We talked to Daniela Zamudio, Marketing and Communications Manager at TIFFANY & Co., about the most relevant strategies for luxury marketing. In this conversation, Zamudio shares strategies to migrate to digital, knowing when’s the right timing for joining social networks and the relevance of personal customer interactions for the brand.
The Right Way to Do Luxury Marketing
During your presentation in AdWeek Mexico, you highlighted many brands make the mistake of working their online and offline marketing strategies separately. How does Tiffany & Co. address this issue, and why do you think they should work together and not as separate divisions?
First thing you have to do is take a look at the media mix so you can define which percentage of the investment to assign each channel. We’re now looking at 60% online and 40% offline. However, our team calls that 40% “integrated partnership”. It would be difficult and wrong to conceive an offline mix that doesn’t impact your digital efforts. I really believe the key is looking at it as 100%, and then plan how to distribute it throughout the different channels.
It would be difficult and wrong to conceive an offline mix that doesn’t impact your digital efforts.
Tiffany & Co is a retail brand, and fashion brands tend to do more PR and ads in print and editorial, etc. These have a definite impact on digital. We see that a lot in my team. I try to communicate a lot with my agencies and have a million meetings so that both teams (offline and offline) understand what each other and doing, and determine how to connect both platforms.
Current Luxury Marketing Campaign
What key brand message is your current strategy based on?
The goal today is selling diamonds. You’ll start seeing communication featuring diamonds everywhere, both offline and online. Digital gives us wider access to audiences, while offline helps us strengthen our branding.
Digital gives us wider access to audiences, while offline helps us strengthen our branding.
You also mentioned that many of the brand’s most loyal customers belong to the older generations. Since they’re less digitally connected, they often feel left out. How do you include the older consumer segment?
It’s honestly been a challenge. A niche of our target is still very traditional. So we have kept our ads in printed media such as Hola and Quién. Another part is offering a great in-store experience. In general, luxury brands are still oriented to clients and providing personal assistance. If a customer was here a month and a half, we call them for a follow-up because it’s the most traditional way to do it and it works with certain audiences.
How do you handle loyalty without offering a benefits program?
Our team calls it “personal touches”. This means that if you came into the store and liked something, we’ll call you on the phone. We know when’s your birthday or your anniversary. If you had an important milestone at work, we’ll send you flowers or chocolates. This personalized attention is why the sales person is the key player for luxury brands, even more than the marketing area. I may design a great strategy, but if the salesperson does not connect with the consumer, everything’s lost.
The salesperson is the key player for luxury brands, even more than the marketing area.
Social Media Selection
How does Tiffany & Co. choose which social media to work with?
You need the perfect timing to be in a platform. We haven’t been on Instagram in a while because its average users don’t have enough purchasing power. TikTok might work for us as a branding strategy, but I’d have to ask myself: What do I want from this strategy? Do I want a 16-year-old to know we exist? That will take a long time to yield results; it’ll take a long time for that kid to start working so he can give his girlfriend a Tiffany ring. So, even if it’s emerging as the strongest platform today with a very interesting audience, we need strategic timing.
Even if it’s emerging as the strongest platform today with a very interesting audience, we need strategic timing.
We may not use TikTok right now because it makes no sense. We’ll see how it evolves, same as we saw Instagram evolve, same as we went into Spotify, same as we saw the audience evolve and adapt to us.
We’ve used a very interesting mix of social media. We’ve been on Spotify, Waze, Instragram, and we recently tried out LinkedIn. It takes a lot of testing. But we did well because LinkedIn was the perfect match for advertising diamonds. I wouldn’t use the same platform for any other collection. I think this is key for strategy, seeing what you can communicate and where.
Do you have plans to do e-commerce in Mexico?
Would you buy a diamond online? We have no plans for e-commerce in Mexico. We’ve been doing it for a least 5 years in the U.S., but nothing in sight for Mexico yet.