Business, Thought, and Management Articles --- Luxury Brand Strategy --- Advertising Media
When high-end brands place ads, they have to be careful when choosing their advertising media. No matter what great product or service you offer, even if you run a full-fledged ad, you can hardly get any effect by using the wrong media.
Luxury brands have advertising media to choose from. The advertising medium that should be selected is a medium that embodies the lifestyle, way of thinking, and longing life proposed by the luxury brand.
Whether it's television, magazines, newspapers, or internet media, each has its own media concept. The media concept is to whom and what kind of information to send, to what values and to what ideals.
If programs and articles are far from the lifestyles and values of wearing a luxury brand, advertising can hardly help. In the first place, the audience and readers of the media are likely not to be interested in luxury brands.
At the very least, the concept of the advertising medium must match the vector of the luxury brand. If the vector is correct, consumers who watch the media will be willing to accept the advertisement and become interested.
There are two types of people to whom you appeal in advertising.
One is a person who will buy it now, and another is a person who may be willing to buy it someday in the future. When choosing an advertising medium, you are looking for the media that these two people are watching.
*Return to Luxury Brand Strategy
Reason and Purpose
It is important to clarify the reason and purpose of launching a luxury brand, why and what for. By clarifying the reason and purpose, you can firmly imagine your presence as a luxury brand.
Target Customer Segments
When launching a luxury brand, who should you target? Where do luxury brands need to stimulate consumers and what kind of customer segments need to be “admired”?
Differentiation Strategy
What makes a brand a luxury brand? What is the difference between luxury brands and other ordinary brands? Being called a "luxury brand" should be something different from a normal brand.
Luxury Brand Symbol
Luxury brands must stand apart from other products and services. In order to establish a status as a luxury brand not found in other products and services, consumers need to be able to distinguish and identify them.
Commitment
Luxury brands are particular. People who stick to something and stubbornly protect something will want to cheer. People sympathize with their feelings. If people are satisfied with the commitment, they will recognize the product or service as a luxury.
Advertising Style
Luxury brands also advertise. If you don't advertise, people won't see it, and if people don't know it, you won't sell any goods or services. So even luxury brands have to advertise.
Advertising Media
When high-end brands place ads, they have to be careful when choosing their advertising media. No matter what great product or service you offer, even if you run a full-fledged ad, you can hardly get any effect by using the wrong media.
Word-of-mouth Communication
It's important for businesses, not just luxury brands, to make the most of word-of-mouth. Advertising costs money. If possible, we want to increase sales by attracting customers without spending much on advertising.
Performance and Quality
Speaking of luxury brands, there is an image that they are costly and expensive compared to other general products. Because they have to pay extra for other products, they are expected to have superior performance and quality.
Special Features
Luxury brands have some special features not found in other common products. Special features distinguish the brand from other products. It becomes an image and remains in the mind of the consumer.
Package
When buying a luxury brand, consumers often get lost and think that they have made a big decision after thinking. Because they decided to buy something expensive, they would want a certain amount of satisfaction.
Service Strategy to Keep You Waiting
For a luxury brand to be luxury, it must also have a thorough service. One of them is a service strategy that makes you wait. When offering luxury goods, it is necessary to let customers wait and take time.
Dare to Push
Dare to leave the customer and try to treat it cold. Make a complaint to the customer and even say, "Please don't come." That may seem like something that no ordinary salesperson can do.
To Be Loved for a Long Time
Some brands are short-lived and do not last long, even if they are launched with great effort. On the other hand, some luxury brands have been loved for a long time. Once a brand has started up, we want to be loved for a long time.
