There are some product and service categories that are automatically defined as luxurious. Jewelry stores, spas, five-star hotels, high-end fashion boutiques… But is this distinction really set in stone? Can the term “luxury” never be used to describe, say, a humble bed and breakfast, or a relocating service, or even a web host?
I don’t think so. Any product, any service, any brand can have an added value of luxury.
Sometimes just a touch can be enough. Sometimes it can redefine the entire brand image.
Can this be right for you? I can’t tell you, of course, not without talking to you first. But chances are, it could open up a whole new range of possibilities. Some that you had never thought of before. And that extra effort just might pay off more than slashing your prices or running yet another limited-time offer.
Before you dismiss the possibility as not right for your business, think about it:
What are some of the things that come to mind when you think of a luxurious experience or special treatment?
Some of the more obvious ones would be:
- A hearty breakfast tray brought to your bed as part of your hotel or B&B experience;
- The freshest, ripest, most aromatic locally-grown strawberries, served only during the season;
- A jacuzzi and sauna, free to use as part of your gym membership;
- A complimentary car wash while waiting for your appointment.
- A small bakery that allows you to preorder fresh bread and pick it up on Christmas day — when everyone else is closed;
- A personalized question and answer session included with the typical info product guides and workbooks;
- A relocation company that, after learning you take kickboxing lessons, includes a couple of local gym membership discounts as part of your package;
- A customer service assistant when calling your telephone company or web host — a real person with a name that you can count on, not just a random number in a call center;
- Or even fresh baked cookies served during your flight.
The possibilities are endless — luxury can mean different things to different people, and your own approach depends on who you target. What’s certain, though, is that any kind of business can use a little luxurious offering, go an extra step, offer something of value — be it tangible or emotional — that others had not thought of.
And maybe you won’t need to hold that sale, or advertise the limited-time promotion after all. Because we all like to be pampered, to receive some extra special treatment — whether we admit it or not. And that, often, is worth a higher price.
Of course, your communication should reflect that luxurious experience, that little something extra. That’s the fun part. The important thing, as always, is to be clear about your main message. This is especially important if you want to redefine your brand image, to position yourself as someone who offers a high-quality product or service, and not just another commodity.
Because, let’s face it, if you don’t communicate it clearly, if you don’t tell your customers and potential customers that you offer something special, that your service is not just like that other guy’s down the street, that you offer an experience they can not find anywhere else, then… how are they going to know?
It may seem rather obvious, but it happens oh-so-often. Make sure you don’t forget to tell them. They already know about your category, the typical offerings that exist. What sets you apart? That’s worth shouting from the rooftops.
And if you need help finding the most effective way to express that, or just want to get a fresh perspective on how effective your communication is, let’s talk! I’d love to help you shine.