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If you are in the bathroom industry, competition is fierce, and you need to know how to set your business apart from the crowd. With that being said, let’s take a look at everything you need to know about putting together a marketing strategy for sanitaryware.

The luxury sanitaryware market

There is only one place to begin, and this is by taking a look at the sanitaryware market size to get a better understanding of what you are coming up against.

In 2020, the global luxury sanitary market reached over $2,418 million. Cumulative growth opportunity is estimated to be $25 billion between now and 2027.

Interesting sanitaryware marketing stats and market segmentation

Research shows that the bathroom accessories and sanitaryware market are likely to grow at a CAGR of 10.40 percent.

By the time we reach 2029, this industry should be worth around $18,188.41 million.

Data Bridge Market Research further confirms that the market is dominated by North America in terms of market share and revenue.

However, research and development investments are likely to leverage in a lucrative period of growth between now and 2029 for Europe.

There are different segments of the luxury sanitaryware market as well, with companies specialising in various materials and styles.

Developing a marketing strategy for luxury sanitaryware

Now you know a little bit more about the market, let’s take a look at developing a marketing strategy for luxury brands. Here are the steps you need to follow:

1. Uncover your USP - USP stands for Unique Selling Proposition. What is it about your brand that makes it unique? Do you follow sustainable practices? Do you use certain materials? Do you specialise in certain products, such as walk-in showers? What sets your business apart from the crowd?

2. Find the keywords your target audience uses - You can start off with your best-selling product categories. After this, look for synonyms of your USP. Hunt down adjectives for certain products.

3. Add the language your buyers use to your content - Talk in your buyer’s language. Don’t simply write for search engines. It’s about optimising content in a natural way.

4. Devise Google Shopping campaigns - Google Shopping campaigns are excellent for sanitaryware brands. However, you need to put together a careful strategy, as no one wants to throw money down the drain. Continually evaluate your campaigns on AdWords so you can figure out what is working and what isn’t.

5. Leverage social media - Pinterest, Instagram, and Facebook are exceptional social media platforms for the sanitaryware market. People often look for images on social media networks for inspiration, so make sure you have a presence.

11 Tips and luxury sanitaryware brand marketing ideas

So, let’s take a look at some tips and sanitaryware marketing ideas that you can use for your brand:

1. Ramp up your presence on visual social networks - When marketing luxury sanitaryware, photographs are one of the most effective mediums for evoking the aspirational emotions we connect with have a lavish bathroom that you wouldn’t see in a standard home.

2. Integrate the offline and online experience - Both the online and offline worlds are integral to one another. They can no longer live as separate entities. Look for opportunities to blend both realms.

3. Don’t stop building your email marketing list - Email marketing is a great way of reaching new people and boosting consumer loyalty, as it gives you the chance to educate customers and tell them about new products or experiences you offer.

4. Generate a sense of exclusivity - Luxury items are very much associated with being scarce and exclusive. That’s where the value lies. If you do not create a sense of exclusivity, you are going to struggle to get people to pay big bucks for your products.

5. Create aspirational content to educate consumers - One of the most successful ways of generating traffic and engagement is by creating highly visual and aspirational content, for example, a guide to shower installation.

6. Use video marketing - Video marketing is another excellent way of marketing your luxury sanitaryware brand. This gives people the opportunity to see your bathroom products to full effect, rather than just looking at images.

7. Don’t overlook SEO - No matter what type of brand you run, you cannot afford to overlook the importance of SEO. You may have the best sanitaryware website with the most impressive products, but if no one can see it, what’s the point?

8. Reach luxury shoppers with Facebook Ads - Facebook Ads are one of the most successful online advertising solutions, thanks to the high level of targeting and segmentation you can do. You can specifically target those with the funds and who want to invest in luxury sanitaryware products.

9. Offer special deals that appear to the luxury market - Cost savings are always appreciated. However, there are other types of deals that appear to those buying luxury items, for example, exclusive brand events and experiences. Always remember who you are marketing to!

10. Tell the stories behind your products - Using brand heritage to tell the stories behind your sanitaryware products is a great way of connecting with customers and achieving an exclusive brand feel. Explaining why you exist is fundamental to luxury marketing.

11. Combine functionality, user experience, and style on your website - A lot of luxury websites look great, but the performance is poor. Spend some time perfecting the UX of your website so that customers have an outstanding experience.

Take your luxury sanitaryware brand to new heights

So there you have it: everything you need to know about creating a marketing strategy for sanitaryware. If you follow the ideas we have presented above, you will be able to develop a killer strategy when it comes to digital marketing for sanitaryware.

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