The Power of Advertising

[jstan9]

Originally Posted by Harry-57

That's as ridiculous as it is hilarious. Have to feel a bit sorry for the AD who is being positioned as a jerk by this kind of advertising, although a good salesperson will be able to handle it smoothly and maybe get a sale of some sort. I suppose it all adds to the myth and intrigue and is not damaging for the most part - to Rolex.

The ADs I’ve spoken to are as frustrated as we are. They’d love to fill demand.

[Muxi]

It is also ironic that several magazine articles came out a few months back touting this reference as the affordable Rolex and calling on the reader to get one now completely oblivious of the shortage.

[Ravager135]

That’s because most people don’t obsess over the brand like we do. The vast majority of people who buy Rolex watches only own one or two and couldn’t tell you the different models; let alone the availability. Next time you are in an AD, listen to the conversations casual buyers have with salesmen and women. Many people don’t know that Rolex makes models other than a Submariner. They don’t know which are precious metal and which are stainless steel (“How come this model with the day on it is so much more expensive than this one without it?!”). Many just want a Rolex and often times the salesperson steers them towards a particular model.

[jstan9]

Originally Posted by kanderson1965

I was wandering around the city centre here this afternoon and noticed that our new local AD had an advertisement on the electronic advert boards in the city, resplendent with the SS GMT Master II BLRO. Having wandered into the AD about half an hour later, I was amused to overhear a conversation between a member of staff and a potential customer of said watch who was both suprised that it wasn’t in stock due to it being advertised, and shocked that he was not able to order one.

You’re so right. Non WIS civilians can’t conceive of a company that would advertise like this for products that are so limited in availability. Rolex is building and maintaining a luxury brand for the long haul. I say this as one who’s as frustrated as anyone. I love my BLNR bit also believe it should not have been the last one I ever saw in a display case! 15 months ago!

Thanks for sharing this.

[imgook]

Advertising worked, got the person to enter the shop! Probably ends up getting a nice DJ

[beshannon]

Originally Posted by kanderson1965

I was wandering around the city centre here this afternoon and noticed that our new local AD had an advertisement on the electronic advert boards in the city, resplendent with the SS GMT Master II BLRO. Having wandered into the AD about half an hour later, I was amused to overhear a conversation between a member of staff and a potential customer of said watch who was both suprised that it wasn’t in stock due to it being advertised, and shocked that he was not able to order one.

True however, this is likely a result of a pre-planned ad scheduled long ago

[KBM]

To recall a thread from last week, that would be some bait and switch at work, perhaps?

[greanie]

Making an assumption of the "Potential Customer" in the OP's story . . .
Im guessing this guy, Not being a rolex enthusiast based on his response to the salesperson (Not knowing you cant just walk into an AD and ask for a PePc), was a little shocked that he couldnt pay for something and "Get-It".
Again an Assumption . . . but if your not an enthusiast you are probably affluent enough to desire something like an expensive watch and have the means to walk into a store and ask for one . . .the shock probably came when they were not "Willing" to sell him his desired watch (Again all assumptions and thinking from this affluent gentleman's perspective).

Not all that shocking to me . . .and probably a common conversation in an upscale Jewelry shop that carries Rolex. Having to explain the shortage.

IMHO!!!!

[watchwatcher]

Well I guess it got some guy to come to the store and try to order one...sounds like it did its job.

[Burlington]

I have seen this piece advertised too on the back of an airline magazine. Struck me as odd to picture something which isn’t available. Honestly can’t picture many other brand which could or would be able to pull this off.

I can’t think of any other brands/ products/ services who operate with this type of zero or limited availability model, and advertise so heavily above the line like this on specific models which are essentially unicorns.

[DJRikki]

Originally Posted by kanderson1965

I was wandering around the city centre here this afternoon and noticed that our new local AD had an advertisement on the electronic advert boards in the city, resplendent with the SS GMT Master II BLRO. Having wandered into the AD about half an hour later, I was amused to overhear a conversation between a member of staff and a potential customer of said watch who was both suprised that it wasn’t in stock due to it being advertised, and shocked that he was not able to order one.

We all live in a bubble here and you are spot on.

Any other retailer with big advertising would kinda want people to come in and buy the thing they have spent thousands advertising ...

Its a funny old game

[Speedbird-1]

The marketing department will have a budget that they have to spend.
If they don't spend it, the budget will likely be reduced.
The watches wouldn't get cheaper though.

[jaisonline]

100% true.

kinda like going to a toy store (not even around the holidays) for the kids after watching a tv ad and finding out that item is "mission impossible" to buy. really stinks.

Originally Posted by kanderson1965

I was wandering around the city centre here this afternoon and noticed that our new local AD had an advertisement on the electronic advert boards in the city, resplendent with the SS GMT Master II BLRO. Having wandered into the AD about half an hour later, I was amused to overhear a conversation between a member of staff and a potential customer of said watch who was both suprised that it wasn’t in stock due to it being advertised, and shocked that he was not able to order one.

[Raku]

The question for me is: Does Rolex really need advertising?
I don't think they do. Maybe they should consider the Rolls Royce approach.