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Hermès and Ferrari don't advertise because scarcity does the work for them. Waitlists, high prices, and limited availability create demand and perceived value. Marketers should leverage exclusivity instead of spending on traditional ads.
Hermès and Ferrari don't advertise because scarcity does the work for them. Waitlists, high prices, and limited availability create demand and perceived value. Marketers should leverage exclusivity instead of spending on traditional ads.
So when you think about Hermès or Ferrari, how often do you see ads? Not often, right? The reality is when you wanna buy an Hermès bag, you can't just walk into the store and buy one. You need to buy a couple of Hermès things and get up to a certain level before you can buy the Birkin bag. So yes, you can buy regular Hermès stuff, but if you want a higher tier product, a more exclusive product like the Birkin bag, which can be resold for over 6 figures, then you have to wait. You have to establish loyalty. You have to establish credibility with them. They're not gonna just give it to you. Ferrari, for example, you can't just go out there and buy a Ferrari. You have to be put onto a waitlist, right? And so it's really scarcity that creates demand. So if you want your marketing to level up, then you need to pay attention to
