Modern luxury brands advertising impact after Covid-19 pandemic with Jarábik Barbara: Luxury marketers may also focus on the heritage and history of their brand, emphasizing its long-standing reputation for luxury and opulence. This can be an effective way to create an aura of luxury, as it suggests that the brand has a long-standing reputation for quality. If your brand was established years ago, make sure to include a history section with interesting facts on your website. Ideally, you should maintain a balance between innovation and tradition in your luxury strategy. An interesting way to do this is by collaborating with artists. A good example is luxury French brand Louis Vuitton, who have worked with Yayoi Kusama, Stephen Sprouse, Takashi Murakami and Jeff Koons.
If Ferrari’s sold for $15,000, they wouldn’t appear very luxurious. Everyone would have them which would negatively affect the exclusivity as I spoke about earlier and it would make them appear less special. Don’t get me wrong. I love supercars and I’m sure a Ferrari is worth every penny it’s sold for, but I don’t doubt it’s marked up to hundreds of thousands of dollars on purpose. The price positions it as top-of-the-line and miraculous. This is why one of the smartest strategies luxury brands can use to increase revenue is simply increasing how much they sell products for. Imagine that you received 1,000 orders every month at an average value of $300.
Google is one of the most influential channels when it comes to helping luxury shoppers find products, learn more about brands, and make their purchase. As we’ve already alluded to, most luxury brands have pretty poor websites. Unsurprisingly, most of those websites also have extremely bad SEO, making it difficult for their websites to rank well in Google for search terms that would otherwise capture potential customers. Take Prada for instance. When I search for Prada handbags, not only do I not receive a link to Prada’s handbag page (due to their poor keyword targeting, slow site, and poor on-site structure), but the results also look messy and untargeted.
The first, and easiest, strategy for marketing your luxury brand is classic “addition by subtraction.” You’re probably already incorporating negative keywords into your optimization routine, but did you know you can save time by uploading them at the account level? Account-level negative keywords are a simple addition to your AdWords efforts; all you need is a CSV file loaded with negative keywords. From there, you simply upload the file in the Bulk Upload tab of the Shared Library and then apply it to as many campaigns as you’d like. Doing so has a handful of benefits, but the most important for marketing luxury goods and services is the ability to weed out unqualified traffic.
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. See extra details on Barbara Jarabik.
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 greatly 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.