Blogger-Spotlight-Ryan-Clark-from-Luxurybranded-Cover

Blogger Spotlight: Ryan Clark of LuxuryBranded.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, 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 Ryan Clark, the founder of the Luxury Branded. The creative mind of this marketing genius is behind the bespoke experience that the brand delivers. He has extensive experience in building brands, which has helped him gain an insight into the myriad aspects of the luxury industry. Social media success is also one of his specialties.
Read on to find out more about this expert from the field of luxury branding.

 

Blogger-Spotlight-Ryan-Clark-from-Luxurybranded
Every blogger has a different story on how they got started blogging. What is yours?

My foray into blogging started when I noticed a lack of a certain type of content within the industry and I felt I could fill that void. 10 years later and I’m still here spouting words down in this digital landscape and I haven’t looked back.

 

Like most successful bloggers, 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 look for a company that provides something else no other brand does in their space and that will excite my readers because that’s my number one concern. The thing that makes me really want to work with a brand is when they actually have read my work and appreciate it. This leads to not only a business relationship but a more personal one that will extend well into the future which should be more than mutually beneficial.

 

 

Luxury Branded Blog Ryan Clark 2

 

 

What is your take on press releases? Do you like receiving them or do you simply discard them?

 I love getting them as it gives you a slightly quicker jump on the other bloggers in the industry. I won’t publish them word for word, but rather write my own words and provide my perspective which hopefully gets noticed.

If a brand wants to reach you, what channel should they use? Do you prefer email, social media or another means of communication?

 I like it if I notice some social media engagement from the brand leading up to connecting. I would want the luxury brand to legitimately be proud of what I do enough to want to work with me and my readers. From there if they’ve hunted me down via email I know they’re quite interested in working with me and have spent some time looking over what I’ve done and how I work.

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?
For me it’s all about the brand relationship first as they provide products and services I respect and love, and from here I can know that my heart is in it and my readers will respect that.

Of all the social media channels you engage on, which one do you prefer and why?

I would have to say Twitter. It’s a great way to share your thoughts and expertise as well links to your content and others you respect in your follower base. Twitter for me is also responsible for building hundreds of amazing relationships over time which has lead to both business and real friendships.

In your opinion, what does it take to become successful on social media?

Become a leader with a voice that is heard because you provide thoughtful insight and new ideas that get people talking. Social media is about real people interacting online and you need to cut the fat by not being like everyone else. If you can stand out you will without a doubt rise as an influencer in your industry and this will lead to amazing opportunities for you and your followers.

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 think I’ve checked it since the day I’ve signed up but I think services like Kloutand Wefollow.com are invaluable tools luxury brands can use to their advantage. How? Well, they give you a quick and easy look at who’s an influencer in your vertical and that’s priceless.

Apart from blogging, do you offer additional services to luxury brands who choose to work with you?

I offer what I like to call “next level” training to luxury brands to elevate their social media game. I see a lot of the wrong interaction taking place in a brand’s social media streams and too many companies treat it as a place to only push a product. A lot of luxury brands also don’t seem to have a specific strategy in place like targeting and building relationships with influencers and how to get more shares of their content.

 

 

Luxury Branded Blog Ryan Clark 3

Do you manage more than one blog? If so, which ones?

Besides the Luxury Branded Blog I run LuxuryBC.ca on the side for fun, not profit. It is the only blog in British Columbia covering the finer things of life here in Western Canada and I have a blast doing it. I am so thankful and proud to be from this amazing part of the world and I’m doing my best to share the best of the best so I’m not the only one enjoying it.

If you had to mentor a new blogger, what is your go-to advice to become successful?

To me the most important factor is providing content people will want to read and share. The biggest problem I see in the luxury industry is regurgitation of the same news all over the place when an event or product comes out. My top advice would be to get people talking socially, if you can do that you’re in for a lot of success.

 

Don’t hesitate to connect with Ryan on Facebook, Twitter, LinkedIn, Instagram, and Google+. You can also email him at ryan@luxurybranded.com or reach out to us for an introduction.


