Luxury Marketing – Focus Must be on Cities
Where would the luxury world be without the glittering glass-fronted stores on Paris’s Champs Elysees, the gold signs over New York’s prestigious Fifth Avenue and the Rolex and Christian Louboutin boutiques on Milan’s Via Monte Napoleone?
There seems to be no doubt that when it comes to making the luxury world work for your product the focus has to start in the cities.
The fast facts and figures are already scrawled across the internet telling us that no less than a staggering 85% of the luxury market growth will come from the world’s top 600 cities.
We all know the sprawling luxury metropolis names of London, New York, Paris, and Milan but some other major players will be emerging from the shadows and accounting for much of the growth before the calendar ticks over to 2025.
Unsurprisingly many of these cities can be found on the far eastern shores of China with Beijing, Hong Kong, Guangzhou, and Shenzhen leading the parade.
China is growing to become one of the leading consumers of luxury with a penchant for authentic brands and designer goods. According to Bain & Company, Chinese consumers spend over three times the amount abroad then they would spend at home.
China is set to drive half the growth in the luxury industry which is why it’s essential for brands to turn their eyes to the east.
The affluent Chinese market doesn’t only hold power over retail, sure elite Chinese travelers will love to swipe their platinum cards in the stores of Prada and Chanel but tastes are changing and they will want exclusive experiences outside of the shopping environment.
Wealthy Chinese households aren’t succumbing to our idea of a recession, in fact, they are only getting wealthier and the more they accumulate, the more they are looking to travel and the more they are looking to spend.
Yet even closer to western shores the dizzying height of spending seems to be led by countries like the USA, Italy, and France with tourist luxury spending adding its weight to the bulk of the figures.
One quick glimpse at the leading locations where tourists like to splurge takes us back to the cities.
From chic weekend shopping trips in New York to European jaunts to Paris, Milan, and London there’s no doubt that affluent visitors love to splash the cash in the major city hubs.
It’s also essential to note that many of the world’s billionaires are also entrepreneurs who globetrot for business.
The major financial haunts are often to be found in bustling cities and when these affluent city slickers step off their private jet they will be seeking high-end retail for spending within the city limits.
Different cities have different draws and this will impact a luxury brands choice when it comes to which city is the best to focus on.
The fashion capitals of New York, Paris and Milan clearly put their best foot forward when it comes to apparel yet skincare hits the top of the charts when it comes to Asia.
Investors should note that the mature cities of our present luxury scope aren’t slowing down, only there seem to be more emerging cities joining the trend.
Forbes has noted that there seems to be a stronger affiliation to keep strength and investment in more western cities from many luxury brands, yet the resources need to follow the growth.
Companies must be willing and ready to send the best of their best to the places where the growth patterns are emerging.
It also helps to have a firm footing with a good local partner or affiliate in the far-flung cities so that you don’t go charging in without understanding the hurdles of how to conduct business on foreign shores.
Megacities are the future of luxury and no longer is this limited to old-world Europe and the billion dollar mansions of the United States. China, the Middle East, Brazil, India all these places are on the rise and if luxury brands are successfully able to sweep their marketing towards these shores then we can all ride on the crest of this new world wave.
If you are interested in more details, download the McKinsey & Company report at http://mckinseyonmarketingandsales.com/sites/default/files/pdf/LuxuryScope.pdf
Message From a Luxury Blogger to PR Agencies
It might come as a shock to some PR agencies, but bloggers don't really need PR pitches to find great subjects to write about. It's true. Simply ask yourself why a luxury blogger writes on a particular niche market and you might understand why. Could it be that they are experts on the subject with years of experience in the field? Could it be that they started their blog to finally organize all the information that was floating around in their head?
If a PR rep took a little amount of time to do some research on me they would understand why I write about luxury and luxury travel. For starters, I have actually lived aboard a superyacht for over four years working as a deckhand (yes, I am a sailor); I have worked as a personal assistant/private concierge for UHNW individuals for over 4 years; and I have traveled to over 65 countries in the last 10 years. I was also in the Canadian Naval Reserve and was trained in Naval Intelligence so finding what I call "luxury intelligence" is as easy as 1-2-3 for me. Finding out my credentials as a luxury and luxury travel expert is fairly easy. It's all on my LinkedIn profile and About.me page.
