Barbara Jarabik: Your marketing materials should also use aspirational language that emphasizes the quality and exclusivity of your products. This will create an emotional connection with customers and encourage them to buy your product. Use aspirational slogans, such as “the ultimate in luxury” or “beyond compare.” Be selective about your marketing channels. Not all marketing channels are created equal. Advertising in high-traffic luxury online magazines will be more effective than running adverts in those print publications which are suffering from declining traffic, so do your research thoroughly.
Don’t neglect customer service: When you step into a designer store like Burberry or Louis Vuitton, what’s the first question you’re often asked? “Would you like a glass of champagne or tea?” That’s how it’s done. Brands like these treat their customers like kings and queens. Offering champagne and having a lounge within stores also adds to the luxurious branding. It makes you feel like you’re in a completely different world. Loyalty and repeat purchases are huge components of a successful luxury business. Customers who come back to purchase new releases or existing products have very high average lifetime values. This is why you must treat them extremely highly and ensure they are 100% satisfied. As a matter of fact, 55% of consumers would pay to have a better customer service experience.
Exclusivity is fundamental to luxury brand marketing as it maintains consumer desire through scarcity and rarity. If anyone could walk into Louis Vuitton and buy a handbag, Louis Vuitton would lose their appeal to those who wish to have something that others can’t get access to. Given the Internet’s accessibility and autonomy, many luxury brands worry about losing their sense of exclusivity when it comes to going online. This, however, is flawed logic.
The first, and easiest, strategy for marketing your luxury brand is classic “addition by subtraction.” You’re probably already incorporating negative keywords into your optimization routine, but did you know you can save time by uploading them at the account level? Account-level negative keywords are a simple addition to your AdWords efforts; all you need is a CSV file loaded with negative keywords. From there, you simply upload the file in the Bulk Upload tab of the Shared Library and then apply it to as many campaigns as you’d like. Doing so has a handful of benefits, but the most important for marketing luxury goods and services is the ability to weed out unqualified traffic.
Generally speaking, luxury brand websites are very stylish, but perform poorly when it comes to user experience and functionality. Take Dom Perignon’s website for example. Once you’ve completed a non-essential age verification page, you enter a slow loading flash site that takes about 13 seconds on a high-speed Internet connection to load. If you’re still around, you reach a website that’s very difficult and confusing to navigate. The Chanel website is very similar in that, while the colours and visuals are nice, the design is so unintuitive that it’s almost impossible to find what you’re looking for, let alone buy anything. Discover even more details on Barbara Jarabik.
Digital signage mirrors are another way for luxury brands to advertise efficiently : The world digital signage mirrors market was estimated at USD 780 million in 2021. The world market is expected to grow at a CAGR of 12.21% to hit USD 910 million by 2023. Digital signage mirrors can vastly improve individual efficiency by choosing outfits as per weather updates while also offering bus and train schedules (including traffic updates). Digital signage mirrors in smart homes, planes, commercial spaces, hotels, etc. are designed to be connected to users as well as with different devices around. Energy efficiency is one of the major advantages that will drive the adoption of digital signage mirrors.