Jarábik Barbara discussing about luxury brands advertising changes after pandemic: Each marketing strategy has its own advantages and disadvantages, but the key to success is understanding which one will resonate best with your target audience. And whatever approach luxury brand managers take, they must ensure that their products and services remain aspirational. Finally, luxury marketers may focus on the emotional appeal of their brand, emphasizing the feelings of luxury and decadence that it evokes. This can be a very effective way to connect with customers on an emotional level and create loyalty to the brand. It can work particularly well when appealing to luxury travelers.
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.
Expanded Text Ads are now our reality, and there’s never been a better time to market your high-end product using the power of paid search. With all that extra space comes the ability to differentiate yourself from the rest of the SERP with language instead of relying solely on brand recognition. After all, even when you’re bidding on branded keywords, there’s a good chance you’ll be competing with third party distributors and your direct competitors. The copy you use in your text ads will be the difference between earning a prospect’s click and watching them scroll on by. As you can see in the column on the left, STA (what used to be called Standard Text Ads) placed tight restrictions on your ability to say anything compelling in your ad copy. How can you stand out from the competition when everyone’s pigeonholed into using the same five-ish sentence fragments? Off the top of my head, hiring a commercially motivated haiku writer was the only plausible solution.
In fact, Chanel are one of the most ‘pinned’ brands on the social network, with over 1,244 pins of Chanel products pinned on the social network per day on average. This is made even more impressive when you consider that Chanel do not even have an account on Pinterest (it’s all driven by their advocates). A luxury brand that I came across who do an exceptional job of marketing themselves on Pinterest is 77 Diamonds in London. Their Pinterest profile is aspirational, educational, and strikes a great balance between not being too promotional, yet still raising awareness of 77 Diamond’s products. See additional info on Barbara Jarabik.
Digital signage mirrors are another way for luxury brands to advertise efficiently : The entire 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 increase 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.