Saying this, I love working with PR agencies that truly get the web, but I have to admit, there are few of them who truly make the cut. I have blogged for over two years now and have received thousands of PR pitch about products, brands, events and campaigns related to luxury and luxury travel. You would assume that I would have over a thousand new PR friends by now, but I don't. I can probably name 10 PR reps by name and might recognize another 30-50 when I receive their emails. As for the others, they simply keep sending me generic copy/paste emails thinking that I will OBVIOUSLY run their content on my blog. Nope, not happening. Google hates duplicate content, therefore we will NEVER publish a press release. You might has well stop sending them to us; they go directly in our trash bin.
On a side note, I have to say that small business owners who don't have the budget to pay a PR firm do a much better job at reaching out to us directly. Why? Because they haven't been trained in old PR and are reaching out to us as a real-life person with a clear and simple message that says "Help Me".
We have a general rule here at LuxeInACity, if you don't personalize your message, make an effort to connect and reach out to us by using our names (Roxanne and Maxine - not Maxime), we simply won't work with you to promote your brand. It's that simple and I can pretty much guarantee you that every other blogger out there feels the same.
So if you want to work with a luxury blogger, follow these simply guidelines:
- Get to know them personally
- Do show the value in your message
- Do keep in touch through social media
- Do respect them as leaders and experts in their field.
- and do remember that YOU NEED THEM more than they need you.
So if you want to work with LuxeInACity to promote your luxury or luxury travel brand, start now by becoming our friend on Twitter, Instagram, Pinterest, LinkedIn, Google Plus and Facebook. Once we know who you are and what you stand for, we will most likely work with you and help you with your marketing/PR/social media and SEO efforts.
Simple isn't' it so why doesn't everyone do it?
Blogger Spotlight: MOGI by Malin Richardson
Behind every great luxury blog, you will find a great story. Luxury bloggers are real people, not machines, and to successfully work with them, we recommend you get to know them a little better. Through our years at LuxeInACity, we have talked, collaborated and exchanged ideas with dozens of great bloggers from around the world.
Since bloggers rarely talk about themselves – they tend to talk about everyone else instead – we hope to showcase their skills, expertise and opinions in this blog series.Get to know them, learn from them and hopefully you will find an innovative way to collaborate with them.
Today's blogger is Malin Richardson, a young woman who grew up in Italy, France, Belgium and Sweden with her family and her passion to travel was born this way leading her to start her own lifestyle blog back in 2007. She is now the 24 y/o CEO and Creative director behind Scandinavia's most read high end lifestyle/travel blog Mogi by Malin Richardson. With over 400 000 hits every month and over 80 000 unique readers she is the most successful blogger in the world in her field.
On www.mogis.se Malin takes her readers on adventures around the world where she gives them the best advice where to stay, eat and what to wear while abroad. Her passion for her blog has landed her a job as a travel/food writer for ELLE Food & Wine. She has also been awarded for her photography which has landed her a job as an ambassador for Canon in Sweden.
1. Every blogger has a different story on how they got started blogging. What is yours?
I grew up in Italy, France, Belgium and Sweden with my family and we have always travelled a lot during holidays so my passion for travel started that way. I have always loved to write and photography so I thought that a blog would be the perfect outlet for me to share my passions! I started my blog back in January 2007, I was one of the first to start a blog in Sweden and it grew very fast!
2. Like most successful blogger, you probably received hundreds of emails per month from luxury brands who want you to share their story. What makes you decide to work with a brand over the other?
I decide which companies and brands that I would like to work with, I only want to work with brands that I stand for to a 100%. I am very picky!
3. What is the best pitch you have received from a luxury brand? What is the worst?
I haven't gotten one that knocks me out of my chair yet but I have had many amazing collaborations with luxury brands which I am very happy about!
4. What is your take on press releases? Do you like receiving them or do you simply discard them?
On my blog I only write about my own experiences so press releases isn't something that I use for my blog but of course I read them to keep up with what's going on!
5. What would make you choose to work with a brand on a giveaway campaign on your site?
It would have to match my profile and be something that I would know my readers would really like!
6. If a brand wants to reach you, what channel should they use? Do you prefer email, social media or another means of communication?
I usually work with email the most but I got approached by a company via my instagram (@mogis) just a couple of weeks ago and that worked great as well!
7. In your mind, what makes a successful blogger outreach program? Is it the incentive, the brand itself or the relationship you already have with the brand?
In my opinion it is about the connection the blogger has with the brand, that you feel that the connection is 100% real!
