How Rolex turned a non-profit into an $8.3B global brand.
9 psychological tactics Rolex used:
9 psychological tactics Rolex used:
1/ Picking a global name
Rolex's co-founders spent hours finding the right name.
Matching together letters from all across the alphabet, they settled on Rolex. Two simple reasons:
• limited syllables
• easy to pronounce globally
That's two rules you should remember.
Rolex's co-founders spent hours finding the right name.
Matching together letters from all across the alphabet, they settled on Rolex. Two simple reasons:
• limited syllables
• easy to pronounce globally
That's two rules you should remember.
2/ Strategic, Long-term Partnerships
Rolex doesn't like to gamble.
They pick ambassadors that:
- align with their pursuit of excellence
- would never tarnish their reputation
- and are guaranteed hit-makers
This conservative approach costs more, but it's a lot safer:
Rolex doesn't like to gamble.
They pick ambassadors that:
- align with their pursuit of excellence
- would never tarnish their reputation
- and are guaranteed hit-makers
This conservative approach costs more, but it's a lot safer:
3/ Good Timing ( Pun Intended)
When Mercedes Gleitze, professional swimmer, decided to swim a 21-mile stretch, Rolex reached out.
She was their first ambassador.
And even though her attempt failed cause of the cold, the watch survived.
Rolex used this to their strength:
When Mercedes Gleitze, professional swimmer, decided to swim a 21-mile stretch, Rolex reached out.
She was their first ambassador.
And even though her attempt failed cause of the cold, the watch survived.
Rolex used this to their strength:
4/ Show, Don't Tell
They took that story one step further.
After their success with the Oyster, the first waterproof watch of its time, Rolex set up aquariums in each store.
With 1 simple display - enough said...
They took that story one step further.
After their success with the Oyster, the first waterproof watch of its time, Rolex set up aquariums in each store.
With 1 simple display - enough said...
5/ The Scarcity Effect
As with any luxury product, scarcity is a profitable consequence.
• but how does it work?
• and how can you create it?
280 characters ain't enough, but my breakdown tomorrow will be. Join now.
You got less than 24 hours... psychologyofmarketing.beehiiv.com
As with any luxury product, scarcity is a profitable consequence.
• but how does it work?
• and how can you create it?
280 characters ain't enough, but my breakdown tomorrow will be. Join now.
You got less than 24 hours... psychologyofmarketing.beehiiv.com
6/ The Labor Illusion
Humans value hard work:
• it symbolizes more value
• increases consumer trust
So Rolex makes sure to showcase the effort they put in. Flawless copy too:
Humans value hard work:
• it symbolizes more value
• increases consumer trust
So Rolex makes sure to showcase the effort they put in. Flawless copy too:
7/ The Little Smiley Face
Every Rolex ad always shows the same time. And it looks like a little smiley :)
But that's no coincidence.
Research proves that 10:10 is the optimal time setting:
• for enhanced positive emotions
• increased intention to buy
Who's smiling now?
Every Rolex ad always shows the same time. And it looks like a little smiley :)
But that's no coincidence.
Research proves that 10:10 is the optimal time setting:
• for enhanced positive emotions
• increased intention to buy
Who's smiling now?
8/ The Noble Edge Effect
People admire social responsibility.
And when it appears genuine, like in Rolex's case, it can increase product performance evaluations by 22%
So I'd argue that their not-for-profit status helps them sell a lot more...
People admire social responsibility.
And when it appears genuine, like in Rolex's case, it can increase product performance evaluations by 22%
So I'd argue that their not-for-profit status helps them sell a lot more...
9/ The "Forever" Guarantee
At this point, I've gone through far too many Rolex ads. 1 common trend:
An emphasis on durability
One of my favorite ads from Rolex:
At this point, I've gone through far too many Rolex ads. 1 common trend:
An emphasis on durability
One of my favorite ads from Rolex:
That's not their target audience, but the ad still stands out.
Ever wonder why that's the case?
Well, I always do.
I research this stuff for hours.
And I even share some science-backed insights in my newsletter.
Join 20,500+ marketers for $0 here: psychologyofmarketing.beehiiv.com
Ever wonder why that's the case?
Well, I always do.
I research this stuff for hours.
And I even share some science-backed insights in my newsletter.
Join 20,500+ marketers for $0 here: psychologyofmarketing.beehiiv.com
That's all from me today!
Going to cover their copywriting next, follow along if you're interested ;)
And if there's anything I missed, or messed up, please comment below.
I'd love to learn more!
Going to cover their copywriting next, follow along if you're interested ;)
And if there's anything I missed, or messed up, please comment below.
I'd love to learn more!
tl;dr
Rolex's marketing psychology tactics:
Show, Don't Tell
The Labor Illusion
The Scarcity Effect
Picking a global name
The Little Smiley Face
The Noble Edge Effect
The "Forever" Guarantee
Good Timing ( Pun Intended)
Strategic, Long-term Partnerships
Rolex's marketing psychology tactics:
Show, Don't Tell
The Labor Illusion
The Scarcity Effect
Picking a global name
The Little Smiley Face
The Noble Edge Effect
The "Forever" Guarantee
Good Timing ( Pun Intended)
Strategic, Long-term Partnerships
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