Luxury Brand Advertising in Balvaird

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Luxury Brand Marketing in Balvaird

Managing and marketing a luxury brand must be done differently than budget or medium-range businesses.

Competition in this sector is high and difficult, with reputation and word-of-mouth taking centre stage in a way that doesn’t happen for lower-value brands.

Advertising, marketing and talking to both potential and existing customers must be managed in a specialised, targeted way so that brand advertising reflects the quality and aspiration of the product at all times. At PromoMedia we work with luxury brands and high-end retailers, putting together bespoke campaigns using various media channels.

Contact our experienced teams to discuss how we can help create and maintain positive perceptions about your products across the UK market. 

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What is Luxury Marketing?

Put simply it is the promotion and marketing of luxury brands and products; these typically include high-end fashion items including: 

  • Clothes

  • Watches

  • Shoes

  • Bags

  • Perfumes and cosmetics

  • Sports cars

Advertising in the sector is specialised and often encompasses mass market approaches with stunning campaigns - more often than not with striking visual artwork. No expense is spared, and often, these brands are recognised the world over.   

Advertising a Luxury Brand in Balvaird

Luxury brands target a very specific audience and must speak to the audience in a way that is respectful and never patronising. Indeed, high-net-worth audiences often do not like being advertised to; for example, how often do you see Ferrari marketed in mass media?

High-end brands must rely on a solid and respectable reputation alongside a differentiated and strong brand look, feel and message.

In so many cases, these brands should nurture beliefs rather than just values and must always have exemplary and consistent branding. A well-structured marketing strategy should be put together. To achieve all of this is no mean feat and specialist attention is needed. PromoMedia can help you build and manage a brand from scratch or from an existing market position to ensure the success of your company and product.

With luxury brand marketing in IV6 7, you need to be instantly recognisable, desirable and aspirational, but trusted, and we can implement this unique mix to achieve success. 

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Marketing Which Effectively Appeals to a Luxury Brand Audience

To negate the fact that a high-end audience doesn’t need luxury brands message dictated and ‘fed’ to them, in the traditional sense of marketing, your communications should instead invoke a sense of quality and lifestyle. This is completely different from the standard “this is our new product, look how great it is” marketing messages you see daily from more everyday brands.

For example, Chanel will never promote an individual new coat but think about them and you’ll instead conjure up images of pearls, No5 perfume and quilted bags. This invocation is luxurious and sleek and synonymous with high quality, expense and opulence. It’s aspirational already, and yet the brand hasn’t given you any direct information on any product or service!

Luxury Branding Marketing Options

Speaking to a high-net-worth audience should be experiential and never just ‘another ad’.

Traditional channels and the conventional marketing mix should be carefully considered and presenting a brand picture that’s aspirational and expensive is important: it’s unlikely a snap decision purchase will be made and so your company needs to be seen in prime locations to reinforce quality and build recognisability and longstanding appeal. Out of Home options are therefore favoured: 

  • Premium billboard sites are often favoured in key and iconic locations, read more on billboard advertising.  

  • London Underground Advertising - is a favourite, seen by millions of people living in the capital and global visitors, this form of advertising send a positive and bold message, read more on London Underground advertising.  

  • Advertising in airports - which have international travellers and many high-end, luxury outlets, often travellers have time to spare as well. Read more on airport advertising options here.  

  • Digital marketing - suitable for any campaign, digital options can be targeted based on locations and demographics. Read more on digital options here

Point of Purchase Marketing

The point of purchase must be made extra special and experiential for the customer, acting as a ‘temple’ for discerning consumers and the relationship elevated to much more than just a standard transaction. Examples of this include Nespresso, who have tasting bars within their stores and Prada, whose shops are considered ‘epicentres’ for experimental shopping.

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Luxury Good Events

Events (and particularly exclusive events) can be held for both potential and existing customers to reinforce to them the brand’s message without being considered a direct sale. These should be focused on an indulgence or extravagance and should deliver an experience that is seamless, flawless and memorable: creating a positive image in the mind of the consumer so that when they do come to make a buying decision, they think of you.

Flash Sales in Balvaird

For a more clear-cut sales event without the pressure, exclusive ‘flash sales’ or ‘special sales events’ can extend an invitation to purchase without coming across too sales-y. These messages must be extremely carefully managed, however, and the media planning teams at PromoMedia will be able to help advise you and manage this process.

Retail Press Ads

There are numerous publications aimed at high-net-worth individuals, but for the most part, these are extremely segmented and vigorously targeted; so, care must be taken when selecting them! Adverts in luxury print publications should be image-based: consider the 10-15 pages of adverts at the front of Vogue magazine.

