Frank Riolo

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• Luxury Brands Need To Expand Perception Of Wealthy in Engage:Affluent on 07/30/2014
  

  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, the face of the wealthy American will continue to evolve, as well. This means that a shift in luxury product marketing strategy is inevitable.

• Luxury Brands Need To Expand Perception of Wealthy in Engage:Affluent on 07/22/2014
  

  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.

• Branded Tools A Factor In Creating Loyalty in Engage:Millennials on 06/27/2014
  

  Millennials are growing up. In my last Engage: GenY contribution, I highlighted the media's tendency to overlook the fact that many older Millennials are already far along in the "game of life," if you will. It goes without saying that the way this generation pursues life's steps is different from that of Boomers and Generation X. Technology has obviously played a huge role in the lives of Millennials and will continue to do so. Because of this, brands should focus on ways in which they can incorporate this technology into their everyday lives.

• How Luxury Brands Should Speak To The Millionaire Millennial in Engage:Affluent on 06/25/2014
  

  While crippling student debt, high unemployment rates, and a recovering economy have put a damper on wealth outlook for Millennials, a notable portion of the generation is actually doing quite well for itself. As a matter of fact, a recent report from the Shullman Research Center found that 23% (roughly five million) of millionaires are actually Millennials; more than the total of Generation X millionaires, which stands at about four million, and about half that of Baby Boomers, a generation that had a 30-year head start.

• Marketers Must Adjust As Shopping Habits Change in Engage:Affluent on 05/28/2014
  

  Luxury brands may need to rethink the way in which they market to affluent consumers, because affluent consumers are certainly rethinking the way in which they purchase products. According to Unity Marketing's Luxury Consumption Index, consumer confidence has dropped sharply in 2014.

• Marketers Cannot Forget About Older Millennials In Their Outreach Strategy in Engage:Millennials on 05/02/2014
  

  The overall public image of Millennials consists of young, self-important 20-somethings with poor work ethic and a mobile device in hand at all times. Anyone who has conducted thorough research about the group knows that this is simply not true and nothing more than a misguided generalization - and that misguidedness includes describing Millennials as "young."

• The Eye Of The Consumer Is What Makes A Brand 'Luxurious' in Engage:Affluent on 04/23/2014
  

  I recently started a search for a new car. While I have a fairly good idea of what my budget is and what vehicles fall under what I am willing to spend, one of the most significant observations I have made as a member of the marketing industry is how different brands name their models.

• Marketers Must Place Greater Emphasis On Loyalty in Engage:Millennials on 04/04/2014
  

  One of the largest differences between Millennials and the generations that came before them is that they are much less loyal. For example, according to a recent Pew Research Center survey, 50% of Millennials identify themselves as independents politically (though the majority tends to lean Democrat). That's compared with 39% of Generation Xers and 32% of Baby Boomers who identify themselves as independents. According to the study, the same holds true for religion. Twenty-nine percent say that they have no religious affiliation.

• Marketers Must Note Differences Between Old Wealth And New in Engage:Affluent on 03/27/2014
  

  Not all affluent consumers are created equally. I'm not talking about dollar value here - I am talking about interests and age. It's estimated that there are currently over 12 million Millennials with an annual income of over $100,000. Even with the "shortened" attention spans of Millennials, one would assume that marketing to this demographic is simple - just slap a notable label and an expensive price tag on a piece of merchandise and the wealthy will come running, right? Well, not necessarily.

• Marketers Should Keep It Short In 2014 in Engage:Millennials on 03/07/2014
  

  We all know that Millennials have the ability to interpret a message within a few seconds due to what has been characterized as a decreasing attention span. However, a recent study released by MIT is almost mind-boggling. According to the report, consumers can decipher what an ad or logo is saying in about 13 milliseconds, roughly 10 times faster than the one-tenth of a second the researchers had initially projected.

Comments by Frank All comments by Frank

• Appeal To Emotion, Not Environmental Logic by Frank Riolo (Marketing: Green on 03/13/2013)
  

  Thanks for the comment and additional insights, Douglas.

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