When marketing a Luxury Brand – there are three main elements that are shared between all of the great Luxury PR and marketing Campaigns over the years.

The three main elements that you must focus on when promoting a luxury product or a luxury brand are: Exclusivity, History and Expertise.

As consumer trends continue to shift away from traditional brick-and-mortar shopping to online shopping and social media activity, a strong, targeted, and effective digital marketing plan is becoming more important than ever. While this is increasingly self-evident, many brands continue to struggle with how to measure the effectiveness of their digital PR campaigns.

There are several different metrics brand managers, digital PR pros, and marketing reps can use to measure the performance of a digital marketing campaign. Here are five that, collectively, give brands a clear understanding of the impact of their digital marketing efforts.

Does it seem that the stores are displaying holiday items earlier and earlier each year? The term “Christmas Creep” was first used in the mid-1980s to describe the merchandising of goods and decorations before the day after Thanksgiving which had heretofore been the traditional start of Christmas shopping. Since then, the term “holiday creep” also came into play to describe early sales for Halloween and Thanksgiving.

If your company still observes the day after Thanksgiving as the official start of the Christmas shopping season, here are some things you might consider as you plan your strategy for this year.

In its most basic form, public relations are an act of coordinating with members of the media in the hopes of securing positive news stories for a brand and/or product. PR, then, can be either reactive or proactive: reacting to a piece of breaking headline news and hoping for inclusion in industry news, or proactively pitching a brand’s value proposition in the hopes of getting placement. This includes good cannabis PR.

The question on many executives’ lips, especially in the ever-so-slightly-skeptical cannabis industry, is “why?” Why should your brand aim to be covered in the news? Why does it help? For starters, research shows that 90% of people trust a news source as more credible than advertising. Having your company, product, event or spokesperson cited in a trade or mainstream news media creates a sense of confidence in your brand, resonates with potential customers, and tells a story. While there is always the risk that news placement may take a negative angle, the old adage still stands: “all publicity is good publicity.” Further still, with a good PR team, the chances of dealing with negative press are substantially reduced. This advice is especially pertinent to cannabis companies, who have so far been unable to advertise as mainstream businesses.