It’s critical to pay attention to your evolving purchase process. What sets high-end home brands apart from consumer packaged goods and other low-cost home-related items are, of course, price and purchase cycle. When a consumer is considering renovating a kitchen with $150,000 in new appliances, cabinetry, flooring and countertops, she is going to be […]
Read More… from Twists and Turns Along the High-End Home Brand Path to Purchase
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
If you’re not thinking strategically about content, you’re in trouble. How many times per day do you read or hear or talk about content marketing? If you’re like many of the home brand marketers I know, I’d imagine that you and your team think about it a lot. You may remember the race – […]
Why evolving media forms matter to marketers. Marketers have an increasing number of media forms to deal with today – which represents both an opportunity and a threat for high-end home brands. If marketers can more clearly understand the different ways that consumers perceive and absorb messages, they will be much better suited […]
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 […]
New tool helps retailers drive sales via Instagram. Social media networks are by their very nature, well, social. They belong to people, not brands, and as hard as brands try, they will never quite “own” social media to the degree that they own other marketing channels. And that sometimes makes marketers nervous. It’s why marketers […]
Read More… from The Missing Link for High-End Home Brand Social Media
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.
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
