Barbara Jarabik: Focus on quality, not quantity. It’s better to have a small number of high-quality leads than a large number of low-quality ones. When luxury brands mass market, they risk diluting their message and appeal. Create a Unique Selling Proposition. The best way to give your brand a competitive advantage is to create a unique selling proposition (USP). This is a statement that explains what makes your brand a unique product and why customers should buy from you instead of your competitors. Your USP should be based on your brand’s unique strengths and how those strengths can benefit the customer. For example, you could focus on luxury, quality, or customer service. Make sure that your USP is memorable and easy to understand.
You can’t purchase boots like these just anywhere which creates an effect of rarity. This builds tension as a result. Customers know that they have limited options when searching for this kind of product, and have to make a decision sooner than later. Let’s be honest. A big reason why consumers purchase luxury goods is to portray a certain image, look flashy, and appear wealthier than they are. I’m generalizing, of course, but keep with me. It’s not outrageous to think that someone buying a luxurious sedan wants to look professional and feel business-like, right? This is exactly why you can market your luxury product by helping them imagine what it would be like to experience having it.
SEO is an untapped goldmine for luxury brands. If your site isn’t SEO-friendly, you’re likely to be leaving a lot of potential traffic and revenue on the table. One of the most effective ways we’ve found to generate traffic and engagement for Qosy is create highly visual and aspirational content, such as our guide to kitchen islands. By focusing on long-form visual content, we’ve generated 10,000’s of social shares, and a huge amount of SEO traffic. While common in many other niches, content marketing is massively underused and enormously effective for luxury brands.
You’ve written ads to catch the eyes of affluent searchers. You’ve negated keyword modifiers that imply discounted pricing. Now let’s dive into income-based geo targeting. This is another truly phenomenal way to cut wasted spend and ensure the ads you’re paying for end up in front of the right people. How do you make that happen? Simple. According to Google, income-based location targeting is “based on publicly available data from the US Internal Revenue Service (IRS), advertisers are able to target ads to certain areas according to their average household income.” When you created a customer profile, detailing your ideal consumer, average household income was probably something you considered. It’s part of how you determine what you sell and how you sell it. Now you can leverage IRS data to help you to discover and advertise to these fine folks. And the best part? You can layer income-based targeting with your other location targeting for maximal effect. This means you don’t have to wholly exclude areas that fall outside of those designated as having higher household incomes; you can create separate campaigns (ensuring your budget is skewed towards geos in which the likelihood of your ideal prospects living there is greater) or just use bid adjustments.
While I appreciate the need for stylistic design, luxury brands need to invest in websites that are also intuitive and well desgined from a user experience perspective. Aston Martin and Versace are both great examples of what luxury brands should be doing with their websites. Their websites are visually stunning, while very easy to use, and highly functional. In his book ‘Start With Why’, Simon Sinek explains how great marketing starts by explaining why they exist. Despite this, the majority of brands still market their products by explaining what they do. Take Apple for example. Here’s a paraphrased excerpt of how apple communicate with their customers. Read even more info on Jarábik Barbara.
Digital signage mirrors are another way for luxury brands to advertise efficiently : The entire digital signage mirrors market was valued at USD 780 million in 2021. The world market is expected to grow steady at a CAGR of 12.21% to reach 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.