These are the worst of times to be marketing a luxury brand. So how do you keep your customers paying top-shelf prices when they’re thinking through each purchase more carefully than ever before? Starbucks, the Morgans Hotel Group (formerly Ian Schrager Hotels), and Mercedes all believe they have what it takes to be one of those three. They are rewarding their most loyal customers with free products, continuing to advertise when their competitors are cutting budgets, and avoiding the worst temptation of all: discounts. In this economic atmosphere, they’re finding, appealing to people’s logic rather than their emotions seems to work best. You have to help your customers work through their fears and find clear intellectual reasons to spend more for your product than for anyone else’s. That reason always exists; the art of downturn marketing is getting consumers to see it.
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