More 2 Marketing

More to marketing. Welcome to more 2 marketing, the purchaser explores marketing, product and business. I’m your host, Susan Walsh, and today I wanted to look into a different type of advertising. I want to actually understand a bit more about the Titanic, a bit more about. What they did to attract people and how it actually worked to influence those wealthy people to want to pay a ticket on the Titanic. What brands actually thrived in that era? I was just really fascinated about this, so I thought I’d do a little bit of a little bit of a research piece on it. So bit of a different podcast won’t be too long either. But I suppose for me that setting the stage of this, that the Titanic wasn’t just a ship, it was that. Loating symbol of pure luxury and innovation. It had spa baths and all those kind of amazing, those beautiful pondering pools and ballrooms and all those elegance that comes with. On board with some of the most wealthiest people of the time, creating an ideal audience for advertisers targeting those really affluent customers and consumers. From premium services to unique amenities, the Titanic reflected early 20th century consumer trends. So. What type of products and services were advertised for the Titanic so the the Titanics advertising materials highlighted a range of different products and services. When you look into it. So you’ve got the culinary delights. So the ship’s dining options were a major selling point. Their ads boasted of French alacarte restaurants and modern facilities like Turkish baths. Then you’ve got the luxury amenities so passengers were drawn to features like the ship’s swimming pool, gymnasium, even elevators, all cutting edge luxury. At that time, hard to imagine that, isn’t it? An elevator is a luxury. Travel and lifestyle products themselves were also advertised to the Titanic passengers, so and targeting them like fine luggage. So you look the part tailored clothing so that you had the right different attire to wear for the different occasions. And exclusive perfumes were likely among the items promoted to those Titanic passengers. Now there are brands with legacies that did touch on and were available in Titanic Secura that are available still today. So you have Coca Cola. Well, it’s not directly related to the Titanic. Coca Cola was gaining popularity in the early 1900s and likely very present of mine for those American travellers. The RMS White style line itself, the parent company is no longer around, but its legacy has influenced all those modern cruise liners today. Perfume and fine. Goods, of course. While specific brands have faded, the luxury goods market has thrived. So what type of tactics do people use at that time to promote for that elegant type of consumer? So there was printed advertising, so brochures and newspapers showcase the Titanic itself as a floating palace. Using illustrations and really really detailing the descriptions of how I appeal to the higher society. Word of mouth. So because this was such a unique ship, it really did have those people tantalisingly talking about it being exclusive on the Titanic and the buzz from the elites around it. And then the experiential marketing itself, so the ship itself was a showcase with every detail designed to impress its passengers and to inspire real loyalty to come back and reuse the ships of the White Star line. But what? What can we learn about this time period and about some principles used so so the Titanic? It was know your audience. It was a white style line catered to the wealthy. Discerned clientele and offering luxury and exclusivity. Now the other item was it was about creating an experience. The ship’s design and the amenities really embodied the aspiration of the era. People wanted to be there. They didn’t want to be in 3rd class, they wanted to be first class, be seen being heard, be talked about, everyone to know they were on it. But. As always, you need to have key learning. Lesson is also to be aware of over promising. The Titanic’s unsinkable reputation became that tragic irony, demonstrating the risk of exaggerated claims where you can’t control or elements. It’s been. It’s interesting to think about the Titanic and how print advertising a word of mouth. And potentially get a radio as well, where how was really pushed and promoted at that time. Which is very different to. What we’d do now, and that it became. Such a symbol. For those elites to be there and all the luxurious pieces that were included on that ship. Being able to look back at some of the things that they say they had, like the French, LA cart, restaurants that Turkish baths, the fantastic elevators, it really would have been an experience to then go through from seeing it in the marketing materials to then seeing it in real life. And of course, there’s a legacy as well that’s come out of the Titanic 2. Thank you for listening to this podcast on the some of the marketing pieces from the Titanic. Please follow. So you listen to more podcasts in the future. More to marketing.