Four Seasons: Engagement carries more value than number of social followers
A Four Seasons Hotels and Resorts executive said during the Luxury Roundtable: State of Luxury 2013 conference that marketers need to understand where today’s luxury consumers are engaging and deliver the brand story directly to them.
During the “How Storytelling is the New Defining Luxury Experience” session, the executive revealed how Four Seasons transitioned to a storytelling brand through its use of social media and digital content. Though it is often impossible to measure these efforts’ direct impact on sales, marketers need to interact with their audience through dialogue that extends on- and offline to surround them with the brand experience and convince them of its authenticity.
“It is all about customization,” said Elizabeth Pizzinato, senior vice president of marketing and communications, Four Seasons Hotels and Resorts. “It is an overused buzzword these days, but it is truly what people want.
“If they communicate with you – via mobile, social media or even fax – you need to understand that and use that as a marketer,” she said.