8. What is the coolest gift you have received from a luxury brand in a blogger outreach program?
I don't work with gifts that way, either I work with a brand in a collaboration or that they buy ad space on my blog.
9. Of all the social media channels you engage on, which one do you prefer and why?
My blog www.mogis.se is my number one priority and then I like Instagram @mogis!
10. Which social media channels does your audience interact with the most?
They interact a lot via my blog and via my Instagram!
11. In your opinion, what does it take to become successful on social media?
You have to be passionate and dedicated to what you do and have patience and focus on quality and of course take care of your readers!
12. Do you monitor your Klout score on a daily/weekly basis? Do you think this social ranking is of any real value to luxury brands?
I don't use Klout but perhaps this is something I will try in the future!
13. What is the main reason you blog on a daily basis? Is it for pleasure, for business or for both?
My blog is my fulltime job and business since 3 years back so I update it 2 times per day so my readers always have something new to read!
14. Do you sometime receive compensation from luxury brands, whether it's in the form of cash or incentives, to blog about them?
If we have a collaboration or if they buy an ad space they pay a certain amount of money to be seen on my site!
15. Apart from blogging, do you offer additional services to luxury brands who choose to work with you?
Not right now! My main focus is blogging and Instagram!
16. Do you think luxury brands should understand that blogging is also a business for some?
I think that they have realized over the last few years that a professional blog is just like any lifestyle or fashion magazine out there. The audience that I have created the last 7 years are in many cases larger than magazines out on the market so why shouldn't I get payed for the work that I put in to it? But I have truly felt a big difference over the last 3 years which feels good. The prices to work with bloggers get higher for each year!
17. Do you manage more than one blog? If so, which ones?
No www.mogis.se is the only blog I have!
18. What would you say is the best thing about being a luxury blogger?
I love that I get to work with my passions and travel the world and discover new places, restaurants and amazing fashion! So far during 2014 I have been home in Stockholm for 1,5 months and the rest I have been travelling so it's very intense but I love it!
19. Have you rub shoulders with the rich and famous through your work as a luxury blogger?
I had lunch at Matbaren in Stockholm back in 2011, a great Guide Michelin restaurant and next to our table sat Whitney Houston! That was quite amazing! 2 weeks ago when I was in New York I had lunch at Sant Ambroeus in West Village and Anne Hathaway and Mr Valentino himself sat next to our table!
20. If you had to mentor a new blogger, what is your go-to advice to become successful?
I would say find your nisch and stick to it! Quality over quantity and you have to be passionate and dedicated to succeed in this business!
Reach out to Malin Richardson through social media on Facebook, Instagram and Pinterest, or once again, if you need an introduction, don't hesitate to reach out to us.
Clientele Luxury: A Real Estate Luxury Magazine for the Affluent
Clientele Luxury, initially a high-end website, is a new luxury magazine that caters to the affluent. The magazine’s mission is to “align its high-profile, influential audience with top connections, be it regarding real estate, vehicles, fashion, and other exclusive items”. And Clientele Luxury does just that. The magazine’s readership consists of the super-rich who lead an extravagant lifestyle and are used to the best of the best. The products and services featured in its pages reflect the tastes and preferences of the affluent, guiding them towards superior luxury brands and companies.
Clientele Luxury’s viewers and readers have the opportunity to browse information pertaining to top real estate agents, featured homes, luxury construction companies building superior properties and unique luxury destinations. For those living in North America, the website has a search map of the USA and one for Canada. This allows visitors to identify luxury properties priced over $1 million and the top real estate agents in each area.
However, Clientele Luxury is not limited to luxury real estate. The luxury news blog is regularly updated with posts about interior décor and design, furnishings, fashion, cars, yachts, travel and influential people. In short, this magazine covers all facets of an elite luxury lifestyle. It covers everything that is associated with the pinnacle of financial success. Everything about the magazine is about superior excellence and the longevity of quality.
Several luxury brands and companies are featured in each issue. Readers have come to associate Clientele Luxury with the top luxury affiliates. Indeed, any high-end brand featured in this magazine is seen as superior simply by association with the elite publication. Top brands choose to feature their advertisements in Clientele Luxury because they know that their target market is closely aligned with the magazine’s readership. This avenue of marketing allows you to reach elite affluent customers who live the lifestyle of the super-rich.
If interested in learning more about Clientele Luxury, reach out to them on Twitter, Facebook or, once again, don't hesitate to ask us for an introduction.
