Champagne, Caviar & Content: How Canyon Ranch + AZDS Approach Content Marketing for Luxury Brands
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You wouldn’t think that selling the luxury lifestyle would be very difficult — after all, who wouldn’t want to spend a week rubbing elbows with celebrities at a luxury spa, or lounging by the infinity pool at an exclusive resort? But when you’re one of several top-tier brands competing for the attention of a small, selective portion of the population, you have to go all-out with your marketing efforts. In this webinar with Joshua Surridge (Canyon Ranch) and Adam Deflorian (AZDS), you’ll learn how to create high-converting content for the appropriate distribution channels, the power of content that conveys empathy to luxury consumers and the importance of using marketing automation and data with careful consideration.
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Champagne, Caviar & Content: How Canyon Ranch + AZDS Approach Content Marketing for Luxury Brands
- 2. Adam Deflorian CEO of AZDS
- 3. Joshua Surridge Corporate Digital Marketing Manager Canyon Ranch
- 4. Challenge One Creation of content that is share-worthy (authenticity)
- 9. Challenge Two Creation of content that will ultimately transact a sale Canyon Ranch® in Lenox, Massachuset
- 12. The sale is added value Take a weight loss vacation that will become your lifestyle. Save 20% today.
- 13. Canyon Ranch® in Tucson, Arizona Canyon Ranch® in Tucson, Arizon
- 14. Solution Two Earn the right to ask for the sale – and then ask! Canyon Ranch SpaClub® in Las Vegas, Nevada at the Venetian | at the Palazzo
- 17. What makes content sharable? Source: The Guardian
- 19. Solution Three Something only humans can do
- 20. Challenge Four Planning your tests and learnings at the beginning Canyon Ranch SpaClub® aboard Cunard’s Queen Mary 2
- 21. general CTA vs. specific CTA
- 22. general CTA vs. specific CTA
- 23. Behavior per acquisition channel?
- 24. Canyon Ranch® in Tucson, Arizona Canyon Ranch SpaClub® aboard Celebrity’s Reflection
- 25. Solution Four “A journey of a thousand miles begins with a single step.” –Lao Tzu Canyon Ranch® at Kaplankaya, Turkey
- 26. Challenge Five Distribution channels for content
- 29. Solution Five Buzz Sumo, Inky Bee, Influencer Outreach
- 30. Challenge Six Meeting expectations for modern, grounded luxury Canyon Ranch® in Tucson, Arizona
- 31. What is modern, grounded luxury?
- 32. What is modern, grounded luxury? Meaningful moments | impactful experiences
- 33. What is modern, grounded luxury? Meaningful moments | impactful experiences The freedom of the curated best
- 34. What is modern, grounded luxury? Meaningful moments | impactful experiences The freedom of the curated best Getting everything you want and nothing you don’t
- 35. What is modern, grounded luxury? Meaningful moments | impactful experiences The freedom of the curated best Getting everything you want and nothing you don’t Luxury that is felt, not perceived
- 36. What is modern, grounded luxury? Meaningful moments | impactful experiences The freedom of the curated best Getting everything you want and nothing you don’t Luxury that is felt, not perceived Exclusivity that is bounded by taste, not solely by means
- 37. What is modern, grounded luxury? Meaningful moments | impactful experiences The freedom of the curated best Getting everything you want and nothing you don’t Luxury that is felt, not perceived Exclusivity that is bounded by taste, not solely by means Highest quality materials rather than excess of status symbols
- 39. Canyon Ranch® in Lenox, Massachusetts Canyon Ranch® in Tucson, Arizona
- 40. Solution Six “It takes two to speak the truth – one to speak and another to hear.” –Henry David Thoreau Canyon Ranch® at Kaplankaya, Turkey
Hinweis der Redaktion
- In stating that each of her age albums (the trilogy of 19, 21 and 25) is a snapshot of her experience during that year of her life, she strengthens the connection her fans feel to her and for her. Buzz around the launch of 25 was fuelled by a free concert in New York’s Radio City Music Hall days before the album dropped. Televised online shortly after, the gig showcased the frenzy of excitement her fans felt about the album’s release. She also took part in a video of an Adele impersonator contest that has been viewed a staggering 43.8 million times. It all helped send sales through the roof.
- In stating that each of her age albums (the trilogy of 19, 21 and 25) is a snapshot of her experience during that year of her life, she strengthens the connection her fans feel to her and for her. Buzz around the launch of 25 was fuelled by a free concert in New York’s Radio City Music Hall days before the album dropped. Televised online shortly after, the gig showcased the frenzy of excitement her fans felt about the album’s release. She also took part in a video of an Adele impersonator contest that has been viewed a staggering 43.8 million times. It all helped send sales through the roof.
- In stating that each of her age albums (the trilogy of 19, 21 and 25) is a snapshot of her experience during that year of her life, she strengthens the connection her fans feel to her and for her. Buzz around the launch of 25 was fuelled by a free concert in New York’s Radio City Music Hall days before the album dropped. Televised online shortly after, the gig showcased the frenzy of excitement her fans felt about the album’s release. She also took part in a video of an Adele impersonator contest that has been viewed a staggering 43.8 million times. It all helped send sales through the roof.
- In stating that each of her age albums (the trilogy of 19, 21 and 25) is a snapshot of her experience during that year of her life, she strengthens the connection her fans feel to her and for her. Buzz around the launch of 25 was fuelled by a free concert in New York’s Radio City Music Hall days before the album dropped. Televised online shortly after, the gig showcased the frenzy of excitement her fans felt about the album’s release. She also took part in a video of an Adele impersonator contest that has been viewed a staggering 43.8 million times. It all helped send sales through the roof.