Why targeting your marketing to a specific generation produces results.
I have always been fascinated by generational marketing and have written about Millenials here before. But, what about other generations? Affluent shoppers are not all created equal; what some shoppers connect to strongly, others will not value as highly. » 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
The times are changing—and reaching new affluents requires creative marketing for high-end home brands
“Do you like luxury?” Affluent and aspiring-affluent Millennials may be saying no, but their lifestyle habits suggest otherwise.
Millennials view the “luxury” label with suspicion, as an elitist holdover from a bygone era with little meaning other than a high price tag. » Read More
The ever-developing high-end goods market calls us back to our instincts
Growth in high-end home sales may have slowed, bringing the premium goods market with it, but that doesn’t mean you should slow your marketing.
If you’re reading between the lines, you already know that double-digit growth, year after year, isn’t something you want, anyway—it’s a bubble. » Read More
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 Yet, at the high-end of the marketplace, why do so many marketers operate on outdated myths and misperceptions about affluent consumers?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
When they come off of the sidelines, they will be different.
One of the biggest drivers of the sluggish U.S. housing recovery has been the fact that Millennials – the 80+ million consumers reaching young adulthood around the year 2000 – have been sitting on the sidelines. » Read More
You know the story, but do you know the lessons learned from it?
Prior to the global financial crisis, affluent consumers spent above their means, in large part due to phantom-like perceived wealth. “Their housing values were going up and their 401k’s were going up, so they felt wealthy and tended to spend above their income level,” said Unity Marketing’s Pam Danziger recently in Luxury Daily. » Read More
Brendan Howard / Shutterstock.com
Yes, they are different, but don’t assume that they don’t consume media like everyone else.
The high-end marketplace often thinks of Ultra High Net Worth (UHNW) consumers as exotic and mysterious creatures, like Sundarbans tigers. » Read More
Affluent consumers think of luxury differently now.
Stop for a moment and think about how much marketing has changed for high-end brands during the past few years. I recently spoke with a friend who years ago helped me build a strategic alliance between her high-end travel brand and my client’s home brand. » Read More
Buying decisions continue to be made after the actual purchase.
Marketers of high-end brands understand Plato’s description of emotion and reason as two horses pulling us in different directions. After all, it can be painful when you’ve carefully helped a customer along the path to purchase, only to have her return the product the following week. » Read More