Why You Should Hire A Blogger For PR
Really? Sounds like a stretch? You might ask yourself what could a blogger possibly know about online PR? Well apart from creating a blog that attracts thousands of emails from PR agencies, bloggers are often friends with other bloggers in the same industry. Makes sense? Of course, bloggers exchanges tips and ideas for blog posts and sometimes they even post articles on each other's blog. They interact with each other on social media on a regular basis and drive traffic to each other's blogs. They create synergy because they understand the power of the group and prefer it to the solitude of working alone.
The role of PR reps has always been to raise awareness for a brand in front of a desired audience. A PR rep who works in a traditional agency might actually have to build relationships with bloggers and journalists way after they get a contract with a new brand. It is impossible for them to be friends with everyone in every industry.
So my question is this, why not hire someone who already knows the behaviors of the audience you covet? Get a blogger who is established as an authority amongst its peers and has already built a huge following on social media to maximise your PR efforts. Nowadays, PR is more about blogger outreach, content marketing, SEO and social media. Bloggers are experts in all five fields.
You might not be surprise to know that bloggers have the inside scoop on what works and what doesn't work in online PR. They have read thousands of press release from big and small agencies and know what gets a blogger to write about a brand. They know how to get attention of online influencers and how to create social media relationships with them.
Some bloggers are even experts at planning real-life events and getting the right people to show up. Remember, unlike PR agencies, bloggers have fans that love and follow them. So if you want your message to reach a broader yet very targeted audience, make it easy on yourself, and hire a blogger directly. But before you do, spend some time finding the right one, the one that all the other bloggers in their friendship circle. That's the one who will work miracles for you.
To help you decide which blogger is the right fit for your brand, browse through our luxury blogger spotlight series or contact us to help you find the right one.
Top 10 Luxury Publications Targeting The Affluent American
While a significant section of the publishing industry has moved in a digital direction, those who target affluent Americans continue to create luxurious, sophisticated printed magazines for their consumers. These luxury publications cater to a specific group of elite readers and operate with the unique goal of exuding opulence with every turn of the page. These publications are not only written to engage today’s affluent American, but to offer a stunning piece of art work readers can hold right in their hands, and use as their personal gateway into the world of elite living.
These high-end lifestyle magazines have become a lasting staple in the world of luxury branding, and continue to successfully engage elite consumers. This prevalence in the market has made these publications a popular communication for luxury brands who want to advertise directly to their target consumers. Here are ten of the most influential luxury lifestyle publications available on the market today.
Robb Report
This monthly magazine has been in publication for over three decades and displays products and services from the world’s leading luxury brands. With themed editions that include their annual “Best of the Best” issue, this magazine has a longstanding following of dedicated readers.
Upscale Living Magazine
Known as the “portal of luxury goods” this upscale magazine is an exclusive publication that touches on everything from yachts and private jets, to real estate and fine jewelry.
Modern Luxury CS
As one of the most popular magazines in the Modern Luxury collection of publications, CS has a readership of more than 270,000. Twelve issues a year are circulated to events, luxury hotels and those who have paying subscriptions.
Niche Media
As one of the most popular Niche Media publications, LA Confidential offers readers with an inside guide on how to live like the rich and famous.
Departure
This high end American Express magazine is distributed only to the company’s Platinum and Centurion card members. Seven issues a year focus on the globe’s leading luxury brands.
Black Ink
This invitation only magazine is offered only to the highest level of American Express cardholders, and is associated with the brand’s infamous Black Card. Four issues a year focus on single topics that cater to the affluent reader.
Global Living Magazine
The tagline for this magazine is “living luxuriously worldwide,” and it focuses on offering six yearly insights to the most high-end travel destinations across the globe.
Afar Magazine
Voted as the top travel magazine in the world, this publication offers seasoned, affluent travelers with insight into the globe’s most luxurious destinations.
Travel and Leisure
This monthly magazine has been around since the 1930s. Now owned by American Express Publishing, Travel and Leisure focuses on offering monthly articles and travel photography of the world’s most upscale environments.
Elite Traveler
Six issues of this publication are released every year to readers who have an average household income of $5.3 million. The publication is aimed at the ‘elite affluent’ and more than 90% of the distribution of these magazines are inside private jets and first class airline lounges.
Did we miss your favorite luxury publications targeting the affluent American? If so, add your favorite print magazine in our comments.
