By Chris Robin
As someone who works in Online Marketing and Social Media, it’s important that I stay up-to-date with the latest in web trends and technology. That said – a favorite writer of mine is Slate Magazine’s technology columnist, Farhad Manjoo. Manjoo possesses an uncanny ability to relate personal experiences to technology issues in an informative and entertaining style. Best of all- his writing style doesn’t require a Ph.D. in Computer Science to understand.
In a recent article, “My Computer’s Faster Than Your Computer,” Manjoo discusses his decision to buy a top-of-the-line computer for the first time. This was a new venture for Manjoo, as he had grown accustomed to purchasing mid-priced computers- computers that were only powerful enough to fulfill basic computing needs required to do his job. Such bare-minimum purchases proved to be somewhat of a revolving door for Manjoo- he would “upgrade” to inexpensive machines with low processing capabilities, only to find that he had outgrown the machine in a year or two. Manjoo decided to invest in a higher-end model, and shares with readers that his new computer has been nothing short of a revelation. Manjoo no longer worries about running too many applications on his desktop, and he doesn’t lose sleep over the looming (and all too common) idea that his low-end computer will crash on him at the most inopportune time. Manjoo firmly believes that the extra money spent on a high powered computer was the right decision- for his pocketbook and his sanity.
This article about one person’s computer buying experience reminded me that often times the worst measure that can be taken is a half-measure. Manjoo was taking half-measures and investing in cheap, stopgap solutions that were causing him dissatisfaction and ultimately costing him more money in the long run. This can be an important lesson for companies that sell luxury, high-quality products and is something we as a marketing company emphasize when working on clients’ brands.
When you buy a LAUFEN washbasin you are buying a ceramic product that has been manufactured with a type of precision and attention to detail that cannot be found in products at your local hardware store. The same goes for a faucet like Watermark’s Sense27, which has been designed by a world renowned designer, Clodagh, and manufactured with state-of-the-industry technology and architectural intricacy not seen in many other bathroom fixtures.
Companies need to assure their customer base that as consumers, they are doing more than just buying an expensive product; they are choosing to invest in quality, satisfaction and peace of mind. There are tangible benefits that come with paying the premium for top-of-the-line products, and opting to take that full-measure.