adam deflorian, azds interactive group + josh surridge, canyon ranch - champagne, cavier and...
TRANSCRIPT
Champagne, Caviar and Content
Nashville & Emma Rock
Adam DeflorianCEO of AZDS
Joshua SurridgeCorporate Digital Marketing ManagerCanyon Ranch
Challenge OneCreation of content that is share-worthy (authenticity)
Solution OneA-U-R-A
Challenge TwoCreation of content that will ultimately transact a sale
Canyon Ranch® in Lenox, Massachusetts
The sale is added value
Canyon Ranch® in Tucson, Arizona
Canyon Ranch® in Tucson, Arizona
Solution TwoEarn the right to ask for the sale – and then ask!
Canyon Ranch SpaClub® in Las Vegas, Nevadaat the Venetian | at the Palazzo
Challenge ThreeEmpathy
What makes content sharable?
Source: The Guardian
Source: The Guardian
Solution ThreeSomething only humans can do
Challenge FourPlanning your tests and learnings at the beginning
Canyon Ranch SpaClub® aboard Cunard’s Queen Mary 2
general CTA vs. specific CTA
Behavior per acquisition channel?
Canyon Ranch® in Tucson, Arizona
Canyon Ranch SpaClub® aboard Celebrity’s Reflection
Solution Four“A journey of a thousand miles begins with a single step.” –Lao Tzu
Canyon Ranch® in Kaplankaya, Turkey
Challenge FiveDistribution channels for content
Solution FiveBuzz Sumo, Inky Bee, Influencer Outreach
Challenge SixMeeting expectations for modern, grounded luxury
Canyon Ranch® in Tucson, Arizona
What is modern, grounded luxury?
What is modern, grounded luxury?Meaningful moments | impactful experiences
What is modern, grounded luxury?Meaningful moments | impactful experiences
The freedom of the curated best
What is modern, grounded luxury?Meaningful moments | impactful experiences
The freedom of the curated best
Getting everything you want and nothing you don’t
What is modern, grounded luxury?Meaningful moments | impactful experiences
The freedom of the curated best
Getting everything you want and nothing you don’t
Luxury that is felt, not perceived
What is modern, grounded luxury?Meaningful moments | impactful experiences
The freedom of the curated best
Getting everything you want and nothing you don’t
Luxury that is felt, not perceived
Exclusivity that is bounded by taste, not solely by means
What is modern, grounded luxury?Meaningful moments | impactful experiences
The freedom of the curated best
Getting everything you want and nothing you don’t
Luxury that is felt, not perceived
Exclusivity that is bounded by taste, not solely by means
Highest quality materials rather than excess of status symbols
Canyon Ranch® in Lenox, Massachusetts
Canyon Ranch® in Tucson, Arizona
Solution Six“It takes two to speak the truth – one to speak and another
to hear.” –Henry David Thoreau
Canyon Ranch® in Kaplankaya, Turkey