Blogger Spotlight: Regitse Cecillie Rosenvinge Of Byrosenvinge.com
Behind every great luxury blog, you will find a great story. Luxury bloggers are real people, not machines, and to successfully work with them, we recommend you get to know them a little better. Through our years at LuxeInACity, we have talked, collaborated and exchanged ideas with dozens of great bloggers from around the world.
Since bloggers rarely talk about themselves - they tend to talk about everyone else instead - we hope to showcase their skills, expertises and opinions in this blog series.
Get to know them, learn from them and hopefully you will find an innovative way to collaborate with them.
-------
Today's blogger is Regitse Cecillie Rosenvinge of Byrosenvinge.com, a Danish luxury blog with a focus on travel, beauty and of course, lifestyle. Apart from being a successful luxury blogger, Regitse expresses her creativity by creating lovely jewelry. A girl with many talents. Read below to get a few tips from the woman behind Byrosenvinge.com.
Like most successful bloggers, you probably receive hundreds of emails per month from luxury brands who want you to share their story. What makes you decide to work with a brand over the other?
It’s very important for me to stay true to myself and the theme of my blog, so yes, I’m quite choosy when it comes to promotion of brands and services. When I choose to write an article or a review about something, it’s because it has a little more to offer than other related products or services. I work with hotels quite a lot, and here it’s important that the hotel stands out with exquisite facilities, customer service, cuisine or whatever it might be. The reader needs to feel that this is pure luxury for all senses and not just an average review of something next door.
What would make you choose to work with a brand on a giveaway campaign on your site?
If I feel the brand can add a spark of luxury to my site or if it’s a unique product that could make a difference in the life of either myself or my readers. I’m a fan of everyday luxury, so i’m definitely keen on luxury services or products that can add value to the everyday life.
If a brand wants to reach you, what channel should they use? Do you prefer email, social media or another means of communication?
I’d prefer to communicate through e-mail, but we’re very active on the social media platforms as well.
What is the coolest gift you have received from a luxury brand in a blogger outreach program?
On the account of my blog I’ve travelled a lot through all parts of Europe. So far the most extraordinary experience has been a long weekend in Piemonte in Italy, where I went to visit several vineyards and follow the procedure from grape to finished product. We went to eat a Michelin-restaurants and I experienced true Italian culture. I couldn't help but fall even more in love with Italy!
In your opinion, what does it take to become successful on social media?
I believe it’s important to stay updated all the time and commit to social medias as it’s part of your everyday job. Don’t spam – nobody likes to receive news all the time, but select and post relevant stories and info.
What is the main reason you blog on a daily basis? Is it for pleasure, for business or for both?
Apart from Byrosenvinge.com I run a jewellery company as well, Regitse Rosenvinge Jewellery, so unfortunately I don’t get to spend as much time with my blog as I’d like, but there’s no doubt in my mind that it’s a very personal thing to me. I literally care about my blog and we’ve come a long way since the beginning. So yes – it’s for pleasure and I don’t believe one could do it if only interested in business. It shines through very quickly.
Apart from blogging, do you offer additional services to luxury brands who choose to work with you?
Yes. We offer multiple services to companies who wish to work with us. It’s all part of the experience and sometimes it’s even necessary to offer more than just an article about a brand. Especially if we have to commit to a longer collaboration and truly get to know the brand. For example, we offer advertorial space and coverage through our social medias.
Do you manage more than one blog? If so, which ones?
I used to manage a beauty blog as well, but now it’s all about luxury lifestyle at Byrosenvinge.com. Plus my jewellery webshop: www.regitserosenvinge.com.
What would you say is the best thing about being a luxury blogger?
I’ve always loved to surround myself with beautiful things and I love to be able to work with my true hobby and passion; travelling and hotels. I think luxury bloggers are a growing segment and they should stick together in order to maintain good quality content and beautiful layouts.
Have you rubbed shoulders with the rich and famous through your work as a luxury blogger?
Not in particular famous, but let’s just say that things are going in the right direction. It was never a goal for me to meet famous people, I just want to do what I love the most. But every now and then fun things happen and it’s all part of the game.
If you had to mentor a new blogger, what is your go-to advice to become successful?
Stay focused, be passionate, work hard, strive for the stars.
Don't hesitate to reach out to Regitse Cecillie Rosenvinge of Byrosenvinge.com on Facebook, Twitter, or if you want an introduction, reach out to us.
