There’s something about luxury products that will always make a consumer’s heart tick. Although the real question, is it really the product itself that’s creating this influence? The short answer? Not exactly. 

In fact, it’s the story, marketing and consumer appeal that really make how we perceive luxury products today. For instance, a luxury purse could be created in the same factory as a not-so-luxury purse. The only difference might be the positioning on the brand itself. That’s why we’ll look at top actions to take when marketing a luxury brand in order to achieve a great consumer response. 

Create Exclusivity 

One of the cool and key reasons a product or service is seen to be luxurious is due to the fact that it has a sense of exclusivity to it. This can be achieved in a number of ways too! For instance, there could be limited quantities, it might only be sold in select stores or it might only be available for a short amount of time.

Whatever the cause may be, the need for purchase will only rise because the consumer knows they now have a limited opportunity to get it within their grasp. This will speed up the decision-making process and have that item sold out faster than if there was no exclusive positioning taken on the product or brand. 

The pricing itself might even take part in allowing the product to be more exclusive. If the product is priced at $1000 vs. $100, then fewer consumers will be able to afford and make the final decision to purchase. 

Build a Website to the Reflect the Products 

Websites and any other visual representation you create to represent your products should reflect the quality and aesthetic you want for what’s being sold. From the font to the actual accessibility, the look and use of a website is extremely important for consumers to be able to make purchasing decisions. 

It’s vital for there to be product descriptions, brand information and a set method to be able to check out completely and navigate the site without confusion. There are several sales that occur on an online platform now, so a well-built website is essential to hit the desired number of sales. 

Utilize the Power of the Right Influencers 

The power of influencers is now better than ever before. If the right target market is achieved, then an influencer has the correct capabilities into informing and persuading his or her followers to purchase a product. 

Think about it this way. When an influencer is given a product to honestly review and use, they are doing so on a social media platform where they’re reaching so many loyal followers. These followers may otherwise not have been achieved during a standard marketing tactic or campaign either, so the new and potential sales prove to be beneficial. 

Customer Service is Essential

Customers that are in the market for purchasing new luxurious goods are also doing so with the hopeful return of an unmatched experience. Customer service and the implementation of it is essential for any brand, but it’s especially important for those investing in a luxurious item. 

When a consumer is paying a higher price for an item, they are expecting to do so in other ways that will help to benefit their experience. Customer service is instantly the frontrunner for this extra layer of more luxurious time spent. 

For example, if you were to purchase a higher quality piece of jewelry, the care and service for it and your time is expected to come with it. So, when the piece needs cleaned or a repair, that extra layer of customer service will come in to be of assistance. This will secure a customer’s choice to make a purchase for their brand, and it will secure their ultimate happiness with the experience down the line. 

Allow the Pricing to Reflect the Quality

When the price seems to be skyrocketing on a particular good, it’s meant to be for a good reason. A higher price on a luxury item is meant to be set to reflect the quality and appeal of the initial item. For example, let’s look at cars. If one is set to have more features or has a bigger desire, then the cost is automatically set to be bigger than a competitor or related car. 

Plus, not only is the price set to reflect the product, but it’s also made that way to reflect the brand name, aesthetic of it and the service that has been demonstrated to follow behind it. The price is also known to set the thought that the product may actually be perceived as higher quality when that might not be the true case.  

Tell the Brand Story

By creating context and displaying the history and story of the brand, there is an added level of reasoning made to prove why this brand is worth the investment. For instance, if a brand showcases its long history, it’s an instant testimonial in explaining that the brand has been made available this long for a reason. It shows potential customers that if the brand has been able to satisfy so many for a set period of time, then it’s chances to do the same for them are much more likely.

Brand stories create a personality and an image for the consumer to look and fall back on in order to understand more of the presentation and ideology of the products. 

Ad Targeting Will Reach Luxury Buyers

Not only should advertisements be sent out on the right platforms, but they also need to be seen by the right target markets. By setting keywords and adding campaigns to target luxury buyers, there’s a much better chance for the brand to be reached to the right consumers. Ad targeting can also be done in a multitude of ways and on a variety of platforms. 

For instance, Amazon and TikTok are two self-serving platforms that advertisers may use to execute their campaigns. With the right research and execution, then heightened brand awareness and return on investment can be fully achieved.    

Build an Email Marketing List

Email marketing lists are essential to helping curate and keep loyal customers all in one spot. By building an email marketing list, you’re able to inform consumers of all new products and happenings with the brand. Plus, no matter what brand you represent, this will work for all. 

Always encourage customers to give out their email. If they purchased once with the brand, the likelihood to purchase in the near future is much higher. 

Final Thoughts  

Selling luxury products or services might seem more difficult than it may actually be. Don’t think so much about the exclusivity or quality of the product, but instead, demonstrate how you can have that perceived by consumers who come into contact with it. 

By adding and taking all of the above actions to increase brand awareness and sales, the brand you represent will then be able to rise and create more of a loyal customer base. Which of the above actions have you already taken to ensure success for the brand(s) you represent? We’d love to know!