Luxury Brands and User-Generated Content – How to Connect Authentically to a Wider Audience

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Luxury Brands and User-Generated Content – How to Connect Authentically to a Wider Audience

January 4, 2024 | Education, Industry, Publication, Research

Kim Lawton, an award-winning marketing veteran and CEO of Enthuse Marketing, wrote an article on AdAge called Luxury Brands and User-Generated Content- How to Connect Authentically to a Wider Audience.

Today, luxury brands face the complex task of being inclusive and exclusive. Failing to create a balance can mean losing loyal clientele and alienating prospective customers. One solution is user-generated content (UGC). Lawton lays out three strategies for integrating consumer content into a marketing mix.

Three Strategies about how UGC can be leveraged for luxury brands:

  • Understand the algorithms: Encourage the creation of content by offering incentives, contests, and challenges – and encourage content that will viewers to like, save, and share posts with calls to action.
  • Welcome feedback from consumers: Product reviews, testimonials, and surveys are more than just UGC. These tools can be to gain valuable insights.
  • Create an ambassador program: An ambassador program helps to formalize the process of recruiting and familiarizing consumers with your brand. These can be paid or unpaid.

Click here for the full article.

Enthuse Marketing works with industry experts, master educators, and creative entrepreneurs to help solve business challenges. Contact us today if you would like to learn more about our training and education-led marketing solutions.

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