It’s no secret that we are living in challenging economic times. 

Inflation is rampant, layoffs are increasing, and people are not spending what they normally do on goods and services. However, the good news is that if you own a luxury business, the trends still favor a strong (yet maybe tapered) demand for upscale offerings despite an overall economic downturn.

Across the board, though, it’s proven through real world examples that investing in your business in lean times can give you unprecedented advantages.

The proof, you might say, is in the cereal.

According to an interesting piece via Frontify, breakfast giant Kellogg took its main rival Post to task during the Great Depression, and came out on top. 

In the 1920s, before soup kitchens and long unemployment lines, Post dominated the breakfast cereal market while Kellogg’s was a far second. After the horrendous stock market crash through the country into financial ruin overnight, Post decided to trim its advertising significantly, while Kellogg’s did the opposite. They actually doubled their ad spend, and “snap crackle and popped” their way to a 30% profit increase!

Now, Post is still around, and a successful family of brands. But Kellogg’s has dominated the breakfast cereal market for almost 100 years, due to a bold move made during one of the worst times in American history.

Getting back to talking about luxury buyers themselves, we should remember that leaner financial times do not always mean lower luxury spending among loyal consumers.

This is partly due to the need to connect with items that represent something special… that increase serotonin levels and bring happiness to the buyer in a way that substitutes never could.

This is well-stated in a LinkedIn article by author Abdulaziz M.:

“Finally, emotions play a big role in consumer behavior. Purchases made out of fear, hope, or excitement are particularly powerful during difficult times. People often turn to luxury goods as a way to escape their worries and find comfort; conversely, buying something luxurious can also be seen as a way of treating oneself or rewarding one’s own success.”

So where should you invest in your business in uncertain times like these?

Focus on your key areas such as employees, operations, and vendors.

In addition, you’ll want to remember Kellogg’s example and robustly invest in your marketing as well. Not by hiring more marketing people or by DIY-ing it (because who has time for that?).

Your best bet is to outsource your marketing to a company that understands branding, online campaigns, email marketing, social media and more. With a team who understands the artistic sensibilities you want, balanced with strategy for maximum engagement and ROI.

At Anvil, we get that the best place for our clients to be is at the helm of their business, not trying to write website copy or blogs, managing social media, or capturing drone video footage. That’s why we love to meet with, strategize, and ultimately own successful marketing campaigns that can move the needle like nothing else.

To see how this can work for you, schedule a call today.

The business “blahs” can happen to anyone, even luxury businesses with upscale offerings and clientele.

You’ve been “married” to your enterprise for so long, you’re not necessarily unhappy… because orders are still coming in, customers are content… but the thrill is gone. The joie de vive is on life support.

You don’t know what to do to break out of it. Do you sit down with your business and simply say, “It’s not you, it’s me?”

All kidding aside, if you’re lacking the same passion for your business you had when you first started, it’s a serious matter.

Because like anything else, losing enthusiasm for what you do translates into those you serve — your customers — having less enthusiasm for your business, too.

Call it a ripple effect, but feeling ho-hum about your work will always be felt by your customers, employees, vendors and partners.

Thankfully, there is a simple solution to the business blahs.

You need to refresh your digital marketing. In other words, your company needs a makeover.

You’ll need a multi-faceted approach to this endeavor, and it won’t happen overnight.

Here are 5 cornerstones of a successful marketing rebirth for your brand:

Logo. First, comes your branding. Your logo needs love, and you’ll have to update all your colors, fonts and designs. Whether traditional with a twist or modern and edgy, your logo should be an authentic reflection of you.

Photography. Fresh, beautiful images communicate your brand’s vibe and will showcase your luxury business like nothing else. Well, except for an expertly filmed and edited video. Both are best left in the hands of a capable team of creative professionals.

Design. From your website, social media profiles, to printed collateral and more, professional design balances your brand’s energy and aesthetic with appealing graphics that speak your customer’s lobe language.

Social media. Part of successful social engagement means using platforms where your customers hang out online. Are they an older demographic that prefers Facebook? Or perhaps Instagram is more popular with them. Whether it’s Facebook, Insta, Tik Tok, LinkedIn or Pinterest, an experienced social media manager can devise campaigns that increase visibility and help feed your prospect pipeline.

