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Critical Mass - Crossing The Great Divide

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Information from interactive agency Critical Mass on trends in the luxury market

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Presentation Transcript

  1. Slide 1: Crossing the Great Divide How Digital is Becoming the New Frontier in Luxury Marketing CRITICALMASS
  2. Slide 2: Key Inflection Points in Marketing • Broadband Adoption • Shifting Media Consumption Habits • Content Goes Digital • The In-Control Consumer • Luxury is Redefined CRITICALMASS
  3. Slide 3: The most important relationship you have with your customers is increasingly being replaced with software. CRITICALMASS
  4. Slide 4: It’s All About Desire. CRITICALMASS
  5. Slide 5: Fill the Gap Awareness / Image [Desire] Purchase • Offline • Advertising Retailers • Public Relations Digital • Online Strategy • Events Retailers & Plan • Sponsorships • Direct-to • Direct Marketing Consumer CRITICALMASS
  6. Slide 6: From Exposure to Involvement. CRITICALMASS
  7. Slide 7: Encourage Brand Involvement Exposure vs. Experience • Product Advertising • Product Education • Event Association • Event Extension • Testimonials • Insights • Philanthropic Initiatives • Customer Engagement • Local Marketing • Retailer Enablement CRITICALMASS
  8. Slide 8: From Buyer to Advocate. CRITICALMASS
  9. Slide 9: Foster Brand Advocates Traditional vs. Digital • One Size Fits All • Just What I Want • A Single Transaction • An Ongoing Relationship • A Product Purchase • An Ownership Experience • Arms-Length Impressions • Personal Stories CRITICALMASS
  10. Slide 10: From Retailer to Brand Partner. CRITICALMASS
  11. Slide 11: Channel Enablement Empowering the Luxury Retailer with Digital Tools • Retailer Communications • Associate Training using Digital Tools • Digital Launch Kits • Associate Communities enable Knowledge Transfer • On-Premises Kiosks & Digital Service Tools • On-Demand Electronic Brochures • Post-Sale Customer Service Tools • Coordinated Websites or Search Marketing Programs CRITICALMASS
  12. Slide 12: Time is the new Luxury. CRITICALMASS

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