Duke Greenhill Partners - Luxury Brand Digital Marketing

BRIDGINGTHE GAPBETWEENL U X U R Y& DIGITAL

BRIDGING THE GAP BETWEEN LUXURY & DIGITAL

“THE BEST THERE ARE.”

[email protected]

917.434.7368Hell’s Kitchen, New York City

“THIS IS HOW IT WILL BE DONE IN THE FUTURE.”

“THEY OPENED MY EYES.”

“THE PLACE TO GO FOR OUT-OF-THE-BOX THINKING.”

- CNN

- The New York Times

- Jamie Drake, Client

- Yelp!

CONTENTS:

Pg 1. OUR MISSION

Pg 2. 3 SELECT CASE STUDIESHospitality, Fashion & Retail, Food & Beverage

Pg 7. HOW WE DO IT Luxury’s Digital Solution

Pg 11. THE 4 E’sHow we use Experience, Exclusivity, Engagement and Emotion to increase luxury brand value and revenue.

Pg 17. WHY WE’RE BETTER THAN THE RESTLean, mean, fast & flexible. How we protect your investment and get more bang for your buck.

Pg 20. EXECUTIVE BIOGRAPHY

As the thought-leader in luxury digital marketing, GREENHILL+PARTNERS bridges the gap between luxury brands, agencies and the digital world to help luxury brands succeed in digital marketing.

Virtually every client comes to us with the same concern: We know we have to do digital marketing, but we don’t know how. This is the problem we solve. We serve as your luxury digital marketing arm. As your uniquely knowledgeable and experienced steward we protect your digital investment, prevent brand dilution, enhance exclusivity and brand value, and more importantly, increase sales.

CONSULTINGWe consult with brands and their agency to ensure the development of luxury-specific campaigns. We help brands select the best agency to execute their digital campaigns. We monitor and analyze the results of campaigns so our clients are independently aware of campaign success. We act as a digital advocate to ensure that what our clients' agencies are doing is the best digital work at the best possible price.

DIGITAL AGENCYWe also employ an international network of digital creatives and technicians. With our cutting-edge business model, we can execute effective luxury digital campaigns at an average of thirty-percent below traditional agency cost.

We provide the peace-of-mind of knowing your digital will be done right. But you don't have to take our word for it. Here's the proof...

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OUR MISSION

CASE STUDIES: Ritz-Carlton

CLIENT'S PROBLEM: To launch the Dragon Bay property as the most exclusive pr ivate is land communi ty in the Caribbean. To do so with a complete package of branded materials - website, collateral, direct mail, experiential events and more.

OUR SOLUTION: Was first to collaborate with our agency partner to develop a state of the art website with intuitive navigation and a luxurious visual motif that featured an interactive site plan and an exclusive, invitation only online portal. Next, we developed luxurious, ‘gamified’ collateral and social media profiles to strategically target affluent homeowners. We used them to drive leads to the website and to branded events, which featured an experiential, nautical-themed mystery game.

OUR RESULTS: Dragon Bay sold-out it’s private residences ahead of schedule and at 25-percent above the projected return.

3 LUXURY CASE STUDIES

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CASE STUDIESMallaSadi

CLIENT'S PROBLEM: MallaSadi wanted to be the number one independent purveyor of high-end custom men’s clothing in the South, but he faced stiff competition from brick-and-mortar department stores.

OUR SOLUTION: Drawing on his brand value of ‘quality,’ we oversaw the development of a web and e-commerce st rategy, supplementary branded video and strategic social media, display and print ads that linked the quality of MallaSadi’s clothing to other luxurious men’s products like wines, cars and cigars. We launched the campaign in strategic phases, and monitored the campaign metrics in real-time, collaborating with our network to tweak the message on-the-fly as needed.

THE RESULT: As a result, sales and press coverage sky rocketed, and he became the number one luxury independent custom men’s retailer in the South.

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CASE STUDIES Stone Hill Wineries

CLIENT'S PROBLEM: Stone Hill is a Missouri-based winery. It faced the challenges of not being a part of the Napa wine family. Few consumers were aware of their award-winning wines.

