Premium brands distinguish themselves from the competition not only in their products, but also in the way they communicate with their customers. Brands like Gucci, Bentley, Swarovski, Centurion Black or Shiseido do not only offer premium commodities or services, but they also offer a lifestyle that surrounds it.Knowing your customers, especially those who have enough positive dispositions towards your brand to give you permission to contact them directly, is essential in building a premium brand. If you can’t be relevant, then why bother? Consumers of premium segment do not have the time and will to go through long stated campaigns or product offers. As a high contributor to the brands they use, they want to be known as an individual by their brands in return and treated differently from masses. Their individual hobbies, lifestyle preferences and everything that surrounds that lifestyle should carefully be analyzed and used by the brand to make each communication opportunity meaningful and beneficial.
There has to be some sort of strategic plan and knowledge of the individual consumer in place. If the powerhouse of social marketing hasn’t proven this already, each consumer wants to have a unique voice, and needs to be marketed to independently.
So, the question to be asked is: do you manage your information to keep things personal for your consumers? Or, are you just creating opportunities for them to opt-out of engaging with your brand?
