Demonstrating capability to the luxury retail market
- By Stephen Pratley
- Posted June 15, 2015
Wei UK consulting are a specialist agency promoting luxury brands to high-net-worth Chinese customers in the UK.
Dealing mainly with luxury consumer brands and retail organisations who are often taking their first steps in marketing to Chines customers, the sale involves a long education process, and a lot of reassurance before campaigns are committed to.
A new website for the consultancy was the first step in showing their digital capabilities, and a content strategy around case studies to demonstrate their capabilities and experience with top-tier luxury brands helped reinforce their credentials in the market.
We then helped create a communication strategy to ensure that new prospects would see the depth of content which Wei had created:
1) A seasonal calendar of content around the hugely important gift-giving occasions in the Chinese calendar, including Singles Day (11/11) and Chinese New Year.
2) “Evergreen” content around more general advice on marketing to Chinese students, tourists and ex-patriates, which could be emailed to new prospects regardless what date they joined Wei’s marketing pipeline. This ensured that new prospects could see a substantial amount of Wei’s experience without having to wait on a monthly newsletter.
We implemented the communication strategy, and follow-up metrics using ActiveCampaign, an SME tool for Marketing Automation which gives significant insight into the activities of prospects who visit the website after clicking on emails or completing lead capture forms.
The site and content strategy created an immediate impact in the credibility of the agency in delivering on digital projects, where previously they only been known for events and their magazine – Mint Edition.
Business Development are able to see which of these prospects are engaging with specific pieces of content such as case studies and are better able to to judge a prospect’s level of interest in becoming a client.
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