Adam Deflorian, AZDS Interactive Group + Josh Surridge, Canyon Ranch - Champagne, Cavier and Content: Navigating Marketing Challenges for Luxury Brands

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You wouldn’t think that selling a luxury lifestyle would be very difficult – after all, who wouldn't want to spend a week getting pampered in Beverly Hills or lounging poolside in Hawaii? But when you’re one of several top-tier brands competing for the attention of a very small, very selective portion of the population, you have to go all-out with your marketing efforts. In this panel discussion, learn what it takes to become a part of the luxury conversation, the importance of producing extraordinary content and some really cool ways that marketing a lifestyle can help you sell your product or service.

Marketing

Joshua Surridge
Corporate Digital Marketing Manager
Canyon Ranch

Challenge One
Creation of content that is share-worthy (authenticity)

Challenge Two
Creation of content that will ultimately transact a sale
Canyon Ranch® in Lenox, Massachuset

Canyon Ranch® in Tucson, Arizona
Canyon Ranch® in Tucson, Arizon

Solution Two
Earn the right to ask for the sale – and then ask!
Canyon Ranch SpaClub® in Las Vegas,
Nevada
at the Venetian | at the Palazzo

What makes content sharable?
Source: The Guardian

Solution Three
Something only humans can do

Challenge Four
Planning your tests and learnings at the beginning
Canyon Ranch SpaClub® aboard Cunard’s Queen Mary 2

Canyon Ranch® in Tucson, Arizona
Canyon Ranch SpaClub® aboard Celebrity’s Reflection

Solution Four
“A journey of a thousand miles begins with a single step.” –Lao Tzu
Canyon Ranch® in Kaplankaya, Turkey

Challenge Five
Distribution channels for content

Solution Five
Buzz Sumo, Inky Bee, Influencer Outreach

Challenge Six
Meeting expectations for modern, grounded luxury
Canyon Ranch® in Tucson, Arizona

What is modern, grounded luxury?
Meaningful moments | impactful experiences

What is modern, grounded luxury?
Meaningful moments | impactful experiences
The freedom of the curated best

What is modern, grounded luxury?
Meaningful moments | impactful experiences
The freedom of the curated best
Getting everything you want and nothing you don’t

Canyon Ranch® in Lenox, Massachusetts
Canyon Ranch® in Tucson, Arizona

Solution Six
“It takes two to speak the truth – one to speak and another to hear.”
–Henry David Thoreau
Canyon Ranch® in Kaplankaya, Turkey

You wouldn’t think that selling the luxury lifestyle would be very difficult — after all, who wouldn’t want to spend a week rubbing elbows with celebrities at a luxury spa, or lounging by the infinity pool at an exclusive resort? But when you’re one of several top-tier brands competing for the attention of a small, selective portion of the population, you have to go all-out with your marketing efforts. In this webinar with Joshua Surridge (Canyon Ranch) and Adam Deflorian (AZDS), you’ll learn how to create high-converting content for the appropriate distribution channels, the power of content that conveys empathy to luxury consumers and the importance of using marketing automation and data with careful consideration.

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Adam Deflorian, AZDS Interactive Group + Josh Surridge, Canyon Ranch - Champagne, Cavier and Content: Navigating Marketing Challenges for Luxury Brands

1. Champagne, Caviar and Content

2. Nashville & Emma Rock

3. Adam Deflorian CEO of AZDS

4. Joshua Surridge Corporate Digital Marketing Manager Canyon Ranch

5. Challenge One Creation of content that is share-worthy (authenticity)

9. Solution One A-U-R-A

10. Challenge Two Creation of content that will ultimately transact a sale Canyon Ranch® in Lenox, Massachuset

11.

12. The sale is added value

13. Canyon Ranch® in Tucson, Arizona Canyon Ranch® in Tucson, Arizon

14. Solution Two Earn the right to ask for the sale – and then ask! Canyon Ranch SpaClub® in Las Vegas, Nevada at the Venetian | at the Palazzo

15. Challenge Three Empathy

16.

