15 January 2015
Many high-end interior brands that deploy B2B marketing techniques still rely on conventional methods like advertising in the industry publications, trade shows, direct mailing, etc, to promote a particular brand. Either of the reasons include, being unaware of the trends or having a lack of desire to accept the new. Here are our observations on the trends influencing the High-End Interiors and Property sectors:
High-end interior brands need to be editing their own content because their audience expect them to have a point of view. There are lots of examples where luxury brands are putting roles in like content officers into their companies. People want to know the stories behind the brands and be entertained by that. In doing so luxury and high-end interior brands need to move away from an aspirational narrative and develop a more inspirational one. Their specifiers, referrers and clients need to be inspired, this inspiration must come from a strong value proposition with an equally strong story hook.
According to Milton Pedraza, CEO of Luxury Institute reflects that:
“Luxury brands lose half of their top customers every year. The biggest reason why a consumer won’t come back isn’t the product – it’s a rude or inattentive salesperson.”
It’s therefore crucial for any high-end interior brand to understand their customer from a high macro level, which could be part of a brand’s marketing and advertising focus, right down to a granular level, which could be leveraged by individual sales associates in the course of customer relationship management. In the coming year, more brands will need to build deeper relationships with a larger percentage of customers.
Social media can serve a useful purpose. Sites like Pinterest and Instagram that engage visually have a far better chance of success for the eye-candy offerings of many luxury brands, than Facebook; after all what is the purpose of a 'like'? We mustn't lose sight of the fact that true luxury and high-end buyers and specifiers are far more discerning. Leading edge brands will look to empower all highly regarded employees, management and advocates of their brand to post their favorites in a brand-sanctioned way. In this way, a brand can engage clients and prospects in rich, honest dialogue that builds relationships and boosts sales.
In today’s world, you can’t sell without a story—and authenticity is key. Those with company that reflects or projects the founder's personality will have a distinct advantage over those that need to find their unique tone of voice and authentic brand personality. This will need to be leveraged to engage fully with prospects and customers on more human terms. We’re talking open, direct, authentic communications. Consumers want the full behind-the-scenes narrative to make informed decisions and buy values-led-resonating products, remembering that engagement in luxury requires a one-to-one conversation, not a megaphone.
Getting people to love your brand is increasingly less about product benefits and more about creating unique, meaningful experiences at every possible touchpoint. Because we’re all so technology-driven right now one of the things people look for within luxury is a real experience, moreover people are looking for a fantastic experience, so those design studios that bring mobile, online, and showroom experiences together will be miles ahead in building community and loyalty.