Written by ©2018 Lien Design
Historically, luxury branding and online and outdoor advertising has not been a great mix. Whereas the online experience was something you might see, luxury branding was something that needed to be experienced. Outdoor advertising added an element of crassness that was not welcome in the luxury world.
All that changed with sites like Net-a-Porter which advertised luxury brands online to millions of consumers. At that point, the effectiveness of online advertising in marketing luxury brands became undeniable. However, luxury brands were advised to tread carefully to maintain their image.
Whether you are marketing a luxury product or something more economy friendly, San Diego’s branding and design agency, Lien Design can help you create a campaign that will make your company stand out from the competition.
The key to promoting a luxury brand across all media channels is to stay consistent. The brand’s story much come through in any type of advertising they do, and in the case of high end brands, stories must appeal to their customer’s expensive tastes.
Here are some examples of how luxury brands have managed to cross media lines while still maintaining their upscale image:
· Burberry used a popular fashion photographer for one of their ad campaigns and then posted behind the scenes footage of the shoot on their social media sites.
· Net-a-Porter launched a digital outdoor campaign showing products women were buying globally in real time.
· Hermes created billboards that resemble works of art.
Luxury bransd can also incorporate a street feel by shooting ads on the street. Locations chosen are often high end retail destinations like Paris, New York, Dubai, Hong Kong or London. They use the vibrant, colored chaotic backdrops to bring the brand to the streets and make it part of the fabric of the city.
Where outdoor advertising is placed is also key in the promotion of luxury brands. One popular location is an airport where international travelers are likely to buy luxury brands.
Personalized brand messaging is also increasing in popularity in the advertising of luxury brands. Lexus recently set up digital billboards with vehicle recognition and the ability to deliver tongue in cheek message to non Lexus drivers. This humorous approach appealed to a younger audience that might be driven towards a luxury market.
Outdoor advertising can be very effective for the luxury market. It promotes their product design, tells their brand stories, and can lead to increased sales and purchases. However, these brands need to stay consistent in the messages they are sending to the public to make sure they always come across as a luxury product.
No matter what sort of message you are looking to send consumers, California’s Lien Design can see to it that your company is represented in the best possible light.