Marketing Luxury Goods via Social Media

2.45 pm Marketing Luxury Goods via Social Media
Ariel Adams – Ablogtoread.com
Hear one of the world’s leading watch bloggers explain how luxury brands are using social media to promote their goods online.

• Luxury brands spend lots of money on advertising – to get in front of you.
• They have significant budgets and have allocated large amounts of their budgets to internet marketing.
• They want to use social media/guerrilla tactics.
• What they need is the development of communities. So how do you create communities for a something only a small amount of the community can afford?
• Most luxury brands do not sell their products online and don’t like discounts, so how do you market to the consumers?
• The key is to establish desire – most luxury items are unknown to people – so convince the people to want your item.
• Ariel recommends working with 3rd party bloggers – those that contribute because of passion (“glorified hobbyists”.) They’ll have good market share because the consumers will know that they are authentic.
• Make sure that you’re 3rd party bloggers know what your message is and convey it correctly.
• Make sure that what you are talking about what makes sense to your audience or that it has a residual affect.
• On your blog, don’t just talk about your product.
• Good social media example: Baume et Mercier Facebook Page and Hublot’s facebook page (the official timekeeper of the World Cup.)
• With facebook – be interactive – it’s an ability to truly interact. Customer service + lifestyle.
• Not sure about twitter – Ariel says it’s only as good as who follows you.
• Piaget uses twitter to interact with celebrities who are wearing their products, and only to follow the celebrities.
• SwatchUS uses twitter to connect with their consumers – about sharing with the world what products they have.
• Youtube Breitling Source Page – connects with 3rd party videos – that gives authenticity! Own a channel and make your products seem real!

Check out Ariel’s Blog: http://ablogtoread.com/

- Samantha

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