When I decided to start working as a freelance marketing professional, I decided to call my business Megan Hayne, Luxury Marketing and PR (“like” me on facebook, friends). There was a reason for this, and yes, it was because I had a bad experience. I was working a project for a very large company, and although it was a luxury product, my own beliefs around marketing felt out of place. This company was literally always having a sale and always passing out coupons. Getting many people through the door was their number one marketing priority. Did this result in sales? Sure, but it also resulted in people running out the door and embarrassment. Usually it was price shock that sent them running. This process was exhausting for someone like me. I love upfront price transparency from a business, and I absolutely hate wasting people's time. In a guerrilla marketing company culture like this, employees are taught to say anything just to get people through the door. There are many cases when these unsuspecting customers have no idea that they are in for the hard sell.
Luxury marketing can be different. It can come from the realization that not everyone is your perfect customer. Inherent in luxury marketing is the understanding that the more people know about your product before they walk through your door, the better. This doesn't mean that you have to paste your prices up on your door like a menu, feel free to sell the value of the product first and tailor the product to their needs. However, isn't it better for people to know the basic “ball park” pricing? If your product costs upward of $1000, you don't want someone walking in expecting it to be $100. Why waste a person's time when they can't afford $1000? Why waste your own? Luxury marketing is about telling your story and putting out content that is valuable and impactful. If you provide content with substance, it might reach someone on an intellectual, or better an emotional level. People might even want to share the content you are creating. In luxury marketing it is less about having a 50% off sale, and more about collaborating with another person in your space to write an interesting article about your profession. Luxury marketing is about showcasing your creative process and giving people insight into your world. It is about getting the “right” customers coming through your door. When they walk in your store or click your link, they may already know about your legacy, your passion, or even your opinions about life. These customers are the people that already think they might want to give you business.
Guerrilla marketing works best for necessity goods and mass markets, not luxuries. I love clipping coupons for my groceries. I am also willing to pay more for the fresh baked today baguette, and I don't expect that to be as inexpensive. I know there is a difference between a $5 necklace, and a $1500 necklace. When I walk into a fine jewelry store, I know what to expect. There is a time and place for that $5 necklace, but it is no fun for anyone if I walk into a diamond shop expecting that $5 piece. Luxury marketing is for me because I like to call a diamond shop a diamond shop. It saves everyone so much time and energy.
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