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.
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
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
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
Brands can prosper by staying on top of evolving real estate trends. If you’ve been a marketer for a high-end home brand for a while, there’s a good chance that you have experienced some high-flying economic upturns, as well as some brutally tough downturns. You’ve learned to adapt, adjusting your strategies and communications to […]
Read More… from Is Your High-End Home Brand “Perfect for Entertaining?”
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
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
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
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?
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
