As today’s affluents are spending more time at home than ever, they’re coming to the realization – some quicker than others – that we’re in this for the long haul. Life in public spaces will likely be forever changed. And so, it seems, will life in their homes. Yes, home is haven, but it’s also […]
It’s June. Months since the global pandemic caused the U.S. economy and life as we knew it to turn upside down. What do we know? Things are changing fast as it relates to consumer sentiment, and as predicted, messaging that may have been timely and resonant in the middle of March is no longer compelling […]
Once it became clear that we would be spending months at home, Affluents wasted no time investing in their spaces. Almost every affluent we’ve talked to made some significant changes to their homes – from adding on outdoor spaces and major remodels to updating paint and purchasing new furniture. And data shows that they were […]
This year, we have seen the impact COVID-19 has made across industries to catapult change (whether or not an organization was ready for it). In many ways this has created an immense amount of opportunity for growth – especially in the high-end home category. As my colleague Michelle Hill recently shared, affluent consumers wasted no […]
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?
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
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
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
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
A high-end home brand that provides options can dramatically impact a buyer’s perception of value. When brand marketers face the inevitable dilemma of expanding a product line, an often difficult decision is whether to go up- or down-market. Either choice has its own inherent risks and rewards: Introducing a lower-priced line of products may […]
