for the next generation." Print out this article. Tape it to your face. Name your dog Patek. Do anything to not forget about stories like this. If your advertising for yourself or on someone else's behalf, Please, dont get lazy. We have too many tools available to us. Lets use them to make sure were always thinking of a better target audience, a better market message and most importantly; We show our audience the true benefit of what you're selling.