Luxury Marketing – Best Practices for High-End Appeal

By: Frank DePino | September 23, 2021

Introduction

If you’ve been searching for the best luxury marketing essentials for the high-end audience, you’ve found the right place.

We agree that you need to have the best marketing practices set in place to achieve high success rates with a high-end audience.

By the time you’re finished reading, you’ll understand how to appeal directly to the audience you desire.

What is luxury marketing?

Luxury marketing is simply the marketing of luxury goods. These goods are not considered essential to the everyday lives of most people, but give pleasure to those who want to pamper themselves with nice things.

By selling or promoting luxury goods, brands tend to welcome consumers to try new products. Luxury marketing is also managed by these markets, which are able to manage and assume new perceptions of these particular products.

What is a luxury brand strategy?

This type of marketing strategy could be described as something that offers the highest value of a brand, which is able to include a powerful pricing opportunity that can be leveraged from specific elements of the brand.

These elements can include:

• The country of origin
• Previous high-end clients
• Heritage
• A sense of scarcity
• Special craftsmanship characteristics

When you are considering any new kind of luxury brand strategy, you want to be sure to include some type of mystery and intrigue about the product in question. This usually provides inquisitive clients to look further into the brand and potentially purchase your product.

Consider promoting such things as exclusivity. This will provide your consumers with the notion that they and only have the hottest product that everyone wants, but they were the first to get it. 

Do your very best to appeal to the entire population, as opposed to just a specific demographic or gender.

Be sure to try capitalizing on fashion trends and flow with the changes of each season. 

Know your consumer from top to bottom to create a loyal following and your luxury marketing will nearly always pay for itself in no time at all. Offer surveys and questionnaires after purchase to get to know each individual on a deeper personal level.

Take full advantage of visual desires. Opt for enticing photographs that appeal to the luxury item and drive the consumer’s wants to new levels

By evoking emotions that reach multiple different audiences, you are more likely to hook that consumer by creating the visual image in their mind’s eye of them with your luxurious product that you’re looking to sell.

Consider offering customization. By letting consumers pick and choose their perfect product match, they’ll be sure to be even more satisfied with your luxury item.

Tell Seriously Amazing Stories

Content Marketing

Start a blog that showcases your talent to create beautiful content by providing in-depth conversations related to your luxury products. 

Don’t be afraid to talk about how you are able to help your customers on an individual level and how they relate to the products that you are selling.

Blogs are great examples of content that are ongoing and relatable to your audience. 

Everyone has a phone with the internet these days, and creating content that is entertaining to read while they have free time is always helpful for retaining their attention to your luxury products.

Do your best to speak from the heart in your blog showing that you care about your customers and are delighted to customize your products based on their desires and specific needs.

Video Marketing

Create customized videos showing off your luxurious products in real life. 

Try using different options such as slow-motion videos and short captions explaining your items in detail. 

Also, use models that show and tell how great your products would be for the ideal consumer that is watching.

Create videos that describe in detail the delicate, meticulous process that goes into developing the perfect product every time. Consumers love to hear as much detail as you are willing to give away, so hold nothing back.

Start a Podcast

Take a deep dive into the history of your luxury product and tell all about how you managed to get here, why you started into the process, and what your goals are for the future of the products. 

Was there an influence from a certain person or place? Tell your potential customers all about your founding story and why you are so passionate about it.

Consider bringing experts from the same industry onto your Podcast.

Ask them the same questions:

• How did they get started in the luxury industry?
• Why did they follow through and what made them push past the pain points?
• What are their future goals for the business and why?
• Did they have influence from specific persons or places?
• Where did their passion come from for their product, and is it still relevant today?

Develop a Strong Social Media Presence

Take Advantage of Visual Forms of Social Media

Use platforms such as:

• TikTok
• Instagram
• Pinterest

These platforms all provide similar but different opportunities to present your luxury marketing brand strategies in multiple ways.

Let’s look at some of the advantages of each one in particular.

• TikTok – Create customized challenges and provide ways to show off self-expression and sustainability. Build a collaborative content community that works better together. Is a key social media platform for new trends and creativity. Take advantage of one of the fastest growing apps on the market.

• Instagram – Posting consistently can create a loyal following and will get your brand message and voice further to the audience that is desired. Have the option or opportunity to potentially partner with other influencers and develop a larger community to interact with.

• Pinterest – Particularly excellent marketing tool as it serves as a content platform as well as a search engine. Have the ability to connect with existing followers and connect with new ones. Can use Pinterest analytics to figure out which pins or content works best for your and your business growth.

