Entertainment Marketing—Lessons from Major Luxury Brands
The internet has ushered in a whole new way to reach prospective clients and develop a strong referral base of raving fans. Entertainment marketing is no longer exclusive to major companies; it is now within your reach, too, as a luxury real estate marketing professional. But, you can get some great marketing ideas by studying how the major luxury brands leverage new technology to create buzz.
German fashion label Hugo Boss has set a new standard for live streaming fashion shows for their event in China. Their Black Collection will be streamed in 3D! This is a first which makes it buzz-worthy. They also gave away a limited number of signature 3D glasses (too late, all gone) and offered fans a chance to win a trip to China.
The internet has ushered in a whole new way to reach prospective clients and develop a strong referral base of raving fans. Entertainment marketing is no longer exclusive to major companies; it is now within your reach, too, as a luxury real estate marketing professional. But, you can get some great marketing ideas by studying how the major luxury brands leverage new technology to create buzz.
German fashion label Hugo Boss has set a new standard for live streaming fashion shows for their event in China. Their Black Collection will be streamed in 3D! This is a first which makes it buzz-worthy. They also gave away a limited number of signature 3D glasses (too late, all gone) and offered fans a chance to win a trip to the show in China.
For the event, Hugo Boss has launched a comprehensive multimedia campaign that includes print, Web, mobile, social media, and out of home advertising (outdoor advertising venues) for its runway show in Beijing. Their print ads will be embedded with “augmented reality”. This is a technique that employs invisible watermarks that can be read by your smartphone which then has access to video and other added content.
In October of 2007, Fendi and Karl Lagerfeld staged a fashion show atop the Great Wall of China. It took Fendi one year to get permission for the show, and rumor has it that the show cost $10 million. Five hundred guests attended the spectacle and giant logos were projected onto neighboring mountains. The chairman of LVMH, Bernard Arnault, which owns Fendi joked, “This was the first fashion show visible from the moon.”
Paying attention to the ways that major luxury brands employ entertainment marketing can give you clues on how to outsmart your competition when marketing luxury real estate. Leveraging the viral marketing capabilities of the internet and word-of-mouth advertising can significantly amplify the effectiveness of your marketing efforts and even reduce costs.
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