What To Know When Marketing Luxury Items Online

 

Luxury brands require a totally different approach than most common goods. As they aren’t meant to fulfill a need, but rather a want, marketers have to craft their communication and their channels very carefully. This article is going to give you a few insights, so that you can develop compelling online marketing plans for your luxury items.

 

People who are regular buyers of luxury items need to identify their beliefs in the brands they choose. If they feel the alignment with the brand, they are going to buy it and use it with pride. If they don’t feel a specific brand or item as being representative for their values, they are going to pick another one that fits better. Since luxury products are lifestyle statements, they can only cater to a small market segment. The biggest challenge of online marketers is to identify this group of people and to develop the best possible communication campaign to bring them closer and to determine them become loyal fans and advocates of the brand.

For instance, Ferrari believes in high performance. A consequence of this fact is they barely spend any money on mass communication, but invest a fortune in Formula 1 events and races. The online world makes no difference. Expensive cruises and fancy travel accessories are going to find their target market on luxury travel websites and blogs rather than on backpacking ones. When you sell luxury items, you have to focus your messages on the unique beliefs of the brand. The right customers are going to resonate with your communication, and this is all that you want. You don’t care about the fact that everyone else might hate you, as these people are never going to become your customers. On the contrary, you want to cater to the small tribe that forms around your core beliefs, keep them close and offer them the best possible concept to make them pick you among all others.

When you market luxury items online, you need to be very careful with your branding. You can’t be just another online store selling things people can find in a dozen other places. You need to become the icon of a generation, the status symbol of those people that form your core target group. This can only be achieved through constant repetition and persistent communication.

While mass brands do well when they push their products towards the consumers, luxury brands have to use a pull marketing strategy. They have to make a promise to their fans that they are going to offer them the feeling of belonging to an exclusive community. If a luxury brand lowers the price under a certain limit, it is going to lose a lot of fans, as they were happy to pay a lot more than the average consumer for the privilege of belonging to such a select tribe.  A great example of this is what MontBlanc pens has done over the years.  They’ve used pull marketing by using review websites to talk about their products without trying to sell people anything.  Check out this website to see a perfect example of this.

When marketing luxury items online, you have to entice consumers to stay loyal by offering them certain perks nobody else can obtain unless they also become fans of the brand. As price is out of the question, your online marketing plan can safely ignore price comparison websites, as such brands are about stories and personal experiences rather than features and benefits. There’s no direct competition between these brands, so your online activities should focus on conveying myths and keep them associated with the creators of the brand. This is a challenge for all retailers who want to market such items online, as they have to pick their channels extremely carefully in order to avoid undesirable associations loyal fans of the brands might make.

Learn how to create a Windows Universal App with IoT & Raspberry Pi | Chris Briggs


http://tv.ssw.com/6581/windows-internet-of-things-development-starts-to-sizzle-learn-the-universal-windows-platform-chris-briggs Windows 10 is here and will be powering a billion devices shortly. The attendees will learn how to develop IoT applications that target Windows 10 IoT core, by developing on the Universal Windows Platform (UWP) and how to integrate the solution with Windows Azure.

In this presentation, Chris Briggs, who heads up IoT at SSW, will teach you how to take advantage of the Universal Windows Platform. The familiar .NET platform now empowers developers do more with less work by building one solution across half a dozen hardware platforms.

You will see a complete Universal app built, then deployed to a Raspberry Pi 2, finally expanded upon to read input from sensors and send to Azure. With all emerging technologies there are a range of issues. Listen to Chris highlight the common pitfalls and issues to save you the smell of melting plastic.

The key subject areas that this presentation covers

– Windows 10 IoT platform
– Windows Universal Platform app development
– Reading sensors data from the GPIO pins on the Pi via the – Windows IoT extension SDK
– Azure

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Marketing plan template. Try my apps as a guide & template for how to create a great marketing plan


For the mobile apps which have my marketing plan template, try my marketing business apps: http://www.problemio.com

My marketing book also has a marketing plan template and a guide for how to create a great and effective marketing plan. My marketing plan and strategy book teaches you how to become a great marketer, and how to create a great marketing plan and strategy for your business. Additionally, there is a section in the marketing book on how to work from a marketing plan template. Here is the marketing book:
http://www.amazon.com/Marketing-Advertising-Strategy-Reach-People/dp/1495453588

Here are my Android and iPhone mobile apps that have a marketing plan template inside them that you can fill out so you can even work on your marketing plan template when you are on the go. In fact, there is a feature which allows you to work on the marketing plan template with your business partners from your phones or tablets. That feature enables many people to work on it at the same time.