None contain specific product or service information, but all a fancy image, sleek logo and subtle messaging. Such ads should be carefully crafted both graphic and messaging-wise. PromoMedia are able to not just advise, but design and place these for you for maximum success.

Experimental Marketing in Balvaird

True luxury need not be directly communicated but instead experienced.

Consumers in Balvaird like to feel both wanted and included, and nurturing this relationship can be beneficial not just to sales and sales value, but also a customer’s lifetime value. A great example of this is Rolls Royce, who don’t advertise their quality but instead invite selected customers into their manufacturing plant and let them see for themselves the care and effort taken.

Frequently Asked Questions About Fashion Advertising in Balvaird

  1. "How do luxury brands advertise?" Advertising tends to be big, bold and confident - typically iconic outdoor advertising sites and heavyweight television advertising is used, to convey scale and aspiration. 

  2. "How do you make a luxury brand?" It must be approached differently from more mass-market options and anything that is considered cheap or mainstream should be discounted, think confident - TV, outdoor and radio - they all send the correct messages to all concerned. 

  3. "How do I create a premium brand?" - Time, energy, quality and look. It's not something that can be achieved quickly or overnight. If you focus on quality from the start, that is the best chance you have. Think of the cliche, "build it and they will come". 

Summary

Several market sectors are becoming crowded, and only the strongest luxury brands survive. Differentiation is key; after all, there’s only so many cashmere sweaters one can own, but there are hundreds of clothing brands on the market, and they’re all being bought from!

Realistically, very few people hit high-net-worth levels during their lifetime, and for many, it’s a temporary situation. Therefore, despite luxury brands launching every day, the market for them to sell into isn’t growing at the same rate.

Many external factors contribute to this, and the current economic uncertainty isn’t helping things. Of course, there will always be a small percentage of individuals for whom wealth is a certainty and they will always spend, but this is a limited market and not one to be depended upon unless you are already extremely well established with an existing loyal customer base.

To best establish your distinct luxury brand's voice, imagery and messaging, it’s imperative to enlist experts who know the space and the customers within it. 

If you are looking to promote your high-end product or service across the UK contact us today and one of our experienced and friendly team members will call you to discuss the various options available to you, putting together a bespoke campaign to see both your sales and public awareness grow. 

We look forward to working with you. 

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We cover Balvaird (Ross and Cromarty)

