Sixty-eight percent of luxury industry insiders believe digital marketing is not an effective method to reach ultra-high-net-worth individuals, according to a report by Wealth-X.
While social media accounts and content rich Web sites can bolster brand awareness, they do not lead directly to sales or client acquisition for the wealthiest clients. To reach these important clients, providing unique experiences to the right people is considered the best approach.
WHAT DOES A BRAND LIKE MOËT & CHANDON OFFERS TO REACH THEIR POTENCIAL CUSTOMERS?
LVMH-owned Champagne maker Moët & Chandon is inviting enthusiasts to its estate in Epernay, France, where chef Yannick Alléno will prepare pairing dishes at a month-long pop-up restaurant.
Open to the public, the pop-up restaurant LE &, will be held in the Champagne maker’s reception space, L’Orangerie with bookings open from June 9. By inviting enthusiasts and food lovers in the area to its estate, Moët & Chandon will be better positioned to share its heritage in an interactive way.
WHAT DOES SPECIALISTS SAY?
“[A pop-up restaurant] locks the idea of a famous chef with the Moët & Chandon brand,” said Al Ries, founder and chairman of Ries & Ries, a Roswell, GA-based marketing strategy consultancy. “[Also,] it is probably a lot less expensive to use the Moët & Chandon estate rather than renting restaurant space in some city.
“The participation of a famous chef lends credibility to the Moët & Chandon brand,” he said. “It might help improve the perception of the brand and lead to greater sales.”
AN EXPERIENCE FOR EVERYBODY
The tasting menu is paired with Moët Impérial, Grand Vintage 2006, Grand Vintage Collection 1999 and Grand Vintage Collection 1985. For 450€ per person, guests to the Moët & Chandon LE & pop-up will enjoy the dinner prepared by Chef Alléno as well as a private cellar tour prior to the meal.
Chef Alléno worked with Moët & Chandon Chef de Cave, or cellar master, Benoît Gouez to create a series of recipes available for download from the Champagne maker’s Web site. Allowing attendees, as well as those unable to attend, to recreate the experience will keep awareness of the limited-time event high.
The recipes are “a new expression of the house’s ‘art de la table,” where the menu was created around the selected Champagnes rather than the other way around, as is typical with food pairings.
For example, the recipe suite for Impérial summer includes marinates langoustine lobster with green apple jelly to start, a main course of chicken fricassée with seaweed and whelk jam and a meringue soufflée with almond milk and white peach for dessert. Additional downloads pair plates for Impérial Champagne during winter, Moët Rosé Impérial and Moët Nectar Impérial.
The recipes are available for download on Moët & Chandon’s Web site. Reservations can be booked June 9 through July 9 on a separate page.
More information at Luxury Daily or Moët & Chandon official Web site.