There are more affluent consumers, but they are harder than ever to find. I’ve noticed a fascinating contradiction occurring within the affluent consumer base. On one hand, the number of affluent Americans is growing. There were 53,000 more millionaire households in the U.S. last year, compared to the year prior. On the other hand, […]
Read More… from The Good News and Bad News About High-End Home Brand Consumers
Five things you can do to dramatically improve your marketing performance. A few years ago, one of my high-end home brand clients was asked to participate in some benchmarking research from a leading management consulting firm. The consultants were studying a handful of leading consumer brands in order to capture some of the best […]
Read More… from Best Marketing Practices Among High-End Home Brands
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
There’s much to be learned by visiting (and recreating) a consumer’s home. Have you ever felt that you don’t have a good handle on your customer prospect, despite the fact that you have reams of data from previous focus groups and surveys? Or that when you finally acquire some actionable insight, nobody else in […]
Read More… from High-End Home Brands Gain Insight in the Home and at the Factory
Affluent consumers enthusiastically consume traditional and digital media. Marketers of high-end home brands had to make difficult decisions during the economic recession. When revenues fell, so did marketing budgets – and that often meant that media was dramatically cut. More than once, a CMO told me that they were facing a sort of “either/or” […]
Read More… from High-End Home Brand Media Consumption: A “Both/And” Proposition
Smart brands work to maximize joy post-purchase. Your consumer has finally decided that it’s time to update the kitchen, redecorate the living room, or replace the floors downstairs. As many marketers of high-end home brands know, the purchase cycle for an expensive home-related product could be six months to a year before she finally […]
Read More… from How Emotions Evolve in the High-End Home Brand Purchase Process
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.
When high-end brands touch timeless, universal human emotions about the meaning of Home, a deeper connection is possible. All too often, internal discussions about marketing start and end with product features and benefits. Manufacturers tend to define brands solely by their engineering or design, without taking the time to discover the underlying psychological relevance […]
Read More… from High-End Brands: Understanding the Psychological Symbolism of Home
Make sure your measurements match your goals. The young marketing team for a high-end home brand was reviewing the analytics for the company’s latest digital ad campaign. The campaign looked great, and as best they could tell, the ad units were generating a decent level of click-throughs to the campaign landing page. If the […]
Read More… from Clickers vs. Converters Among High-End Home Brands
Tenure of affluence can be more important than net worth. Many home brand marketers have found success targeting affluent consumers who own a second home. The reasoning is that if your brand is an expensive consumer durable with a 10-15 year lifespan, then regardless of how loyal your customer is, it may be […]
Read More… from A Surprisingly Effective Targeting Strategy for High-End Home Brands
