Get better results from your luxury or b2b marketing budget

Slide 1
Hi I'm Niki Mcmorrough from affluent audiences - welcome to my video.

Do you want to get better results from your marketing budget?

Do you want your teams and agencies to be more aligned on your strategy rollout?

Then you need to start using Affluent Audience intelligence to power your campaigns!

I’ll show you how, let’s do this!

BUT FIRST, why should you trust me? 

Slide 2
Because all these companies do

I advise elite global brands in events, beauty, wearables, real estate, wealth management, automotive, yachting...

Affluent audience intelligence works in any industry, for any company who needs to target wealthy, or budget holding audiences.

Slide 3
Now. Why is it more important than ever for luxury and b2b brands to focus and prioritise?

BECAUSE MEDIA AND PLATFORMS ARE MORE FRAGMENTED THAN EVER!

The more you try to do everything, the less powerful your message becomes and then your marketing budget gets cut because the board sees other business activities as a better investmentand yes, it’s true - marketing budgets in 2024 reduced by 15% of global revenue.

You have to stop trying to do everything, and start doing the few key things that really matter to your audience.

This is how you’ll get bigger results.

Slide 4
So your ROI is eroding. Why?

Well, firstly, credit isn't free anymore.

Higher inflation means spending money is more expensive, which means you need an even more qualified audience. Uh, oh.

Secondly, the different segments within wealthy markets are becoming more differentiated.

Old versus the young - male versus female - East vs West.

So it's harder for your big message to resonate with all of your wealthy audiences. It needs to be tailored for different groups.

Thirdly, and it’s a biggie, the main ad and social platforms can't distinguish very well by wealth. 

Slide 5
This may be causing you to make some of these common mistakes. Do you recognize any of them?

One. You're guessing where to reach your high net worth audiences and budget holders. 

Two. So you spray and pray, fragmenting your spend over multiple platforms.

Three. This causes you to reach wider and less qualified audiences when you need to be doing THE EXACT OPPOSITE - reaching MORE QUALIFIED audiences

Four. This, of course, causes brand dilution, which puts your REAL target audience OFF your brand (as happened to Gucci in the 90’s)

And finally, if you don’t have SOLID AUDIENCE INSIGHTS, then the HIPPO decides on your strategy. 

The hippo is the highest paid person's opinion, and this means that your whole marketing budget gets skewed towards one person’s subjective bias, which can be disastrous.

If you recognize any of those mistakes, then stay tuned and find out how to solve them.

Slide 6
But first, let me outline another problem. YOU DON'T KNOW YOUR AUDIENCES!

Sure, you have CUSTOMERS, but what do you REALLY know about them? Other than that they bought your products, and gave you their name and email address?

And what do you actually know about your target audience, apart from some basic demographics and that they need to be wealthy?

And I know, you have a growing base of advocates and followers, but how do you know they have the budget to ever become a genuine customer

Enough already with the problems! Let's look at how we can solve them now. 

Slide 7
First - you need to know at least 100 people who are in your target audience. 

When you have these 100 samples, you can…

One: see exactly what kind of people you need to be talking to

Two: learn anonymised insights about them, like personality and digital habits

Three: Develop bespoke strategy, apps or agents based on the most important insights

Remember: as you saw from the logo slide, this works in any industry. It is industry agnostic. 

Now, you can follow these 3 simple rules yourself, but it’s easier said than done. Or you can let Affluent Audiences help you.

Slide 8
Because we are always mapping the world’s wealthy audiences, we can create your browsable audiences, based on your brief. 

This can be multiple audiences, such as your CURRENT audience, your FUTURE audience, your LAPSED audience, or competitors audiences.

Slide 9 
For example: Billionaires who own yachts, or their purchasing teams?

Mass Affluent women who work in media.

Ultra High Net Worth men who like golfing.

High net worth families with dual citizenship.

Very high net worth investors in tech.

Slide 10
and let's not forget...

Your advocates, customers, prospects or lapsed buyers.

AND your competitors audiences.

Why is is important to see a browsable audience? 

Slide 11
Because you now have concrete context

You can see a sample of WHO is in your audience and it makes you much more aware of how your message may be received by them.

Slide 12
SCREENING your audiences also enables you to check you are on the right track.

Slide 13
Enabling you to move away from bad KPIs, such as the number of followers, engagements or views.

Slide 14
And you can move towards sensible commercial goals such as the number of QUALIFIED followers, customers or advocates.

And this starts to make sure that your brand is more authentic, more believable, and then it is more trusted by your actual target audience.

Slide 15
Once we identified your audience, we can then use PRIMARY AND SECONDARY research to understand their digital habits, sociographics and psychographics, 

such as personality traits, favoured media, social platforms, brand and retailer affinities, events and conferences attended, and the people and podcasts who are truly influencing them.

By analysing multiple audiences and segments, we can tell you if there is a priority insight that works for them all, or which insights can be used to resonate with separate segments.

Slide 16
And the third step, of course, is the strategy. 

We use the contextual audience, and the prioritised insights, to suggest campaign options completely optimised to your wealthy budget holding audiences.

We will provide a complete user journey, with visuals to show each stage from awareness to interest, desire, action and retention. 

When you have decided which route you want to implement, I will collaborate with your in-house and agency teams OR introduce you to relevant luxury and b2b specialists.

LAST SLIDE
Right, well I hope that you've enjoyed this little intro.

I want to keep it short and sweet. 

So, if this resonates with you, (full screen) then I encourage you to book a meeting by clicking on the button above this video

Or emailing or calling me.

SPEAK TO YOU SOON!