MediaBuyerPlanner: Email is the least effective vehicle for presenting a luxury brand image; better methods include direct mail, catalogs, phone calls and special events, says a new study by Echelon Marketing Group.
The study revealed that events are particularly effective: when invitations are sent to a select group to test drive cars during a special event, six out of 10 will wind up buying a car, says Echelon president Don Neal (via Brandweek).
The study also shows that, while 85 percent of luxury marketers want to engage in more one-on-one dialogues with consumers, only half of them actually do so.
Related stories:
- Study: Consumers Respond to Coupons, Discounts in Direct Mail
- Priciest Email List Prices Drop Year over Year
- Study: More Women Read ‘Snail Mail’ than Email Direct Mail
- CNNMoney.com Luxury Channel Launched
- VW Axes Luxury Efforts, Touts Three V-Dubs for under $17,000
- ‘Luxury Spafinder’ List Contains Affluent Consumers
- Luxury Media Offers In-Room Program for Luxury Advertisers
