“Movie Trailer” marketing to the affluent

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The newest approach for marketing to the affluent is what’s becoming known as Movie Trailer Video Marketing. Although the early adopters are in the luxury real estate field, don’t be surprised to see this approach take hold among other consultants, advisors and experts who are seeking to gain a foothold with the ultra-affluent.

As I’ve mentioned repeatedly, good marketing is all about telling a good story, and Movie Trailer Video marketing takes this to the next level.

There’s a great post about ...

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Using Video Stories To Sell To The Affluent

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Ultimately, it comes down to the story you tell.

That’s how you differentiate yourself from others.

That’s how you get the attention of the very hard to reach.

In the world of luxury real estate marketing, no one does a better job of telling the unique story of a house with humor, warmth and emotion than Ruhm.

Check out these videos.

Whether you have the budget for this type of marketing or not, the important point is that whatever you offer, you need to communicate ...

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What Affluent Clients Value In Their Advisors

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Interesting results from a joint study done by Hartford Funds and MIT, on the factors most important to affluent clients when hiring advisors.

Although technical competence is important, it’s also a given, and in-and-of-itself, doesn’t differentiate one advisor from another.

The key point of differentiation? What the study refers to as personalization. 

What this refers to is that clients desperately want solutions that are custom tailored their needs, wants and desires. Thus, advisors who enter into conversations with a pre-packaged “solution” are at a ...

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How to keep the affluent engaged

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Once a prospective affluent client expresses their initial interest in the services we offer, the challenge becomes, how do we keep that person interested and engaged with us? That’s crucial if we are to transition a prospect into an actual client.

The answer is to often fly the plane at a slightly higher altitude.

Here’s what I mean by that.

It’s important to remember that what you’re really selling is the affluent luxury lifestyle. How you actually make your money-your financial advice, real estate, ...

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Marketing To The Affluent With Video

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If you’re marketing to the affluent, here’s an interesting case study from the world of luxury residential real estate. I think you’ll find it applicable, regardless of the type of service you offer.

In residential real estate, the focus is on listings. That’s what enables an a company to leverage itself.

Unfortunately, similar to many industries, most real estate websites look mind-numbingly the same. As a consequence, it’s very hard for a seller of a house to determine who they should list their house ...

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Marketing to the young affluent

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Much of the discussion about marketing to the affluent focuses on the baby-boom generation. A missed opportunity for many services providers are targeted campaigns directed to the younger segment of the affluent population.

Not surprisingly, this demographic is heavily online, which makes reaching and influencing them much easier in many ways.

Two strategies to consider.

First, according to a recent study done by MartiniResearch, when asked what would increase their interest in online advertising, the overwhelming response from affluents was: “Advertising more relevant ...

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2 Questions That Will Grow Your Business

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Success (in all aspects of life) has a lot to do with the types of questions you ask, and how you interpret the information you get. Determining what the right questions are, is often difficult, but thinking that through is usually worth the effort.

Since I live in the world of marketing and client attraction,and you’re reading a blog on those topics, let’s focus on the 2 questions I believe you should ask before you start implementing your marketing system.

1) Why am I doing this?

Lots ...

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How the affluent choose who to work with

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Some interesting perspective that’s recently come out from Vanguard about how the affluent choose who to work with. Although the study was specifically focused on financial advisors, the insights are beneficial to anyone who is targeting the affluent niche market.

First, it’s important to remember that the “Affluent” marketing breaks down into a number of sub-niches. For the purposes of this study, the affluent were defined as falling into one of 3 groups. Mass affluent <$1 million in assets, Millionaires $1-$5 ...

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What services the affluent really want

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If you’re a financial advisor, a wealth manager or seeking accredited investors, I thought you’d find the results of a recent study by the Spectrem Group to be of interest. As I’ll discuss a bit later here, this is great information for creating highly niched lead magnets and content for your drip-marketing and blog content.

Although the “Affluent” market breaks down into a number of sub-groups, I want to focus on the Millionaire segment which is define as those with investible ...

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The Huge Mistake Most Consultants & Advisors Make

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When one talks with consultants, advisors or experts about why they decided to do what they do, the answer almost invariably is that they’re passionate about what they do. Maybe that’s a bit of an overstatement-it’s hard to get too passionate about supply chain management-but I’m sure you take my point.

For example, financial advisors get into that business because they’re fascinated about the markets. Leadership consultants are intrigued about how companies can do a better job of developing talent. The ...

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