How To Sever Your Relationship With A Luxury Blogger

When The Relationship Between Brand And Influencer Suffers

Creating an initial buzz around your brand might simply require you to pay a few key influencers to spread your message. But apart from a short term influx of traffic, and maybe a few sales, will this tactic really bring tangible value to your brand's overall digital presence? If a blogger or social media star is paid a lump sum to either publish a  blog, tweet and/or post a link on their Facebook wall, one has to wonder if they will ever work with that brand again for free? Will they provide the relationship between brand and influencer? Will the influencer provide more value then what is stated in the agreement? Will they create a long-lasting social synergy to stay true to their original recommendation? Maybe, maybe not.

 

We once consulted with this digital brand that used this technique to drive new members to join their newsletter. The brand paid a notable blogger over $4,000 to tweet to her 100 000+ fans about this great new website. The results was a sudden influx of new sign-ups, but then... nothing much happened. This campaign didn't have a lasting effect because it fell short on a few things.

First, the blogger had to be convinced with money (a lot of it) that the brand was one she should tweet about. Since she had no emotional connection to the brand itself she didn't feel the need to provide additional value to the brand other than what was stated in her agreement.

Second, she simply didn't have the right audience. She had hundreds of thousands of fans but if the brand had paid attention they would have noticed that her tweeter feed did not have the right type of followers. The brand sold luxury products in excess of $500 but when you looked at the blogger's fan base, you could easily notice that her fans were young adults who, although longed for these types of products, could, more than likely, never truly afford them.

 

We also came across a similar situation when we managed the social media channels and blog of a famous Canadian personality. She was under contract with a dairy brand to tweet sporadically about the products. We were actually shocked when we read her agreement: every one of her tweets was pre-planned by the brand months in advance! She didn't even have the authority to create her own tweets! We know for a fact that her tweets resulted in very little results. She barely wanted to send them out; her fans, who followed her every move, noticed the "fake factor" of every one of these tweets. It was obvious they weren't really hers. A real shame.

 

An influencer campaign can be successful if done the right way. Paying bloggers and social media influencers to share your message can work, if you identity the right influencers and create the right campaign. You should then ask them to create engaging content that fits their audience. Give them the tools and the leeway to come up with the campaign with you. They understand their audience better than you; they know what works and what doesn't; and they sincerely hope for your success. These influencers have usually achieved the social success you are longing for, so you might as well listen to their tips and recommendations.

If you need to find influencers in the luxury travel niche, check out our blog on the top 145  Luxury travel social media channels to follow in 2014. Or even better, contact one of the luxury bloggers we have interviewed in our Blogger Spotlight series.

 

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Damon banks - Luxe Getaways

Blogger Spotlight: Damon Banks of LuxeGetaways.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.

 

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Today’s blogger is Damon Banks of LuxeGetaways.com, a travel writer's blog. With over 15 years of experience in the travel and lifestyle industry, Damon’s involvement on multiple levels within the travel, hospitality, business and lifestyle industries allow him to provide a unique perspective as an editorial contributor, freelance journalist and industry expert to a variety of international print publications, online media and news outlets. Damon regularly contributes to the Huffington Post, The Examiner and several high-end luxury magazines such as Upscale Magazine, Montage Magazine, Global Living and Upscale Living.

Read below to learn more about Damon Banks, a man who seems to know everyone in the luxury travel industry.

 

Every blogger has a different story on how they got started blogging. What is yours?

"The word ”Blogger” has certainly evolved over the years, becoming a much more accepted and trendy term. With my background of media, along with a growing amount of international travel writing assignments, the opportunity to also maintain a Blog (LuxeGetaways.com) has simply been a place where I could write about something I had a personal connection with, or simply wanted to write about and explore further, as time allows."
 
Like most successful bloggers, 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?

"Fortunately, between my writing for magazines and online outlets, if there’s a brand that I personally know, appreciate and want to feature, it’s nice to have options when finding a place to feature the brand. It might take several months, but if it’s meant to me, there will always be a way to collaborate."

 
What is your take on press releases? Do you like receiving them or do you simply discard them?

"I think a good press release can be very helpful. Of course, there are a lot of bad press releases out there, but a good one can provide a quick snapshot of the brand or project, and enough information to decide if it’s something that is a good fit for what is currently needed."

 

If a brand wants to reach you, what channel should they use? Do you prefer email, social media or another means of communication?

