Luxury brands often use a sense of exclusivity to attract customers. This can include promoting limited edition products, or offering VIP access to events for repeat buyers.
They also use backstories to show how the product was crafted. This builds brand loyalty and helps people understand the ideology behind the product.
1. Personalized Offers
Luxury brands have long been able to differentiate themselves by offering their consumers personalized experiences. From engraved jewelry to bespoke perfume bottles, to Dior’s tier-based loyalty program that offers first access to exclusive events, the luxury industry has mastered the art of making shoppers feel unique and special.
Taking this approach digitally will be key for luxury marketers to keep up with the needs of newer generations. Millennials and Gen Z are used to shopping online, and they’ll expect luxury brands to have an equally high-quality digital presence as their products.
As such, digital marketing should be the backbone of any luxury brand’s strategy. For example, PPC ads are a great way to target people searching for specific terms related to luxury goods or services. Luxury marketers can also use these ads to retarget people who have visited their eCommerce site without purchasing, allowing them to make a conversion.
Another digital marketing tactic to consider is leveraging social media influencers. Influencers with large, loyal audiences can help boost a luxury brand’s reputation and reach. For instance, Rolls Royce uses this strategy on their website for the Cullinan SUV. By using a powerful sales copy such as “You’ll be the most envied driver on the road,” they instantly appeal to a shopper’s desire to portray their wealth and status.
Finally, a well-planned email subscription is a great luxury marketing tactic that can build customer loyalty. By providing exclusive content and offers, a brand can encourage repeat purchases and word-of-mouth referrals. For example, Pandora uses personalized discounts based on customers’ profiles. This ensures that every shopper feels unique and special, and it also helps drive revenue.
2. Customer Feedback
Getting feedback from customers is a key aspect of luxury brand marketing. Customers want to feel that their experiences and opinions are valued by a company. This can be achieved by creating a customer feedback program and collecting customer data. This data can be used to improve the products and services offered by a luxury brand. It can also be used to increase sales and brand awareness.
In addition, social media can be a great way to communicate luxury brand marketing. Visual social networks such as Instagram are a good option for luxury brands because they allow them to showcase their products in a beautiful and aspirational way. Additionally, they can use their content to promote their values and culture. This can be an effective strategy for luxury brand marketing, as it will help them build a loyal customer base.
While the definition of luxury varies depending on the product, there are some key aspects that all luxury brands should consider when designing their marketing strategies. These include establishing the value of the brand, promoting the uniqueness of the product, and building trust. In addition, it is important to understand the unique needs of the target market. This can be done by conducting research or by focusing on specific segments such as millennials and Gen Z.
Lastly, it is important for luxury brands to maintain their exclusivity. This can be done by limiting the number of products available, offering exclusive events, or collaborating with other companies. For example, Hermes Birkin bags are notorious for having wait lists that can last years, and even high-street stores are starting to catch on to the power of limited supply.
3. Social Media
For luxury brands, utilizing social media is an effective strategy for marketing. The highly visual platform gives consumers the ability to gain an aesthetic appreciation of luxury goods while allowing them to be entertained through a variety of content offerings. With a focus on brand identity and building trust with affluent shoppers, it’s important for luxury brands to utilize this space in a way that aligns with their unique positioning within the market.
For example, if your brand offers couture apparel, creating videos featuring designers talking about their craft can provide an authentic glimpse into the world of your products. Or, if your luxury brand specializes in jewelry, posting high-resolution images of diamond pieces can be an ideal way to highlight the exquisite craftsmanship that goes into each piece.
Some luxury brands may be reluctant to join social media for fear of appearing too mainstream. With an emphasis on heritage, quality and a sense of exclusivity, some luxury brands might worry that running a social media program would make them appear too much like their mass-produced counterparts. However, a well-executed social media strategy allows top suppliers to remain present in the lives of their audience while maintaining an exclusive image.
Using social media for customer service is also an option for luxury brands. Many platforms allow users to message a business, and it’s important for luxury brands to respond in a timely fashion so that customers feel valued. Some companies use chatbots to automate the process and save time while ensuring that important questions are answered in a timely manner.
Another tool that luxury brands can utilize on social media is gated content. By creating content that requires a user to submit their contact information, luxury brands can build trust with prospective buyers and gather valuable data from them. Some examples of gated content include contests, white papers, eBooks and webinars. Lastly, by utilizing tools like blockchain token-gating, luxury brands can offer perks and rewards to loyal customers in a secure and discreet way.
4. Online Advertising
Luxury brands can leverage online advertising as a way to connect with consumers and build brand loyalty. Using paid search ads that target people who have searched for specific keywords, luxury brands can ensure they are shown in the search results for relevant queries. This can help increase the number of visitors to a website and ultimately sales, especially when it is part of an overall digital marketing strategy.
In an era where luxury products are often compared across the internet, online reviews and social media, it is important for luxury brands to be visible and easy to find. SEO and content marketing are two crucial ways to achieve this. SEO strategies should include a strong focus on branded keywords to ensure the brand’s name is prominently displayed in relevant searches. Content marketing is another way to promote the brand and its products and can be achieved through blogging, influencer engagement or creating a dedicated content hub.
A luxury digital agency can also use display ads to retarget people who have visited a website but not made a purchase, or as part of a campaign targeting people who have specifically searched for certain products or services. This can be particularly effective when aiming at affluent consumers who have a high likelihood of making a purchase.
Luxury brands can also focus on building their brand image through a series of offline events and experiences that are designed to generate excitement and interest in the products or brand. This can be through hosting VIP events, private launches or fashion shows. Alternatively, luxury brands can partner with other high-end companies or celebrities to enhance their reputation and reach.
5. Self-Promotion
Luxury brand marketers need to find new ways of reaching consumers in the digital age. While many traditional luxury brands were slow to adapt, the Internet offers new opportunities for them to increase brand awareness and sales while still maintaining their exclusivity.
One strategy is to promote themselves on social media and through influencer marketing. By partnering with celebrities and influencers, luxury brands can reach a wider audience and create a buzz around their products or collections. Another strategy is to use VR experiences and digital platforms like Snapchat to showcase the quality of their products. Using these tools, luxury brands can create aspirational and educational content for consumers while staying true to their values.
In addition to creating aspirational content, luxury brands need to focus on their brand image and create a perception of exclusivity. This includes using visuals to emphasize the brand’s unique design, as well as using high-quality materials and craftsmanship in their products. The brand also needs to maintain a consistent house style that reflects its brand identity and values.
For example, 77 Diamonds in London has an aspirational and informative Pinterest profile that highlights their brand ethos of “living a luxurious life.” In addition to providing beautiful images of their jewelry and watches, they also share recipes that can be used with their products—e.g., a menu that includes appetizers, main dishes, soups, and desserts served at a fine-dining restaurant.
In addition to being aspirational and educational, these content pieces are also entertaining. They show that the brand isn’t afraid to take risks and try something different—which can help build trust amongst their target audience. This type of content will resonate with millennial and Gen Z consumers who are tired of overly sexy, disingenuous ad campaigns and prefer to support causes they believe in through their purchases.
