If you have a premium brand you are building a marketing strategy for, taking a different approach would be a good thing for you. Here, it is experiences that more than anything else. Most of the information out there on marketing strategies is only for work meant to market mass brands. Talking to one of the Luxury Lifestyle Bloggers will give you a better perspective about this.
When dealing with premium marketing, what you need is a specific approach. Forget about advocating for your brand values. Customers at that level do not care about your values. Instead, premium customers want to feel at a different level. This means you should be advocating for beliefs. Research has it that such beliefs go a long way as they are more specific and more segmenting to clients.
From the outset, you have to change your line of thinking if capturing premium clients is anything to go by. People at this level are renowned celebrities, executives and multi-billion-dollar investors. If you start pooling them together with the general audience, your efforts will be ignored. You ought to remember that you are trying to reach people with similar beliefs and not values to that of your brand.
A premium brand worth its salt is often more than just a logo. At this level of business, customers think of the brand like an entire set of visual icons. The moment you choose to limit yourself to a logo, you are also limiting your brand to the lower cadre of customers. Whether you want to do monograms, or a brand symbol, the idea is getting your visual icon out there.
You should never be in a hurry to choose your symbol. Instead take time to come with the right one, even if it is a concept. From that point, you should then make it an icon that any premium customer will want to identify with. You can only achieve this through constant repetition. Here, you are not just trying to catch their attention, but inculcating your brand beliefs in the right clients.
This luxury brand you are building is not for everyone. Therefore, if you stop your efforts at the product offer, you should not wait for anything meaningful. Instead, think of how you will offer matchless services or rituals. You want to make sure that the customers at that level not only notice your new premium brand, but experience it as well. Customer service must be exceptional.
Some premium perfume brands choose to hand blend and prepare each perfume individually before the customer as they wait. This assures the customers that they are not buying a product that has faded with time on the shelves. Once this is done, the name of the customer is also printed on the label. This is a ritual that every client will want to take part in, each time their perfume is used up.
For premium brands, stores are now turning into temples. Most attention is given at the how they sell, and the innovation they bring at the time of purchase. Owning brick and mortar stores is not enough, they have to be multi-functional and even communicate the beliefs of that brand.
When dealing with premium marketing, what you need is a specific approach. Forget about advocating for your brand values. Customers at that level do not care about your values. Instead, premium customers want to feel at a different level. This means you should be advocating for beliefs. Research has it that such beliefs go a long way as they are more specific and more segmenting to clients.
From the outset, you have to change your line of thinking if capturing premium clients is anything to go by. People at this level are renowned celebrities, executives and multi-billion-dollar investors. If you start pooling them together with the general audience, your efforts will be ignored. You ought to remember that you are trying to reach people with similar beliefs and not values to that of your brand.
A premium brand worth its salt is often more than just a logo. At this level of business, customers think of the brand like an entire set of visual icons. The moment you choose to limit yourself to a logo, you are also limiting your brand to the lower cadre of customers. Whether you want to do monograms, or a brand symbol, the idea is getting your visual icon out there.
You should never be in a hurry to choose your symbol. Instead take time to come with the right one, even if it is a concept. From that point, you should then make it an icon that any premium customer will want to identify with. You can only achieve this through constant repetition. Here, you are not just trying to catch their attention, but inculcating your brand beliefs in the right clients.
This luxury brand you are building is not for everyone. Therefore, if you stop your efforts at the product offer, you should not wait for anything meaningful. Instead, think of how you will offer matchless services or rituals. You want to make sure that the customers at that level not only notice your new premium brand, but experience it as well. Customer service must be exceptional.
Some premium perfume brands choose to hand blend and prepare each perfume individually before the customer as they wait. This assures the customers that they are not buying a product that has faded with time on the shelves. Once this is done, the name of the customer is also printed on the label. This is a ritual that every client will want to take part in, each time their perfume is used up.
For premium brands, stores are now turning into temples. Most attention is given at the how they sell, and the innovation they bring at the time of purchase. Owning brick and mortar stores is not enough, they have to be multi-functional and even communicate the beliefs of that brand.
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