In recent years, the watch industry has had a couple of
knocks in the way of progress, from the pandemic to the now increased risk of a
recession, it is no wonder why many watch brands are struggling to meet their
customers. The market has started to return now the worst is out of the way
which means that it's the perfect opportunity to think of new innovative
marketing strategies to meet your customers.
The luxury watch industry has always been a lucrative
business, and it has always seen an increase in growth due to how innovative
some brands are at adapting their efforts such as influencer marketing and
doing more work on their website. In this article, we will go through some of
the best luxury watch marketing strategies for sustainable sales.
Why Do Watch Brands Need Marketing?
Luxury marketing is slightly different to standard marketing
as it is all about creating feelings and aspirations. Any industry has
competition, and the luxury industries have even fiercer competition due to
larger budgets as well as them being a more considerable purchase which leaves
the opportunity for competitors to reach out to your audience.
Are There Any Trends In The Watch Industry?
There are many trends in the watch industry, but more often
than not, they come and go pretty quickly. With this being said, there have
been some trends that have remained, and it looks like they will be here for a
long time.
Sustainability
Sustainability has been an extremely important factor in
many industries and it will always be moving forward. From luxury fashion to
the motor vehicle industry, looking after the environment is a core value for most to follow. This not only
helps businesses evolve but also ensures that the younger generations are more
inclined to purchase the brands that are following this trend.
Watch Ambassador
Before social media was popular it was only celebrities who
were the main endorsements for luxury watch brands, but as time moves on, there
are many who look to influencers for their opinions. Most people prefer to
listen to an individual who isn't in the limelight so they can have an honest
opinion. They will also make a commission on any item they help to sell.
Top Marketing Strategies To Consider
There are many forms of marketing strategies for your luxury
watch brand to meet more qualified users and to make a sustainable line of
sales. Here are the key points to consider.
Have A Well Designed Website
Even if your main goal isn't to sell online, having a
quality website will simply back up the fact that you are a luxury brand. It
needs to show the lifestyle you want to portray, be user-friendly and be easy
to navigate. The great thing about having a website is you can also link your
social media pages as well as meet a much larger audience than those who walk past
your shop. If you are planning on selling through your website, then it is
essential that the images are of a high standard.
Providing all the information such as shipping, pricing and
even a brand heritage story will help to create the aesthetic you want to
portray. If you are a luxury brand, go through any collaborations you have, how
the watches are made and everything that should be shown off to your potential
customers.
Ensure Your Website Is Optimised For Search Engines
SEO is an essential marketing strategy that is going to help
you find organic customers. If you don't have an understanding of search engine
optimization, then it's important to understand the strategy, and if you don't
hire someone who does. SEO is all about drawing the quality and quantity of
your website customers by increasing the visibility of your website via the
search engine results pages.
Putting SEO in the simplest form, it's optimising your site
with keywords that your audience would type in on search engines such as Google.
For example, if someone was searching for a gold Rolex Day Date, this is
something that should have its own page with this keyword. Or if you sold a
collection of different watch bands
such as a NATO watch strap collection, this would have its own page, with its
own keywords.
Psychographic Segmentation
This is something that is used by many luxury brands as it
saves wasting a lot of time and money on audiences that have no interest.
Brands such as Rolex use something called psychographic segmentation which is
where a luxury brand will analyse a customer's lifestyle, such as hobbies,
interests, political views and much more to get a much-rounded picture of their
most prominent and recurring customers. Doing this helps to decipher the needs
of the customers. It saves the need for wasting resources on determining who
your customers are and what they need.
Creating Bespoke Experiences
If you are truly a luxury watch brand, then you have a great
opportunity to provide a completely bespoke experience for your customers. This
is one of the best ways to ensure that your customer is getting the most
luxurious experience possible. Offering custom-made watches shows off the whole
manufacturing process and allows the customer to have personal touches. This
also goes nicely with sustainability as there is much less wastage when
creating bespoke watches rather than mass-produced pieces that may be difficult
to sell.
Gender-Specific Content
The content you create depends on who your luxury watch is
aimed for. Your watch could be designed for both genders, but this doesn't mean
that you have to market to them in the same manner. When you are marketing your
luxury watch, it may be worth creating a marketing strategy that involves
gender-specific content and strategies. This means creating content for both
men, women and those who identify as something else.
Utilise Visual Social Networks
It is no secret that social media is one of the most
influential methods to build an audience and inspires people to make a
purchase. It is also well-known that video content as well as other visuals get
the most interaction. With you already selling a luxury watch, it won't be
difficult to create beautiful designs that people will love and react to. If
the brand is also doing stuff to help with social issues, the environment or
anything to help the world, this is a great way to showcase this to its
fullest.
There are multiple strategies that can be implemented into
your luxury watch brand, but by following these simple tips, you will be well
on your way to marketing your business to the right users.