"Email is always the best and most direct, however, I do have a lot of people that reach out to me via social media, which is always a quick way to exchange contact information and make the initial connection.
Of all the social media channels you engage on, which one do you prefer and why? I find that all the social media options today have advantages and disadvantages. For everyday outreach, Facebook and Twitter remain important; and when it comes to a number of great industry connections, Linked-In is also a great asset."

 
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?

"Klout, Kred and others are interesting, but I certainly don’t put a lot of merit into these ratings. I’m interested in how much the number fluctuates, so I will check it every few weeks, but don’t stress out if it’s dropped a few points."

 

Damon banks - Luxe Getaways
Apart from blogging, do you offer additional services to luxury brands who choose to work with you?

"I know my position is a bit unique since I contribute to a variety of outlets. Also, due to my media background, I have also worked with a number of luxury brands on their promotional and marketing endeavors. However, with my schedule these days, most of my work is simply based around developing stories and then promoting them via my personal social media channels."

 
Do you think luxury brands should understand that blogging is also a business for some?

"I think most brands today see writers and Bloggers in a much more positive light than just a few years ago, and understand that it is a business. In my case, I am writing full time, but still enjoy being able to Blog with outlets such as Huffington Post, or my own Blog, LuxeGetaways.com. Unfortunately, each industry (Bloggers, writers, travel agents, etc.) has a few “bad apples in the bunch,” which always discredits those of us legitimately working in the industry. However, that’s a part of business, and most brands can differentiate between the legitimate writers and Bloggers, verses the “bad apples.” "

 

If you want to get a glimpse of a travel writer with a great social media following, connect with Damon Banks on LuxeGetaways.com, on TwitterFacebookGoogle +, and YouTube. If you are to shy to connect with Damon directly and want an introduction, reach out to us. We consider Damon as among one of our favorite digital friends.

 


KAREN SCHALER FROM TRAVELTHERAPYTRIPS.COM

Blogger Spotlight: Karen Schaler From TravelTherapyTrips.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 Karen Schaler from TravelTherapyTrips.com. You might have seen Karen on the Travel Therapy TV show traveling the world and making us dream of the ultimate escape. This three time Emmy award-winner and lifestyle and travel expert hopes to inspire even the most discerning traveler to take empowering trips based on what they are going through in life. Whether you are stressed out or looking for romance, check out her online series for tips on where to go next.

You can also follow Karen on her adventures through her articles on such prominent publications such as The New Yorker, The Boston Globe, New York Daily News, Travel+Leisure, Town & Country Travel, Elite Traveler, Islands, abcnews.com, Delta Sky, Hemispheres, US Airways Magazine, SilverKris-Singapore Airlines Magazine.

 

Read on to learn more about Karen Schaler, a woman with a passion for sharing her tips with her fans.

 

Every blogger has a different story on how they got started blogging. What is yours?
"I got started blogging to launch my new website, www.traveltherapytrips.com, as I was getting ready for my book Travel Therapy: Where Do You Need to Go?, to come out because I wanted people looking for the right trips to take to have a place to go where they could continue the journey, after the book, and get updated information on the best destinations, resorts, spas, culinary trips and travel adventures from around the world."

 

KAREN SCHALER FROM TRAVELTHERAPYTRIPS.COM
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?

:Because I’m the creator and host of Travel Therapy TV, airing in New York City and nationally, my blog is focused on a lot of videos highlighting the different Travel Therapy trips I’ve taken for my TV segments and ongoing online video syndication. Since all of my reporting is ”first person” meaning I have to actually travel to a place and experience it before I will write about it, I work with people who are able to help me get the editorial I need and understand what it takes to shoot and produce a television segment. I tend to work with the same publicists over and over again that ”get it” because I know when they pitch me a story they know my Travel Therapy brand and what I do and they don’t waste my time and we know how to work together quickly and efficiently.

That said I always love meeting new publicists who have taken the time to know the kind of editorial I’m doing and ask smart questions about what I’m looking for. For those publicist who blindly email me how their story is perfect for my ”readers” when I work in TV and have viewers, their pitches go into the trash. If they don’t take the time to know the medium I’m working in I don’t take the time to read any further."

 

What is your take on press releases? Do you like receiving them or do you simply discard them?

