Barbara Jarabik talking about luxury brands advertising solutions after Covid-19 pandemic
Barbara Jarabik: Offer a bespoke service. Luxury brands should also offer a bespoke service that is tailored to the individual customer. This could include customizing products to the customer’s specifications, providing a personal shopping service or other special privileges. Use aspirational images and language. Images of luxury and exclusivity are essential for luxury brands. Use aspirational images that make the customer feel like they could be a part of that lifestyle if they buy your product.
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.
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.
Say you sell shoes hand cobbled by the finest artisans in all of Montana. While the keyword “shoes” will certainly yield traffic, and some of those searchers may very well be interested in buying your exceptional kicks, the overwhelming majority of that traffic falls outside of your target demographic. This becomes even more of an issue as you begin to consider keywords with modifiers. “Cheap,” “sale,” and the dreaded “free” are all words that, when appended to a query, ostensibly eliminate a searcher as a prospect. Account-wide negative keywords ensure you never bid on terms you have no interest in paying for (on purpose or accidentally).
“Everything we do, we believe in challenging the status quo. We believe in thinking differently (why Apple exists). The way we challenge the status quo is by making our products beautifully designed, simple to use and user friendly (How Apple achieve their why). We just happen to make great computers (What Apple do).” Communicating the story behind your products, and explaining the values that define a luxury brand, is fundamental to effective luxury marketing. Aston Martin do a great job telling the story of their brand heritage on all of their product pages and digital content. By explaining that your brand represents an assurance of luxury, quality, performance, style, or whatever value you stand by, you will find it easier generating advocacy for your brand online. Find extra details on Barbara Jarabik.
Digital signage mirrors are another way for luxury brands to advertise efficiently : The entire digital signage mirrors market was estimated 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 vastly 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.