OUR SOLUTION: We knew that everyday wine enthusiasts focus on Napa Valley labels. We also knew that with consumer awareness, Stone Hill’s product could compete. We oversaw the development of a social media campaign, integrated web and e-commerce site, branded video and virtual reality to grab the attention of wine enthusiasts. We turned Stone Hill’s non-Napa challenge into an opportunity and positioned it as the fresh, daring, rising-star for wine enthusiasts who seek new tastes from bold places.

THE RESULTS: We succeeded in introducing Stone Hill to thousands of new customers, dramatically increasing sales and making it the number one wine outside of California sold wholesale to restaurants.

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MORE PAST W

ORK

5AND MORE...

"What's happened is a complete reversal in the consumption of both luxury brands and the media we

use to market them. Where it was once about accessibil ity versus exclusivity, it's now about

accessibil ity and exclusivity. For example. video is no longer a reproach, but a badge of honor for a luxury

campaign well-leveraged. It's a smaller world, now, and we have to lose the broadsword in favor of the razor

blade.”

DUKE GREENHILLFounder + CEO

Interviewed in Luxury Commerce Daily

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New York. Washington, DC. India. China. The Middle East. South America. No matter where our network grows or where we work with luxury brands, the question is the same: How do we leverage the incredible power of digital media without diluting our luxury brand value? This is the problem we’ve solved for countless clients. Digital marketing is the new frontier for luxury brands, and few agencies understand the unique digital needs of our clients. We do. We provide our clients with peace of mind - with a digital marketing partner whose specialized knowledge and experience protects their digital investment. Either by serving as a consultant and advocate for our clients with their own agencies of record, or by drawing on our own worldwide network of creatives and technicians, we help our clients succeed in the digital world.

Our founder and CEO is one of the world’s luxury digital marketing thought leaders. He developed five rules for digitally marketing luxury brands in one of the most read and referenced marketing papers of the digital age. They’re the secret to increasing luxury brand exclusivity through digital messages, and how we develop unique, effective digital campaigns to enhance luxury brand value and increases revenue.

LUXURY’S DIGITAL FRONTIER

HOW W

E DO IT

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We create desire for luxury brands while enhancing exclusivity by targeting both a brand’s paying customers, and a brand’s ‘aspirational’ ones. We use digital media to grow desire among the “can’t haves” in order to build greater prestige among the “can haves.” This in turn increases exclusivity, brand value and sales.

In the luxury digital frontier, marketing is not a one-way message... it’s a two-way conversation. We make interactivity and brand control simultaneously possible. We create and deploy unique, branded digital campaigns that interactively engage the target consumers while ensuring the brand message and value remains in our clients’ control.

5 COMMANDMENTS OF LUXURY MARKETING

25%

75%

32%

68%

75% of millionaires and68% of ultra-affluentssay digital marketinginfluences their most

recent purchase decision.Google Ultra-Affluent Survey, 2011

1 WE DEMOCRATIZE. WE DON’T DILUTE.

2 WE MASTER INTERACTIVITY.

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Digital media is already the preferred channel by which consumers engage with luxury brands. Digital is no longer an option, it’s essential, and we help luxury brands achieve digital marketing media of the same top-tier quality as the rest of their traditional brand messaging.

We help luxury brands avoid the “Paper Pixel Syndrome.” We don’t take media developed and produced for traditional deployment and force it onto social and digital platforms. We ‘translate’ - not merely recycle - luxury brands’ traditional marketing messages to the digital language, and we create original digital strategies and media that enhance luxury brands’ traditional values.

Through exhaustive research, insight and testing, we develop utterly new digital strategies that spring directly from and effectively enhance core luxury brand values.

Custom Social MediaCustom Mobile AppsBranded VideoAugmented Reality& Branded Gaming

3 WE CREATE ONLY THE HIGHEST-END DIGITAL MEDIA.

4 WE CREATE ORIGINAL DIGITAL TO ENHANCE TRADITIONAL MESSAGES.

5 WE CREATE UNIQUE, HIGH-TECH DIGITAL MEDIA STRATEGIES.

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"Digital marketing does not inherently mean exposing a luxury brand’s exclusivity to risk. In fact, digital marketing offers perhaps the most

elegant opportunity luxury brands have to control and enhance their brand value... As

long as they adhere to the 4 E’s: Experience, Exclusivity, Engagement and Emotion .”

