I recently consulted with a company about strategy for marketing their high-end “luxury” products. They’ve been selling their products for the past two years using direct mail, targeting people who have recently purchased homes at a top end price point. It has been working for them but their website doesn’t reflect the quality of their products and it needs to.
The owner and I had some interesting conversations about marketing luxury items online. He is worried that a website will devalue the experience of their products. His inclination is to keep their marketing very exclusive and make it hard to get information about their products online unless you have a special invitation to visit the website and a password that would get through to content behind a splash screen.
The definition of exclusive is something that leaves people out, or excludes them. When you think about it that way it sounds rather harsh, since excluding people is not very nice, but by being exclusive, products, restaurants, and resorts become all the more desirable.
My point of view is that [Read more…]