Wrap-Up for HoteliersLuxury Holiday Marketing Recap: What Worked, What Didn’t, Lessons Learnt - Luxury Daily Webinar - By Emilie Alba January 24, 2013
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The Biggest Surprise in this Past Holiday Season• An Increased growth in online sales year-on- year• A lack of innovation in web-marketing strategies & campaigns
What Did Luxury Marketers Get Right ?• More budget and more attention were allocated to:- Paid search- Display campaigns targeting mobiles, tablets & desktops Unique experience was emphasized !• Less unavailable inventory
What Did Luxury Marketers Get Right ?• In-store experience was developed - more importance should be given to the human experience !• Element of surprise and delight are highly effectiveEx: Cartier’s “magical journey” video Burburry’s micro-site
Mobile & Social Strategies during the Holiday Season • Online and store information in mobile advertising • Paid search - Site links to key categories, offers and store locations, etc… • Many images, top sellers and key offers on Facebook • Instagram was not involved a lot in strategies • Lack of advertising on mobile and tablet devices • Technology should be more humanized
Marketing Strategies during the Holiday Season• Strong experience/Landing pages on each device to ensure consumers engagement, research, conversion• Behavioral/lookalike display campaign to drive traffic to brands’ websites• Remessaging through the use of dynamic ad creation• Paid search
Marketing Strategies during the Holiday Season• Consumer behavior trend follow-up• Search – site links, local search, location extensions, devices/geo-targeting• Multi-channel – challenge is to create a personalized experience along the whole customer journey across all channels• Gift guides• Creating a story in episodes – the aim is to reveal the whole message little by little
Effective Discounting Tactics• Offers• Value-added tactics – promising a % of charitable donations per purchase or free shipping
Luxury Brands to Follow• Neiman Marcus - for its strategic campaign with Target• Selfridges - for its "No Noise" initiative• Marc Jacobs - for its e/m commerce platform• Louis Vuitton - for its personalized Facebook campaigns + Gift Guides on Pinterest• Burberry - for its micro-site + holiday photographs• Tiffany & Co - for its "World of Tiffany” section on website + Tumblr blog• Cartier – for its Winter Tale
Stay Tuned !Follow Us @futuremkrsFollow Me @em_nicolas
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