"I rarely read a press release beyond the title and will only read on if the title is fantastic and makes me curious to read more. I prefer targeted pitches to what I do with my editorial, ideally one or two lines to ”hook” me into wanting more. I work in TV, we’re very fast paced. I decide in the first line if I’m interested so they have to make it good."
What would make you choose to work with a brand on a giveaway campaign on your site?
"The only time I’ll work with a give-a-way campaign is if I’ve covered the place doing the give-a-way and can recommend that place personally and it makes good editorial sense to offer the give-a-way."

 

If a brand wants to reach you, what channel should they use? Do you prefer email, social media or another means of communication?


"Always email, please. I don’t take calls. You can also send me a tweet @traveltherapy but I get so many it might get lost so email is still always the safest and again a catchy personalized subject line will get it read faster."
Of all the social media channels you engage on, which one do you prefer and why?
"I like Facebook, Pinterest and Twitter as my top choices. They each offer a unique way to help me share my editorial content and stay connected and researched on potential stories I’m interested in covering in the future."
In your opinion, what does it take to become successful on social media?
"To be successful in social media you have to check in daily, be engaged, share information, be authentic and honest and respond to those who are interacting with you as much as you possibly can. You also can’t just shamelessly self-promote your own project you have to give back and share unique ideas, tips, things that will help another person, that’s how you build a loyal following."

 

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?


"Right now I’m not monitoring my Klout score as I haven’t seen it have much impact or be relevant to what I do at this point."

 

KAREN SCHALER FROM TRAVELTHERAPYTRIPS.COM
If you had to mentor a new blogger, what is your go-to advice to become successful?
"Pay it forward! Find something to say that is unique, inspiring and empowering and help people live their best lives. That’s how you can build a loyal following and do your small part to help make someone else’s life a little better. Whether that be through travel, fashion, health and wellness, sports, you name it, the key is just to be genuine and to give something back not just take, take, take. Everyone has something to say so just choose your words wisely so people will want to listen."

 

Get inspired by Karen Schaler on TravelTherapyTrips.com, on TwitterFacebookGoogle +PinterestYouTube, Delicious and StumbleUpon.  If you are to shy to connect with her directly and want an introduction, reach out to us.


Ana Silva O Reilly - Mrs.O Around the World

Blogger Spotlight: Ana Silva O’Reilly From Mrs. O Around The World

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.

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Today's blogger is Ana Silva O'Reilly from Mrs. O Around the World, a luxury travel blogger who seems to be constantly traveling the world in search of the best experiences. Yes, you can be jealous, Ana Silva O'Reilly, is living the life. Since 2011, she has been inspiring travelers to follow her adventures and to share their personal experience with her on social media. Mrs. O Around the World currently reaches over 30 000 monthly fans and has a great following on social media, especially on Twitter where she has over 13,500 loyal fans.

Read below to get to know the woman behind Mrs. O Around the World.

 

Ana Silva O Reilly - Mrs.O Around the World

Photo Credit: Flytographer

 

Every blogger has a different story on how they got started blogging. What is yours?

Mine was a complete accident! I have been travelling my whole life for both work and pleasure and in 2011, as I was finishing my MBA, I decided to explore social media further as a marketing professional. I actually went to New York and attended one of the first academically certified and recognised social media strategy courses at NYU and I had to create a twitter account – Mrs. O was born there and then. The blog came a few months later (in November 2011) because I was being constantly asked (and offering) for advice on where to go in specific places. Sharing a URL was easier than emailing people all the time. And the rest, as they say, is history.

 

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?

The love test. I am a consumer first and foremost (and the lifestyle I depict on the website and through my online persona is my real life) – so I know most brands ’from the other side’. I tend always to work with brands that I love – brands that I know well, as I have paid for their services over and over again.

 

 

Ana Silva O Reilly - Mrs.O Around the World

Photo Credit: Flytographer

 

What is the best pitch you have received from a luxury brand? What is the worst?

This one from PRCo, a leading PR agency in the UK, on behalf of the Four Seasons - http://mrsoaroundtheworld.com/2013/08/14/my-hotel-four-seasons-hampshire-uk-fshampshire/

I had worked with PRCo and Four Seasons on many occasions, but I loved the tone and the pitch – it was just for me and absolutely spot on. So much so, I actually shared it with my readers. The worst? Where do I start? I get really bad ones on a weekly basis and it makes me sad. Usually they come from digital agencies on behalf of top clients, who have no idea what is being done on their behalf. I usually take the time and contact the client to let them know – there have been some surprises! I will always remember being invited to review camping equipment. I kid you not.

