How High-End Home Brands Are Benefiting from CGI It used to be that creating fantasy kitchen photography as part of a marketing campaign for our client Viking Range required a highly complex, six-figure photo shoot, complete with skilled set designers, food stylists, and prop masters – not to mention an A-level photographer and producer. During […]
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
How to manage customer expectations when things go wrong. You’ve done everything right with your marketing campaign. Inquiries and leads are up, engagement is higher than ever, and sales continue to move in the right direction. You are feeling on top of the world. But you soon discover a powerful force of nature that […]
Read More… from High-End Home Brands Live or Die by Customer Service
Marketers who understand the 20/40/60 Rule are more likely to raise their returns. Michael Silverstein’s seminal book, Trading Up, made a significant impact on my marketing worldview by documenting how companies create high-end brands that appeal to affluent and mass-market consumers. The book was – and remains – a great business case for the […]
Read More… from High-End Home Brands Still Command the Lion’s Share of Category Profits
Design helps any brand create a world that customers aspire to live in, but managing that world takes constant vigilance and a few clear rules. Every now and then, high-end brands go to a place where customers roll their eyes and say, “Give me a break!” How can that happen? After all, your brand […]
Read More… from Hit or Miss: Evaluating Advertising Design for High-End Home Brands
While the essence of your brand must remain the same, today’s media choices force marketers to loosen the rules. One of the reasons paid advertising is still so seductive for marketers, is that it’s the only brand space that is completely, utterly controllable. Every detail of a paid ad or video can be lovingly […]
Read More… from Different Media Means Different Faces for Your High-End Home Brand
Instead of adapting traditional marketing to mobile devices, realize that new media requires a radical rethink. We live in an age of 110-inch flat screen TVs, but the future of marketing may belong to your 5-inch phone screen. The continuing trend towards mobile platforms offers challenges for all brands, but can be particularly vexing […]
Read More… from Five Tactics that Help Big High-End Home Brands Shine on Small Screens
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
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
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
