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
What this year’s election could mean for your high-end brand.
Premium brands were forecast to face a difficult year in 2016, according to Bain & Co. Compounding this insight is historic data showing that election years tend to be difficult for high-end brands. » 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
New 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
5 questions to ask in order to meet the growing trend of planned purchasing.
As more and more consumers carefully plan their major purchases, marketers of high-end home brands need to adapt accordingly. Research shows that affluent consumers are thinking more carefully before buying. » 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
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
Finding balance between creative and analytics isn’t always easy.
“My job today looks nothing like it did just a few years ago,” said a friend who has served as CMO of a high-end home brand for the past ten or so years. » Read More
Customers may fall in love with your brand, but only if you make a great first impression.
Perhaps you’ve experienced from time to time an immediate, visceral reaction to a product you found in a store or online – so much so that you thought to yourself: “I am so buying that.” You didn’t think about it. » Read More