A brand’s PR or media campaign should be ongoing, consistent and share a clear simple message that resonates with the right audience. Excite and influence them to buy for the first time and keep coming back.

Times of change like these mean people are very receptive to new ideas, products, and technical innovations, picking up new habits and spending patterns.

Long-term studies show that the best approach during economic uncertainty is to increase, not decrease, your marketing spend.

If you want to succeed in business, you can’t stay idle for long.

At the Excellence Group we have examined the marketing spend, success and campaigns of luxury brands and spoken directly to over 1000 companies and distilled down our research and feedback from clients into a simple guideline of best practices for marketing during the Covid pandemic.

70% of the global population is spending more time on their mobile devices consuming content during this pandemic.

ESSENTIAL FUTURE MARKETING TIPS FOR LUXURY BRANDS

Luxury brand marketing must tap every aspect of modern communication methods. From print to digital to social.

But the essence of all good marketing is the brand narrative. As human beings, we are immensely susceptible to the power of stories. Stories are the single most powerful influence on our actions.

The stories we believe and identify with, direct the largest part of our behaviour. Any psychologist will confirm this. Get the narrative right and you connect deeply with your audience. 

Every luxury brand, or company aimed at high net worth, should be employing a public relations agency to inform, inspire and influence a discerning audience.

The main thrust of public relations is the act of sharing the qualities of your company; heritage, persona, integrity, reputation, exclusivity, authenticity, product superiority and high end experience with businesses and consumers through all relevant media at a much lesser cost than advertising.

The internet has changed transparency for ever. Now there is a vast amount of information to be found about every brand, from mainstream media, blogs, reviews, forums, comments and trust sites. This has been a boon to luxury companies that are willing not only to engage directly with customers but to share their company values and processes. Companies that take a deeper stand on culture, society and the environment are performing better than their less conscientious counterparts.

The Excellence Group recently organised a luxury event hosted by the prestigious Emsworth Polo Grounds to showcase Team Brit and their new Aston Martin Vantage V8, in which the team stormed to victory in their first ever GT4 race at Oulton Park on the 12th May. The high net worth guests were treated to the inside track on the drivers’ experiences and the inspiring story of how Team Brit was formed.