In Luxury Marketing, People Talk – Find Out Who They’re Talking To

Monday, April 15th, 2013

“Satisfied customers tell three friends,” writes Pete Blackshaw, co-founder of Word of Mouth Marketing Association. I’ll take that a few steps further and suggest that a happy wealthy customer shares their satisfaction with dozens of friends, family members, and business associates.

Affluent people identify with the brands they buy, the causes they support, and the hot spots they frequent. Beyond that of the average customer, they want to share their passions with friends and family—wearing designer merchandise, attending fundraising galas, and bragging about the exotic cruise they just took. Where you have one loyal upscale patron, you have the potential to tap into the dozens who they influence.

Multimillionaires Have “Financial Personas” Too

Thursday, February 14th, 2013

I’ve always assumed that in general multimillionaires have a pretty good handle on their financial plans. They know what financial vehicles they need, when to buy, when to sell and how to shelter income from tax exposure. They have their insurance needs and estate plans covered. They’re rich and they know what they’re doing, right?

Wrong.

Luxury Brands…Affluent Millennials…Direct Mail

Tuesday, January 22nd, 2013

When you connect the dots of recent findings regarding luxury brands, financial demographics, and marketing preferences, they reveal a portrait of “The Affluent Millennial.” Ever so quietly during the past few years of the economic downswing, Affluent Millennials (or Generation Y) have grown in numbers.

Why so quiet?

First, unlike previous generations of conspicuous consumers, Affluent Millennials don’t flaunt their wealth. You’re unlikely to tell a 30-year old highly-salaried exec apart from her clerical counterpart at a bar.