Marketers without Borders

Thursday, September 11th, 2014
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Directly tap into global wealth by targeting affluent consumers around the world

Global email and mailing lists of affluent consumers, investors, travelers and donors can help grab international, luxury brand market share.

The rise in global affluence has expanded demand for luxury products and services well beyond the United States. Just as brand name retailers have literally opened the doors to new stores sited in strategic international locations, direct marketers can also capture international market share by driving foreign customers to their websites by both email and direct mail.

Through the convenience of online shopping, many etailers are shipping worldwide. Fundraising for worldly causes has spread to donors all around the world. Investors overseas are flocking to U.S. markets. And international travel is skyrocketing among the nouveau riche in many countries outside the U.S.

But thus far, acquiring new customers, donors and investors from afar has largely been a passive process, whereby people from other nations are searching and finding what they are looking for online. In luxury brand marketing, it is essential to establish brand loyalty early on because, well, customers tend to remain loyal. So now is the time for marketers seeking a bigger slice of international market share to take their message directly overseas to international consumers of means.

As Media Post reports, favorable exchange rates, affordable home prices and rising affluence abroad are driving international buyers to American real estate investments. This tells me that there is a large international audience out there with capital to invest and who are most likely frequent fliers.

Therefore, the first two upmarket sectors that come to mind for direct marketing to the world’s wealthy are:

1. Luxury Travel

Global jet setters are searching for:

  • Travel Rewards Credit Cards
  • Luxury Accommodations, Resorts and Rentals
  • Exotic Destinations
  • Quality Travel Gear
  • Travel Books and Magazines
  • Cruises and Tours

 

2. Financial Services

International investors are seeking:

  • Investment Advice, Financial Publications & Websites
  • Luxury Real Estate
  • Precious Metals and Jewelry
  • Valuable Art, Antiques & Collectibles
  • Online Brokerage Firms
  • Wealth Management Providers

 

All luxury marketers can generate brand appeal among the über-wealthy in numerous countries that are home to a growing number of affluent consumers — China, France, Germany, Italy and the United Kingdom to name a few. Utilize  email as well as international postal mail to seize the opportunity to establish brand preference among the world’s elite investors, first class travelers, luxury shoppers and major donors.

 

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