Blogger Spotlight: Doron Levy Of TheTopTier.net
Behind every great luxury blog, you will find a great story. Luxury bloggers are real people, not machines. To successfully work with them, we recommend you get to know them a little better. Through our years at LuxeInACity, we have talked, collaborated and exchanged ideas with dozens if not hundreds of great bloggers from around the world.
Since bloggers rarely talk about themselves - they tend to talk about everyone else instead - we hope to showcase their skills, expertise and opinions in this blog series.
Get to know these luxury bloggers, learn from them and hopefully you will find an innovative way to collaborate with them.
----------
Today's blogger is Doron Levy of TheTopTier.net, a luxury lifestyle blog that aims to curate the best in luxury and affluence. Doron lives in Toronto, a great Canadian city that never sleeps. If you took the time to chat with Doron on the phone, you would soon realize how passionate he is about his blog. As you will read below, Doron stumbled into the world of luxury blogging after working in retail for several years. Since then, his blog has been a great source of information for those who love luxury. Read below to get to know the man behind TheTopTier.net.
Every blogger has a different story on how they got started blogging. What is yours?
I worked my way through the retail industry for most of my life and I was always impressed at the resilience of the luxury category. It is truly a category where the normal rules of economics don’t apply. The more exclusive an item is the more desirable it becomes. I found the whole category interesting and decided to feature content and write original work about luxury. And as an admitted gear head and watch lover, covering and writing about these subjects is truly enjoyable
Like most successful bloggers, you probably receive hundreds of emails per month from luxury brands who want you to share their story. What makes you decide to work with a brand over the other?
I look at several factors. The product itself is important. How it’s made, price and reputation all come into play. The biggest factors though are the company and brand itself. I like to learn about the history and roots of any brand that approaches us. True luxury is not just adding jewelry to an iPhone. There has to be a degree of exclusivity and equity when considering a brand to feature.
What is your take on press releases? Do you like receiving them or do you simply discard them?
We use press-releases as they come depending on the subject and time of year. Most recently was the Geneva Motor Show; so you would see a high frequency of PR coming from manufacturers during the show. While I find most press releases sterile and too wordsy, I like to add my own introduction and analysis to any press release we receive.
What would make you choose to work with a brand on a giveaway campaign on your site?
It depends on the brand, the giveaway and how they are promoting it. Ultra high net worth individuals don’t really subscribe to giveaways or contests; so we like to focus on the information they want.
If a brand wants to reach you, what channel should they use? Do you prefer email, social media or another means of communication?
I believe in being fully connected and staying connected as we work with people all over the world. We can be reached via email, Facebook, DM through twitter, SMS, Skype and will even answer smoke signals. I have to admit, I do miss having phone calls… (I have to agree).
In your mind, what makes a successful blogger outreach program? Is it the incentive, the brand itself or the relationship you already have with the brand?
It’s all about the relationship. While the incentive may be a nice perk, a solid partnership is way more valuable to me.
Of all the social media channels you engage on, which one do you prefer and why?
I really like the rapidity of twitter and the ability to reach a large group of interested people in short amount time but it can be a day to day situation where one channel is more popular than the other. During the Sochi Olympics, twitter was really the place to be but when engaging with content that is of a more creative nature, Facebook and LinkedIn become my preferred outlets.
Which social media channels does your audience interact with the most?
A lot of incoming traffic comes from Facebook and LinkedIn. The groups at LinkedIn are an invaluable source of readers as you are engaging people specifically looking for your content (as long as you post work in the appropriate groups).
In your opinion, what does it take to become successful on social media?
Someone who is adaptable and is not afraid of change! All social media outlets now have a bottom line to worry about so what was doable in social media 2 months ago will not work today. Your content will be mixed in with paid ads and sponsored articles. The key to success is constantly engaging your followers and friends with content they are interested in. You want to stand out in feeds and not be washed out by an onslaught of paid ads.
Do you monitor your Klout score on a daily/weekly basis? Do you think this social ranking is of any real value to luxury brands?
I do not but I am on their email list so I am updated when my score changes. There have been some big debates about Klout and its worthiness. My Klout score has remained constant for the last year but I have seen my hits, twitter and Facebook engagement all increasing so I’m not 100 percent sure what metrics they go by. We don’t include Klout in any of our marketing materials.
What is the main reason you blog on a daily basis? Is it for pleasure, for business or for both?
I can fully admit that it’s both. I enjoy the writing and covering the luxury category and it does provide a means to connect with organizations and individuals who would be interested in our services.
