Luxury Marketing by Lourdes Berho
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The document discusses the concepts of luxury marketing. It notes that luxury can have individual definitions but often involves tailoring experiences to customers and focusing on customization, storytelling, and making people feel aspirational. Luxury marketing also involves building relationships and conversations around topics like environment, lifestyle, fashion, and social responsibility. The document ends by providing 10 commandments for luxury marketing, advising marketers to embrace challenges, hold true values, find luxury in real experiences, make understatements, support investment over short-term spending, and generate high returns on customers' time.
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TBF 2011- Tim Calkins: "Branding Challenges: 2011"
The document discusses branding challenges that companies face in 2011. It identifies three main challenges: 1) short-term financial constraints that limit branding budgets, 2) increased media saturation and advertising clutter, and 3) difficulties ensuring branding consistency across touchpoints. The document provides advice on overcoming these challenges, such as understanding brand positioning, engaging customers, tracking progress, and moving quickly to respond to changes. It emphasizes the importance of building strong brands that create customer advantages to avoid commoditization.
TBF 2011- Ezequiel Singer: "Google Workshop"
Over the next hour, travel searches in Latin America will increase. The online travel market in Latin America is growing but lacks large players pushing into the region. To succeed, companies need to understand the habits of local consumers, who have different travel research and purchase patterns than in the US and Europe. Video generates desire to travel among Latin American consumers.
TBF 2011-PANEL 3: "Innovative Techonolgies for the Tourism Industry"
David Goodis, President and CEO of Revelex
Keith St. Clair, Chairman of the Advisory Board for ForumTel
Guido Becher, Founder and CEO of Netactica
Xavier Martín Canals, CEO and Founder at Turijobs
Leonel Azuela-Berchelmann, Founder and Managing Director of Quaxar
TBF 2011 - Jhon Bischoff: "What happens in Vegas stays in...America"
The document discusses Las Vegas' efforts to become a global tourism brand. It outlines the LVCVA's global strategy, which takes a tiered approach to different international markets. The strategy focuses on local and regional efforts within priority markets like Canada, Mexico, and the UK. It also discusses challenges like global economics and policies that impact tourism, as well as opportunities provided by initiatives to promote US travel and new airline routes. International visitation to Las Vegas grew significantly from 2006 to 2010, showing the success of the LVCVA's global branding work.
Best practice guide_facebook
Facebook's product-focused best practice guide was created to connect their high level sales narrative with simple tactical recommendations for how to use Facebook to drive business objectives.
TBF 2011 - PANEL 2: "Evolution of Tourism marketing"
PANELISTS:
Antonio Batanero, Director of Distribution & Ecommerce at Sol Meliá Hotels & Resorts
Fernando Harb, Director of Sales at Greater Fort Lauderdale Convention & Visitors Bureau
Rick Still, CEO of OnTrade Travel
Ricardo Casco, Director of Latin America & Caribbean for AVIS Budget Group
More from Karla Witte (8)
TBF 2011- Patricia Rasore: “Analizing the Emerging Online Travel Market in La...
TBF 2011- Patricia Rasore: “Analizing the Emerging Online Travel Market in La...
TBF 2011- Tim Calkins: "Branding Challenges: 2011"
TBF 2011- Tim Calkins: "Branding Challenges: 2011"
TBF 2011-PANEL 3: "Innovative Techonolgies for the Tourism Industry"
TBF 2011-PANEL 3: "Innovative Techonolgies for the Tourism Industry"
TBF 2011 - Jhon Bischoff: "What happens in Vegas stays in...America"
TBF 2011 - Jhon Bischoff: "What happens in Vegas stays in...America"
TBF 2011 - PANEL 2: "Evolution of Tourism marketing"
TBF 2011 - PANEL 2: "Evolution of Tourism marketing"
Luxury Marketing by Lourdes Berho
- 2. What is Luxury Marketing?
- 5. Status Trends From products and symbols to experiences and histories Generosity as an status statement Environment / Eco Friendly Belonging to a Social Network Having / Knowing the latest gadget / Intelligent information
- 6. Ten Commandments for Luxury from the heart: 1. Embrace the challenge. “tenacity against all odds” What is Luxury Marketing? 2.Hold to true values . “Be meaningful-value the investment” 3. Rediscover the beauty of human feeling. “pampering personal importance” 4. Romantic the first time . “Treasure the first time”. 5. Step into a better future . It’s not business as usual. 6. Find luxury in the real thing. It exists in the essence of life. TAM 7. Make an understatement. Ostentation is out of place 8. Support investment as the new spending. Beyond the season 9 Embrace the story of the inside . “No more mannequin whitewash”. 10. Generate a high return on time. “Time is the ultimate luxury” Source : Saatchi&Saatchi LATAM