It doesn’t matter if the product is a yacht, an exotic perfume, or something in between. High-end brands demand special treatment in the marketplace. Traditionally, they’ve received that treatment in conventional outlets such as print and display.
Unfortunately, the ROI from these conventional resources is dwindling. Simultaneously, the ranks of online shoppers are swelling. Marketers of luxury brands see the writing on the wall. Consequently, they’re jumping in full bore, increasingly utilizing digital channels such as video and social media to showcase their products.
Luxury brand marketers take note: Various strategies can boost the online appeal of products, whether large or small. Consider the power of the picture. Photos and other images carry abundant weight in the consumer realm. And that holds true in the realm where luxury goods are marketed.
Given this pictorial impact, luxury brand marketers can benefit enormously by utilizing image-heavy social sites such as Instagram. More and more, people shopping for treasures such as pricey autos are utilizing these platforms, offering marketers a golden opportunity to expand customer reach.
It’s also important to accommodate the style preferences of luxury shoppers. Websites, videos, and the like resonate best when enhanced by visual sophistication.
Remember, however, that digital shoppers aren’t habitual time-wasters. Every second counts for this fast-paced group. Therefore, brand marketers working this territory must implement a highly-responsive digital experience that gets things done in a hurry. Functionality seamlessly combined with style is the optimum arrangement.
Finally, luxury brands generally shout loudest when supported by a powerful story. Curious shoppers often are intrigued by the how’s and why’s of a brand, especially when woven into a compelling narrative. History and heritage count for a lot when people come to your door.
If you have questions or comments about marketing high-end products, or about any other brand-related topic, feel free to send them our way.