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.
At the premium level, going with brand values will be the first mistake to failure. Hardly will anyone in your target audience notice your brand. These customers have no time to start identifying with some brand values. Most of them have seen it all and you do not need to start educating them. You need to be specific to something. Share with them your beliefs and it will go a long way to segment them.
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.
How you present yourself is how you will be perceived. Anyone can build their brand in minutes just with internet connection and a computer. There are uncountable sites that can help with designing free logos. You can then outsource your content to someone over the internet and have your message in public within hours. Premium brands, on the other hand, are more of visual icons than logos.
While mass marketing strategies is often about meeting the daily needs of customers, it is not the case with premium products. Take a premium watch for instance. This is something that someone buys once and they know they have a quality product. They may buy it again as a gift to someone at their level. Consequently, do not hurry into choosing symbols without giving due thought to your target audience.
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 a long time, premium brands have operated with brick and mortar stores. Today, on the other hand, those stores serve a lot of functions. They should focus on creating a new experience for customers at the point of purchase. This helps them identify with the beliefs your brand carries.
At the premium level, going with brand values will be the first mistake to failure. Hardly will anyone in your target audience notice your brand. These customers have no time to start identifying with some brand values. Most of them have seen it all and you do not need to start educating them. You need to be specific to something. Share with them your beliefs and it will go a long way to segment them.
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.
How you present yourself is how you will be perceived. Anyone can build their brand in minutes just with internet connection and a computer. There are uncountable sites that can help with designing free logos. You can then outsource your content to someone over the internet and have your message in public within hours. Premium brands, on the other hand, are more of visual icons than logos.
While mass marketing strategies is often about meeting the daily needs of customers, it is not the case with premium products. Take a premium watch for instance. This is something that someone buys once and they know they have a quality product. They may buy it again as a gift to someone at their level. Consequently, do not hurry into choosing symbols without giving due thought to your target audience.
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 a long time, premium brands have operated with brick and mortar stores. Today, on the other hand, those stores serve a lot of functions. They should focus on creating a new experience for customers at the point of purchase. This helps them identify with the beliefs your brand carries.
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