Buyers of luxury goods aren’t like most of us. They aren’t concerned with price, they aren’t concerned accessibility and they aren’t concerned with having lots of options.
They want the best.
I want to know what makes those consumers different. I want to know how luxury car, watch, consumer electronic, fashion and shoe companies can use social media to reach a customer that isn’t usually as technologically adept, but much more financially successful, than the majority of people out there.
How can companies reach these people? What can they do to empower these highly-motivated customers to act as ambassadors for their brand?
Veronica Manlow, who asked me to be a part of this, and I will be choosing five mavens and five brands to research. We’ll research individual buying habits, sharing amongst their peers, efforts brands already employ and, finally, what luxury brands can do to make promoting their products easier.
I need your help on this. What brand(s) do you think should be featured? BMW? Apple? We’d like to go beyond the obvious choices.
4 Comments on “Luxury brands and social media”
Apple is an interesting social media case because they are noticable in their official absence from being in social media. This doesn’t mean that they aren’t “using” social media to build their brand, though. They have built such a strong, successful brand that they have fanatics who do their social media for them. They don’t need to blog because there is an entire blog industry devoted to Apple products, services, rumors, etc. They don’t need to tweet because there are already thousands (millions?) of devoted fanboys (and girls) tweeting for them.
Apple is an interesting social media case because they are noticable in their official absence from being in social media. This doesn’t mean that they aren’t “using” social media to build their brand, though. They have built such a strong, successful brand that they have fanatics who do their social media for them. They don’t need to blog because there is an entire blog industry devoted to Apple products, services, rumors, etc. They don’t need to tweet because there are already thousands (millions?) of devoted fanboys (and girls) tweeting for them.
I’d like to see Rainier Beer featured.
I’d like to see Rainier Beer featured.