Marketing to the affluent
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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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    Marketing to the affluent Marketing to the affluent Presentation Transcript

    • Marketing to the Affluent
      RSVPChicago
      GKIC Chapter Member Spotlight
    • 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!
    • 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
    • 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
    • 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)
    • 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
    • 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
    • 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
    • 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
    • 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
    • Contact Information
      RSVP Chicago
      847-939-6065
      nick@rsvpchicago.com
      www.rsvpchicago.com
      Facebook.com/RSVPChicago
      twitter.com/nicholasloise