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
NanoBond cookware in Napa, Calif. (Photo copyright Nader Khouri 2016, naderkhouri.com)
A picture is worth 1000 words. But credibility is worth much more in sales.
For the past several months my Ramey team and I have been working behind the scenes to help launch an innovative new of line cookware – Hestan NanoBond. » 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
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 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 Yet, at the high-end of the marketplace, why do so many marketers operate on outdated myths and misperceptions about affluent consumers?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
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
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
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
Why you should consider an experiential luxury strategy for your brand.
Several years ago, I was working on brand strategy with my clients at Viking Range. The philosophical question on the table was this: Is a giant stainless steel Viking an end unto itself – or a means to an end? » Read More