When it comes to marketing your business, brand awareness is only a small fraction of the process. Once you have customers in reach, strategies such as email marketing can help you build trust with your audience so that they can rely on you for expertise, products, and services in the premium and luxury appliance landscape. But most high-end appliance buyers aren’t looking to simply place an order online. When it comes to state-of-the-art appliances, customers want to know what they’re paying for, and they often need help navigating the sea of brands and products. This is where in-person connections come into play. Here are three factors to consider when it comes to generating traffic to your showroom so you can build relationships and capture sales.
Keep It Personal
Marketing isn’t one-size-fits-all, especially when it comes to high-end appliances. While exceptional customer service is essential, today’s consumers are often spending time researching and interacting with your brand online before they even enter the showroom. You should consider the customer experience and how you can provide the same kind of personalization online that your salespeople provide in person. Publish content that showcases your willingness to go the extra mile for each client, and respond to comments and messages promptly and thoughtfully. When you position your business as one that gives each customer individualized attention, you’re more likely to bring in foot traffic.
Showcase Your Showroom
More often than not, the showroom is where you are going to capture sales, but premium and luxury appliance shoppers don’t often just walk in off the street. You’ve invested a lot of time and money into product displays, signage, and galleries. Showcase all these enticing features on your social media pages, website, and email newsletters. High-quality showroom images and copy that highlights the unique features of your facility can go a long way. Does your showroom feature nine kitchen galleries? Do you have a wide selection of premium and luxury appliance brands on display? Let your online audience know, and they may not be able to resist checking out your showroom. And be sure to post your updated hours and location information on all digital channels. According to Google, 50% of people who search businesses online look for details such as locations and proximity.
Brand consistency is essential for building trust with your customers, and it plays a key role in guiding your audience from online content to the showroom. You know that your sales personnel are great at what they do. They have the expertise and experience necessary to capture sales, and the tone and messaging of your online content should be consistent with this level of professionalism. The high-end audience responds to content that offers them valuable insight into the appliances that they’re shopping for. When your online persona represents your sales personnel’s expertise, your audience will come to your showroom already knowing that they are in good hands.
In an industry that relies heavily on showrooms and in-person shopping experiences, your staff needs to be exceptional at what they do. But hiring the right people is only going to go so far if you aren’t driving in-person traffic from your digital channels. At Riley & You, we specialize in reaching the high-end audience that is going to visit your showroom and purchase your top-of-the-line products. If you’re looking for expertise in digital marketing strategy for premium and luxury appliance buyers, don’t hesitate to reach out to us.