CONTROVERSY: This French Parisian Says Americans are Wrong About Marketing, And Claims There Is A Better Way.
How is it that Americans do their marketing wrong? And which is this better way? Tony Lux, the Original Inventor of Luxury Marketing the French Way, and CEO of Tony Lux has a bold claim. He offers consultancy and marketing services to brands dealing with luxury goods. He has worked with over 100 industries in France and has all had positive impacts. His French Way of Marketing has been used even by the strongest brands like Dior, Coco Chanel, and Louis Vuitton and have remained steady in their revenue amidst the pandemic. He has all the more reason to believe that his French way is more effective.
Living in a world where more businesses emerge and strive to grow, make firms invest in marketers. The belief that a marketer, a professional one, would be the life-changer of a struggling business, is the drive. It goes to an extent where the norm is spread among the firm, leaving entrepreneurs with a feel of following a trend. Part of this is right but could be a fallacy too. The success of a firm depends on the strategies they put in place. One nice thing is that marketers have learned and practiced their marketing strategies and are more often successful. There are, however, a few particular things that Tony Lux disagrees with.
- Focusing on brands other than the money
One of the most winning tactics of the French way of marketing focuses on brand and valued price. Tony Lux has kept insisting on building brands, other than reducing prices to generate more sales. According to him, this is the main misstep of Americans. Any marketer would focus on the money, developing and converting leads, such that every action is driven by money. This is wrong and leads to fallouts in the future. Small brands would lower their prices to attract customers and increase their sales. This would only pay off for that short duration. You can’t win this battle, he explains, because you will always have another guy offering a better discount. You also are educating your audience and customers to wait for the next “best deal” instead of conditioning them to act now.
- Integrating technology into your business and not doing away with offline stores
According to this French marketing guru, ultimately moving your business to the online space does not necessarily mean it will make strides. It’s best to thrive in both worlds. According to an article in Diplomacy & Commerce print, he points out exemplary firms like Coca-Cola or Rolex. He argues that there is a thrill in easing shopping and delivery processes, online, but there is also power in personal contact and the relationship. The internet has a broader market, but you could well utilize customer relationship marketing in offline stores. This tip will significantly build your brand, and there will be no reason to curtail your prices.
- Figures proving the effectiveness of the French way
Elements of this method have helped over 50 most distinguished luxury firms like Coco Chanel, Louis Vuitton, Rolex, and Montblanc. Tony Lux made his first million euros in 2013, working with info products in a launch. He earned over 5 million euros in the French market alone in 2017, marketing innovative e-commerce remedies. Yet another great moment is making 1M, generating actual sales in 40 minutes at a webinar. Moreover, he has had an impact on over 100 industries. According to research by Forbes, a brand like Louis Vuitton’s revenue in 2020 was worth 15 billion dollars, obtaining a profit margin of 30 percent. It was ranked 9th in the Forbes Annual List. Lux is confident that working with him for a week would generate more than 2 million actual sales leads. Check out more details here.
After more than a decade in this French market, Tony Lux is now extending his services to the US, which has the largest market for luxury products. It’s clear he has impacted his home country and thus builds his brand by indulging in the US market. Just as he advises on branding, he enforces it in his business by expanding across borders and beyond the industry. Other than the above mentioned, he advises on using information products in a company’s website.
On links associated with Tony Lux, where you can get to experience the best marketing tips, you could visit any of these sites.
Instagram account https://www.instagram.com/tonyluxofficial/
LinkedIn https://www.linkedin.com/in/tony-lux-2b809088/
YouTube: https://www.youtube.com/channel/UCQ1WswMMg_FQXKJH1v8YKeQ