The digital world is a marketing bonanza for mainstream brands of all types. Social media and search engine marketing, in particular, are great for reaching out to average people with predictable desires. Luxury brands, however, have an entirely different set of challenges.
Looking at the raw numbers, luxury brands have more difficulty gaining exposure and their target audience is also far less likely to engage with online advertisements.
It should come as no surprise that people of wealth and discernment don’t click on banner ads or gossip on social media. The customers of luxury brands are far more likely to be spectators of digital media rather than participants. This requires luxury brands to take on a whole new marketing strategy…
…one that focuses on exposure, enticement, and effectively reaching a passive online audience.
Luxury Brand Video Marketing
The best tool for the job is video. Video is excellent at catching the eye of internet users and a video, once made, can be used in a variety of marketing contexts.
- • Social Media Marketing
- • Banner Ads
- • In-App Adds on Mobile Devices
- • Your Website and Blog
- • Paid Video Ad Spots
- • Email Campaigns
The reason video is so important for luxury brands is that it is a great passive medium and conveys the experience of luxury in ways that few other mediums can. For a luxury brand aiming to reach a wider audience, video is the ideal marketing tool for both effect and ROI.
1. Create the Luxury Experience
Luxury has always been sold through rich experience. The flow of chocolate, the tick of a finely tuned watch. The smooth weight of cold and the rich smell of leather. While video cannot yet capture all five senses, it can convey the experience of luxury in a few perfectly selected frames.
Video is the best way to create the sensation of using your products in the minds of viewers. Show them what luxury looks and feels like. By making clever and sumptuous videos, you can show potential customers the promise of a wonderful experience when they choose to convert.
2. Consider a Viewer-Oriented Approach
However, unlike mainstream brands, you can’t expect the same kind of engagement from your target audience. This is a simple matter of demographic. Luxury brand customers are usually older, wealthy, and careful with their actions. They keep up with social media, but don’t mindlessly ‘like and share’ everything that crosses their path.
Luxury Consumers are Passive Internet Users
They communicate for logistical reasons, but don’t chatter endlessly online. This means that the audience for your marketing campaign is more likely to be passive viewers than actively clicking in response. And that’s okay.
All you need to do is change your approach to be viewer-oriented.
Focus on content that is enjoyable to absorb and consider making interaction an easy, non-committal exchange.
Lacoste delivered a stunning video that engages viewers through storytelling. See the video below.
Video Metrics for a Passive Audience
Consider, for example, counting views instead of clicks to gauge your success. Particularly viewers that watch the whole video. The luxury audience is also more likely to respond to an anonymous poll than a comment chain if you want to ask a question.
For vote-counting events, use ‘likes’ instead of shares so that interacting with your brand doesn’t require a new post in the viewer’s name.
And, of course, make videos that are a delight to watch. Your goal is to draw your viewers in, take them on a relaxing ride, and deposit them comfortably at the end of the video. The more your content welcomes a passive audience, the more of your audience you will connect with.
3. Edit for Mobile Optimized Resolutions
One of the biggest challenges of creating great marketing videos is screen resolution. In today’s technology environment, your viewer’s screen could be anywhere between an enormous monitor and a tiny phone. Therefore, it’s difficult to know how much detail and at what resolution to shoot your video.
Your Video Must Play Well On
- • Big-Screen TVs
- • Working Monitors
- • Large and Small Tablets
- • Phone Screens
Always start with the highest possible resolution, ensuring that your video looks crisp even at a large size. However, you also need to test your video’s appearance on every possible phone and tablet screen size. You may even consider slight edits and touch-ups to make the video more enjoyable at smaller resolutions.
4. Create a Cinematic Message
The human mind is great at identifying patterns. Most people can immediately recognize if a video is meant to tell a story or advertise a product, and we tend to tune out the advertisements. If you want to get past those mental filters, you’ll need to think outside the box. Get creative with your video formats and the way you convey your messages.
Try to change the way you film so that your audience re-focuses on the video to determine the purpose. This will give their full attention to your content, pulling them into the experience you want to convey. The more cinematic your luxury marketing video is, the better. Give people a mini-film instead of a quick ad.
Tell them a story.
5. Work with Influencers
Luxury brands have traditionally relied on reputation and word-of-mouth to spread brand awareness. But in today’s digital marketing environment, that spread just isn’t fast enough.
In order to recreate the recommendation strategy, you may want to work with a luxury brand social media influencers.
Influencers can help you spread the word about your brand and bring you to the attention of your target audience through their own popularity. However, it’s important to choose who you work with carefully. There is a big difference between a one-time cross-promotion and a contracted brand representative. Be sure to work with someone who aptly represents the values and experience of your brand and who is willing to continue upholding those values.
6. Deliver Content at the Right Times
Finally, don’t forget that once you target a potential customer, you have every reason to tailor their experience. Don’t just use shot-gun advertising to show them your marketing content in a random order. Instead, make use of the sequential advertising method. Sequential advertising allows you to build an experience for your audience members, taking them on a journey from one content piece to the next.
This can help you to tell your audience a story or take them on an experiential journey. You can use the same images from your videos in connected banner ads, and sequence several videos in a row. Use this method to guide leads down the conversion funnel and delight them with innovative marketing stories.
Marketing for a luxury brand means taking a different approach. Use the power of video experiences, influencers, and sequential content to raise brand awareness and take your target audience on a journey.
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.