1. Wrap-Up for Hoteliers
Luxury Holiday Marketing Recap:
What Worked, What
Didn’t, Lessons Learnt
- Luxury Daily Webinar -
By Emilie Alba
January 24, 2013

2. Ask for the original presentation !!
“Luxury Holiday Marketing Recap: What
Worked, What Didn’t, Lessons Learnt”
Send an email to
events@napean.com

3. The Biggest Surprise in this Past
Holiday Season
• An Increased growth in online sales year-on-
year
• A lack of innovation in web-marketing
strategies & campaigns

4. What Did Luxury Marketers Get Right
?
• More budget and more attention were
allocated to:
- Paid search
- Display campaigns targeting mobiles, tablets
& desktops
Unique experience was emphasized !
• Less unavailable inventory

5. What Did Luxury Marketers Get Right
?
• In-store experience was developed - more
importance should be given to the human
experience !
• Element of surprise and delight are highly
effective
Ex: Cartier’s “magical journey” video
Burburry’s micro-site

6. Mobile & Social Strategies during the
Holiday Season
• Online and store information in mobile
advertising
• Paid search - Site links to key categories, offers
and store locations, etc…
• Many images, top sellers and key offers on
Facebook
• Instagram was not involved a lot in strategies
• Lack of advertising on mobile and tablet
devices
• Technology should be more humanized

7. Marketing Strategies during the
Holiday Season
• Strong experience/Landing pages on each
device to ensure consumers
engagement, research, conversion
• Behavioral/lookalike display campaign to
drive traffic to brands’ websites
• Remessaging through the use of dynamic ad
creation
• Paid search

8. Marketing Strategies during the
Holiday Season
• Consumer behavior trend follow-up
• Search – site links, local search, location
extensions, devices/geo-targeting
• Multi-channel – challenge is to create a
personalized experience along the whole
customer journey across all channels
• Gift guides
• Creating a story in episodes – the aim is to
reveal the whole message little by little

9. Effective Discounting Tactics
• Offers
• Value-added tactics – promising a % of
charitable donations per purchase or free
shipping

10. Luxury Brands to Follow
• Neiman Marcus - for its strategic campaign with
Target
• Selfridges - for its "No Noise" initiative
• Marc Jacobs - for its e/m commerce platform
• Louis Vuitton - for its personalized Facebook
campaigns + Gift Guides on Pinterest
• Burberry - for its micro-site + holiday
photographs
• Tiffany & Co - for its "World of Tiffany” section
on website + Tumblr blog
• Cartier – for its Winter Tale

11. Stay Tuned !
Follow Us @futuremkrs
Follow Me @em_nicolas