 

What is your take on press releases? Do you like receiving them or do you simply discard them?

I don't write from press releases and I really don't like receiving them – especially if they have been unsolicited. I love when (few) PR agencies actually bother to ask me. I really don't like when they just add my email address, which happens too often. Social media allows you to be on top of news and developments on any industry and if it is something good, I will hear about it.

 

If a brand wants to reach you, what channel should they use? Do you prefer email, social media or another means of communication?

I love when some brands approach me via Twitter and build a rapport over time – I like to get a feel of who is behind the social activity, tone of voice etc. Those are the brands that I then tend to work with on projects. I don't like ’cold’ projects, or purely transactional ones. And most brands I have worked with, have been repeat projects – true partnerships.

 

Which social media channels does your audience interact with the most?

Interestingly, the community I have built around Mrs O is somewhat fragmented – which makes things more interesting. My Twitter followers are not the same as the people who like my Facebook page. Instagram is a bit of a mix bag, but also have Instagram only followers. Those different audience groups are looking for a different experience, and I provide content according to the platform.

 

Do you sometime receive compensation from luxury brands, whether it's in the form of cash or incentives, to blog about them?

I am very clear about any compensation I receive, if any. I also disclose any free services/product, which most people don't, but I believe it is very important - needless to say, the whole point of writing a review is if one can be honest and add real value. Otherwise, what is the point? When something isn't good, I have no issues with telling my readers - how disappointed would you be if I told you that hotel x had great rooms and you went there and found out it was not the case?

I can work on an editorial basis which is free of charge or I can work on a branding campaign basis with a sponsor. Both work very well and have different types of reach – it depends on what the brand is looking to achieve.

 

Apart from blogging, do you offer additional services to luxury brands who choose to work with you?

Yes, I have worked on numerous brand awareness programmes and social media campaigns, where I take the readers with me, live, on a particular trip. It is always clear where I am staying and what I am doing. I also offer consultancy services on the marketing and social media arenas.

 

If you had to mentor a new blogger, what is your go-to advice to become successful?

Think why you are doing this – if there is a genuine passion, and this is really your life, by all means, use these platforms to inspire others, if that is what you want to do. The goal is to find other people who think and act in a similar way that you do – and you will find a lot of common ground. If you are thinking about starting a blog to brag, or to get freebies that you would not otherwise be able to afford, I honestly don't think it is going to work (and sadly too many people see that as a goal. I find it morally wrong). Having a story to tell is the only way that others can listen to you. It is a crowded space, with low barriers to entry, but like in any industry, not every one can get to the top (I am not saying I am or aspire to be). In my other career, it took me 15 years, a business studies degree and an MBA from top schools and a lot of hard work to get me to where I am – I would not expect 2 years in blogging to take me to the same place. I am very grateful for the opportunities I have been given as a blogger (because I found my space, my voice), but would never expect this to become my number one professional occupation.

 

Ana Silva O Reilly - Mrs.O Around the World

 

Connect with Mrs. O on MrsOaroundTheWorld, on Twitter, Facebook, Google +, LinkedIn, Pinterest, YouTube and Instagram. Yes, the woman is everywhere! If you are to shy to connect with her directly and want an introduction, reach out to us.

 

 


Lorre White - The Luxury Guru

Blogger Spotlight: Lorre White The Luxury Guru

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, our luxury travel magazine, 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.

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Today's blogger is Lorre White, often nicknamed The Luxury Guru. As you will read below, Lorre is considered an expert in luxury among her peers. She is often asked to share her opinion on TV, radio, and everywhere in digital media. Apart from rubbing shoulders with UHNWI, Lorre blogs on a regular basis to share her insider knowledge with those who seek valuable advice on how to attract and connect with luxury consumers. The Luxury Guru also provides a range of service such as consulting and marketing through White Light Consulting, her luxury consulting company.

Get to know Lorre White The Luxury Guru, learn from her and hopefully, you will find an innovative way to collaborate with her.

