Archive for the ‘Affluent Executives’ Category

The Magic of Q1

Tuesday, January 10th, 2017

First, I hope you had a Merry BIG Christmas. I am overjoyed that so many of our Wealth Window clients reported a strong season!

As you begin 2017, I suggest you take advantage of what I call, “The Magic of Q1.”

Our experience shows that Q1 is a terrific time to test: a new strategy, a new audience, and a new channel. In fact, January and February are two of the best performing months for marketing. Additionally, if your new strategies prove successful in Q1, you can benefit all year. Conversely, if they underperform, you can cut your losses quickly.

When it comes to testing, we suggest a “Structured Spending” approach for many luxury brands: 70% of your dollars go to what has proven to work; 20% is invested behind strategies that show real promise; and 10% is allocated to dramatically different approaches that have the potential to deliver vast improvements.

Here are a couple of exciting ideas we’ve seen work for our clients:

 

Thankfully, as we enter 2017 things are looking bright. The market remains strong. Consumer optimism is high. And government policy should be advantageous for luxury brands.

Yet since markets and consumers can be fickle, you won’t want to lose any time testing innovative strategies in Q1. I’m happy to help in any way I can to ensure you experience a magical first quarter.

How will Donald and Melania Trump Impact Luxury Brands?

Wednesday, November 16th, 2016

Photo Courtesy of People Magazine

Photo Courtesy of People Magazine

History suggests that America’s first families often have significant influence over the purchasing behavior of Americans and people around the world. This was certainly the case when John and Jackie Kennedy brought their sophisticated and affluent style to the White House, replacing the rather conservative, 50’s era style of the Eisenhower’s. (Tuxedos anyone?) Ronald and Nancy Reagan brought Hollywood glamour to Washington—an obvious departure from the homey style of the Carters. (Oscar de la Renta and Bill Blass certainly benefitted.)

And now, Donald and Melania Trump are bringing their lifestyles of the rich and famous to the White House, and, let’s face it, the Trumps have never been shy about the media. This begs the question: How will their affluent, opulent way of life influence luxury brands and spending on upscale goods and services?

Here are some questions that are on my mind – and probably yours as well:

 

These are just a few of the questions that will be answered over the next few months, and during the Trump presidency. But one thing seems certain, the rich will get richer, and smart marketers should be thinking about how to leverage this unique opportunity.

If you think there’s a trend you can capitalize on, let’s talk. I’d love to hear your thoughts.

Play to Win When Targeting the C-Suite Consumer

Friday, March 14th, 2014

targeting marketing to affluent executive consumers at home and business

Targeting affluent executives at home and business is a winning game plan for luxury brand marketers.

Luxury brand marketers can take a page from the big ticket B2B playbook in capturing the attention of busy, high-level executives. You can find a few choice pointers in this article on How to Reach the C-Suite:

 

I agree with all of the above, and I see exactly how this can play out in upscale consumer marketing. After all, if you follow the money in big-ticket consumer spending, it’s in the hands of the highest paid executives.

Three Big Plays You Can  Make Now  to Acquire C-Level Customers”

1) Add Multi-touch to Multichannel

C-Level executives are running and gunning 24/7 at work, at home, on the go. A well-laid plan to break through to them requires contact information at multiple touch points and channels. You need to address them where they live and where they work. Follow up with email. Then follow them wherever they go on the web with digital display and video.

2) Get Your Hands on Need-to-Know Data

In today’s world of relevancy, your marketing is only as good as your intel. Is your C-Level prospect married? Does she have children? Where does she work? What’s her job function? What’s does her company  do? Company sales? Company size? Her own personal net worth?  Hobbies and interests? This is need-to-know personal and business information if you want to be hyper-relevant.

3) Reach Out to Their Connections

C-Level executives seek the advice of others. Makes sense. Family members, friends, colleagues, neighbors. Wouldn’t it be smart to include these influencers in your campaign to create some buzz? This works both ways. Once you land a heavy hitter who wields a lot of clout, he will likewise influence those close to him. You need to penetrate your prospect’s inner circle and get the message out to his group of influentials.

Targeting the working rich directly at both home and the office, via postal, email, digital display, mobile marketing and through their connections is a game plan that gives you the best chance to win the elusive C-Level executive as a new customer.

I hope I’ve kept your attention long enough to deliver this timely, succinct, actionable insight on marketing consumer brands to high-level execs!

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