During a meeting today with the world’s largest Acura dealer, we discussed their digital marketing at length. One of the common things that was brought up during the discussion was that we needed to make sure we didn’t “cheapen the brand” using marketing techniques that would be fine for most businesses and particularly of value to most car dealers.
We had to be subtle. There was no need to highlight price, performance, or quality. It was a matter of lifestyle. We needed to focus on what it means to be an Acura owner. It needed to mean something special.
Throughout the conversation, one thing became clear – marketing for an Acura dealer was nothing like marketing for a Honda dealer. There were distinct differences and unwritten rules that we had to follow.
There are challenges associated with luxury. The exclusivity factor is something that luxury brands of all verticals must embrace. The internet is about inclusion and access. Luxury is about exclusivity. How can the two conflicting traits be rectified to form a coherent marketing strategy?
That’s the question that our friends at MDG Advertising took on nicely in the infographic below. Click to enlarge.
About JD Rucker
The Facebook stats at the end, say it all (comments per corp post). For less effort, Luxury Brands get more bang.
Luxury Brands I believe, have a great opportunity and need to go through the same strategy analysis as everyone else. Celebrity endorsements are amplified online. Quality video is shared willingly.
Part of sharing what brand people are wearing/driving/eating etc is part of ‘being seen’ doing it. Acura just has to deeply understand the people who buy and drive their cars. And where he or she is online. There other like them will be.
Interesting article as we can see that finally luxury brands understand the power of digital. For many years most of the luxury industry classified internet as a mass cheap communication channel. They realized after a while that it is a marvelous and qualitative communication channel for high qualitative content. Brands start hiring Digital marketing people and build their Digital divisions.
Very interesting subject. thanks for posting.
LA
I completely agree, an interesting post.