• In Targeting Luxury Buyers, Location Is The Secret That's Too Good to Keep
    For any brand, targeting and engaging your preferred audience is key - and, in the grand scheme of digital marketing challenges, it's not that hard anymore. We have access to data that shows us how our target audiences behave and what they like. Marketers who embrace and understand the signals, can speak to their audiences at scale and convert.
  • Building A Profile For Today's High Value Luxury Customer
    One of the challenges in researching the Super Rich is that they are hard to research. In fact, there is very little research out there that has a significant sample size of households with $1 million + HHI.
  • Who Are The Drivers Of Prestige Skincare?
    By this point, as the summer winds down, we have likely read in several magazines, read in a newspaper or two, seen postings on Facebook, and maybe even seen a special on TV cautioning us on the dreadful effects the sun's harmful UV rays have on our skin. With fall coming, we may see advertisements for moisturizers that will extend our summer tan.
  • In Addition To Age, Millennials Differ In Many Ways
    As part of our recent focus on wealth, our previous two columns - "Millennials Are The Future, But Boomers Are Today" and "Gen X Is The Generation That Affluent Marketers Can't Afford To Ignore" -addressed where household income and wealth currently reside among upscale consumers. Plus, for the first time, we also included mass-market consumers in order to provide affluent marketers with a benchmark of the rest of America, which is often one of their target markets.
  • How Luxury Brands Should Market To Professional And Affluent Men
    Grabbing the attention of a niche population can be challenging, but when you're able to target and ultimately occupy that niche, the rewards can be immense. In all honesty, grabbing the attention of the affluent male is a 24/7 job. But like marketing for any business, the first step in the process is to first understand, to the best of our ability, everything about this target.
  • The Untethered Affluent
    Despite the marketer's edict that mobile should be an essential part of today's marketing strategy, agencies and clients that market to affluent consumers continue to look at mobile as an afterthought in their brand journey. Mobile executions are too often simply just that- executions that are thrown in simply to acknowledge that mobile is covered as part of the marketing mix. Display, social, search and other aspects of digital continue to garner the majority of our marketing attention. But in order for us to effectively reach affluent consumers, we first have to understand their behavioral patterns, and today that starts ...
  • Gen X Is The Generation That Affluent Marketers Can't Afford To Ignore
    As part of our recent focus on wealth, our previous column, "Millennials Are the Future, But Boomers Are Today," addressed where household income and wealth currently reside among upscale consumers. For the first time, we also included mass-market consumers in order to provide affluent marketers with a benchmark of the rest of America, which is often a target market.
  • A Move To Quality
    Quality is a word in digital media that hasn't been spoken much in recent years. It's been overcome by words and phrases relating to efficiencies, programmatic, reach, audience extension, and the like. However, it's word that is of great importance to luxury buyers and brands and the pendulum is starting to swing back where quality is making a comeback to our lexicon.
  • Luxury Brands Need To Expand Perception Of Wealthy
    Recently, Advertising Age highlighted Cadillac's recent commercial featuring French model Magali Amadei. In the spot, eager fathers look on as Amadei's character picks up her kids at school in the Cadillac SRX while clearly sporting work attire, as if she has just come from the office. The commercial is noteworthy, because even here in the 21st Century, women are rarely portrayed as dominant figures in advertising. This is something that brands might want to consider changing. As our country's population continues to evolve, whether it is due to the maturing of Millennials, new family dynamics, or a shift in nationalities, ...
  • Luxury Brands Need To Expand Perception of Wealthy
    As our country's population continues to evolve, whether it is due to the maturing of Millennials, new family dynamics, or a shift in nationalities, the face of the wealthy American will continue to evolve, as well. This means that a shift in luxury product marketing strategy is inevitable.
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