Jourdan on #WineWednesday / Wine , Luxury & Marketing: It’s All Thanks To…..?

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(This post “Wine, Luxury & Marketing: It’s All Thanks To…..?” was written by Guillaume Jourdan*).

Yesterday in Paris saw the second Paris Luxury Summit, where all the key players in the world of luxury goods and services gathered to discuss the future of this booming industry. Focussed on international issues, the numerous discussions first of all highlighted two key figures: 320 and 70. 320 million is the estimated number of customers for luxury goods in the world today. 70% is the internet content of a luxury brand not generated by the brand itself (the famous Earned vs Owned media).

These two numbers must be remembered for the future. Why? Because they naturally lead us to the first major issue facing luxury brands: letting others speak for them. If the customer is to become the best brand ambassador, then it is vital to remember that 1) customers of luxury products are everywhere in the world, and 2) they are actually much more diverse than we might think.

Which brings us to the second point in question: establishing digital ambassadors. For although luxury brands are a step ahead in the social sphere, they lag behind in the matter of e-commerce. The #DriveToStore is now an integral part of a brand’s #SocialMedia activity. However, if luxury brands have gained ambassadors via their physical outlets (notably through in-store experience) much progress remains to be made in the digital sphere. The digital experience today is one of recreation, inspiration and education. That is why more and more luxury brands are multiplying their cooperation with bloggers, Instagrammers or YouTubers. And when LinkedIn declares itself capable of indicating precisely the moment when someone is likely to receive a bonus, in other words the perfect moment to communicate with that person, it suggests that we can go a long way down this line. In 2016 the challenge facing luxury brands is that of generating loyalty via their digital initiatives. Wine Brands included!

Today, digital content can perfectly capture the essence of a brand. That’s why it should also include indoor marketing to participate in the quality of the total experience. But first it’s important to know how to create and ensure constant renewal. Don’t be afraid to be assertive in segmenting customers. Methods of connecting evolve, and luxury brands must find new solutions that will give them the substance to create their own identity. To do this, brands need a strong Marketing and Communications strategy which will guarantee consistency in communication, creativity and reactivity. Just take a look at Devialet and its revolutionary speakers. Maybe you’ve not heard of them. Their price and quality are high, and word of mouth will do the work. And it’s all thanks to…the digital experience, of course.

(*Since 2003, Guillaume Jourdan has been advising more than 200 prestigious wine estates for their international marketing & communication strategy incl. Chapoutier, Hugel, Dr Loosen, Famille Perrin, Cos d’Estournel, Brad Pitt & Angelina Jolie’s Miraval…Write to info@vitabella.fr)