 

Every blogger has a different story on how they got started blogging. What is yours?

"I started blogging in 2004/05 when I was on consulting project for NetJets/Marquis Jets as the head of their global marketing and sales for their BBJ (Boeing Business Jet) program. (At the time, their BBJ, which commercially seats 200, was configured for 18 with 3 marble bathrooms with showers, two bedrooms, etc. Back then, just fuel was $19,000 an hour for this jet. That is not including use of the jet itself, catering, regulatory fees, taxes etc.) These were NetJets wealthiest clients. Although they had great financial resources, they often asked me where to go, where did I like to stay, my favorite restaurants, what international events like Cannes Film Festival, Monaco Ball, Grand Prix, Art Basel, etc., were most fun, and where were the insiders hot parties. Basically they wanted the inside scoop, as they do not like to travel as tourists. They need to know they will be on the right side of the velvet rope.

These are people that can afford every luxury, and have an insatiable desire for more information regarding all aspects of the luxury sector. Luxury is fun ,and these people can afford to live fully exhilarated lives. As a luxury marketing consultant, I get information about the newest luxury products, where to buy them first, etc., and so I just start blogging as a way to better serve my NetJets clients and stay in touch with them after my project was completed. From there it just grew by word of mouth to their peers, and through my new consulting clients, and international media work.

I also share luxury industry articles from other sources that are of interest to my fan base. They know that I weed through the junk and post only those articles that actually have something relevant to say. This saves them time. Because of my luxury marketing training I know how to reach the UHNW and I know what they want, so it is not really surprising that it has grown organically. As Forbes say "Lorre's followers include Billionaires and Royals"

When a company contacts me and asks how many subscribers.....I know immediately I am dealing with someone that is not experienced in the elite end of the luxury sector! In Luxury Marketing it is about WHO, not How MANY. One person that can afford your product or service is more valuable than a million that cannot. I do not seek the aspirational follower. If they want to follow me, it does not hurt me, but it does not help me either. My content stays true to my specific demographic and has now for a decade. But everyone wants to keep up with the Jones, (or in this case the Buffetts, Gates, Pinaults, Arnaults) and so not surprisingly, others started to follow. These people maybe cannot own a jet, but can afford a jet card with hours of flying time, or to charter a jet on occasion, or lower down still, only fly first class commercially. They can participate in some of the products and services and are aiming to increase their wealth to afford them all.

Also, trust is a very important factor in reaching the UHNW. Many of them know me personally, or I was recommended by one of their peers. My consistency of blogging material has proven reliable. The TRUST factor really goes back to the time factor. They do not want to waste their time on travel, stay in a hotel, eating in a restaurant, shopping at stores that were recommended by someone who perception of luxury may not match their own. I have worked extensively in the luxury sector for over two decades as an international luxury marketing expert. My followers TRUST me not to waste their TIME. Also, I have had several luxury brand recommend that their employees follow my work, as it serves as an educational source for them to learn from, and see what is relevant to their potential clients.

As the media became aware of who many of my followers were, they started wanting me to appear on TV, radio and such to speak about different luxuries to their audience. The financial means is much lower for the TV audience, so I cover lower priced luxuries that the "aspirationals" can afford, like fashion, foods, wines, some travel. As this aspect of my media work grew, the networks need a place to have information about items I covered posted, so I added it to my luxury blog that shares my name "Lorre White, "The Luxury Guru". I was dubbed this by the media, "The Luxury Guru", because they needed a title to flash on screen under my name, and each time I was at the network, it was on a different subject, one time yachts, the next time perfumes, next travel. This somewhat humorous name was all encompassing in the luxury sector, and it just stuck."

 

Lorre White - The Luxury Guru

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 simply ask myself, "Is this a match to my target UHNW followers? Is this information appropriate and of interest to my fan base, or will this seem frivolous and a waste of their time to read?" I started this blog with personal knowledge of the readers and what they requested. I just stay true to what their luxury market interests are.

