Marketing is key to the effective growth of luxury brands in an environment of cautious spending. Image credit: Shutterstock
By Samantha Sax
You can launch the campaign. Run the ads. Host the event. Secure the press. Build the partnerships. Drive the traffic.
And, still, they may not buy immediately.
Because most people don’t see one ad, attend one event or read one article and make a purchase –especially when the decision is significant.
Indeed, they may see your brand on Instagram. Hear about it from a friend. Read an article weeks later. Visit your website. Save a product. Walk into a store or tour a sales gallery. Leave. Come back. And eventually buy.
Or someone you met may tell a friend about the project – and that friend buys six months later.
You may never know which touchpoint made the difference.
That’s why I look at the signals.
Is traffic growing? Are people engaging, saving products, entering their information, sending inquiries, visiting stores or touring sales galleries?
Ultimately, are more people buying?
Tracking and analytics are critical – but so is understanding that not every interaction can be perfectly attributed.
At the end of the day, the goal of marketing is to convert.
But conversion takes time, patience and multiple touchpoints. The job is to build those touchpoints, understand the signals along the way and keep creating reasons for the customer to come back.
What signals do you pay the most attention to before the sale happens?
Samantha Sax
Samantha Sax is managing director and strategic advisor, partnering with real estate and hospitality developers, family offices, luxury brands and consumer businesses on growth, brand and commercial strategy. Previously, she served as chief marketing officer of Pontiac Land Group and 53 West 53.