Here is the iOS marketing app:
https://itunes.apple.com/us/app/marketing-advertising-articles/id587238156?ls=1&mt=8

Here is the Android marketing app: https://play.google.com/store/apps/details?id=com.marketingpremium

In this video I give an overview of what your marketing plan template should look like. You should have dates and time projections for when the marketing plan will be complete, and over what time it will be executed. In your marketing plan template you should also note the particular platforms on which you will advertise, and the marketing tactics you plan to use. Additionally you should have a budget as a section in your marketing plan template.

One of my personal additions to a marketing plan template is something I came up with called the 4 pillars of marketing. I use the 4 pillars of marketing system to determine whether a particular advertising tactic will be effective.

Let me explain the 4-pillars of marketing system that I suggest adding to a marketing plan template. The 4 pillars are things to think about and to evaluate against. They are:
1) The cost of a particular marketing tactic
2) The scale of people that tactic will reach
3) The targeting of that marketing tactic
4) The eventual conversion of people who had been reached to customers

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How to find a great domain name for a website or blog:

What is network marketing? Is it a scam?

How to create a great marketing plan:

Marketing your business with flyers:

Best way to create your website: WordPress vs. Squarespace vs. Weebly:

How to promote a website

20+ free marketing ideas:

How to find and choose a great domain name:

User experience tutorial:

What is website hosting:

How to create a great marketing strategy:

Direct marketing tutorial:

What is a sales funnel, and how to improve your sales funnel:

How to sell jewelry:

How to sell a food product:

Seth Godin purple cow – how to get great marketing ideas:

What is guest blogging and should you do it:

How to create a website or blog:

How to do paid search marketing:

How to sell books:

Xamarin iOS Tutorial 3.1 – How to Create a Tabbed Application in iOS – UITabbar


This is part of my EPIC Xamarin course. As a thankyou for watching my channel I’m offering it with a MASSIVE discount:

https://www.udemy.com/learn-xamarin-by-creating-real-cross-platform-apps/?couponCode=tentube

Ever wondered how to create a Tabbed application in Xamarin iOS?

Wonder no more! I show you exactly what to do to create the most popular app layout format there is.

Want to learn how to code on Android? Take my course “Making beautiful Android apps” at 90% off (limited time offer) at Udemy:

https://www.udemy.com/creating-beautiful-android-apps-design-code-and-publish/?couponCode=xmas15

Looking for a coder than can do cross platform? Then go to www.gkmicro.com and ask me a question.

I do it all (well, most of it!)

Apps for:
– iOS
– Android
– Windows Phone

Desktop software for:
– Mac
– Windows

And most web applications including:
– HTML 5
– Javascript/JQuery
– Many other JS libraries
– Joomla
– WordPress
– Drupal (my favourite)

Making cross-platform mobile apps with Xamarin and C#


In this webinar, mobile development expert and Pluralsight author Jim Wilson shows you how to create cross-platform mobile apps using Xamarin and C#. Xamarin reduces the time and cost of developing cross-platform apps by allowing organizations to share much of the code across iOS and Android.

To learn more about cross-platform development, check out this course at http://bit.ly/1lCNAem

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Push your limits. Expand your potential. Smarter than yesterday-

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Mobile Apps For Business… Affordable, Effective Marketing


http://www.bos-marketing.com/mobile-apps/4584046479

KEEP YOUR CUSTOMERS COMING BACK!

Offering a mobile app to your customers puts your business at the forefront of their minds and – what’s better – all the necessary details like location and deals right in their hands. Shouldn’t you be one tap away?

BEST BRAND AWARENESS EVER

Typical consumers look at their phones an average of 150 times per day. Imagine if your logo appeared on your customers’ screens every time? An icon on their homescreen is seriously valuable real estate!

TURN YOUR CUSTOMERS INTO FANS

A mobile app makes it easy for your customers to recommend you to a friend – or all of their friends – via Facebook, Twitter & email.

Make it easy for your customers to do your marketing for you!

Bos Marketing Solutions UK