When it comes to promotion, brands that deal in high end luxury items have a lot of nifty little tricks up their sleeve. It’s one thing to set up an online store with basic mass produced items, and a get a bit of a buzz going, but selling rare and unique products is a whole other ball game. The high class clientele expects much more than pure utility – durability and functionality are important points, but they have to come complete with a unique design, extravagant materials, master craftsmanship, proud history and a compelling story.
In other words, these top brands focus on quality over quantity, and have no interest in appealing to a broad audience – they know that a handful of wealthy clients with good taste are more than enough to keep them in business for years. With that in mind, let’s look at some of the interesting marketing tactics that luxury brands use to skyrocket their brand recognition.
Content created with a sophisticated clientele in mind
If you look at the product pages on most eCommerce websites you’ll find some basic specifications, a generic name and perhaps a couple of short paragraphs of text. Well, this sort of thing simply doesn’t fly on a website with premium products – people want to know about the history of the brand, their background and qualifications in terms of producing a specific product, the level of passion and artistry that they bring to the table and any awards or similar recognition that the company has received over the years.
In essence, high class customers are looking for quality that is backed by reputation, and a good level of uniqueness that only someone who loves what they do and takes pride in their work can provide. This is why you’ll see a lot of text, complemented by high definition images, professional fonts and elegant web design.
Elegant and mobile-friendly design
Since the recent Google algorithm updates, many eCommerce websites have started wising up and are investing in a mobile-friendly website design. A huge percentage of people are accessing these websites, and doing a lot of their shopping, via smartphone, so companies now focus on a more intuitive design that allows new visitors to quickly learn all they need to know about the history, quality standards and attention to detail that a company puts into its products within a click or two. Ordering a product is also made incredibly quick and simple, so that a person can go from being a curious visitor to a paying customers in no more than a couple of steps.
Social Media interactions and tons of images
A strong social media presence is always a sign of a brand that knows what it’s doing – a company that tries to stay in touch with their target demographic, and isn’t afraid to go a step further when it comes to customer service. You will be able to find a lot of high quality pictures, videos, behind the scenes material and comments from other customers on their social media pages, and they will strive to keep their loyal customers updated on the latest news and special offers.
Educating customers on the intricacies of the niche
One of the main differences between a successful luxury brand and your average eCommerce website is that the former puts plenty of effort into educating their consumers. It’s not just about the sales pitch – by teaching the customers about the niche they create trust and let you see that they truly are experts at what they do. More people will be drawn to a brand that is at the forefront of the industry, making innovations and giving people a glimpse at what goes into create a unique product of the highest quality.
There is a reason why people tend to spend as much as they do on luxury items – yes it is sometimes the novelty of belonging to a select and privileged group or the need to establish one's status, but more often than not it’s because you actually get a lot of bang for the buck. Not only do you get something that is produced with the utmost love and care, but you also get guaranties, an opportunity to learn a lot about the entire niche, and an extraordinary shopping experience.
