20 Ways to Market to High-End Clients: The Royals
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I met many professional organizers at the 2014 NAPO Conference, including someone who told me she only worked with “high end” clients. I was intrigued, but didn’t get the opportunity to ask her how she found and attracted such clients. Clearly it would be a smart business move, so I was pleased when Frank Stovall offered to write an article about this for Your Organizing Business.
Reaching out to a high-end market provides an opportunity to multiply profitability and build the popularity of your brand name.
However, it cannot happen using the same marketing strategies you use on regular clients. You will need to get to the level of your target high-end customers and prove the worth of your product.
Attracting this market segment requires creativity, initiative, and resilience. Most of all, you need a smart strategy.
How Do You Target a High-End Customer? Or Even Royalty?
Here are two ways you can target high-end customers.
1) Providing a Premium Package
Creating a premium package involves focusing on people who are willing to pay more to get more. Make all the packages visible to the customer, and they can easily make comparisons.
2) Luxury Product
Build a product around priceless features such as quality, country of origin, and exclusivity. You can also associate the product with affluent people.
What are the Best Strategies to Market to High-End Customers?
1. Create an Attractive Premium Package
High-end customers are more concerned about the special treatment and extra benefits a product or service gives them and less about the price. Think of something that would draw them in and provide them with added value.
2. Build Unshakeable Trust and Credibility
You will only attract high-end customers if you portray yourself as an authority in the industry. They need the assurance that trusting you is worth it. Create helpful articles and post them on websites where high-end clients frequent. Share success stories on your website.
3. Choose Your Channels Carefully
You will not find luxury customers in the same places you find other customers. Study their patterns. Find out where they spend their leisure time and what they read.
4. Provide Excellent Customer Service
Royals are the crème de la crème of their industry. Make your business worth their time by portraying consistency, effectiveness, and timeliness in your product and service delivery.
5. Communicate Your High-end Offers
Customize your advertisements to relate to the lifestyles of high-end clients. A private jet service advert, for instance, should focus on amenities these individuals would value, such as new planes and top-notch catering.
6. Have a Strong Response System
Any luxury clients you attract will leave if you do not respond to their complaints or requests promptly. Train your front-end employees to communicate professionally, even on social media channels.
7. Get into the Customer’s Mind
Create a profile of your target customer. Include details such as the size of family, level of income, sex, and age. Based on this information, what would trigger a purchase?
8. Have the Right Partners
The right connections can link you with high-end customers. Find partners whose clients are your target group. For instance, sign up for a private jet club membership and meet luxury clients willing to pay the price for high-value.
9. Provide a Sample Package
Give your target market a sneak peek into the great product or service you are offering. You can provide a free sample. Let them have a look and feel of what you are offering.
10. Make Use of Bing
Do not underestimate Bing as a search engine. A report indicated that 22% of household incomes of searchers in Bing are in the top 25%. It makes it a great choice when targeting luxury clients.
11. Forget About Price Competition
High-end customers associate high price with high value. A high rate advertises the product as capable of providing the benefits the client seeks.
12. Focus on Exclusivity and Uniqueness
The high-end customer does not want a product that every Tom, Dick, and Harry has. They crave exclusivity. Forget mass-production. Create limited editions of your products in the highest quality. Your consumers will not want to miss out on making a purchase.
13. Use Influencer Marketing
Using influencers in your marketing strategy builds your brand’s image. Find someone who has successfully promoted other luxury brands.
14. Build a Relationship with the Clients
Your luxury clients will consist of a small community. Create an e-mail list where you can provide prompt updates, valuable advice, and priceless gifts. It builds brand loyalty.
15. Build a Timeless Brand
The high-end client has no time to keep up with fads. Create a timeless brand. Think of Giorgio Armani. The Italian luxury fashion house has stuck to slim clothes designs and built its brand around it.
16. Invest in Brand Awareness
Do not just focus on advertising to high-end customers, target everyone. The value of a brand increases if people can recognize it instantly, but not everyone should be able to afford it.
17. Give Your Product a Distinctive Quality
Advertise your brand with a focus on a unique quality. Ferrari’s are known to be fast cars, Louis Vuitton bags are known for their practicality. High-end customers do not mind their extravagant prices.
18. Have the Right Mindset
You will need a positive mindset to build a luxury brand. If you are confident in your brand and what you have to offer, your target customer will believe in it too.
19. Do Not Fear Alienating the Consumers
Just as high-end clients seek the right business, be selective about who you let into the luxury program. They should show interest to be in for the long-term and capability of meeting the high prices.
20. Use a Personal Approach
This target market wants to feel appreciated. Reward them for doing business with you using small gifts that match their buying patterns.
With the right strategy, attracting high-end customers is not difficult. Use the proper channels for advertising your premium package or luxury product.
Focus on providing a unique experience to the customer while delivering high levels of satisfaction. Build your brand around timelessness, uniqueness, and high value.
Frank Stovall is an avid traveler, rock climber, and adventurer. As the active public relations manager for Fly Xo where one can book a flight on private jets in an instant, he is able to travel far and wide with Joshua Tree National Park being one of his favorite recent destinations.