Your SlideShare is downloading. ×
0
Luxury Holiday Marketing Recap - Luxury Daily Webinar
Luxury Holiday Marketing Recap - Luxury Daily Webinar
Luxury Holiday Marketing Recap - Luxury Daily Webinar
Luxury Holiday Marketing Recap - Luxury Daily Webinar
Luxury Holiday Marketing Recap - Luxury Daily Webinar
Luxury Holiday Marketing Recap - Luxury Daily Webinar
Luxury Holiday Marketing Recap - Luxury Daily Webinar
Luxury Holiday Marketing Recap - Luxury Daily Webinar
Luxury Holiday Marketing Recap - Luxury Daily Webinar
Luxury Holiday Marketing Recap - Luxury Daily Webinar
Luxury Holiday Marketing Recap - Luxury Daily Webinar
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Luxury Holiday Marketing Recap - Luxury Daily Webinar

613

Published on

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
613
On Slideshare
0
From Embeds
0
Number of Embeds
8
Actions
Shares
0
Downloads
1
Comments
0
Likes
1
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 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. Ask for the original presentation !! “Luxury Holiday Marketing Recap: What Worked, What Didn’t, Lessons Learnt” Send an email to events@napean.com
  • 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. 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. 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. 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. 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. 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. Effective Discounting Tactics• Offers• Value-added tactics – promising a % of charitable donations per purchase or free shipping
  • 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. Stay Tuned !Follow Us @futuremkrsFollow Me @em_nicolas

×