Prices in Ads
Deep Thoughts, MB&F, Uncategorized

Prices in Ads

We do very little advertising.  Mostly when you see us it is editorial coverage.  Occasionally you will see an ad that is done in cooperation with a retailer.  And every now and then, we will take out an ad on our own.
Of course with print media, the difficulty is that you cannot track the efficacy of an ad.  The only measure I have is the amount of calls I get.  Unfortunately, most calls go something like this:

http://www.youtube.com/watch?v=g0dEH11C5zY&feature=youtube_gdata_player

Don’t get me wrong, I am very happy that people love our Machines, but the time I spend on the phone with people who will never buy a watch this expensive is super inefficient.  So, I have decided that in next year’s ads I am going to include the price of the watch.  I don’t find this to be a very classy or elegant solution, but it is the easiest way to filter out all of the noise.

What do you all think?

  • Sdchew

    Maybe you should put references to some reviews since the review state the price anyway

  • Anonymous

    For print media, I agree that this is not a particularly elegant solution, but it would probably do the trick. But have you considered raising the bar on the type of publications in which decide to place print ads?
    Kyle

  • Arnaud

    Not a great idea…. Mille does this and it looks tacky and somewhat pointless. You could (1) have a better filter system so you can field inquiries via FAQs and other self-informing means, (2) only actually advertise in publications entirely aligned with your core demog of buyers and to be more specific maybe magazines connected to private or uber-limited distribution (le egoiste, centurion, etc) (3) don’t discourage contacts from non-likely buyers entirely (see what urwerk did with the young graphic artist who submitted a comic strip)… Who knows who these people may become.

  • MBF

    Just put it in very small in a text in the bottom and it won’t be too flashy.

  • Arieladams

    Look at Patek Philippe watch ads from the 1980s, all of them had the prices. It was a good policy then, but the watch industry started to worry that people might not respond well to their steadily increasing prices and took prices off ads (one of the reasons why prices were removed). Today people are utterly confused at watch prices, and I believe this is a huge error.
    As such, I agree 100% that prices need to be in ads. It not only shows respect for the consumer, but confidence in your prices. Otherwise people just thing that you are murmuring “I can’t believe he is buying it” under your breath if someone buys anything.

    So go for it Stephen, I support you.

  • Ian Skellern

    I love the video Steve and think prices are a great idea. You often seen prices of high-end watches in display windows (in Europe anyway) and it one of the most important factors in both educating consumers and helping them to make choices. The price could be displayed discreetly on the ad.

  • Antonio Sérgio

    Hello. I just found this blog today, and congratulations for it.
    I think the concept is honesty, not elegance, and neither is it efficiency so as to not having to deal with all the noise. Every product of hard work and passion – to this case your watches – has its price and it should be known.

    It is the final piece of information, as valuable as saying the amount of work for the saphire casing on the HM4 takes 150+ hours. So it’s about honesty and, as said by Mr. Skellern, educating.

    Out of a personal opinion, I think that 77.000 dollars (the same number here, in swiss francs) is really not that much, not for the specific creations being discussed.

    all the best
    António Sérgio