When Mr. Royce an experienced engineer purchased his first car at the beginning of the last century I am sure he was happy with his decision. Until he discovered several technical corners that had been cut in the head long industrial push to reduce costs and indirectly reduce product longevity. As a result he set out to build his own car, applying only one main criterion, that his cars would use the best quality materials that could be used and with the best quality craftsmanship available. The joining with Mr. Rolls the money and sales power of the company and a legend was born. Or was it?
Rather, the legend grew through clear demonstrations of its quality, such as an endurance run of over 1500 miles, unheard of in 1908. The word of mouth among the right target audiences, the circle which could afford, and appreciate the higher standards of workmanship was key.
Many efforts within modern social media campaigns are to generate interest and excitement amongst a set audience or segment. The key point that seems to be missed is the need to raise the quality and service provided to meet the market at a point well above the accepted norm, thus drawing the attention of the smaller but generally more influential early adopters to experience the added benefits of your superior offering. Many have been lulled into a sense of false confidence by the increased attention, traffic and buzz created via many new media channels, yet the facts remain that on the whole a well thought out, designed and supported product will gain favour, interest and ultimately gain in market share.
The core to this improvement in my opinion is the recognition of value not just for the consumer but the wider circles of influencers and seek to fill both their intrinsic and extrinsic needs. For example the i pod generation is as much a statement of style as it is about enjoying music on the go. The Rolls Royce continues its ascendancy through continued excellence of material quality while appealing to the greater circle of influence factors for its elite segment, mainly a understated performance combined with clear show of old world wealth and refinement.
