Elevating Customer Experience a Must When Marketing Luxury Brands

It’s no secret that luxury brand buyers’ needs are quite different from those of traditional buyers. With more resources and generally less time available than the average consumer, competition for their money and attention is fierce. So how do you amp up your brand and make it stand out to the luxury customer?

Cutting through all the noise in marketing and advertising nowadays means ditching the old school practice of simply promoting the characteristics and features of your product. Today’s luxury buyer is not sold on solely the benefits of what you are selling but on the overall brand experience; an experience that must be conveyed at every possible touchpoint whether digitally, on a customer service call or in person. Capture the attention of luxury buyers by focusing on these three aspects of your brand experience.

Know Your Audience

This may sound like a no-brainer, but it is a practice ignored by brands all too often. Not all luxury buyers are driven by the same motives or respond the same way to marketing tactics, and failure to tailor your efforts to your specific audience’s needs could be costly.

kuhlman cellars

Example: Kuhlman Cellars

Those who book tastings at this Texas winery are not the average wine guzzlers, but rather aficionados with an appreciation for learning the ins and outs of wine making and tasting. They knew that their visitors would be more impressed with the high level of knowledge their staff possessed about their products and the industry than showy, grandiose surroundings. Rather than compensating with over-the-top interiors as many high-end wineries do, they chose to keep their tasting rooms simple and keep the focus on creating a personalized learning experience tailored to their visitors’ interests.

Tell a Story

Today’s luxury buyers also favor substance over style, meaning they are more likely to connect with a brand that has the marketing savvy to tell a story and align with their personal values rather with a brand that relies on its product’s flashiness. Your customers are educated, so treat them that way by ramping up your content and avoiding gimmicks and commodity marketing language.

5th and west

Example: Fifth & West

Future downtown Austin luxury high rise Fifth & West is one of the area’s most exciting residential ownership opportunities, and their marketing tactics needed to express this landmark development to potential residents on every level. While stunning renderings of the building certainly spoke for themselves, any accompanying copy needed to speak to the carefulness and thoughtfulness put into every aspect of the project. Vivid yet concise language and even quotes from interior architect Michael Hsu in marketing pieces effectively conveyed the heightened luxury living residents would experience. In fact, more than 60 percent of residences had been sold within three months of groundbreaking.

Convenience is Key

Now that you have hooked your customer with your brand experience and story, give them the ability to interact with your brand in a way that is most convenient for their demanding lifestyle. Providing ample options to suit their unique needs during every stage of the buying cycle allows them to shop and make decisions in a manner of their choosing. Accomplish this by pushing the creative envelope and utilizing technology in a way that both accommodates your buyers’ unique needs and provides that Wow Factor.

lexus of austin

Example: Lexus

Lexus of Austin’s launch party for two new vehicle models needed to set the standard for how grand and technology-centered the event would be. The invitation’s attention-grabbing, animated graphics captured invitees’ interest and created an interactive experience while allowing readers to gather information about the event and RSVP with ease. Convenience? Interactivity? Wow Factor? Check, check, check.

Fine-tuning your marketing efforts to focus on the needs and preferences of luxury buyers is a surefire way to create deeper connections with your audience and build loyalty. Doing so is the difference between your brand being uninspiring and being unforgettable.

Maria OrozovaMaria Orozova is the President and Creative Director of The MOD Studio, a boutique marketing and design agency based in Austin and the creative powerhouse behind many local and national brands. www.theMODstudio.com

Highest Duty: The Search For What Really Matters

highest honor

Marketing Podcast with Capt. Sully Sullenberger

My guest on this week’s podcast is former airline pilot, speaker, entrepreneur and author of Highest Duty: My Search for What Really MattersCaptain Chesley “Sulley” Sullenberger. You probably know Sully best from the “Miracle in the Hudson,” where he completed the emergency landing of US Airways Flight 1549 on the Hudson river in New York City on January 15, 2009.

When his PR agency pitched me on the idea of having Sullenberger on the show I must admit that I was intrigued by the opportunity to hear the story of the flight and landing on the Hudson, but what really drew me to the interview was the opportunity to talk about how a life altering moment became such a total career-altering moment.

It’s worth a listen just to hear Sullenberger relate the now very practiced account of the happenings that cold January morning, but it’s equally as interesting to note that he had apparently become a bit disenchanted with what was going on all around him in his chosen industry.

When an opportunity to change everything presented itself he grabbed it and became it. Sullenberger certainly was handed the chance to remake his career in stunning fashion (Hello, Good Morning America is on the line) but he also went to work on remaking himself in order to excel at his new career.

He knew he had to become a better writer, speaker and storyteller and worked diligently on honing these new skills.

Questions I ask Sully:

  • How has your life changed since the event?
  • What qualities of leadership are important in starting a new business?
  • How do you go about acquiring new skills needed for a new career?

What you’ll learn if you give a listen:

  • What it was like to be in the cockpit during the “Miracle of the Hudson”
  • How a foundation or system can help you handle difficult situations
  • How to think about risk when starting a business

This episode of the Duct Tape Marketing Podcast is brought to you by Hostgator, where you’ll get 24 hour live support via chat, phone or email, 1-click WordPress installs, easy-to-use website builder, design services, marketing services like SEO and PPC, and for my listeners: a 30% Discount. Go to www.Hostgator.com/promo/ducttape

The 3 Kinds of Partners Every Business Needs

When you get right down to it business is mostly about successful collaboration. In order to succeed you need to develop an ecosystem of collaboration and support. You don't simply get new customers, you partner with them to deliver the most value Continue Reading

Maximize Your Content Creation Efficiency

I get it, great content is difficult to produce. It is even more difficult to consistently produce day after day and week after week. But consistent content production is critical to reaching your content marketing goals. It allows your readers to Continue Reading

Weekend Favs April Eleven

My weekend blog post routine includes posting links to a handful of tools or great content I ran across during the week. I don't go into depth about the finds, but encourage you check them out if they sound interesting. The photo in the post is a Continue Reading

Can Your Video Advertisement Reduce Everyone to Tears?

Remember Tears for Fears? They had it right: everybody wants to rule the world. When you set out to create a video advertisement, you want its influence to span the globe. The best way to accomplish that feat is to leverage something that is Continue Reading

Content Creation is Dead – Long Live Storytelling!

Since the first cave drawings, storytelling has been an integral part of society and the intellectual evolution of man. And that’s what we always called it: storytelling. And then the Internet happened. And somewhere along the way, storytelling Continue Reading

How to Find Your Breakthrough Idea and Build a Following Around It

Marketing Podcast with Dorie Clark I think there's plenty of information out there about personal  branding and self-promotion. The thing that's often lacking or not said is that in order to really stand out you've got to have an idea or point of Continue Reading