How can you develop your luxury marketing skills?

This type of audience cannot be evaluated via quantitative methods of research. Only qualitative. Ideally in-person in-depth interview, second best option zoom call. Don’t try to appeal each and every segment there is but do make sure to segment your audience and focus on 1-2. Dig deep into behavioural reasons of why they choose you instead of others. What are the differences between each segment? Why do they value you? What’s important for them? Don’t assume - ask. If you try to be everything for everyone you end up being nothing for nobody.

One thing is definitely true. Humans are emotional creatures and a decision to buy a 5 mln. Euro frontline villa is not rational at all. So, dig into the emotional connection. Before mastering the art of storytelling first figure out what are the narratives that already resonate with the audience. Put brand your #1 priority and align brand promise across all touch points. You cannot have great service and shitty product. Well, not for long at least. Make sure to drive the narrative based on insights from your customers and not your own. Meaning, you may value heritage for instance but your filthy rich young customer may think otherwise 😁

Valid point about balancing creativity with analytical skills. Unfortunately people don’t pay enough attention to analytics and research. This is where the value sits. We’ve recently did a brand strategy for a fintech business unit of a big concierge service for Turkish market. The most useful information was gathered through interviews. This was also where we’ve tested our ideas in terms of strategical vector.

Network is crucial if you’re in luxury segment. Selling is happening through those connections. With proper marketing support you can elevate your sales efforts. Find where your audience spends time. It could be a GYM, tennis court, legendary cafe in the area. Make sure to spend time there and listen carefully for what’s being said. Make sure you appear there in relevant hours because they may differ from your regular working ones 😉

To develop your marketing skills, start by gaining a solid understanding of marketing principles through online courses, books, and industry blogs. Practice by working on real projects, whether it's for your own business or volunteering for nonprofits. Networking with marketing professionals and attending industry events can provide valuable insights. Stay updated with the latest trends and technologies in digital marketing, and continuously analyze and optimize your campaigns to learn from your successes and failures. Effective marketing requires creativity, data analysis, and communication skills, so honing these abilities is crucial for growth in this field.