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
Buying decisions continue to be made after the actual purchase. Marketers of high-end brands understand Plato’s description of emotion and reason as two horses pulling us in different directions. After all, it can be painful when you’ve carefully helped a customer along the path to purchase, only to have her return the product the following […]
You know the story, but do you know the lessons learned from it? Prior to the global financial crisis, affluent consumers spent above their means, in large part due to phantom-like perceived wealth. “Their housing values were going up and their 401k’s were going up, so they felt wealthy and tended to spend above […]
Read More… from Down But Not Out: How Affluents Shop for High-End Home Brands
Be wary of a “one size fits all” marketing approach. Too many marketers believe that affluent consumers behave alike – when in fact, they are as diverse a group as the general population. Researcher Bob Shullman has written, “There are significant differences on many issues depending on their household income, wealth, age, and gender. […]
Read More… from The Dramatic Differences Between Younger and Older Affluents
A picture is worth 1000 words. But credibility is worth much more in sales. For the past several months my Ramey team and I have been working behind the scenes to help launch an innovative new of line cookware – Hestan NanoBond. One of the most exciting facets of this launch was collaborating with both our client […]
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?
You might ask what these three have in common. I suggest that, if you’re in the category of selling high-end home brands and you’re not at least considering how your brand connects with the wellness trend, then you better start. Wellness has been labeled the new luxury and for good reason. The wellness economy was […]
Read More… from Wellness, Affluence and High-end Home Brands
How to communicate with consumers in uncertain times. Given the rapidly changing situation, knowing when and how to communicate with customers and prospects will not always be clear. That’s something we have to accept as marketers right now. Our counsel – strike a calm, authentic tone that communicates we’re in this together. Apply common […]
Read More… from How smart brands communicate during a crisis.
“I think we both believed that we were in a fog we couldn’t see through yet, though in a while, maybe not even a long while, we would see lights and know something.” – Richard Ford, “Great Falls.” Dear Friends, If you are like me, your inbox is full of emails this week with tips […]
Read More… from Taking High-End Brands Through Challenging Times
In addition to following the health and economic impacts of COVID-19, we are considering the impacts to consumer behavior, specifically in the high-end home category. While this situation is unique, we have helped our clients weather some massive economic downturns from the post-9/11 economy in 2001 to the housing bubble burst of 2008. Below are […]
Read More… from How can high-end home brands adapt to a pandemic?
