Obviously, every marketeer will have their own approach, and it very much depends on the channels. But our approach briefly would be;
If we undertake any campaign for a high ticket value item, the starting point, almost always, is photography and brand.
I would start by establishing some brief online guidelines for the business. How do they want to present themselves, and the product.... how is the tone of voice going to be set. From there, look at bringing in the right professional to handle an image shoot. A product with a value of £2.5k - £4k has to be worth of the investment of a half-day session to generate some top quality content.
Alongside this, look at branding. Does the business have a consistent approach to how they present themselves across channels...Instagram, Facebook and their own website for example. For a product of this value, the customer is going to expect a flawless experience from a UI and visual presentation perspective.
Then, look at placing the images onto the website (assuming they have one). Ensure product descriptions are in keeping with the brand guidelines, and that the customer gains as good a perception of the product online as is possible. CTA will likely need to be around viewing in person, and not just purchasing.
In terms of driving traffic, again for this value of the product you would expect a multi-channel approach.... testing across multiple social media platforms and possibly google Ads. Before even starting on this I would want a solid understanding of the client's target cost-per-conversion. If for example they are expecting to gain website purchases for a cost per conversion of £100, that clearly isn't going to happen. Your client will need a reasonable ongoing budget to generate a sufficient volume of traffic in order to establish which channels work, and which don't, working towards the target cost per conversion.
Organic wise, as you probably know, Instagram is often more likely to work than Facebook for products such as high-end bespoke furniture.... but as above, worth testing to establish which channels work, and which dont.
We have also found with high-ticket items, especially those with a craftmanship element, that a story behind the brand can help to build confidence in the product. For example, these tables probably take many weeks to craft, by people who have their own story. Showing the process, and the build quality through storytelling can really help to engage with potential clients, much more than a static product page.
David
MUV
