Marketing is often understood as a broad-impact business tool aimed at large groups of consumers. In recent years, the concept of personalized advertising has been developing with mechanisms for pinpointing customers with specific characteristics. And apart is the category of wealthy consumers of premium services and goods, the interaction with which occurs according to completely different rules.
Marketing activities for the elite segment of clients are professionally handled by business coach and consultant Dan S. Kennedy. He, thanks to his own experience in this field, formulated the main requirement for a conditional seller - to become an influential person himself. 7 recommendations will help you achieve high status and successfully sell goods to rich people.
1. Generation of valuable content
According to established general principles of marketing, brand promotion is the main goal. For this, network content is developed, characterized by the typical properties of advertising. It should be noted that the quality of such materials on websites in recent years has also improved amid growing demands from search engines on the Internet. But even with this in mind, marketing content for rich users will look fundamentally different.
The main function of valuable content is to inform and to some extent educate the client through high-quality materials about the product. The form can be very different - from podcasts and webinars to blog posts and graphic reports. Successful, wealthy consumers are willing to accept truly valuable information and reject everything related to signs of surface advertising. In this area, the most important thing is to become a source of distribution of useful materials that are trustworthy.
2. Brand creation and promotion
Once again, it is worth noting the differences in the perception of rich people. As a rule, they pay attention not to the external attributes of the company, but to its essence. In this case, the owner of the business with his personal characteristics. Therefore, the brand should be directly associated with the personality of the leader offering their products. Accordingly, this bundle should appear everywhere in information environments where the conditional consumer is located.
3. Promotion through the media
Nobody will know the brand that has just emerged - accordingly, it needs to be untwisted. And the surest and most effective way is through the media. And again, the formats may be different. They use television channels, radio, printed materials, etc. It is possible to use Internet sites that are fashionable in our time, but it is important to keep in mind that they are not perceived as carriers of information that is as authoritative and trustworthy as traditional media.
You will need to go to the journalists yourself, without waiting for the correspondents to visit the company themselves on the occasion of the opening of its store. Moreover, it is necessary to go to the media with original and truly interesting information that will intrigue the viewer or listener. A banal set of phrases with formal data about the brand and the product will simply merge with the general stream of similar presentations.
4. Direct dialogue with the audience
The emphasis on a rich audience implies special approaches to communicating with it. The most effective will be a conversation from the stage during which the acting representative of the brand will speak not as a network distributor of products, but as a full-fledged partner with a business proposal.Of course, in such an environment, marketing persuasion should be used, but with completely different accents. The speaker’s task is to convince the audience that collaboration with the brand can be useful.
5. Formats of events for communication
The ability to interact with customers on the basis of feedback is also an important part of marketing activities. These are the so-called event events, which include seminars, conferences, lectures, etc. It is important to position them not as actions for clients by the corporation, but as informal meetings, therefore, letters of invitation also indicate the request to come with friends and relatives people. This is primarily a communication format, not a presentation of a specific product.
Eventually, participants in the event should receive valuable information or experience. Not information about the brand’s proposals, but, first of all, broadening the horizons. It can be a master class, where invited customers will receive some practical and valuable advice.
6. Measurement of the level of influence
Some time after the application of the marketing tools discussed above for rich people, it will be necessary to measure the main value of the effectiveness of this process - an indicator of influence. The most important criterion for this assessment will be the activity of customers in terms of disseminating information about the brand, under which the same meetings and conferences were held. If the information provided was really useful and significant, and the brand’s face is credible, then people will share positive feedback with their environment, increasing the status of the company.
7. Time to make suggestions
Having increased the brand’s influence in the circles of the target audience, you can proceed with concrete steps to convert this potential into real dividends. But you should not rush with this stage either. It is important to consider that relations with customers in this case are based on trust and respect of each other. Therefore, all kinds of advertising and imposing tools are completely excluded.
In other words, a well-to-do customer, having received enough information in principle about the product of interest to him, must himself be prepared to receive the appropriate offers. The company's task is to provide all the necessary data and information for interaction already at the seller-buyer level. An individual consultation with a client may well be an intermediate stage, during which the details of the transaction, additional services and other nuances of future cooperation will be clarified.