Wrap-Up for HoteliersLuxury Holiday Marketing Recap:      What Worked, What     Didn’t, Lessons Learnt      - Luxury Daily...
Ask for the original presentation !!   “Luxury Holiday Marketing Recap: What    Worked, What Didn’t, Lessons Learnt”      ...
The Biggest Surprise in this Past            Holiday Season• An Increased growth in online sales year-on-  year• A lack of...
What Did Luxury Marketers Get Right                ?• More budget and more attention were  allocated to:- Paid search- Dis...
What Did Luxury Marketers Get Right                ?• In-store experience was developed - more  importance should be given...
Mobile & Social Strategies during the          Holiday Season    • Online and store information in mobile      advertising...
Marketing Strategies during the          Holiday Season• Strong experience/Landing pages on each  device to ensure consume...
Marketing Strategies during the           Holiday Season• Consumer behavior trend follow-up• Search – site links, local se...
Effective Discounting Tactics• Offers• Value-added tactics – promising a % of  charitable donations per purchase or free  ...
Luxury Brands to Follow• Neiman Marcus - for its strategic campaign with  Target• Selfridges - for its "No Noise" initiati...
Stay Tuned !Follow Us @futuremkrsFollow Me @em_nicolas
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Luxury Holiday Marketing Recap - Luxury Daily Webinar

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Luxury Holiday Marketing Recap - Luxury Daily Webinar

  1. 1. Wrap-Up for HoteliersLuxury Holiday Marketing Recap: What Worked, What Didn’t, Lessons Learnt - Luxury Daily Webinar - By Emilie Alba January 24, 2013
  2. 2. Ask for the original presentation !! “Luxury Holiday Marketing Recap: What Worked, What Didn’t, Lessons Learnt” Send an email to events@napean.com
  3. 3. 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
  4. 4. 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
  5. 5. 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
  6. 6. 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
  7. 7. 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
  8. 8. 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
  9. 9. Effective Discounting Tactics• Offers• Value-added tactics – promising a % of charitable donations per purchase or free shipping
  10. 10. 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
  11. 11. Stay Tuned !Follow Us @futuremkrsFollow Me @em_nicolas
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