Check out this post to view statistics of the most popular luxury brands on social media.

Engage in Collaborations with Influencers and Other Popular Brands

By working with one or several influencers that are in your industry, you will be able to create trust quickly and improve brand awareness. 

You will be able to also reach your intended target audience quicker and more effectively while providing amazing experiences for your consumers. 

Embrace the partnerships that form from this collaboration to lengthen the amount of exposure and engagement from your followers. 

• Related: Luxury Brands are Embracing Influencers

Create FOMO

Here’s a quick definition of FOMO if you’re not familiar with it:

“Anxiety that an exciting or interesting event may currently be happening elsewhere, often aroused by posts seen on social media.”

Here is what it stands for: Fear Of Missing Out.

The generations today are well known for their FOMO due to social media presence and exposure. 

Trends are moving at lightning-fast speeds and consumers want to wear or use what their favorite persons in the public eye are wearing or using. 

Using FOMO to your advantage is a huge benefit to grabbing the attention of the audience you want to reach.

Create a Show-Stopping Website

Feature your high-end luxury items on your website to showcase how beautiful and attainable they can really be. 

Opt for a professional and minimal design to let your product stand out and shine through to the consumer on the other end of the page.

Phenomenal website designs can capture the attention of new prospects browsing your site from social media, or help them to stay on the page once clicked on. Create a seamless and effortless experience by having user-friendly pages to navigate through.

• Related: Have a Stunning Online Presence

Write elevated copy to showcase the reasons why your product is the most luxurious on the market. Be persuasive and explanatory in these reasons and make the consumer understand why your product is better than the rest.

Use luxurious color schemes to make your products pop out of the page. Make it easy to follow and relaxing to look at.

Select Keywords Carefully in PPC and SEO Campaigns

Choose high-intent keywords to describe your product and create a call to action on your page. Make the item that you’re focusing on important and stand out from everything else on the website.

• Use exclusive keywords like, “top, best, handmade.” By utilizing these words in particular, you will catch the attention of potential customers and leave them wondering exactly what makes your product the best or the top among your competitors.

If your item is handmade, you will surely already have a leg up since people tend to gravitate towards this version of quality assurance.

• Related: Does SEO Really Work? Here’s Why it’s a Must in 2021

Use negative keywords to improve your CTR by ensuring that the potential customers that click on it are searching for products that relate to yours. This will leave out unnecessary clicks and will add value to your ad.

• Choose not to show up in search results that include “free, budget, cheap, bulk” or any keyword that doesn’t show luxury. You want to be able to show off your luxury product by making sure you don’t show up on unrelated pages. Keep specific keywords out of your ad copy to make sure this doesn’t occur.

Create Exclusivity

• Provide options to enter private member groups or exclusive clubs where only your customers can interact with one another. This will give off a sense of exclusivity and importance, and will therefore increase the value of your luxury product.

• Give your consumers digital loyalty perks, and often. Everyone feels good when they purchase something and get points towards their next purchase. Do the same with the product you’re looking to market, so that everyone that uses your product feels that same importance and is happy knowing that they’ll be receiving something in return for supporting your business.

Email Marketing

• Use email marketing to create brand awareness and to educate your consumers about your brand. Get customers to sign up for your email newsletter and create fun and enticing content every day, week, or month to keep them up to date on the latest and greatest luxury products in your company.

Send these out automatically by signing up for an email marketing program, which will help to ensure that your new products are always being pushed out to your loyal followers, who will most likely stop again to visit what new products you’re promoting.

Conclusion

By using a plethora of the options listed above, you’ll be sure to hook and retain the specific customer base that you’re in search of. Be sure to try out different social media platforms, and build a brand that is both exciting and luxurious to show off your products.

Create a beautiful website to hold a curated catalog of your products that can be simple, yet elegant. Use soft colors and legible wording to make your website easily digestible while remaining informative.

Be mindful in your copy and make sure that you’re making the customer feel important and needed, by creating exclusivity and offering personalized perks and memberships when they are beneficial.

Opt for exceptional email marketing strategies to further your point to your following. Promote new products and offer new point systems to entice your customers to return to your company.

By: Frank DePino

Frank DePino is Principal and Founder of Mediaboom. Since 2002, Frank has led Mediaboom’s award-winning staff of creative and technical professionals building the most effective marketing and advertising solutions for its clients.