{"id":27027,"date":"2024-01-09T14:18:52","date_gmt":"2024-01-09T17:18:52","guid":{"rendered":"https:\/\/feninjer.com.br\/?p=27027"},"modified":"2024-01-19T14:02:15","modified_gmt":"2024-01-19T17:02:15","slug":"os-4-es-do-marketing-de-luxo","status":"publish","type":"post","link":"https:\/\/feninjer.com.br\/?p=27027","title":{"rendered":"Os 4 E\u00b4s do marketing de luxo"},"content":{"rendered":"\n

Um guia de estrat\u00e9gias eficazes para atra\u00e7\u00e3o de p\u00fablico-alvo sob o vi\u00e9s de um especialista do mercado de luxo<\/em><\/h4>\n\n\n\n
\"\"
Imagem de Holiak<\/a> no Freepik<\/figcaption><\/figure>\n\n\n\n

Enquanto no marketing tradicional falamos dos 4P\u2019s \u2013 produto, pre\u00e7o, promo\u00e7\u00e3o e pra\u00e7a (local), no mercado de luxo tamb\u00e9m podemos adotar os 4 E\u2019s – emo\u00e7\u00f5es, exclusividade, experi\u00eancia e extens\u00e3o \u2013 como a chave condutora para o processo de criar, comunicar, entregar e oferecer trocas com valor para os consumidores.<\/p>\n\n\n\n

Para saber como explorar esses elementos que impulsionam as empresas do mercado de luxo e premium, a consultora de marketing de luxo Tamara Lorenzoni* d\u00e1 algumas dicas de como essa metodologia pode ser um guia para a cria\u00e7\u00e3o de estrat\u00e9gias eficazes de atra\u00e7\u00e3o do p\u00fablico-alvo.<\/p>\n\n\n\n

    \n
  1. Menos produtos, mais emo\u00e7\u00f5es.<\/strong><\/li>\n<\/ol>\n\n\n\n

    As grandes marcas de luxo devem cativar as emo\u00e7\u00f5es de seus clientes para criar desejo e aspira\u00e7\u00e3o. Isso pode ser alcan\u00e7ado com narrativas ou posicionamento alinhados aos valores e \u00e0s cren\u00e7as dos clientes.<\/p>\n\n\n\n

    Aten\u00e7\u00e3o: em uma economia baseada na experi\u00eancia, consumidores est\u00e3o dispostos a gastar seu dinheiro com experi\u00eancias, ou seja, os bens tang\u00edveis est\u00e3o \u2018ficando de lado\u2019.<\/p>\n\n\n\n

      \n
    1. Al\u00e9m do pre\u00e7o, a exclusividade<\/strong><\/li>\n<\/ol>\n\n\n\n

      Ao oferecer produtos de edi\u00e7\u00e3o limitada, servi\u00e7os personalizados ou eventos exclusivos, a marca cria um senso de exclusividade. A\u00e7\u00f5es como estas fazem os clientes se sentirem \u00fanicos e importantes.<\/p>\n\n\n\n

      Lembre-se: os consumidores de luxo n\u00e3o consideram o pre\u00e7o como um valor decisivo na tomada de decis\u00e3o de compra, por\u00e9m devem sentir uma conex\u00e3o emocional com a marca.<\/p>\n\n\n\n

        \n
      1. De \u2018apenas um lugar\u2019 para \u2018uma experi\u00eancia multicanal\u2019<\/strong><\/li>\n<\/ol>\n\n\n\n

        Ao criar ambientes imersivos, pe\u00e7as sob medida ou at\u00e9 mesmo experi\u00eancias em eventos, a empresa agregar\u00e1 valor aos produtos e servi\u00e7os. Proporcionar experi\u00eancias memor\u00e1veis aos seus clientes \u00e9 um dos caminhos mais assertivos do marketing de luxo.<\/p>\n\n\n\n

        Adendo: compras online s\u00e3o um grande aliado e n\u00e3o h\u00e1 volta. O desafio aqui est\u00e1 em tornar cada ponto de contato uma mem\u00f3ria excepcional para o cliente, antecipando prov\u00e1veis necessidades.<\/p>\n\n\n\n

          \n
        1. Extens\u00e3o de valores<\/strong><\/li>\n<\/ol>\n\n\n\n

          A extens\u00e3o dos valores e imagem da marca, para al\u00e9m dos produtos e servi\u00e7os, \u00e9 essencial para os neg\u00f3cios pautados no luxo. Algumas estrat\u00e9gias podem incluir colabora\u00e7\u00f5es com outras marcas prestigiadas ou a cria\u00e7\u00e3o de conte\u00fados que reflitam os valores da marca e o estilo de vida associados \u00e0quele produto\/servi\u00e7o.<\/p>\n\n\n\n

          Considere: marcas de luxo t\u00eam o poder de gerar conex\u00e3o emocional com seus clientes, criando desejo e inspira\u00e7\u00e3o. Isto pode ser conquistado por meio de hist\u00f3rias cativantes que se conectam com os valores e cren\u00e7as dos consumidores deste mercado.<\/p>\n\n\n\n

          *<\/strong><\/em>Tamara Lorenzoni<\/em><\/strong><\/a> \u00e9 empres\u00e1ria, mestre em Gest\u00e3o de Marcas de Luxo pela Domus Academy Milano, bacharel e mestre em Rela\u00e7\u00f5es Internacionais.<\/strong><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

          Um guia de estrat\u00e9gias eficazes para atra\u00e7\u00e3o de p\u00fablico-alvo sob o vi\u00e9s de um especialista do mercado de luxo Enquanto no marketing tradicional falamos dos 4P\u2019s \u2013 produto, pre\u00e7o, promo\u00e7\u00e3o e pra\u00e7a (local), no mercado de luxo tamb\u00e9m podemos adotar os 4 E\u2019s – emo\u00e7\u00f5es, exclusividade, experi\u00eancia e extens\u00e3o \u2013 como a chave condutora para […]<\/p>\n","protected":false},"author":11,"featured_media":27028,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":"","_links_to":"","_links_to_target":""},"categories":[102,6],"tags":[],"class_list":["post-27027","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-comunicacao-e-marketing","category-gestao"],"yoast_head":"\nOs 4 E\u00b4s do marketing de luxo - 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