
Luxury Brand Marketing Rules and Tactics You Can’t Avoid
The true essence of any coveted luxury brand, is in the story it conveys. From how it came into being, to the vision and mission of a lifestyle they want to create, luxury brand marketing needs to include it all.
The idea is not just to create a desire for the brand, but an element that makes it a benchmark for the ideal lifestyle, while remaining grounded. Be it the detailing, craftsmanship or the perfection behind each product, an ideal marketing strategy should be able to bring it all in the limelight.
Most luxury brand marketers end up losing out on engaging their ideal customers. Simply because, they did not think storytelling for a luxury brand was important for marketing.
Common luxury brand marketing tactics
Focusing on ‘sight’
The most common tactic to market a luxury product is to appeal to the target audience. Be in the form of high quality images, product videos, making videos or more, the idea is to capture and hook the attention in one go, with an exclusivity that is unique to your brand.
Enabling the ‘touch’
For a consumer to invest in a luxury product, it is important for him to see the true value behind it. That’s where the ‘touch’ comes in. Most luxury brands pay a lot of attention to letting a customer ‘experience’ the product — the texture, the quality and other aspects that may drive the purchase decision.
But is that all?
The market is becoming more and more consumer centric in nature, and the competition for attention is only rising by the day. That’s why luxury brand marketers need to go beyond the look and feel, to cater to different market needs.
Latest tactics for effective luxury brand marketing
Sensory branding
1. SMELL: Appealing to the ‘smell’ has been an untapped marketing tactic in the luxury industry. Sensory branding is a trend being used in the retail sector to help brands distinguish between themselves using the components of the five human senses. For example, Rolls Royce focuses on impregnating their automobiles with a ‘smell’ that consumers identify with their brand — this creates a lasting brand recall at the same time.
2. SOUND: Luxury brands want to be known for their uniqueness, and are going the extra mile to focus on the smallest of details. Some luxury brands today create packaging boxes which have their signature music to connect with the consumer. The idea is to engage the customer and create a WOW moment that lasts forever.
3. TASTE: Brand marketers are now also testing ‘taste’ as a sensory branding element. Offering Amuse Bouche, Sinful teas or handmade chocolates at retail stores, you now see luxury brands wanting to appeal to the consumer’s taste buds.
Consistent brand language
Trying to appeal to the different segments of their target audience, most luxury brands test different messaging in their campaigns. But in times, when one consumer is active on multiple digital channels, it is important to maintain a consistent brand language. This helps create an omnichannel experience for the consumer, lifts the brand recall and aids to more conversions on campaigns.
Product differentiation
The internet has given endless access to consumers seeking information. Almost 60% of the consumers have done half their research on the offers made by your competitors before engaging with your brand. That’s why product differentiation is important. Focus on the details and the craftsmanship of your brand, to create a unique identity in the market.
Constantly innovate
In order to stand out, it is important to continue innovating your marketing strategy. For example, Audi used virtual reality to engage their target audience before launching their new car. Their showroom didn’t just change the way people could look at their new car’s features, but also created a lasting impression that trended on social media for months.
Content marketing
No matter how big your brand is, content marketing is unavoidable. A consumer market that seeks endless information before interacting with a brand, needs to fed with content that they are looking for. Based on who your audience is, create even the most minimalistic content that creates a connect between digital promotion and on ground activation, can go a long way.
And most importantly,
Cater to the millennials
Having a pricing strategy not only for HNI’s, but also young millennials has become important. A generation that believes in saving to own a luxury brand, it is important for marketers to include their need to ‘flaunt and feel good’ in their growth strategy. This can also help brands create influencers and brand ambassadors that consumers relate to, more than the celebrity endorsements!
The new age luxury brand marketing needs consistent optimization for maximum results. So dig deeper into understanding who your ideal customer is and reach out to them with a personalized, high value, yet ‘utterly unique’ brand message that compels them to interact with your brand.