Do you sometime receive compensation from luxury brands, whether it’s in the form of cash or incentives, to blog about them?
Third party marketers will offer a small payment for a link in a sponsored post. Yes, we do offer sponsored posts just like all the big guys do. (We agree - it's common practice. RG)
Apart from blogging, do you offer additional services to luxury brands who choose to work with you?
Yes, through our ControlMedia.ca unit, we offer marketing, social media campaign setup, web design and our favorite, media creation.
Do you think luxury brands should understand that blogging is also a business for some?
I think luxury brands are starting to understand that point as blogging is becoming a vital part of their marketing campaigns. Luxury brands benefit from the ‘bespoke’ attention that bloggers can give them. Detailed reviews, real world experiences and commentary makes for more engagement with potential clients.
Do you manage more than one blog? If so, which ones?
Yes, we currently have 4 in our portfolio, TheTopTier.net, Vacayster.com, EmptyLegCentral.net and TradersNetwork.biz.
Have you rub shoulders with the rich and famous through your work as a luxury blogger?
Through our affiliation with Seven Star Global Luxury Awards, we recently landed exclusive interviews with prominent Greek and Turkish media personalities.
If you had to mentor a new blogger, what is your go-to advice to become successful?
Use a CMS that is easy to use and update such as Wordpress and maintain fresh content daily. That is the tried and true method in building an audience and SEO presence.
Don't hesitate to reach out to Doron Levy on Facebook, Twitter, Flickr, by email (info {@} thetoptier.net) or if you want an introduction, reach out to us.
How Link Building Is All About Relationships
It is commonly accepted that social media is all about building relationships with those who share similar interests. The success of your own content, whether it's a blog post, a YouTube video or a simple tweet, lies in the hands of those who share it with their fans. You might create great content but if no one pays attention to your updates, you will inevitably be at a loss.
To achieve social success, you must therefore nurture relationships with fans and other key influencers in your industry. This takes time, commitment, and above all, an honest approach.
The same is true for link building. Once overflowing with shady practices, SEO is now all about relationships and a more genuine and authentic blogger outreach program. You might be able to purchase a list of industry bloggers and send them your weekly press release, but you will quickly notice that the results yielded are lower than expected. Don't blame the bloggers, blame your approach.
Bloggers are individuals, not machines. They pride themselves on curating and creating the very best content and they tend to dedicate a lot of time to their fans. Bloggers, like social media influencers, ultimately need to know, and love, you to be willing to work with you.
So, how do you make them fall in love with you or your brand? Start by being real. Don't expect anything from them; don't push them with countless emails; and don't annoy them on social media. Reach out to them on a one-on-one basis; tell them why you have chosen them for your blogger outreach program; and be honest on whether or not you can offer them something in return. While some bloggers will only accept payments in exchange of sponsored posts, most will be more than happy to help out if asked politely.
If you need more advice on how to successfully reach a luxury blogger, read our recent post, or to plan your next blogger outreach program, reach out to us.
Ten Tips For Reaching A Luxury Blogger
After sending dozens or even hundreds of press releases to bloggers who are online influencers in your niche, you might wonder why you have received so few replies. Could it be that your pitch went into every one of these bloggers spam folder? Or could it be that you didn’t send anything of value to the bloggers? Wouldn’t it be nice if bloggers took the time to tell you why?
At LuxeInACity, our digital showroom, we have received thousands of press releases by luxury and luxury travel brands that hope to get exposure on our blog and social media channels. Yet we have worked with only a handful. Why? Because we felt that these PR pitches were simply not addressed to us.
To help you reach us and other bloggers like us, stand out from the mass by applying the recommendations below.
1. Don’t spam
This is probably the most important thing to remember: Never ever send a message or press release to a mass distribution list. Why? Because no one likes spam. There is absolutely no difference between receiving an unwanted press release from an agency and receiving a sales pitch by a random email marketer trying to sell you fake goods. We treat them the same. Unless you are LVMH and have major news to tell, your mass message will most likely be ignored by all. It’s just too easy to overlook. And if you keep sending weekly emails without ever actually trying to connect with us, you might just make us mad. If we have talked over the phone and you still send me emails via your distribution list, you just lost some hard-earned privileges. Simply don’t spam.
