While the affluent buyer is a smaller subsection of the overall consumer audience, it is one that packs a big financial punch. And as a luxury and premium appliance dealer, it’s an audience you need to understand. From how this audience has changed to how to adjust your sales funnel to meet their purchasing style, it’s imperative you understand these buyers’ wants and needs.
Here we look at the importance of understanding the affluent consumer and offer the crucial components of meaningful marketing to this audience.
Identify Your Audience
As a premium and luxury appliance dealer, you know your audience is the affluent consumer, but the scope of who you are trying to reach is much more narrow. You’re not just after the affluent audience; you’re after those specific high-end buyers who are also either new homeowners or planning an extensive remodel—or both.
In addition to the affluent consumer, it’s essential to consider your B2B audience as well. Within your company’s overall marketing strategy, you should intentionally target trade professionals who work with an affluent clientele. Who are the interior designers and builders in your area that work on high-end kitchen projects? What about the top-tier cabinet specialists? And, if you sell outdoor appliances, who are the hardscapers that work exclusively on luxury homes?
Showcase Your Expertise Online
The luxury appliance purchasing process is a lengthy one that often involves extensive research by the consumer. And while the in-store shopping experience must be superior and unmatched by your competitors, most modern consumers begin their purchasing journey well before they step foot into a showroom.
Whether it’s through a paid search ad or an organic social media post, your audience is far more likely to first encounter your business or brand online versus in-store. With that understanding, employ a content marketing strategy to provide key knowledge and value to your target audience so that when it’s time to begin in-store shopping, your company is top of mind.
Additionally, having a content strategy in place can further help you reach your affluent audience. Creating meaningful content not only showcases your expertise, but it can also be used in a strategic email marketing campaign, which is another impactful way to reach affluent buyers who have already shown an interest in your brand. According to Digilant, “Luxury brands need to think of their email marketing strategy in the same regard as their in-person assets.” Offering content that provides the level of expertise your audience can get from a sales representative allows them to continue to see your brand as a true authority in your market.
Harness the Power of Online Advertising
From Meta to Google, online advertising platforms allow your brand to reach new customers in highly targeted and cost-effective ways. Whether you are running a simple brand awareness initiative or a retargeting campaign, the ability to select specific audience options such as income and interests allow you to fine-tune your approach to ensure you are reaching your ideal customer.
Once you have honed in on your affluent consumer, employ the use of strategically crafted ads that resonate with this specific audience. Entrepreneur.com suggests that “being unique is what counts” with this particular consumer segment, rather than comparing yourself to competitors. Develop ads that show what makes your showroom the ideal destination for affluent shoppers and the trade professionals who create their well-appointed spaces.
A customized paid search advertising campaign is another way to reach your ideal audiences. According to Digilant, “Only 7% of shoppers start their searches with a manufacturer or retailer’s name.” With the right keyword research and strategy in place, potential customers will begin to see your brand at the top of their searches.
Maintain Your Reputation
Once the affluent audience is aware of your business and respects the knowledge and experience you have in the luxury and premium appliance space, they may look to online reviews to make the final determination as to whether to step foot in your showroom. It’s imperative that your online reputation be pristine to ensure yours is the company this consumer segment trusts.
Encourage satisfied customers to rate and review your business online. And when you do receive new reviews, respond to them. Your audience will see that you care about your customers. If you happen to have an unhappy customer who leaves a negative review, craft a thoughtful and carefully worded response to further show your commitment to exceptional customer service.
Another option to further increase brand awareness and boost your reputation is by tapping into on-brand influencers and the relationships they have with trade professionals. According to Business Wire, 66% of consumers between the ages of 18-29 and 61% of consumers between 33-44 trust product reviews from influencers.
As a high-end appliance dealer, it’s imperative you understand that the affluent audience embarks on a lengthy journey that may or may not lead to a purchase from your showroom. To reach that ideal consumer, you need a carefully crafted marketing strategy. If you’re in need of a custom marketing strategy, we’d love to hear from you.