Modern luxury brands advertising methods after Covid-19 pandemic from Barbara Jarabik
Posted by John Concrane on November 29, 2022 in Marketing
Jarábik Barbara talking about luxury brands advertising impact today: Hone the details – from packaging to product design, every aspect of a luxury brand should reflect quality and attention to detail. It is important to create a strong brand identity that will make your brand stand out from the competition. Focus on the customer experience. From the moment a customer interacts with your brand, you should be aiming to create a luxury experience. This should of course encompass the in store experience as well as the online experience.
It needs to look and feel the part: Sure, the price can be hundreds or thousands of dollars, but does it feel and look that way? When you hold a Louis Vuitton purse, drive a BMW, or wear a Rolex, it doesn’t feel like it’s your average product. The attention to detail, materials, and engineering all make these products worth their price point to the correct audience. Imagine trying on a watch. The bracelet jingles, it’s flimsy and looks like something you’d buy at the dollar store. That’s not luxury. The 18k gold and diamonds instantly make this model look expensive and luxurious. You don’t have to question whether it’s a high value product or not. The appearance, weight, materials, and everything used to create it tell you the whole story.
In Jonah Berger’s book, Contagious, he explains that one of the main reasons why people talk about things, and spread word of mouth (online or offline) is to display the traits that they want others to see in them. Charities, for example, are one of the most liked categorises of pages on Facebook. While some of this can be explained by altruism, it’s been found that the main driver for liking a charity on Facebook is to show others that you’re charitable. Because one of the primary motivations for buying luxury goods is to display status, brands can take advantage of this by creating and publishing content that, when others share, will make them look stylish, smart, or cool to their friends.
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.
With a solid system for managing your marketing plan and allocation of budget and focus, we can now dive into some of the specific channels and experiments you might want to test. When marketing luxury products, photographs are one of the best mediums for evoking the aspirational emotions that we connect with driving a luxury vehicle, wearing designer clothing, or experiencing something exclusive. As such, visual social networks like Pinterest represent a huge opportunity for luxury brands to raise brand awareness and advocacy. Discover extra information at https://disqus.com/by/barbarajarabik/.
Digital signage mirrors are another way for luxury brands to advertise efficiently : The global digital signage mirrors market was valued at USD 780 million in 2021. The global market is expected to grow at a CAGR of 12.21% to reach USD 910 million by 2023. Digital signage mirrors can greatly improve 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.