Erica Martinez

Articles by Erica All articles by Erica

• All Purchases Are Considered, But Some Purchases Are More Considered Than Others in Engage:Affluent on 06/11/2014
  

  It starts sooner than we might have thought. The moment comes early when you realize that you can make your first serious purchase. In the case of my son, it's a new phone. He truly is passionate about phone technology, from the science and marketing behind the very first iPhone to the latest and greatest new products.

• Is Your Considered Purchase Product Now A Considered Commodity? in Engage:Affluent on 04/09/2014
  

  You've got to love a good mash-up. Chocolate and peanut butter. Angry Birds and Star Wars. Cookie Monster and Tom Waits.

• Your Customer's Affluence Level Can Impact Purchase Consideration in Engage:Affluent on 02/12/2014
  

  Luxury goods. Luxury travel. Luxury apartments. An idea is brought to mind of something special, timeless, exclusive. Something that is not for everyone. But those that can, will.

• 'Tis the Season For Giving: Where Young Affluents Choose to Donate in Engage:Affluent on 12/11/2013
  

  #GivingTuesday launched last week, good timing for this time of year, when amidst all the commercialism, many of us start to think about giving back.

• 3 Items To Keep In Mind When Marketing To Affluents in Engage:Affluent on 10/09/2013
  

  Whether we're looking to solve a marketing challenge or developing breathtaking creative, we frequently forget to look at the unpretentious solution. We've got internal and external stakeholders telling us that simple isn't sexy enough, isn't exciting enough, isn't deep enough. Our concepts and communications will seem unworldly to our sophisticated audience. In the meantime, our perfect customers are subjected to more products being marketed to them in more channels than ever before. It's a complex world out there. Why can't we keep things simple?

• Considered Purchases: Affluents Think Long Term, While Non-Affluents Think Right Now  in Engage:Affluent on 09/11/2013
  

  Lucky me - our bedroom air conditioner died in the middle of the New York City July 2013 heat wave. It had been a great air conditioner, but when it started blowing warm air because the compressor started shutting down every three minutes, and it started making that scary high-pitched whining sound, we decided it was time to find something new.

• Gaining A Deeper Understanding Of Luxury Market Trends in Engage:Affluent on 06/12/2013
  

  The media sensationalizes the exploits of the rich. In the last couple of weeks alone, we've heard about Disney "tour concierges," detectives being hired as drivers and serving as parents' eyes and ears on the ground to keep kids out of trouble, and haute pizza parties-not to mention the relaunch of A Small World, a super-exclusive social/travel network for the well-heeled set.

Comments by Erica All comments by Erica

• All Purchases Are Considered, But Some Purchases Are More Considered Than Others by Erica Martinez (Engage:Affluent on 06/11/2014)
  

  Paula, I think it depends on the audience. Those who have had the money and chance to learn about financial planning take it more seriously. But who they listen to has changed. They are more likely to consider advice from a financial planner - whatever facility they are affiliated with - than with a bank or brokerage. It becomes a personal consideration.

• All Purchases Are Considered, But Some Purchases Are More Considered Than Others by Erica Martinez (Engage:Affluent on 06/11/2014)
  

  Hi, FJ. Thanks for your note. Would love to speak with you more about this - you can feel free to email me at erica.martinez@thegateworldwide.com. Topline, marketers simply don't hold all of the cards anymore, as considerers know that they have control over access to more information about any item in which they are interested. Big data can work against a marketer, as it delivers too broad a message, even with deep segmentation. Small data, on the other hand, can help a marketer make the connection it needs to break a lengthy consideration cycle. We've long heard people say "advertising is dead" - it's a relatively empty thought at this point. But advertising IS different, and marketers must adjust to a new reality. Do let me know when your column comes out. Erica

• Y&R Study Reveals Consumers' Hidden Side by Tanya Gazdik (Marketing Daily on 09/18/2013)
  

  Really interesting, compelling work. Eager to see where this goes next and how this thinking is taken advantage of.

• Considered Purchases: Affluents Think Long Term, While Non-Affluents Think Right Now by Erica Martinez (Engage:Affluent on 09/11/2013)
  

  Thanks for your comment, Tony. People want to be heard. Doesn't matter how affluent (or not) they are. For many, it is a case of "so many channels in which to communicate, so little listening going on." That's just not going to be sustainable.

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