In the recent years, luxury brands such as Rolex, Burberry, Louis Vuitton and Mercedes Benz created their first social media campaigns and have been very successful ever since.
There were already too many articles about how these popular luxury brands succeed on social media despite the initial skeptics that social media may dilute the luxury status of the brands.
I am not going to write about Rolex, Burberry, LV or Mercedes Benz. They were already established luxury brands before they even got onto the social media bandwagon; so obviously they will grow very fast in popularity the moment they are in social media just like other established brands in the world such as NIKE, Starbucks and Ikea.
The “Not Yet Established” Luxury Brands
What I will be writing here will be about how businesses can make use of social media channels to market and brand their luxury products and services such as watches, yachts, jewelry, golf clubs, travel lifestyles products, fashion and fine dining. This group of luxury businesses is often left out because they are not yet established as compared to the big brands.
Here are the 3 steps that these “not yet established” luxury brands can grow very fast by leveraging on the power of social media.
#1 Target the Right Buying Audience
Make use of social media to find your targeted consumers that have higher probability of buying your luxury products and services.
Before we move on, it is important to clear the misconception that luxury marketers can only find their high end consumers through advertising on luxury lifestyle magazines, business newspapers or by sponsoring or participating in high profile events such as yacht owners parties or business conferences. I’m not saying that doing all these are not successful. However, by doing all these without tapping on social media, the business may lose out many potential customers.
This is because social media is for everyone. Including the rich and famous, the millionaires and the billionaires; as well as the average consumers who love to buy and own luxury products and services.
One of the methods that luxury marketers can use is Facebook advertising. You can target your audience based on their specific interests, age and geographical location. Say your business is still a “not-yet-established brand” competitor to Louis Vuitton. You can specifically target woman users on Facebook who likes Louis Vuitton, Chanel, Gucci and other established luxury fashion brands that you can think of. Say if you are selling yachts or luxury automobiles, you can target Facebook users who have specific interests in yachting, Lamborghini, Mercedes Benz, Audi and so on.
Another method is that luxury marketers can link up with high end prospects on Linkedin; establish a good business relationship with them and then follow up from there with the sales.
#2 Differentiate Your Luxury Brand Against the Big Names
With social media, the not-yet-established luxury brands can become established too at a very fast speed! The key is to differentiate your luxury brand against the other big names. Find a niche market that your brand can own. Share nice visuals on social media that can show the uniqueness of your brand.
For fashion brands, you can show unique designs and models of your brand via Facebook and Instagram. If you market luxury watches, design is also something that can make such product stand out against the big boys.
Another angle is to be the thought leader in your industry. Going back to luxury watches, by showcasing your opinions on the aspect of watches in the form of blogging, consumers will then perceive your brand as the expert in high end watches. And therefore, it will make you stand out from the big boys such as Omega and Rolex.
#3 Build Your Brand Presence and Let People Share
Most importantly of all, is to make sure that your luxury brand presence on social media is consistently in line with your brand theme. What it means is that, try not to post things on social media that are not relevant to your brand.
Things like funny or cute pictures or not related events may dilute your brand theme on social media. Just remember your brand objective on social media is to focus on a brand theme and build a strong following of consumers that are highly interested in your luxury products and services.
Continue to build your brand presence and reach out on social media by investing more marketing dollars and creating interesting brand related posts in your social media channels. By doing so, the chances of your consumers spreading the word-of-mouth marketing for your business will be very high.
In summary, there is actually not much difference between marketing a luxury brand or non-luxury brand on social media. It is just about target the right consumer audience, differentiate your branding as well as building a strong brand presence for people to share. The only difference is perhaps the size of the consumer market, that is all! So, good luck for your brand marketing!