With still little to no actionable direction to roll with, enforcing a proposition for eventual re opening, strategising to when the bounce-back period starts once mitigation efforts have taken hold and growth of COVID-19 subsides is crucial.
Capacity building and reputation management are critical signifiers needed to come out stronger than before, harnessing new project offerings with a fortified awareness are likely to maximise marketing projections.
The luxury market may look somewhat bleak, but concierge enquiries are increasing and the desire for eventual travel, exploration and unique purchases are moving into fruition.
KEY OBJECTIVES
Analyse your domesticity, evaluate the intensity level of the crisis by region and industry characteristics prior to marketing and sales propositions.
Emphasize locational travel, temporarily build your brand around your domestic client/market, enhance visibility in reachable areas. The luxury industry is beholden on products from worst hit regions such as Italy and Germany, so explore new territory.
Weigh in on consumers’ emotional needs and bonds, keep stock of the lockdown impact, lack of social contact and confinement. Build excitement by mapping key calendar moments that allow your brand storytelling to shine. Align luxury campaigns with moments of celebration.
Devise experiential activations that bring people back to physical locations, with many significant luxuries shows such as yachting, aviation and motorsport cancelled, it is an opportunity to create and consider consumer safe environments such as pop-ups and injecting experiential loyalty plans.
APPROACH
By investing in your emotional marketing communication signifying your awareness of bravery, empathy and loss, it will prove your brand voice to have weathered the storm, approaching the end of the crisis with a call to action for celebratory and competitive offerings will reengage your existing customers and those of the future.
CONSULTING
With the loss of staff and fortified furlough repatriations it is a considerable time identify on boarding a seasoned consulting professional, navigating through the luxury industry at this time requires cultural diplomacy and impactful advisory that delivers meaningful results.
View below for the full roadmap.