DUKE GREENHILL“The 4 E’s of Luxury Marketing”

American Marketing Journal, Nov. 2011

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THE 4 E’s OF LUXURY MARKETING

Luxury clients often say to us, “We know we have to do digital marketing, but we don’t know how!” The truth is, most agencies don’t know how either. Luxury brands have very specific, sensitive needs when it comes to digital marketing, and the four P’s of traditional marketing - Product, Price, Promotion and Place - simply won’t do. We safeguard luxury brand digital marketing with our unique, specific knowledge and experience of luxury’s substantially different concerns: The Four E’s of Luxury Marketing... Experience, Exclusivity, Engagement and Emotion.

THE 4 E’s OF LUXURY MARKETING

We design unforgettable digital experiences We engage consumerson an emotional level

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1 EXPERIENCE

Now more than ever, affluent consumers demand complete, satisfying experiences. It’s true that luxury consumers don’t seem to be curbing their spending -- the New York Times reports that “The rich are again buying” -- but they are becoming more selective about where they spend. Now, the luxury consumer’s purchase decision boils down to a single, simple question: Is it worth it? The best way luxury brands can tip the answer to this question in their favor is to provide unique, compelling experiences.

It’s no accident that our client, Katie’s Paperie, quickly leapt to the top of the high-end stationers market after we oversaw an interactive, custom wedding portal for them. Nor is it surprising that the Cayman Island property of another client, Ritz-Carlton, quickly became the most exclusive private residence in the Caribbean on the heels of an experiential transmedia campaign we shepherded. The experience a luxury brand provides is a product unto itself, and luxury brands must devote as much quality to the experience as they do to the wares they sell.

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2 EXCLUSIVITY

The traditional marketing paradigm treats exclusivity as secondary, a derivative of Price. But to luxury brands, exclusivity is far too dear to be treated as a symptom. Digital marketing does not mean exposing a luxury brand’s exclusivity to risk. In fact, digital marketing offers perhaps the most elegant opportunity luxury brands have to control and enhance their exclusivity. It’s what I call “Prestige Technology.”

It’s no accident that another brand for whom we consult, Chanel, rocketed back to the top of the prestige list with its interactive, gamified “Culture” microsite, or that another client, SKUNA, quickly became the top-selling luxury fish purveyor following our campaign to promote its super-high standards. High-tech marketing imbues luxury brands with cutting-edge in-the-know cache ́. Cutting-edge and in-the-know are coveted, and being coveted means being exclusive.

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3 ENGAGEMENT

No matter what, engagement relies on one thing. Story. Whether you’re talking about a branded video, a website experience or something as simple as a Facebook post, when you say, “I found it engaging,” you’re talking about story. A narrative with a beginning, middle and end. A narrative that makes you feel something.

When it comes to luxury brands, engagement is synonymous with story, and story sells. It’s no accident that once we were brought on to oversee a branded short film series for Truth Thru Action, they immediately enjoyed over 3 million visits to their web properties. Or that another client, Stone Hill Wineries, became the number one wholesaling U.S. wine thanks to our digital storytelling of their long, impressive vineyard history. In today’s luxury marketplace, convincing consumers to buy isn’t enough. Convincing them to “join” a brand on a journey is the key, and that’s what our ‘stories’ do.

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4 EMOTION

The first three E’s combine to form the fourth and final imperative element of luxury marketing: Emotion. Without the deliberate, appropriate application of one key emotion -- that which a luxury brand both strives to embody and to conjure among its customers -- long-term luxury brand success cannot exist. The reason is simple. Luxury brands cater to a consumer who can buy almost any material thing he or she wants. A luxury brand’s physical product, therefore, is secondary. Like an experience, an exclusive insider’s view or an engaging story, a particular emotion is what luxury consumers are really after.

