Barbara Jarabik considerations on luxury brands advertising methods after pandemic: 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.
Google is one of the most influential channels when it comes to helping luxury shoppers find products, learn more about brands, and make their purchase. As we’ve already alluded to, most luxury brands have pretty poor websites. Unsurprisingly, most of those websites also have extremely bad SEO, making it difficult for their websites to rank well in Google for search terms that would otherwise capture potential customers. Take Prada for instance. When I search for Prada handbags, not only do I not receive a link to Prada’s handbag page (due to their poor keyword targeting, slow site, and poor on-site structure), but the results also look messy and untargeted.
Say you sell shoes hand cobbled by the finest artisans in all of Montana. While the keyword “shoes” will certainly yield traffic, and some of those searchers may very well be interested in buying your exceptional kicks, the overwhelming majority of that traffic falls outside of your target demographic. This becomes even more of an issue as you begin to consider keywords with modifiers. “Cheap,” “sale,” and the dreaded “free” are all words that, when appended to a query, ostensibly eliminate a searcher as a prospect. Account-wide negative keywords ensure you never bid on terms you have no interest in paying for (on purpose or accidentally).
“Everything we do, we believe in challenging the status quo. We believe in thinking differently (why Apple exists). The way we challenge the status quo is by making our products beautifully designed, simple to use and user friendly (How Apple achieve their why). We just happen to make great computers (What Apple do).” Communicating the story behind your products, and explaining the values that define a luxury brand, is fundamental to effective luxury marketing. Aston Martin do a great job telling the story of their brand heritage on all of their product pages and digital content. By explaining that your brand represents an assurance of luxury, quality, performance, style, or whatever value you stand by, you will find it easier generating advocacy for your brand online. Read even more info at Jarábik Barbara.
Digital signage mirrors are another way for luxury brands to advertise efficiently : The global digital signage mirrors market was estimated at USD 780 million in 2021. The global market is expected to grow at a CAGR of 12.21% to hit USD 910 million by 2023. Digital signage mirrors can greatly 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.
