Hian found that donating a portion of sales to a variety of causes brought in new customers who soon became repeat customers. Just because something is limited in quantity and unavailable to the majority doesn't mean the majority shouldn't be aware of it. The luxury market, which traditionally has tried to take a more low-key approach, has begun to realize the value of making themselves recognizable to all. Radio stations, once the bastion of McDonald's jingles and used-car sales pitches, are advertising more and more products priced above the reach of the average American. Savvy advertisers research the demographics and find the stations most likely to be listened to by that ideal consumer stuck in traffic on the way to the penthouse office.
Billboards also have their value.
Located strategically near upscale office buildings or airports a good billboard can catch the eye of the commuter traveling in his or her Audi to the office or important business meeting. Don't Forget Different Regardless of the medium, the message should still reflect the uniqueness and exclusivity of the item being marketed. An ad can be beautiful and daring, but if it gives the impression that this product belongs in every home, it's self-defeating. At the same time, demonstrating willingness to work with the customer to create what they need or want is a sound marketing tool. Hian, whose clothing line serves women's sizes 4-14, had a client come in, wanting clothes altered to fit her size 22 frame.