Copy and content. Your brand voice shapes the way you communicate with your clients and customers. It takes the skill of an experienced copywriter to help you establish and grow your brand’s influence with the kind of voice that resonates with your audience.

Now that we’ve unpacked all that, you’re probably wondering… how on earth do you undertake such a large project? There are so many moving parts, and you still have to run the day-to-day operations of your luxury business.

The good news is, you can accomplish a complete rebranding and marketing refresh with just a few hours of your time invested, when you leave it to the experts at a top marketing agency (like the team at Anvil). When it comes to logos, web design, graphics, photography, videography, social media and copywriting… we’ve got you covered! All you have to do is help us lay the groundwork and we’ll do the rest.

Use this link to schedule a free discovery session today.

There’s no cutting corners if you’re a Greenville luxury brand with upscale clientele.

Everything about your business must exude exclusivity, bespoke details, and prestige. There isn’t room for cheaper substitutes if you want to remain trusted and authentic.

And as uncompromising you are for your own business’ products and services…

You must approach your marketing with the same focus. 

Implementing a comprehensive marketing strategy for your business is crucial to attract, nurture and keep loyal and repeat customers. 

So, what defines a comprehensive marketing strategy?

Hubspot has a recent article laying it out here.

But here’s a condensed version that explains it a little more succinctly.

Bottom line, it’s not as complicated as it might sound.

Here are the main aspects you will need to address, to make sure your brand stays consistent, on point, and relevant to your target market.

Sophisticated logo, website and graphic design. There are many tools to “DIY” your brand’s visuals like Canva, GoDaddy or Fiverr to turn to when creating these marketing assets by yourself or using a (usually unvetted, fly by night contractor). But doing so means time and potentially money wasted if you don’t get what you envision on the first try. 

Social media marketing. This is one area where many luxury brands attempt to either wing it themselves or delegate to an administrative assistant, intern or sales person. The truth is, it takes an expert in social media to craft engaging content and effective campaigns. And, there’s that pesky issue of “who has the time?”

Email and content marketing. Even if you’re a talented writer, as a business owner you can’t wear “all the hats” and that includes copywriter. You will need someone who understands and can write in your company’s brand voice, for “clickable” emails and blogging efforts that help your searchability online.

SEO and Google ads: A big piece of your marketing pie includes finding customers with a strong SEO and Google ads strategy. However, these areas require implementation and execution by a skilled professional who understands the rules, nuances and algorithms that make for a successful campaign. 

A much better approach to a comprehensive marketing strategy is to outsource all these areas to the experts at an agency like Anvil Marketing Co. You can trust them to establish baselines and key performance indicators (KPIs) that will tell you if something is working — or not. True, you will invest your resources to make your brand and marketing truly shine, but by doing so you save countless hours of time, frustration and money… not to mention pushing the “do-over” button. 

As a busy business owner, you don’t have time for anything but maximum leverage and efficiency.

Your brand’s impression and message mean everything to your new and existing customers. Why not partner with professionals with the proven skills you need, and whose aim is to make your business stand out in the best ways possible?

Contact the Anvil team today for your free marketing assessment.

The secret is out… Greenville is one of America’s best small cities to call home. Of course we Greenvillers already know this, but it seems the rest of the country has caught on, too!

Our scenic beauty nestled at the skirts of the Great Smoky Mountains, family-friendly community, and dynamic downtown scene have attracted people from coast to coast. In fact, Macrotrends confirms that in just the last 3 years, Greenville has gained 30,000 residents!

Explosive growth also brings with it opportunities for small luxury businesses as well. Personal, custom products and services offered to new, elite Greenville residents can put you on the map — but only if new and existing folks know who you are. And the only way to ensure your reputation speaks for itself is to engage an agency like Anvil that speaks your brand’s language.

With the average new home price hovering around $300K according to real estate website Zillow.com, new arrivals to Greenville are upper middle class with a sizable chunk of discretionary income to spend. And that means ripe opportunities for you as a community-minded luxury brand.