Over the years, my post about finding and connecting with this group has remained one of the most popular. And a topic I often discuss with clients and colleagues in the high-end home space.
A few years ago, there was a surprising trend brought to light by Wealth-X, a smart global research and prospecting firm that specializes in providing insights and intelligence on UHNW individuals to global private banks and luxury brands. » Read More
A new way of thinking for marketers of high-end brands
Recently, I was asked by a client to lower the fees on a targeted digital campaign because the ratio of “working dollars” to “non-working dollars” was out of whack. The problem wasn’t that the fees were too high; rather, the media dollars were 60% lower than what the competition spends for a similar campaign. » Read More
Affluent Consumers want a connection. Not a sales pitch.
Affluent consumers buy differently. They research large purchases and seek not only a wise choice, but also genuine benefits and an authentic experience. In fact, 70% of affluent consumers say they prefer to learn about a product or service through content rather than traditional advertising. » Read More
Connecting with consumers is key to success
For a luxury brand to succeed in the market, it used to be enough to just be… luxurious. True luxe consumers would naturally trust the premium brand while aspirational consumers would save up to purchase coveted items. » Read More
New research illustrates how consumers are engaged by medium.
If affluent consumers told you exactly how to engage with them, would you find that information helpful? Might those insights help you sharpen your marketing efforts?
A recent study asked affluent consumers about the marketing communications they might see across a variety of mediums and platforms – and asked them to weigh in on how engaged they are with those messages. » Read More
New tool helps retailers drive sales via Instagram.
Social media networks are by their very nature, well, social. They belong to people, not brands, and as hard as brands try, they will never quite “own” social media to the degree that they own other marketing channels. » Read More
How Millennials will impact high-end home brands.
What if I told you that a group that makes up 20% of the affluent consumer base in the US is yet to fully participate in the economic recovery – but that when they return, their behavior will look nothing like the behavior of everyone else? » Read More
It’s time for marketers to anticipate what’s next.
Despite the misguided belief among some high-end marketers that digital strategies aren’t the most ideal way to connect with prospective consumers, the facts are that affluents are digitally savvy.
More and more affluents are sharing ideas and opinions online as their use of social media and the size of their networks increase. » Read More
A new report showcases the habits that successful digital enterprises share.
The high-end home category was dramatically and fundamentally altered during the past several years – not only by changes in consumer behavior driven by the recession, but also due to the pace of change brought on by digital technology. » Read More
If you understand the opportunities, your brand has unlimited potential.
Marketers of high-end brands often tell me about the one-two punch they faced during the past several years. If the global recession didn’t knock them on the mat, the explosion of digital marketing certainly made them see stars. » Read More