Luxury Brands Walk a Delicate Line in the Content Conversation
Luxury brands are in a bind when it comes to content marketing and social media.
Brands like BMW, Burberry, Louis Vuitton, and Lexus are popular among the affluent because of their exclusivity.
“Building a brand’s image and mythology helps make it desirable for customers,” says NewsCred’s Lyndsey. “But the concept of exclusivity runs tangent to the nature of the Internet as a democratic space. Luxury brands must embrace the universality of the Internet by marketing both to paying customers as well as to those who want but cannot afford the products.”
The danger of overexposure
Lyndsey points out high-end retailer Gilt Groupe, which runs a blog to supplement its exclusive website.
Along with the exclusivity factor, luxury companies must also take steps to not risk overexposure. “Unlike consumer products that aim to be as overt as possible, luxury brand marketing must be subtler,” writes Lyndsey.
Curating content and asking users to share their own thoughts or pictures can solve this issue. This was the case in a Burberry campaign that encouraged people to send in photos of themselves in their trench coats. The tactic increased “visibility and customer engagement, all the while maintaining the luxury brand.”
In terms of social media, which, like the internet, is used by everybody, luxury brands must adhere to their messages and and to content curation strategies, says Lyndsey.
Persuading luxury customers to buy products over the internet may not always be easy. Although Lyndsey says that 90 percent of high-income users are shopping for goods online, they may be reluctant to drop thousands of dollars on products on the web.
Offering exclusive information
Posting videos that feature insider information and interviews with professionals will reassure the customer that the product is worth the purchase. Along with increasing sales, it’s getting more content out there.
When it comes to discounts and promotions, luxury brands cannot just post coupons and deals. That would possibly cheapen the brand. Plus, their consumers aren’t worried about money as much, so why bother?
According to Position 2, running contests, instead, is an excellent way to reach out to the high end consumers. It shows a Facebook contest that Lexus ran in 2010, which asked fans to post about why they should win a one year-lease on a new car.
“Not only did this initiative positively impact the Lexus brand name, but also generated exponential online buzz.”
Luxury brands are in a difficult position online. But by knowing their demographics and not sticking to the general social media and content marketing rules, they can tweak trendy strategies to fit their brand’s message.