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
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.
Introducing the Ramey Reach Higher Grants Last year, I helped sail a boat in an overnight race from Key West to Cuba – which for me was literally and figuratively sailing into the unknown. Not only had I never sailed a boat out of sight of the shoreline, I had certainly never sailed through the […]
Driving progress towards clear goals can take your brand to a higher level. I remember the first time a client admitted, “I’m not sure that we know what success looks like.” Sales and profits at his high-end home brand were solid. But as he geared up for the next marketing campaign, he was justifiably […]
Read More… from How High-End Home Brands Can Better Track Results
With affluent consumers choosing exotic materials and contemporary designs, the rest of the home may just follow suit. I’ve always believed that high-end kitchen cabinets were not only a good forecast tool for design trends, but also a sort of “leading financial indicator” for the entire high-end home category. After all, it was never […]
Read More… from Could a Kitchen Cabinet Trend Drive Other High-End Home Brands?
While today’s production budgets are tighter than ever, high-end brands need to use proven strategies to project an upmarket image. For most brands, the days of $100,000 print shoots or cost-is-no-object film productions are long gone. New media demands a constant stream of content—so even if your budgets are roughly where they were pre-recession, […]
Read More… from High-End Home Brand Productions on a Low-End Budget
How high-end home brands can benefit from NPS It’s good to ask your customers for feedback, and even better if you can do it simply and quickly. That’s why the Net Promoter Score (NPS) has been a popular metric for the past 15+ years. Unlike conventional customer satisfaction surveys, NPS focuses on the likelihood that […]
Is the Year Ahead a Threat or an Opportunity? For Marketers of High-End Brands, the Answer Is Yes Your consumer is evolving in dramatic ways, your job may be in jeopardy, and your team is cranking out irrelevant content. Nobody ever said it would be easy. As marketers of high-end brands face down the new […]
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And how they will impact high-end brands To understand the heart and mind of a person, look not at what he has already achieved, but at what he aspires to. That simple quote from Gibran helps me understand what’s going on in the housing market with Millennials. A couple of years ago, I theorized that […]
A new way of thinking for marketers of high-end brands Recently, I was asked by a client to lower the fees on a targeted digital campaign because the ratio of “working dollars” to “non-working dollars” was out of whack. The problem wasn’t that the fees were too high; rather, the media dollars were 60% lower […]
