4 Rules for Luxury Brand Mobile Marketing

Scott Forshay is a luxury and premium brand marketing consultant and mobile strategist who’s been featured in PSFK, Luxury Daily, Fashion’s Collective, Business of Fashion and The Wall Street Journal. He is the creator and editor of mobi.luxe. Follow him @mobiluxe.

The essence of any coveted brand is the story it conveys. The elements of heritage, craftsmanship, and creative innovation combine with a vision of an aspirational lifestyle that inspires the desire to associate with that brand.

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Historically, this vision was realized on a print canvas, but the rise of digital has created new opportunities. Through video and other forms of brand content, luxury brands have become media companies and content marketers selling a vision of an exclusive lifestyle attainable only by a select few. This new media has not, however, been effectively translated for the mobile audience.

The mobile device requires brand marketers to rethink engagement strategies and devise innovative campaigns that leverage the medium for effective mobile-content marketing. The challenge lies in enticing mobile users. Here are four ways to do that.

Resist the temptation to unveil the entire story in a single instance. By breaking down the narrative into episodes, the audience has a reason to keep coming back. This approach essentially creates a desire to continue following the story as it unfolds.

Regardless of the communication mechanism employed, be it a mobile ad, SMS, or in-app push notifications, messaging should be intriguing and subtle. Be cryptic about what awaits the audience if they choose to participate. Creating mystery through veiled communication fuels desire to see what is on the other side.

Take the consumer on a journey with the narrative. Provide sophisticated clues to challenge the audience by using the outside world as your canvas. Clues could exist on billboards, on buildings, or in taxis. By adding a sophisticated element of game mechanics you allow the audience to become players in the campaign.

The luxury consumer seeks priority access to, and deeper levels of intimacy with, the brands they most covet. The lure of exclusivity is the most effective mechanism for pulling on the heartstrings of this highly-sought consumer and forming greater connections. Rewarding a select group of participants creates desire for brand association through exclusivity.

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