17. What makes content sharable? Source: The Guardian

18. Source: The Guardian

19. Solution Three Something only humans can do

20. Challenge Four Planning your tests and learnings at the beginning Canyon Ranch SpaClub® aboard Cunard’s Queen Mary 2

21. general CTA vs. specific CTA

22. Behavior per acquisition channel?

23. Canyon Ranch® in Tucson, Arizona Canyon Ranch SpaClub® aboard Celebrity’s Reflection

24. Solution Four “A journey of a thousand miles begins with a single step.” –Lao Tzu Canyon Ranch® in Kaplankaya, Turkey

25. Challenge Five Distribution channels for content

26.

27.

28. Solution Five Buzz Sumo, Inky Bee, Influencer Outreach

29. Challenge Six Meeting expectations for modern, grounded luxury Canyon Ranch® in Tucson, Arizona

30. What is modern, grounded luxury?

31. What is modern, grounded luxury? Meaningful moments | impactful experiences

32. What is modern, grounded luxury? Meaningful moments | impactful experiences The freedom of the curated best

33. What is modern, grounded luxury? Meaningful moments | impactful experiences The freedom of the curated best Getting everything you want and nothing you don’t

34. What is modern, grounded luxury? Meaningful moments | impactful experiences The freedom of the curated best Getting everything you want and nothing you don’t Luxury that is felt, not perceived

35. What is modern, grounded luxury? Meaningful moments | impactful experiences The freedom of the curated best Getting everything you want and nothing you don’t Luxury that is felt, not perceived Exclusivity that is bounded by taste, not solely by means

36. What is modern, grounded luxury? Meaningful moments | impactful experiences The freedom of the curated best Getting everything you want and nothing you don’t Luxury that is felt, not perceived Exclusivity that is bounded by taste, not solely by means Highest quality materials rather than excess of status symbols

37.

38. Canyon Ranch® in Lenox, Massachusetts Canyon Ranch® in Tucson, Arizona

39. Solution Six “It takes two to speak the truth – one to speak and another to hear.” –Henry David Thoreau Canyon Ranch® in Kaplankaya, Turkey

Editor's Notes

In stating that each of her age albums (the trilogy of 19, 21 and 25) is a snapshot of her experience during that year of her life, she strengthens the connection her fans feel to her and for her. Buzz around the launch of 25 was fuelled by a free concert in New York’s Radio City Music Hall days before the album dropped. Televised online shortly after, the gig showcased the frenzy of excitement her fans felt about the album’s release. She also took part in a video of an Adele impersonator contest that has been viewed a staggering 43.8 million times. It all helped send sales through the roof.
In stating that each of her age albums (the trilogy of 19, 21 and 25) is a snapshot of her experience during that year of her life, she strengthens the connection her fans feel to her and for her. Buzz around the launch of 25 was fuelled by a free concert in New York’s Radio City Music Hall days before the album dropped. Televised online shortly after, the gig showcased the frenzy of excitement her fans felt about the album’s release. She also took part in a video of an Adele impersonator contest that has been viewed a staggering 43.8 million times. It all helped send sales through the roof.
In stating that each of her age albums (the trilogy of 19, 21 and 25) is a snapshot of her experience during that year of her life, she strengthens the connection her fans feel to her and for her. Buzz around the launch of 25 was fuelled by a free concert in New York’s Radio City Music Hall days before the album dropped. Televised online shortly after, the gig showcased the frenzy of excitement her fans felt about the album’s release. She also took part in a video of an Adele impersonator contest that has been viewed a staggering 43.8 million times. It all helped send sales through the roof.
In stating that each of her age albums (the trilogy of 19, 21 and 25) is a snapshot of her experience during that year of her life, she strengthens the connection her fans feel to her and for her. Buzz around the launch of 25 was fuelled by a free concert in New York’s Radio City Music Hall days before the album dropped. Televised online shortly after, the gig showcased the frenzy of excitement her fans felt about the album’s release. She also took part in a video of an Adele impersonator contest that has been viewed a staggering 43.8 million times. It all helped send sales through the roof.

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Editor's Notes