098 - What Ferrari Knows About Luxury Branding with Careesa Campbell Jones

<p dir="ltr">Sometimes the best inspiration for your business is outside our industry. In fact, some of the best ideas I’ve had for my business have been gleaned from the fashion world, the design world, even the automobile industry. If your goal is to become a luxury portrait photography brand, then you might look to other luxury brands like luxury cars and clothing.</p> <p dir="ltr">Today’s guest is my daughter-in-law, Careesa Campbell Jones, a marketing manager who spent many years marketing for Ferrari, the luxury car manufacturer. In our conversation today, you may be surprised by some of the seemingly counterintuitive marketing strategies that have set Ferrari apart from other luxury vehicles. </p> <ul> <li dir="ltr" aria-level="1"> <p dir="ltr" role="presentation">Can you walk onto a Ferrari lot and pre-order a new Ferrari? Nope.</p> </li> <li dir="ltr" aria-level="1"> <p dir="ltr" role="presentation">Will you ever see a Ferrari ad on TV? Not gonna happen.</p> </li> </ul> <p dir="ltr">Why does the marketing of luxury goods differ so widely from the mainstream and how can you absorb these lessons to make your portrait studio into a luxury brand? </p> <p dir="ltr">Listen in to learn more. </p> <p dir="ltr">In this episode, you’ll learn:</p> <ul> <li dir="ltr" aria-level="1"> <p dir="ltr" role="presentation">Marketing strategies that will set you apart</p> </li> <li dir="ltr" aria-level="1"> <p dir="ltr" role="presentation">How client retention is the most important focus of a luxury brand</p> </li> <li dir="ltr" aria-level="1"> <p dir="ltr" role="presentation">Why the experience is more impactful than the product itself<strong><br /></strong></p> </li> </ul> <p dir="ltr"><strong>Here’s a glance at this episode:</strong></p> <ul> <li dir="ltr" aria-level="1"> <p dir="ltr" role="presentation">[2:34] - Welcome to the show, Careesa! Careesa shares her background and how she wound up working in marketing at Ferrari.</p> </li> <li dir="ltr" aria-level="1"> <p dir="ltr" role="presentation">[4:42] - You won’t see a