Only 200,000 people control over 50% of the global wealth and there are really very few sources the serve this group. There are thousands of media sources that use the word luxury, but they target an aspirational group. The tastemakers are not interested in the lipstick du jour, how to finagle discounts, or how to dress like a celebrity. Celebrities follow these people. The motivations of the truly rich are very different than the masses. The aspirational will spend time waiting in line, cutting coupons, changing dates to try and experience things beyond their means. They are willing to spend time for money, but the uber-rich are the opposite. To them time is the single rarest commodity and they are happy to pay three times the price if they can get it fast, when and where they want. Convenience and good service is really built around saving them time. Sites that carry celebrity gossip, and the hand bag of the month, just waste the precious time of the UHNW and thus they won't follow. What they can afford to do differs from the masses, and what is only a dream for others, is their reality."

What is your take on press releases? Do you like receiving them or do you simply discard them?

"It really depends. Companies that do not understand the luxury market and are really targeting aspirational are the biggest waste of my time. But concise releases from the private, jets, yachts, and elite car industry, I do find beneficial."

What would make you choose to work with a brand on a giveaway campaign on your site?

"Lorre: Appropriateness to my UHNW client base and blog following. Does it offer something this my readers want, and distinguish me as offering something special to my base that they can't get anywhere else."

If a brand wants to reach you, what channel should they use? Do you prefer email, social media or another means of communication?

"I prefer email. I want something more than going to their website that everyone can do. Email is the most efficient way to get information; that amount of information does not fit in 140 characters tweet."

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?

"Well with brands I already a good relationship with , it is easier to reach me. For brands that do not have a relationship they need to create one, and thus incentive. I have at least two full time jobs in the luxury sector besides blogging, and they need to get my attention and give me a reason to focus in their direction. They need to build the trust with me.

I think one of the largest limiting factors that luxury brands have, is that the location of the bloggers is global, and bloggers have neither the time, nor often the resources, to fly to every brands headquarters to get educated more extensively on a brand and build relationships. The smarter brands will have to learn a way around this and host cross promotional events for the bloggers much like they do for the clients, where several non-competitive brands can access specific bloggers with a particular following. If they do not, they will be stuck with the same regional bloggers over and over again. Their reach is really limited. If a brand is in Paris but wants to reach the US or UAE markets, they may need a farther blogger reach then the greater Paris area allows."

Of all the social media channels you engage on, which one do you prefer and why? Which social media channels does your audience interact with the most?

"Research shows that statistically the social media that is most active with the UHNW is FaceBook. I think that I enjoy this one the most because it is the one the does not have to stay on point. I do post my articles and blog postings there too, but it is only part of the content. My brand is a person and so those that follow me on FaceBook feel that they know me because of the more social aspects and non-business interaction that happens there. On my other social media I tend to stay on point of pure work related topics."

In your opinion, what does it take to become successful on social media?

"As a marketing consultant and blogger, I say it is consistency of content for a specific audience. Do not try to be all things to all people or you will wind up with nobody. Pick and audience and be true to them. If you are consistent you will develop a following. Be knowledgeable and trustworthy, or just entertaining depending, on the subject of the blog, and offer something different. For me there are very few sources that have a reach to this UHNW group and my competitors use a company name, there is no personality. Readers do not fall in love/trust with a building, but they do the right person. My brand is a person and so my readers feel that they know me, which cannot be said of just a magazine or newspaper name. As I said before many of my original blog followers were private jet clients that knew me. It does require the right person, I have seen some luxury brands try to adopt this, but have does so unsuccessfully. I have a proven track record of success."

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?

"NO, I think Klout is a very poor measure. Firstly, they include only one page on a site, they do not include fan pages and/or group pages, or second profile pages on FaceBook or LinkedIn. They limit the number of social media sites that can be included in the score. They do not include the many private social media networks. They do not include your following on other sources of media. For example I had a monthly column under my name, in Portugal's number 1 rated luxury magazine with over 1.2 million subscribers, and this is not included in in Klout scores. I make TV appearances or web shows and that is not included. It does not include the number of subscribers that use RSS feed on my blog and get it sent directly to their in box. There is more, but I think your probably starting to see how very incomplete and thus irrelevant Klout is. I think it is a toy for non-professionals."

What is the main reason you blog on a daily basis? Is it for pleasure, for business or for both?
"Business, but I love the luxury business."

Do you sometime receive compensation from luxury brands, whether it's in the form of cash or incentives, to blog about them?