2. Engage 2-3 months in advance
Yes, you read it right. Don’t expect to build a relationship with a blogger in two days or worse in two hours. They need time to get to know you. Bloggers receive hundreds of emails a week and barely have time to reply to the most important ones. Take us for example, we are a boutique luxury agency with real life clients who want us to build their brand’s image, to create engaging content for marketing, social media and SEO and who expect us to work on tight deadlines. If you send us a press release but we don’t know who you are, what do you think we will do? That’s right; we will most likely simply skip over the request and continue working on our paying gigs. But if you are our friend, we will most likely make a last minute exception and work with you.
3. Introduce yourself or your PR/SEO agency.
Before you start talking about how great a brand, product or event is, start by telling us who you are. Makes sense doesn’t it? How can we establish your credentials if we have never heard of you? Don’t be shy to tell us about your agency and share your personal profiles on LinkedIn and Twitter. You don’t need to write a full paragraph about yourself but do give a little insight, something other than what’s in your signature.
4. Pitch to a real-life person not a robot
I never thought I would say this, but consider talking and getting to know us a little before you reach out to us. Use our name in the email instead of “dear blogger” and remember to spell the name correctly. My partner/sister’s name is Maxine yet we get so many emails written for Maxime. If you start with dear blogger or a simple hello, you tell the blogger that you don’t care about them enough to find out their name. We have even posted our names and linked our LinkedIn profile on our homepage yet few refer to us by our names or take the time to connect. No name equals no replies.
5. Pitch to a blogger not a journalist
Remember, bloggers write about what they want to, not what they have to. They don’t have to cover the news or tell your story. They do as they please and write because they are passionate about their niche. Here at LuxeInACity, we love luxury and especially luxury travel, we have writers who roam the globe, so invite us for a drink or a snack and get to know us a little. If there is no possibility for a rendezvous, show us how your brand would appeal to our audience instead of simply summarizing the content in a press release. If you are a hotel and have a new killer summer menu, invite one of our fans for a complimentary meal. Remember, we are in a new media era and our fans want us to interact with them, so we need to be able to interact with you.
6. Don’t copy/paste
Please, never do this again. You can attach the press release and all related images, .pdf and videos in a Dropbox folder but don’t include everything in the email. If you are like me, you have a smartphone linked to your emails. You get a ping and you instantly check the message. If I see that it’s a copy/paste of a press release, I simply click delete. If I see that it is a personal message with an outline of the pitch, I will keep it for a further review. Also, if you get my personal email from a reply, don’t take it as an “I want to subscribe to your mailing list for all ongoing press release distribution” sign. Unless I personally sign up to your mailing list, don’t sign me up.
7. Make it easy
Time is money and a blogger has little time to run around trying to get images to promote your brand. So make it easy for them and provide everything in a convenient Dropbox folder. Also, make yourself accessible to the blogger for questions or additional resources as needed. Bloggers have editorial calendars and if they tell you they hope to publish your article on a specific date, don’t make them chase after you! Remember that they are working for you and you want them to be on your side.
8. Don’t ask for stats
Again, do your research. If you find a blogger and have taken the time to reach out to them, it’s probably because you believe their audience is a good fit for your brand. So why do they have to prove to you that they are online influencers? If the blog ranks under 500 000 on Alexa, has thousands of social media fans, you should know they have all the influence you need.
9. Make it Win-Win
Not every blogger hopes to make money from their blog but do respect bloggers who write for a living. When you ask a blogger to write about your brand, you ask them to do the work for you. If you are a PR agency, your clients pay you to try to generate some media exposure for them. So, why is it so hard for PR reps to understand that bloggers with huge followings should get compensated for their hard work? Try getting thousands of fans to read your blog and follow your social media channels and you will see why bloggers should be compensated. It’s not easy and it is very time consuming. Think of a blog as a business because that is in fact what it is. If a brand has money to pay a PR firm to find bloggers, then they should also put money aside to pay the bloggers to actually promote them to their desired clientele. Would you work for free? I don’t think so, so explain to your clients that bloggers shouldn’t have to either.
10. Say Thank you.
So many PR reps forget to send out a simple thank you email. Everyone appreciates recognition for work well done. If you forget to thank a blogger, don’t even think of reaching out to them in the future with another pitch. If you have joined the social wave, keep in touch and join them in any interesting discussion. A little love will go a long way for your next pitch. Trust us on this.
After reading this post, try sending us your pitch at LuxeInACity and hope for a quick reply. If you get one, it means you have mastered the art of pitching to bloggers.
After reading this post, try sending us your pitch at LuxeInACity and hope for a quick reply. If you get one, it means you have mastered the art of pitching to bloggers.