Marketing BS doesn't get much stinkier than this >>

A

Apollo_Auto

New member
Just taking a look at some of Zymol's waxes and came across this load of sh1t... Zymöl's "Ital Glaze" for $384. "Italian cars have very special needs when waxing. Ital Glaze is specially formulated to protect and enhance the relatively soft paint finish of the Italian car. Developed in cooperation with Ferrari North America, Ferrari Italy and Pininfarina, Ital Glaze provides a clarity and depth of colour generally not found in the original paintwork. This wax is highly recommended for Lamborghini and Ferrari automobiles."



So basically what they're saying to the customer is, "Hey dude, the 15,000 Euro ceramic paint job on your Ferrari is actually pretty soft, but this wax will put a stronger coat of protection on it." "In cooperation with Ferrari..." actually means "We paid a sh1tload of money and other royalties to Ferrari so we could say their name and our name in the same sentence without being sued."



Jeebus, knowing too much about these detailing products and waxes I use really makes it hard to upsell a customer with a straight face... So is being able to smell the BS in these things what people consider to be as "cynical" or is that just another word to discredit the non-believers like "conspiracy theorist"? Anybody wanna buy my Vintage?
 
Maybe I'm missing something, but can you explain again what you're saying?



Are you just saying that the Zymol advertisement/product claims are just BS and simply a marketing strategy? If so, you're definitely right. And, so, you don't want to try to sell customers on this particular product yourself?



If it works for the makers of Zymol products in Europe within the Italian exotic car market, I'd have to say it is smart marketing. Perhaps the claims are a bit "inflated", but, there is undoubtedly some truth within the ad's claims. Maybe not necessarily as much as it sounds......and you know the difference.



Given that, you can't fault Zymol for trying to make money. It has to be a very competitive market in Europe for these products, just like it is in the US and cooperative marketing (which is done all the time in other market sectors) is a good thing to do. As an example, the first one that comes to mind is Procter & Gamble supplying Tide detergent w/Maytag clothes washers (and together saying how well they work together). Just another way to get peoples attention in potential markets.



As a pro, you know the differences......the trick is......"can you sell them" on Zymol as being something better, right?? You say you can't do it with a straight face........but, can you do it with a "smile"?? :)



Of course, that's just my opinion, I could be wrong.....................



See ya. :wavey
 
BS or not, if you are a detailer for high end autos then you must live by the addage that, you have to give the people what they want. Zymol will always have an elitist type following, who wishes to differenate themselves by buying waxes that are outlandishly priced. I think that if it works for them then more power to capitalism. We have this debate at least once a year in a thread. Then funny thing is that Zymol still keeps cranking out high priced waxes and we continue on with this debate having no final resolve.



I think Zymol has products that are stellar, but that does not always justify the pricing. However if one of my customer drives away feeling good about the specially choosen wax that was put on their vehicle, then that may increase the likelyhood that they will come back to me for their high end taste in car waxes. That is always a good thing :) Whenever I can meet the request of a customer, it just make the business relationship go that much smoother.



It is never about the product, it is always about the percetion of the product.
 
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