Consumers are loyal to Burberry because they want to feel “authentic” and “timeless;” Ritz-Carlton, to feel “august;” Chanel to feel “sublime;” Tom Ford to feel “triumphant;” and Tiffany’s to feel “love.” We help luxury brands discover their emotional value first, and construct their physical and digital manifestations to most effectively to express and extract it.

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“Clients are looking for greater speed and much greater focus of teams: That means

consultancies with an execution network. They don't want more than half of their agency fees

to go to overhead. They don’t want to risk missing creative opportunities for the fog of big

agency bureaucracy. They want things in a 'ready, fire, aim' model. They want things lean

and mean."

- ADWEEK, 2011“The Agency of the Future”

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Often times, clients are so impressed with our unique, luxury skill-set, that they ask us to find someone to execute campaigns, too. Did you know...

THE MARKETING FIRM OF THE FUTURE

WHY W

E’RE BETTER THAN THE REST

Because of this, many of our luxury clients reduce their agency partners in favor of our specialized luxury digital marketing network of artists and technicians who have specific experience with luxury brands and with particular media platforms.

With our network, your money doesn’t go to the salaries and benefits of employees who will never work on your campaigns. When you work with us, your money doesn’t go to expensive equipment that your campaigns will never use. When you work with us, your media is always executed by a specialized luxury expert.

When you work with us, your money goes where it belongs... in your message. With us...

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TOP 3 REASONS TO WORK WITH US

1. Few agencies understand the sensitive digital needs of luxury brands, so a luxury brand needs a proven counselor and advocate in its corner to safeguard their digital investment. We specialize specifically in luxury brands, and with over a decade of success, have earned a reputation as one of the world’s top luxury marketing thought leaders. Digital marketing spends are big investments, and they deserve a fractional investment to protect them.

2. Few agencies specialize in single, digital platforms. We close the gap between luxury and digital by ensuring that the execution of our clients’ digital media adheres to the unique demands of affluent consumers. We also employ a worldwide network of the most accomplished artists and technicians, so unlike traditional agencies, we match clients with the specialized teams that fit them best.

3. Unlike traditional agencies, where almost half your money goes to their overhead, with us, almost all of your money ends up in safeguarding your message. We are more agile, use smaller teams, and can quickly maneuver as technology, insight and campaign metrics demand in real-time.

THE SPECIALIZED CONSULTANT ADVANTAGE

"They opened my eyes to marketing weaknesses and great

opportunities. Their knowledge, research and expertise have been

invaluable in informing my decision making process."

JAMIE DRAKE, clientNovember 21, 2010

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DUKE GREENHILLFounder & CEO

Duke is one of the world’s luxury marketing thought leaders recognized with the unique ability to drastically increase the value of brands as business assets. From Hollywood to the White House to Ivy League halls and Madison Avenue, Duke's experience and success in virtually every media arena has taught him how to develop authentic, effective campaigns, and led him to founding the premiere bespoke luxury brand agency, Greenhill + Partners, LLC. He has created over 300 award-winning advertising campaigns, produced three independent feature films, and written on assignment for publications like the New York Times, The Atlanta-Journal Constitution, The Harvard Review, Media Maker Magazine, Filmmaker and many others. He has won Telly awards, Pollie awards, MTV awards and an Academy Award short nomination. As a chief creative at Washington, D.C.'s, illustrious Stevens Reed Curcio & Potholm media agency, Duke worked on prestigious presidential and corporate image campaigns. As the principal producer for In Media Res Films, he produced and marketed Hollywood films. And as founder and executive creative director of Greenhill + Partners, Duke has worked in front of and behind the scenes on campaigns for such lauded clients as Chanel, Adidas, Dockers, Ritz-Carlton, Fairmont Hotels, Wal-Mart, Whole Foods, Kate & Co, Stone Hill Vineyards, and many more. Duke is a graduate of the University of Texas at Austin's School of Communications (Bachelors), and Columbia University's Graduate School of Film (Masters). Duke is currently one of only four ‘laureates’ on the American Marketing Associations 2012 Luxury Marketing Panel.

BRIDGINGTHE GAPBETWEENL U X U R Y& DIGITAL

[email protected]

917.434.7368Hell’s Kitchen, New York City