Affluents Tell High-End Home Brands How to Engage Them

November 18th, 2014 by

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

Shocking Surprises About Affluent Consumers

November 7th, 2014 by

Research reveals fascinating opinions among millionaires.

 

What group of Americans is concerned enough about wealth inequality that they actively provide financial support to poverty programs and educational opportunities for low-income children – and support a higher minimum wage and more taxes on the rich? »  Read More

The Dramatic Differences Between Younger and Older Affluents

October 21st, 2014 by

Be wary of a “one size fits all” marketing approach.

 

Too many marketers believe that affluent consumers behave alike – when in fact, they are as diverse a group as the general population.

Researcher Bob Shullman has written, “There are significant differences on many issues depending on their household income, wealth, age, and gender.

 »  Read More

What LVMH Can Teach High-End Home Brands

October 7th, 2014 by

Going beyond logos and craftsmanship.

 

When marketers of high-end home brands are seeking insights, trends, and inspiration, sometimes it makes sense to look out-of-category, toward other high-end segments such as automotive, fashion, and travel. A perennial source of inspiration for me is the luxury conglomerate, LVMH, parent company of Louis Vuitton, Bulgari, Dom Perignon, Tag Heuer, and 60 other high-end brands. »  Read More

The Billionaire’s Club and High-End Home Brands

September 23rd, 2014 by

Cracking the code on a very small target group.

 

One of my goals with Upward Home is to dispel myths about affluent consumers, so that marketers can do a better job of building high-end brands and generating sales.

Typically, I focus on the 23 million affluent (HHI $100-249k) consumers in the U.S., as well as the 2.5 million ultra-affluent consumers (HHI $250k+). »  Read More

The Missing Link for High-End Home Brand Social Media

September 9th, 2014 by

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

Green Drives Green for High-End Home Brands

August 26th, 2014 by

The growing impact of eco-friendly homes.

 

Not all affluent consumers are environmentally conscious and not all environmentally conscious consumers are affluent. But there is a decent overlap between the two – and I believe that there is opportunity in that shared space for forward-looking marketers. »  Read More

Important Group of Consumers Returns in 24 Months

August 19th, 2014 by

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

8 Encouraging Trends for High-End Home Brands

August 5th, 2014 by

Recovery of the housing market brings opportunities.

 

If you were to chart the collapse of the housing market a few years ago, the downward line you would draw would be straight, unfaltering and resolute.

Today, if you were charting the recovery, the upward line you’d draw would be wiggly, choppy, and somewhat unsure of itself. »  Read More

What Happens When Affluents Retire?

July 29th, 2014 by

The surprising answer and how it affects high-end brands.

 

Most marketers I know would probably agree with Peter Drucker: the aim of marketing is to know the consumer so well that the product sells itself. Yet, at the high-end of the marketplace, why do so many marketers operate on outdated myths and misperceptions about affluent consumers? »  Read More