Create content: an easy thing to do?
As we are today in a era where social media plays a more and more important role, the need for companies to be present frequently there is now a need in order to survive in the luxury business. Indeed, social media now offers new ways to advertise a brand for an audience which is becoming more and more involved in this new trend. As of now, we see people ask questions to the company in question by the use of websites rather than going to the brand stores. Moreover, the use of advertisements on the internet is becoming a part of the marketing strategy of the luxury brands. However, we can also underline the fact that this involvement from the companies can still be deem as insufficient. For example, when we go see a facebook page of a company, there is often a lack of post during certain days where just a post could create many positive effects for the company. Here are some propositions of contents that could create a good wave toward a brand like Intercontinental Hotels.
Content like these are often used for advertising. Indeed, by showing them a dreamy scenery with some kind of catch sentence, they can stir the desire of evasion in the mind of the audience. By doing so on social media on a frequent basis, the brand can then attract more guests and have the reputation of a company which sells dream to their audience.
On the other hand, the use of posts on social media during important events can also give a good impression to others.
Indeed, by using events that are usually universal like Christmas, the brand show that it is involved in the community and in the life of their guests outside of business. Thus, it allows them to have a sense of belonging to the brand which cherish them. By doing so, the company can have a free advertisement and also a mean to improve their reputation to the public.
Finally, another way to make a good content for advertising is to show the guests that you care for them. Indeed, by showing that you are able to provide them with a unique and unforgettable experience, the brand can then develop a good customer relationship which imply fidelity from them and assure you that they will come back. One way to do it is to expose them a portfolio of your services which are available in your installation but always in a dreamy fashion. It is by doing posts like these on a regular basis that a brand can then truly be involved in social media advertising.
In conclusion, companies are still at the first step of the use of social media by doing posts and question/answers with their customers. However, the lack of posts from some of them show that there are still room for improvement. By using the idealization of the product, the brand is able to create desires in the mind of people and by doing it on the internet, it can be quickly spread around the world and almost free of charge which can be a great asset for an international brand like Intercontinental Hotels. Moreover, the use of international events like Christmas for a post can also be another way to make advertising campaign. Social media thus present new opportunities that are only waiting to be taken by the brands.
So, what are you waiting for?
This post was created as part of the Global Luxury Management Program at the NC State Poole School of Management. All thoughts and opinions are my own.
