How smart marketers are using sensory experiences to win in the showroom You’ve invested time and money in creating a showroom experience that sets your brand apart from your competitors. The lighting is perfect. The colors and textures are sublime. Your displays always seem to delight your shoppers. In all, your showroom looks like a […]
High-end homeowners are adopting technologies that connect their smart devices with energy-conserving home devices. Is the tipping point near? Affluents, especially the young and middle-aged, are showing strong favor for smart-home devices that marry their desire for maximum convenience with environmental zen. That could mean big gains for your high-end home brand. Polling […]
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Connecting with consumers is key to success For a luxury brand to succeed in the market, it used to be enough to just be… luxurious. True luxe consumers would naturally trust the premium brand while aspirational consumers would save up to purchase coveted items. Yet in the age of social media, consumers at all price points […]
High-End Brands Face the Best of Times, the Worst of Times It was the best of times, it was the worst of times, it was the age of wisdom, it was the age of foolishness, it was the epoch of belief, it was the epoch of incredulity, it was the season of Light, it […]
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 […]
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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Sometimes CMOs have to help other decision-makers understand that marketing entails more than advertising—particularly in the case of high-end brands. A recent study from Notre Dame’s Mendoza College of Business, Stanford University and London Business School examined 506 CEOs of large corporations and found that 25 percent have a marketing background. In this sizable […]
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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 […]
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, […]
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