Forget Twitter. Leave online digital for what it is. According to an article in the trade magazine Brandweek old advertising techniques still seem to work: zeppelins, small airplanes with banners, actors in the streets, classic sampling, instore promotion with hostesses, …

Low-tech advertising is less ‘in the news’ but still in very high demand, by A-brand advertisers too. Recently Starbucks and McDonald’s even up-ed their ‘low-tech’ budgets in the US.

Continue to look for innovative and new ways to reach your audience, don’t forget what worked before!

Companies with a solid strategy perform better then others. To generate value from a brand you need a creative strategy. Give your brands a boost in ten steps:

• Have a clear objective, like: ‘more revenue’.

• Put all your marketing efforts into support this goal.

• Communicate to persuade.

• Make sure you know what blocks you from your objective.

• Do research on trends and what makes your audience ‘tick’.

• Marketing is not about lowering prices; what about adding service?

• Test everything before going to market.

• Listen to creative people.

• Give these creative people all info you have, but do not limit them to that data.

• Are the media channels you use still the right ones?

Yes, also in a crisis luxury goods brands need to continue their dialogue with their customers. The trouble for high-end brands is how to market ‘luxury’ in an age when the term has become meaningless. Our tips: Don’t use to many words. Word tent to have a lifespan and that’s often shorter then you think. Understand that your customers are more demanding then others. That is what they are used to. They or their family made their fortune by working hard so they respect money. Respect that. Use ‘word of mouth’ because nothing will drive luxury goods as ‘peer group endorsement’. Steer away from advertising, but offer the right people the tools to talk about your brand; both online and off line.