"Yes, appropriate brands can purchase a feature story/interview. This is something much more in-depth. Not every business/product/service/person qualifies for a feature. I maintains a very exclusive fan base by never abusing their time. If a subject is not deemed of interest to my readers, a posting will not be made.

 

As the only internationally recognized luxury media personality, my work is also followed by the global luxury media. Often my posts and features article get republished into luxury magazines globally. For example when Rolls-Royce chose me to do their first personal (not just cars) interview with their global CEO Torsten Müller-Ötvös, it got republished both in print magazines and web based ones, multiple times in many countries! When I wrote a feature on Steve Case's (founder of AOL) Virginia Winery, it got picked up and reprinted in a UK Luxury magazine giving the Virginia wine industry their first international media exposure. That is bang for your buck! I do not just have individuals that follow my work, but a whole host of global business and luxury media that does too."

Apart from blogging, do you offer additional services to luxury brands who choose to work with you?

"Lorre: I am an internationally recognized luxury marketing expert. I own White Light Consulting. I work with luxury brands that need to reach the world's wealthiest because of the price point of their product or service, companies that sell yachts, jets, racehorses, elite properties, jewelry, watches, 5 star hotels and private banks.

I have frequently written articles about problems that I find in companies. Luxury Marketing is very different than mass marketing taught at most universities. The use of mass marketing is the number 1 cause of failure in luxury businesses. There is even a separate LUXURY MBA offered at many international Universities. There are very few real luxury marketers. I get letters all the time from people thanking me for these articles and how my luxury industry articles helped them change their way of thinking and greatly improved their business. It gives potential new consulting clients the chance to see the type of work I have done. The UHNW like to read about themselves and they enjoy it, not to mention many are investors in luxury businesses and they are looking for information both as an investor, as well as a consumer.

I also am an international keynote speaker for luxury industry events, and the only internationally recognized luxury media personality with a following of the world's wealthiest consumers. I have a recognized name in the industry, with both inside the luxury industry professionals and outside the industry to the end user. I bring credibility to brands and events through my attendance. As one journalist wrote, "If you don't know of Lorre White, you're probably not UHNW." I am also the ONLY internationally recognized luxury media personality (TV, Web, radio, magazines etc.,) and a keynote speaker for the luxury industry. It allows fans to know where I will be speaking and helps to promote those events/shows/magazines all of these are other ways I work with brands besides the obvious benefit is that when I cover luxury items that it goes out to a group of people that are very hard and expensive to reach. It I write about my personal experience with the hotel, jet, designer etc. that bring credibility to whatever I cover, because I have built trust with the UHNW. It is more important who says it, as what is said in reporting to this group because they know that their standards exceed what is the reality for most individuals. Unless someone has been trained, they are probably bring their more middle class perspectives into play. The WSJ is a trusted source, but an article written by a regular journalist, will lack the trust and not have the influence, and will cost a whole lot more."

Do you think luxury brands should understand that blogging is also a business for some?

"Absolutely, everybody has to eat, and the brands that realize that they need to help put food on the table, in order for the source to not dry up, will be the ones that more successfully move forward in the ever advancing social media world. Some bloggers rely entirely on their blogging as a means to support themselves."

What would you say is the best thing about being a luxury blogger?

"Always having a podium, a worldwide platform from which to speak, and in my particular case....to a very powerful global group that are the shapers of the globe."
Do you rub shoulders with the rich and famous through your work as a luxury blogger?

"I have often "rubbed shoulders with the rich and famous" but that is mostly through my other work. Unless, you count that daily, many of this rich and famous globally, get a direct email from me with my daily luxury blog updates."

 

Don’t hesitate to reach out to Lorre White The Luxury Guru on FacebookTwitter, Pinterest, LinkedIn, Google + or if you want an introduction, reach out to us.

 


Luxury Blogger Spotlight Regitse Rosenvinge of Byrosenvinge

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.

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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.

 

Luxury Blogger Spotlight: Regitse Rosenvinge

 

 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.

 

Jewelry Collection from Regitse Rosenvinge

 

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 FacebookTwitter, or if you want an introduction, reach out to us.


TheTopTier.net Luxury Blogger Spotlight

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.

 

 

Doron-Levy-of-TopTier-net-Luxury-Blog

 

 

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.

 

 

Doron Levy of TheTopTier.net Luxury Blog

 

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.