How smart marketers are using sensory experiences to win in the showroom
You’ve invested time and money in creating a showroom experience that sets your brand apart from your competitors. The lighting is perfect. The colors and textures are sublime. » Read More
High-end brand marketers can use data to leverage their strategies
A recent report from Bain & Co’s Claudia D’Arpizio provides a great perspective on where affluent consumers are spending now – which is a great barometer not only for high-end home brands, but premium and luxury brands in general. » Read More
How high-end brands can win on the “visual Web”.
I am a visual person. I love most genres of photography. I rarely meet a Tumblr post or a Venn diagram that I don’t like. And my colleagues joke that the number-one thing I say in meetings is, “draw me the picture.”
It turns out that I’m not the only one. » Read More
Business leaders are the heaviest spenders.
Affluent consumers drive the U.S. economy.
In an economy where consumer spending accounts for 70% of the country’s gross domestic product, Affluents account for more than 40% of this volume. They are twice as likely to buy, and when they do, spend 3x more than the average household in many categories. » Read More
High-end home brands can benefit greatly by better understanding consumers.
One of the common themes at Upward Home is this: affluent consumers are not a homogeneous group who can be marketed to in the same way. Rather, they are remarkably diverse – in terms of their buying and usage patterns, media consumption, and their path-to-purchase. » Read More
What high-end home brands can learn about the connected home.
I continue to be fascinated with the concept of the smart home – or as some call it, the connected home – because I think that technology will have an increasingly dramatic impact on high-end home brands during the next few years. » Read More
A few thought-provoking questions to help jump-start your year.
Most of the marketers I know tend to attack a new year with gusto and a renewed sense of purpose. This fresh start provides us with a great opportunity to reassess the health of our brands and our marketing initiatives. » Read More
Contrasting studies can be confusing, but your job is to remain focused.
Sometimes, I am dazed and confused by the variety of reports that come over the transom. Over the past week or so, I’ve seen a consumer sentiment study that is bullish, as well as another that is bearish. » 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
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