VIP services PR promotion

Posted by Peter Ivanov on July 21, 2009 under Articles/Cases/Analytics/Advices | Be the First to Comment

VIP services are very special categories which needs unique promotion that is different from mass products and services. Here we have unusual target audience. VIP services’ consumers are reach people with special life view. Those people don’t pay a lot of attention to usual advertising. They are not interested in sales or opportunities to win some gifts. What they are really interested in is high quality service that can separate them from the whole mass of ordinary consumers. So, how PR can help promoting such services, for example, VIP banking?

• Event management. Any work with rich client is based on privacy. VIP client should be treated with great respect individually paying attention to every need of his. So, the most suitable opportunity for an individual work with VIP clients is events: wine tasting parties, cigar clubs, and diplomatic banquettes. Organization of such events is quite expensive and complex work. Although, there is a slight opportunity to surprise VIP clients because they always attend different presentation and events targeted to motivate them invest or donate money.
• Media coverage. We can talk here about editions targeted on very special audience: Forbes, air magazines, glossy, and the most authoritative business magazines. It’s a pity but we don’t have Forbes or Esquire published in Ukraine. Although, we have a couple high-rated business editions that are adored by VIP audience and a few status glossy magazines. It is clear lack of media instrument to work with.
• Working with target audience directly. There are a lot of closed status clubs where rich people gather to discuss some Mercedes novelties or to play golf. So, correct and proactive work of managers in such clubs can be very effective. Managers can reach their targets by communicating with VIPs properly or event making friends.

I think there are a lot of other instruments for PR promotion of VIP services. Which ones? Let’s discuss.