Use organic advertising to set a foundation. Prodiguer uses its own website and social media profiles (such as the Founder and CEO’s account on Instagram @ShammiShinh and Partner @TheBillionairesClub) to share luxury images and messages that reach a global audience, which leads to organic features in magazines online and print publications. (The moral here—images can be everything. Use them plentifully, and be sure the level and tone of the image is true to the tone and style of the brand.) In addition, they invite associated partners to write about their stories and experiences with the brand. This adds referred authority and spreads the brand message more efficiently to a broader audience than the company could reach on its own.
To drive demand and interest from a high-end audience, don’t make your products easy to get. When people don’t have easy access, they desire an item more and will work harder to get it. Particularly in a luxury market, people aspire to acquire what they cannot easily have. Prodiguer often offers its product in limited edition bottles, such as its Juliet Immaculate Vodka, which it launched with Sue Tsai edition bottles. The company justifies its exclusivity by providing a bona fide luxury product. The limited and high-end packaging is coupled with a selective sales strategy that makes the customers the company selects feel special and increases the prestige of the product further as high end customers want to boost their own status by association with the brand.
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Transparency tightens the link. By highlighting production facts in their marketing, Prodiguer makes the company transparent, giving customers a better understanding of the company and the products. This generates genuine interest. In Prodiguer’s case, a part of this strategy includes keeping as many functions as possible in house. This highlights the company’s strengths and also shows the diversity and skill of the partners as a business that is a genuine boutique and based on tradition. The company manifests its transparency in social media by documenting its travel and events, bringing fans along by proxy into the company ethos and lifestyle.
Sensory branding: go beyond visual. Shu explains, “Our founder, Shammi, wanted to make the customer experience unique. So each standard bottle of our champagne includes a pewter label that is a delight to touch.” While these features may seem simplistic, sensory branding is powerful for relating to customers on an emotional level. Brands that employ components such as touch and aroma in addition to rich visual image are poised to create a stronger emotional attachment in the customers they serve.
Search is vital. Says Layton, an expert on tactics for marketing specific brands, “Shopping online for luxury products is no different than shopping for basic necessities except that it becomes much more fun. Successful marketing to people who buy luxury vacations, autos, houses and gadgets involves finding out more about them on many levels. Where do they hang out online? What are the experiences they value?” For example, when a high-end consumer dreams about a new Bentley or Audi, he or she will typically go online and start to read articles about the experience of others, to conduct searches about brands and features, and will likely even reinforce their initial desires by build their very own model from company’s site. SEO presence for the brand in the right level of articles and reviews is vital.
Retarget with skill. If the brand is smart, when a customer visits their site, the company will drop a retargeting pixel onto the customer’s device while they are daydreaming about their new Continental convertible. This allows the brand to follow the customer with display and banner ads that remind them of the image and impulse as they surf away. The strategy of “Programmatic Ad Retargeting” is effective in any sector, but can be especially beneficial in reinforcing desire for a high-end luxury sale. The beautiful image of a high-end product is a helpful reminder of a product that simply “makes you feel good.”
Leverage geo fencing for a physical store-front location. Companies with a physical storefront location can find high-end customer by “geo fencing” their demographic information. For example, if a particular Audi dealer has purchased geo fencing rights for a one mile radius from