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North Fearns Glasphein / A' Glas Pheighinn Balachuirn Swordale Gedintailor / Gead an t-Sailleir Rhiroy Valtos / Bhaltos Drumuie / Druim-aoidh Leidchruich Sròndubh Lower Diabaig Morvich Lamington Clachan Fearn Waterstein / Bhatairsteinn Pool Crofts Upper Tote Peinmore Sheader / Siadair Braeintra Skinnerton Redpoint Conasta Kendram Calligarry Sartle / Sartail Incheril Toscaig Fasach Auchindrean Lòndubh Munlochy Inverchoran Oskaig / Osgaig Rootfield Easter Lonvine Drumfearn / Druim Fhearna Little Garve / Gairbh Beag Braefindon Clashnamuiach Bernisdale / Bearnasdal Blarnalearoch Aird / An Àird Tore Halistra Achtalean Avoch Sand Edderton Ardelve Balintore Borreraig / Boraraig Husabost Fortrose Kenmore Reiskmore Brae Ardcharnich Totardor Staffin / Stafainn Suledale Tarvie Annishader Achmore Little Scatwell Heribusta Ard-dhubh Milton Craigdarroch Badachro Dalmore Kingsburgh / Cinnseaborg Davidston Badicaul Kirkton Tournaig Struan / An Sruthan Crepkill Point of Sleat Smithstown Killen 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Feriniquarrie / Fearann MhicGuaire Balmuchy Strollamus / Stròlamas Blackwood Leacnasaide Rheindown Arrina / Arinacrinachd Totscore Dùn Colbost Rhynie Upper Milovaig Garrachan Kinlochewe / Ceann Loch Iù Claigan Galtrigill / Galtraigeall Stein Ardindrean Sanachan Teandalloch Borve / Borbh Tarbat Mains Inverarish Second Coast Grealin Applecross Carnach Coille Ghillidh Broadford / An t-Àth Leathann Fiskavaig / Fioscabhaig Lower Tote Duncanston Upper Ollach Achgarve Badachonacher Ferryton Balmeanach / Am Baile Meadhanach South Cuil Knockbreck Clashandorran Balnaguisich Toulvaddie Ullinish / Uilbhinnis Cromarty Achanalt Mol-chlach Wester Alligin Eabost West Harrapool / Harrapul Shulista Rhicullen Shiel Bridge Balblair Coulwood Strath Garve / Srath Gairbh Portneora Obsdale Park North Cuil Letterewe Redburn Kilvaxter / Cille a' Bhacstair Balblair Pollosgan Lower Arboll Newhall Sùlaisiadar Mòr Redcastle Strath Badrallach Lower Tullich Culnacnoc / Cul nan Cnoc Peiness Glen Dale / Gleann Dail Kishorn Achduart / Achadh Dubhaird Miltown Delny Holmisdale / Holmasdal Ardessie Nonikiln Roskhill Reraig Pitmaduthy Badcaul Achlorachan Glen Heysdal Borrodale Tote Fernilea Achmore Mount High Cullicudden Isleornsay / Eilean Iarmain Cuaig Bundalloch Easter Ardross Ryefield Lochluichart Newmore Camascross / Camus Croise Naast Maryburgh North Kessock Caroy / An Cadha Ruadh Letterfearn Muir of Tarradale Mial Ardnarff Ord / An t-Òrd Heights of Kinlochewe Cartbostbeg Rhives Elgol / Ealaghol Loanreoch Leacanashie / Leacanaisigh Balgunloune Urray Feorlaig Ramasaig Poolewe Glenmore An Lethallt Tokavaig / Tòcabhaig Flashader / Flaiseader Talisker Leachachan Stromemore Balmacara Newmills Conon Bridge Nostie Glen Bernisdale Inchina Hartmount Camustianavaig / Camas Tianabhaig Edinbane / An t-Aodann Ban Coillore Ollach / An t-Ollach Crofts of Kingscauseway Merkadale Carbostmore Balintraid Bottacks Linicro / Lionacro Craigrory Heaste / Heasta Allt a' Chruinn Peinachorrain / Peighinn a' Chorrain 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Braes of Ullapool Coishletter Garafad / An Garadh Fada Greep Ussie Eyre / Eighre Park Bernisdale Glasnakille Balmeanach / Baile Meadhanach Upper Edinbane / Braigh an Aodainn Bhain Duntulm Auchtertyre Mellon Udrigle Romesdal Strathcanaird Balnabruach Ardarroch Tullich Muir Alness Vatten Charleston Dunan / An Dùnan Hallin Achintee Boor Maligar / Malagar Nigg Kildonan / Cill Donnain Achandunie Bracadale Sgoir Beag Alcaig Kirkibost Kilbeg Earlish / Earlais Craigton Broomhill Alligin Shuas Suisnish Culbo Corran Gorstan Westford Toravaig / Tòrabhaig Galltair Craig Breabost Greallainn Ruigh'riabhach Rhue Achterneed Balmeanach Pollo Ose / Os Lower Ollach Arnish Ferindonald / Fearann Dhomhnaill Struanmore Uig Breckrey Millnain Invershiel Torrin / Na Torrin Colbost / Cealabost Coulags Arcan Muir Talladale Inveralligin Newton of Kinkell North Tarrel Idrigill Breacais Kilcoy Polbain Prabost Morangie Moll Portnalong Gillen Portree / Port Rìgh Uiginish / Uiginis Dorrachan Waterloo / Achadh a' Chùirn Leacanasigh Achadh a'Choirce / Achachork Eabost / Eubost Croftown Cnoc Ruadh Loggie Balnacra Uig Peinaha Peterburn Polglass Shandwick Bogallan Eilanreach Mellon Charles Hilton of Cadboll Brogaig Inverinate Glenbrittle Culnacraig North Erradale Chaol Loch Aillse First Coast Clachan / An Clachan Balleigh Garrafad Upper Feorlig / Feolaig Ard Lochslin Achnacloich Peinlich Stenscholl / Steinnseall Aultvaich Limepark / Pairc an Aoil Mountgerald Ullapool Blair Windhill Kilmuir Tomich Evanton / Baile-Eoghain An Àrd Teangue / An Teanga Burnside Newton Aird Arrisa Drynie Park Arnisdale Mid Strome Glaick Rosemarkie Bualintur Arabella Corntown Rockfield Laide Raddery Portmahomack Plockton / Am Ploc Inveralivaig Attadale Kilbride / Cille Bhrìghde Port Henderson Lochcarron Horneval Balgown Lower Pitcalzean Lower Halistra Inver Conordan Culnamean Dunans Heribost Bishop Kinkell Avernish Contin / Cunndainn Satran Camusterrach Brae of Achnahaird Durnamuck Strome Ferry Hilton Mugeary Ardtreck Solitote Duisdalemore / DuisdeiI Mòr Balmacqueen Fearnmore Srath Carran Newton of Cromarty Rechullin Ardintoul Mileabhaig Balvaird Cadboll