By Stacy Zemon, Publisher & Chief Scribe
DJs, it’s no secret that luxury brand buyers’ needs are quite different from those of traditional buyers. With more resources and generally less time available than the average consumer, competition for their money and attention is fierce. So how do you amp up your brand and make it stand out to the luxury customer?
Cutting through all the noise in marketing and advertising nowadays means ditching the old school practice of simply promoting the characteristics and features of your DJ service. Today’s luxury buyer is not sold on solely the benefits of what you are selling but on the overall brand experience; an experience that must be conveyed at every possible touchpoint whether digitally, on a customer service call or in person. Capture the attention of luxury buyers by focusing on these three aspects of your brand experience.
Know Your Audience
This may sound like a no-brainer, but it is a practice ignored by brands all too often. Not all luxury buyers are driven by the same motives or respond the same way to marketing tactics, and failure to tailor your efforts to your specific audience’s needs could be costly. If you’re going after high-end weddings you’d better know how to speak the language of high-end brides.
Tell a Story
Today’s luxury buyers also favor substance over style, meaning they are more likely to connect with a brand that has the marketing savvy to tell a story and align with their personal values rather with a brand that relies on its product’s flashiness. Your customers are educated, so treat them that way by ramping up your content and avoiding gimmicks and commodity marketing language.
Convenience is Key
Now that you have hooked your customer with your brand experience and story, give them the ability to interact with your brand in a way that is most convenient for their demanding lifestyle. Providing ample options to suit their unique needs during every stage of the buying cycle allows them to shop and make decisions in a manner of their choosing. Accomplish this by pushing the creative envelope and utilizing technology in a way that both accommodates your buyers’ unique needs and provides that Wow Factor.
Fine-tuning your marketing efforts to focus on the needs and preferences of luxury buyers is a surefire way to create deeper connections with your audience and build loyalty. Doing so is the difference between your DJ brand being uninspiring and being unforgettable. If you want an example of a company that does what I’m talking about extremely well, check out Jason Jani’s SCE Event Group.
