Saturday, April 14, 2007

Study: Email Least Effective Tool for Luxury Goods Marketers

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.

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