A New Generation’s Behaviors Will Change Affluent Marketing
Industries like insurance are struggling to capture the attention of younger generations because fewer of these consumers are conforming to the “normal” behaviors these marketers have come to expect....
View ArticleHENRYs Represent a Starting Point, Not a Target Affluent Audience
Recently, the concept of the HENRY — High Earner, Not Rich Yet — has become very popular with marketers, especially those looking for audiences with the potential for high discretionary spending....
View ArticleHow Planning For Attribution Sets Up Holiday Season Success
The fourth quarter is always the busiest time for consumer marketers. They spend more on media and, in theory, they drive more money through increased holiday sales. This may result in high ROI, but in...
View ArticleWhy ‘Stickiness’ Should Become A Major Component Of Affluent Marketing
In an era with more media options, more advertising, and more consumer choice than ever before, brands find themselves in intense competition for customer dollars and loyalty. Faced with so many...
View ArticleFaced With Cautious Affluent Consumers, Nimble Marketing Matters
At the start of the year, it’s generally standard practice for marketing organizations to do a postmortem on the previous year and think about how they’re going to apply their learnings to the year...
View ArticleWhen It Comes to Identifying Affluence, Third-party Data Remains A Vital Tool
Marketing to affluent audiences relies heavily on reaching audiences that have the spending capacity to afford a brand or service. This includes both a brand’s existing customers, as well as prospects...
View Article3 Considerations when targeting “HENRYs” (High earner, not rich yet)
In today’s quest to effectively reach and target new audiences, one group gaining popularity is the “high earner, not rich yet” consumer, or the HENRY. The acronym clearly defines why these consumers...
View ArticleSegmentation Can Help Overcome Addressable TV’s Small Scale
While TV has long been a fantastic way to deliver messaging to a wide audience, marketers have recently been attracted to new methods that allow them to use the deeply engaging medium in a more...
View ArticleIn Luxury Auto, Dealers Must Be Data-driven
The dealership is no longer a consumer’s first stop when researching an auto purchase. While the test drive remains essential, most consumers begin their search online, drastically cutting down on the...
View ArticleFor The Affluent, A Lease Model Is No Longer Off Limits
An uncertain economy might scare some marketers, but for others, it presents an interesting opportunity to adopt a new perspective. In the past, the affluent were often regarded as spenders — those who...
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