Posted at Jan 29, 2019 12:21:00 PM by thatagency | Share
High end marketing demands different strategies than more general advertising. Consumer marketing strategies that are used for broad appeal can often backfire and devalue a luxury product. The recognition your brand earns across a large group of people won't translate into value the way recognition across a narrow and precise market will. That's where we'll start:
1. Implement Negative Keywords
Negative keywords can be plugged into your AdWords platform. Create a CSV file that will apply these negative keywords across the entire account. Negative keywords are, of course, search terms that will disinclude your web page from a search engine's results.
You don't want to have to pay for using terms such as “cheap,” “free,” “discount,” “generic,” or “sale.” Any term that would result in someone with no interest in buying your product finding your page will cost you. Negative keywords applied across the entire account can cut associated costs dramatically.
2. Use Bing. Really.
Bing is interpreted as an utter failure of a search engine. It's extinct! Who uses it? Actually, the very wealthy do. Thirty-percent of Bing's users have an annual household income of $100,000 or more. Furthermore, Bing is less expensive per click than Google is.
This offers you a rare intersection between advertising access to wealthier customers and cost savings as a rate. That's the Holy Grail of consumer marketing strategies, but the perception of Bing as defunct when it's still very much alive allows your brand to take advantage of this.
3. Target by Income
This leads directly into a simple concept. Use income targeting. AdWords can do this relatively automatically with a few parameters. There are other tools out there as well. IRS data is used to create lists that fit your parameters, and you can cross income parameters with a variety of others with ease.
4. Use Specific Language
Brand recognition is boosted through precise language. If there's a “limited amount left,” who cares? If there are “only 12 left,” I better click on that now or I may miss something. Specific language evokes in customers the desire to have more information. Customers crave context. The more precision you give them, the more they'll want to fill in the story.
Don't say, “Learn more about our efficient process.” Say, “This process is more efficient.” The suggestion they'll want to know how is already there. If your brand craves customer attention attention, you're not offering luxury. If your brand acts as if they should crave it, people will seek it out.
If a sale ends at a precise time, include a live countdown. “Soon,” translates the idea that there's still time left. Two hours, fifteen minutes, and ten seconds...wait, nine seconds, now eight seconds, pushes people to click now lest they miss out.
5. Communicate with Your Best Customers
Now, depending on your size, you may want to add a personal touch to this. Chances are you have some very, very good customers. It's worth it to create more consistent communication with these customers so that they become even better customers.
Run some internal analytics to identify customers whose spending varies greatly by year. Chances are you can increase that spending to the higher end more consistently, and perhaps even have them bring other great customers to your business, with just a little bit of extra customer care.
When you run a limited or exclusive, make sure you inform these customers first. “You're one of our best customers and we feel compelled to inform you before others....” Whatever version of that message best fits your brand, send it to your top customers by total spending, and by yearly potential spending. Don't be their best friend, but underline the reality that they're one of your best customers and that you'd logically expect them to continue being so (without saying this out loud!).
Create that connection and they'll reliably bring friends and family to your store, commission custom orders, and snap up limited runs on various products thanks to your high end marketing tactics.