Marketing to the affluent

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  • Nicholas - I would appreciate if you sourced your 6 Ps of Luxury Marketing. This smells like a rip off from here http://luxurysociety.com/articles/2009/06/the-6-ps-of-luxury-marketing
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  • 1. Marketing to the Affluent
    RSVPChicago
    GKIC Chapter Member Spotlight
  • 2. Agenda for Today
    Who are they and what are the best ways to reach the Affluent Market Place
    What is RSVP Chicago and how we can help
    GKIC Tactics that works for me!
    Special thank you to Chapter and Steve!
  • 3. Who are the Affluent
    Top 20% of all Households in America
    HHI of $85,000 and UP
    Net worth exceed $250,000 and UP
    Dan Kennedy Categories
    Mass, Affluent, Ultra, Ultra-Ultra, Booms, G/L and Entrepreneurs and Business Owners
  • 4. How to Reach Them
    Most recent study of the American Affluence Research Board shows the ONLY ways to reach the affluent are:
    Direct Mail
    Referrals
    Events/Activities (Charities and Partnerships)
    The Web
  • 5. The 6’Ps of Luxury Marketing
    People:
    They buy from People (Personality)
    Product:
    Quality, Heritage, Integrity, Price, Scarcity (Affluent Newsletter)
    Passion:
    Connoisseurship Shared in Real or Virtual Communities (Herds)
    Pleasure:
    Luxury is Experiential (Iron Gate and Great Experiences)
    Purpose:
    (Build Value, Personality, XXX Sales Strategies, Aff Newsletter)
    Price:
    They rationalize why they pay (Newsletter, Pricing and Power)
  • 6. Keys to Success in Direct Mail
    60% is the List
    30% if the offer
    10% Graphics and Design
    Must read:
    Dan Kennedy’s Direct Mail and Affluent books (pick up on the way out)
    Newsletters
  • 7. RSVP Chicago
    Direct Response Marketing Company
    15 years of serving Chicagoland
    Know the affluent market inside and out
    Ubber Affluent
    Multi faceted
    Communities, Reader Community, Direct mail
    Flagship Product is our Direct Response Deck
  • 8. What makes us different
    Our list
    15 years of in house list building
    8-10 different factors is creating our list
    Offers
    Spend time, money and research on testing the right offers for our advertisers
    Design
    Know how to utilize design to drive response
  • 9. GKIC Tactics that Work
    Observational:
    Response form, testimonial, listing of all clients, listing of new clients, newsletters, envelopes, free gifts
    Tactical:
    Expert (books, reports), Experience, Communities, Personality, Radio Interview Show, Testimonials, Direct Mail, XXX Promotions, Information Marketing Product, Webinars, Teleseminars, Videos
    Educational:
    Newsletters, Personality, XXX, Affluent, Books, Copy, Influential Writing, Referrals, Appreciation
  • 10. Offer and Free Gifts to Chapter
    Winner of Dinner on Us Drawing
    Winner of $500 off their ad promotions
    Special Promotion for Veterans
    Facebook.com/RSVPChicago (Weekly winners)
    Special Pricing for Steve’s GKIC Members
    Response forms
  • 11. Contact Information
    RSVP Chicago
    847-939-6065
    nick@rsvpchicago.com
    www.rsvpchicago.com
    Facebook.com/RSVPChicago
    twitter.com/nicholasloise