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Online promotion for the luxury sector
Do the rich ones look for a Ferrari in Google?
HiHo




msg:3521717
 4:23 pm on Dec 6, 2007 (gmt 0)

Hi to everyone!

I'd like to know how does SEO, SEM and other forms of online marketing relate to the luxury sectors.

I do not think that Porsche or Audi will sell their cars online, probably is better to attract qualified traffic to their site and to a form, in order to generate leads for their sales executive.

How can I qualify such traffic? How can I say to a client that 1.000 visitors are rich people interested to buy his product?

Does anyone has any experience on optimising and promoting sites for luxury companies?

Many thanks in advance!

D.

 

pageoneresults




msg:3521762
 5:15 pm on Dec 6, 2007 (gmt 0)

Great topic HiHo!

I'd like to know how does SEO, SEM and other forms of online marketing relate to the luxury sectors.

The concepts are basically the same with budgets being a bit more suited to the market. High end design, no stones unturned. :)

I do not think that Porsche or Audi will sell their cars online, probably is better to attract qualified traffic to their site and to a form, in order to generate leads for their sales executive.

Yes they will, in a heartbeat! Happens every day. But, I don't think you'll see an Add to Cart button. You're going to build your vehicle then submit those build specifications to the dealer(s) for an estimate. There won't be any shopping cart transactions taking place. :)

How can I qualify such traffic? How can I say to a client that 1.000 visitors are rich people interested to buy his product?

"The Proof is in the Pudding"

You may need to provide some "gratis" leads to begin with. Then go to the client with proof that your campaign works.

Does anyone has any experience on optimising and promoting sites for luxury companies?

Not necessarily luxury companies, but very high dollar products, yes. There is a different process involved as the sales cycles are usually a bit longer. You're also going to have to "prove yourself" before promoting within those circles. ;)

I know of one example years ago of a custom jet broker wanting to promote his "few" jets to an online clientelle. Some simple CSS, "million dollar photographs", and the client was good to go. One sale from an online lead provides an almost infinite ROI. Its not every day that you sell a $10 million dollar jet. :)

Do the rich ones look for a Ferrari in Google?

Probably every minute of the day. I would assume that Google is Ferrari's largest referrer with Wiki coming in second (a funny), just like the rest of us. :)

HiHo




msg:3521773
 5:33 pm on Dec 6, 2007 (gmt 0)

tnx for the quick reply! :)

I forgot to add... what marketing managers in luxury companies want to know (and to hear) is: extremely qualified lead.

They have all heard about targeted traffic, keywords, etc. etc. etc... this person(and I hope client, one day) keeps asking me: how can you assure me that you can attract big spenders, and not big dreamers?

probably is more a sales issue but, how can we give a correct and exaustive answers to those people?

pageoneresults




msg:3521826
 6:31 pm on Dec 6, 2007 (gmt 0)

How can you assure me that you can attract big spenders, and not big dreamers?

Through a very subtle but effective eliminiation of the "Tire Kickers" process. Depending on the nature of the product, there may be a preliminary process involved that eliminates the large percentage of those who may not buy. Those who are serious, will endure the process and therefore become a higher quality lead.

For example, there is an electric automobile called Tesla. If you want to buy one, you're going to fork over $30,000 USD to be on a secondary waiting list and $50,000 USD to be on the primary list. And then there may be a 1 year wait for delivery of your vehicle. That's what I call a subtle but effective method of eliminating the big dreamers. They can dream all they want but money talks. We're going to ask for some cash up front to verify your authenticity and seriousness. ;)

Probably is more a sales issue but, how can we give a correct and exaustive answers to those people?

It is more of a sales issue as you say. In this instance, the materials you have available for marketing are going to play a major role in the process. Most clients are going to need a "visual" first. You'll need to impress them with a picture. The same picture that will be used to attract leads. :)

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