When was the last time you saw an ad for a Lamborghini or a Rolex watch? You probably don’t remember, right? Because the majority of luxury brands don’t advertise on television. Not just this, you must have also seen memes talking about people who can buy Ferraris and are not wasting time watching televisio5 Must-Know Digital Marketing Strategies For Luxury & Premium Brands or scrolling through reels.
But why don’t these luxury brands – despite having such great marketing budgets -don’t advertise like the regular brands? Well, mainly because luxury brands don’t sell products or services. They sell exclusivity and exclusivity is one of the most important selling points when it comes to doing Digital Marketing for Luxury Brands.
Hi, my name is MD Junaid in today’s video, we are going to discuss five important Digital Marketing Strategies for Luxury Brands. These strategies come after spending a lot of time on the websites of such luxury brands and stalking their Instagram, Facebook, Snapchat, and every account out there. But first, let’s get one thing out of the way.
Just like customers of regular brands, customers of luxury brands are also online, surfing the internet, scrolling through social media, and checking out which celebrity is wearing which label and what not. But unlike other customers, people who are looking to buy luxury products are not interested in sharing their name, number, and email ID. So what exactly can brands do when it comes to doing Digital Marketing for Luxury Brands?
Build a stylish and user-friendly website.
I know it, you know it, the world knows it -that having a website is one of the most basic requirements when it comes to digital marketing. But the trick here is designing a website that is stylish and drips luxury while being user and search-engine friendly.
Firstly, make sure that your website loads in 3 to 4 seconds and that the experience is not at all compromised when it’s opened on either a mobile phone, laptop, or even a desktop.
Secondly, follow the security standards but don’t just stop there. Tell the users visiting your website what measures you are taking to secure their personal data.
And lastly, one important thing which is common among the majority of luxury brands’ websites and that is: to keep it simple. By that, I don’t mean having a boring website. Small details, like a clutter-free homepage, animated text, using color theory, and various other design tips will help you make your website look much more appealing and give it a premium look. You can take the example of any luxury brand – may it be Gucci or Chanel -they all have this design, security, and other features of their website in place. even though some luxury brands are not selling online to have exclusivity, but it’s very important for them to have a website.
Influencer marketing and celebrity endorsements.
Influencer marketing for luxury brands may not necessarily be a reel where the influencer is talking about the features of the product. It can be as simple as a celebrity posting a picture on his Instagram, using your product or service, and tagging you in their post.
But at the same time, it need not be a celebrity. It can be a simple and creative collaboration with a micro-influencer. Speaking of which, I remember how Daniel Wellington collaborated with micro influences across the world. They offered a watch to these micro-influencers in exchange for a post mentioning their collaboration with the brand.
They also came up with contests like Daniel Wellington’s Pick of the day or the ‘Caption of the Month’. And after which the winners of such contests were featured on their official Instagram. This encouraged influencers to come up with better post ideas because they were getting the exposure that they were looking for. And this also helped the brand to get more sales. Before we move toward the next strategy,
Market a lifestyle and not the product
People don’t really need luxury products. I mean, do you really need a handbag that can cost you anywhere between $250 to $2500, when you can buy a functional one just for $30 to $50? But people buy luxury products for prestige and as a status symbol.
So don’t try to sell them the features of the product, rather try to sell them the story and the lifestyle, they will have along with the product. Aston Martin does a great job of telling the story of the heritage of its brand on every product page and via digital content.
The same is the case with Bentley. They don’t just sell you a car but they sell you luxury and exclusivity by limiting the availability of the car to very few people and giving you the experience of owning more than a car. You have to do the same by picking a luxury that your product can provide and market it in every possible way using the internet, including paid ads. This also happens to be our next strategy recommendation:
Using Google Facebook and Instagram ads.
Paid ads are one of the most effective forms of advertising as it provides you with targeting and segmentation options on almost the majority of the platforms. Strategically placed ads will help your customers remember your products. For luxury brands, paid ads can be as simple as a reminder to follow their Instagram page as smartly done by Gucci and Prada.
Paid ads can also help you target your marketing communication to various segments. For example, you can show an ad for platinum rings on Facebook to people who own an iPhone, live in a very posh area, and have recently changed their relationship status to married. By the way,
Merge online and offline experiences.
Most luxury items are still purchased offline. I mean, of course, who would want to pay $500 online and take the risk of getting soap delivered at home?
But that doesn’t mean that luxury brands don’t find out innovative ways to combine the online and offline experience for their customers. Burberry does this well by encouraging the customers visiting their offline stores to click pictures and post them on social media.
They also encourage customers to use the iPads in their stores to find out more about their products and ultimately get them familiarised with their website.
But apart from this, some basic general digital marketing strategies, like, SEO, content marketing or social media marketing can also be tried out. But again, as I said, in the beginning, when it comes to luxury brands, it’s not about the product or services, but it’s all about selling the exclusivity and the lifestyle. That’s it
You can do this too by thinking of innovative ways to push your offline customers towards the online experience and encouraging your online viewers to visit your store. These are some of the strategies that we would recommend you try out for the luxury brands you are working on.