Marketing Luxury to the Media in a Tough Economy


Withstanding the slings and arrows of a punitive economy is a formidable challenge for marketers across all categories right now. It’s especially so for those who traffic in luxury food or beverage items, be it fine wine or pricey desserts, such as Häagen-Dazs’ limited Reserve Series. Given the currently dismal economic forecast for corporate America, are there best practices for marketers to employ when launching luxury products? According to Ching-Yee Hu, brand manager of Häagen-Dazs, the answer is “yes”:

•    “Market the product in an unusual and compelling way that celebrates its ‘star’ qualities to dramatically pique the curiosity of a discerning consumer target”; and,
•    “Initiate a word-of-mouth campaign that selectively and creatively engages an exclusive group of consumers and media to become early adopters and product evangelists.”




Comments Off

Deals of the Week

Get $150 Off PR News' Media Relations Conference

 media_relations_banners_180x150_ep

Join us on December 11, 2014, for PR News’ essential Media Relations Conference, taking place at the National Press Club in Washington, D.C. You'll learn from top PR professionals how to amplify your organization’s messages through positive coverage in traditional media and through your own branded content initiatives.

Use code “150off” at checkout.

Get $50 off PR News' Media Relations Guidebook


book-mediarelations-180x150

This 8-chapter resource contains practical implications for some of the most innovative developments in media relations, including the technologies, methodologies and mannerisms that determine the ecosystem in which PR pros practice this essential part of their craft.

Use code “50off” at checkout.

Save $100 on a PR News Subscription



Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.