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

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

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

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

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

Click here for the full article.

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