Mercedes-Benz revealed plans for an initiative that leverages the virality of Twitter to power four race teams to the Super Bowl, during which the carmaker will advertise for the first time.
It is no secret that luxury brands must use multiple channels to communicate with consumers. But it is also beneficial to let customers talk back by adding interactive elements to existing media, allowing users to initiate engagement.
ShopVIP is letting consumers buy luxury items at discounted prices of up to 70 percent less than what high-end retailers charge.
With the success of flash sales site Gilt Groupe and etailers such as Net-A-Porter, Generation Y is emerging with strong media consumption habits, and it is imperative that luxury brands keep up.
Rolex is using its sponsorship of US Sailing Rolex Miami OCR Olympic and Paralympic championships to reach affluent, athletic males that represent the brand’s target audience.
Today in luxury marketing – Prada opening offices in Paris, Hong Kong; Swiss watch industry sees upturn; The men of Milan; Making Facebook your always-on, integrated marketing channel.
The only way to capitalize on the potential power of an SMS-based opt-in database is to somehow learn more about each consumer so that brands can effectively market to the person – and not a phone number.
Although some affluent consumers see Valentine’s Day as a chance for jewelry and candy companies to make money, luxury brands think outside of the proverbial chocolate box in order to reap the benefits of star-crossed lovers and their wallets.
