Another Smart Way to Segment Affluent Consumers

February 13th, 2015 by

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

Smart New Insights From The Smart Home

January 13th, 2015 by

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

The 2015 Checklist for High-End Home Brands

December 30th, 2014 by

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

Is Consumer Sentiment Improving (Or Not) For High-End Home Brands?

December 2nd, 2014 by

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

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

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

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