Brands can prosper by staying on top of evolving real estate trends. If you’ve been a marketer for a high-end home brand for a while, there’s a good chance that you have experienced some high-flying economic upturns, as well as some brutally tough downturns. You’ve learned to adapt, adjusting your strategies and communications to […]
Read More… from Is Your High-End Home Brand “Perfect for Entertaining?”
It’s not important where your brand lives in the home, but rather where your brand lives in the consumer’s mind. When selling a home, the real estate agent’s mantra is “location, location, location.” When selling a high-end home brand, location matters too. But it’s not about what room your brand lives in—it’s about where […]
Read More… from For High-End Home Brands, Location is Everything. And Nothing.
Crafting unique marketing messages to men and women is tempting, but you can’t always trust the stereotypes. Fair or not, marketers often talk to the sexes differently. Understanding how to talk to both at once may be your best and sanest choice. In today’s post-modern, dual-income society, we may do it in more subtle […]
Read More… from How Men and Women Approach High-End Home Brands
Make sure that you are delivering a smooth digital experience for consumers. Some of the smartest marketers of high-end home brands find ideas and inspiration in luxury categories outside of the home, such as fashion, travel and automobiles. In a recent consumer insights article from McKinsey, LVMH’s Group Digital Director, Thomas Romieu, provides some […]
Read More… from How to Delight High-End Home Brand Consumers Online
Affluent consumers drive sales among high-end home brands, so you’d better understand their humble, middle-class values. A few years ago, I spoke to a group marketers of high-end brands. After the session, one of the CMOs in the audience told me that the vast majority of his company’s affluent consumers loved his brand so […]
Nearly half of affluent consumers will redecorate, remodel or renovate. Half of the $1.9 trillion that affluent Americans spend annually will be concentrated in four categories, including the home category, according to a recent study from Ipsos. Moreover, 45% of affluents are planning to redecorate, remodel or renovate their home or grounds in the […]
Read More… from More Affluent Consumers Planning to Purchase High-End Home Brands
Get ready for intelligent technology in the home. I remember the first time I came face-to-face with “smart home technology.” I was standing in a booth at KBIS, the national kitchen and bath trade show, trying to decide if an internet-enabled computer screen, integrated into the door of a refrigerator, was a winner or […]
Marketers must adapt with digital consumer behavior in order to succeed. The changing landscape of digital marketing continues to impact high-end home brands, and marketers must evolve and adapt in order to succeed. A recent report from comScore underscores this trend, and offers some interesting insight into some of the seismic shifts marketers now […]
Read More… from 4 Transformative Digital Shifts Play Pivotal Role for High-End Home Brands
It pays to know the differences between each type of consumer. Two high-end home buyers are considering buying a million-dollar home. One is a seasoned home buyer and the other is a first-timer. Do you know the differences and similarities in each buyer’s perspective? A few items on their wish list overlap. For instance, […]
Read More… from Seasoned vs. First-Time Buyers of High-End Home Brands
If you understand the opportunities, your brand has unlimited potential. Marketers of high-end brands often tell me about the one-two punch they faced during the past several years. If the global recession didn’t knock them on the mat, the explosion of digital marketing certainly made them see stars. On one hand, affluent consumers pulled […]
Read More… from 4 Important Digital Trends Shaping High-End Home Brands
