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
It’s critical to pay attention to your evolving purchase process. What sets high-end home brands apart from consumer packaged goods and other low-cost home-related items are, of course, price and purchase cycle. When a consumer is considering renovating a kitchen with $150,000 in new appliances, cabinetry, flooring and countertops, she is going to be […]
Read More… from Twists and Turns Along the High-End Home Brand Path to Purchase
Do you understand how consumers are shopping your brand? More and more consumers are using mobile devices to shop for home-related brands. And since one of the top-five purchase categories for smartphones is the home, you would expect that home brands would finally get into the game. The short answer is that some are […]
Read More… from Consumers Are Shopping High-End Home Brands via Mobile
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
How the mindset of one CEO might affect marketing directors across the home category. The CEO of a high-end home brand was visiting with me about revenue and profit trends at his company. We had talked about some of the inherent challenges facing his brand. On one hand, his brand was the category leader. […]
Read More… from Can Your High-End Home Brand Triple Sales in Two Years?
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
New research illustrates how consumers are engaged by medium. If affluent consumers told you exactly how to engage with them, would you find that information helpful? Might those insights help you sharpen your marketing efforts? A recent study asked affluent consumers about the marketing communications they might see across a variety of mediums and […]
Read More… from Affluents Tell High-End Home Brands How to Engage Them
Going beyond logos and craftsmanship. When marketers of high-end home brands are seeking insights, trends, and inspiration, sometimes it makes sense to look out-of-category, toward other high-end segments such as automotive, fashion, and travel. A perennial source of inspiration for me is the luxury conglomerate, LVMH, parent company of Louis Vuitton, Bulgari, Dom Perignon, […]
New tool helps retailers drive sales via Instagram. Social media networks are by their very nature, well, social. They belong to people, not brands, and as hard as brands try, they will never quite “own” social media to the degree that they own other marketing channels. And that sometimes makes marketers nervous. It’s why marketers […]
Read More… from The Missing Link for High-End Home Brand Social Media
Image via Rockwell Group A new luxury concept challenges conventional thinking. When Fred Carl founded Viking Range in the mid-1980s, he challenged the status quo in the appliance world by creating a new category of professional-style cooking equipment created exclusively for the home. My colleagues and I had the great pleasure of working […]
