Understanding your company’s place in the context of your customers’ luxury lifestyle is a critical part of marketing success. Marketers call this ‘positioning,’ and it is one of the more difficult processes to navigate.
Stevens, PA (PRWEB) June 26, 2013
Determining your company’s position in the overall consumer market is a challenge for everybody, but for luxury marketers, in particular, which compete both vertically within market segment and horizontally across different goods and services categories, it is the critical differentiator between success and failure. This is the message from Pam Danziger, president of Unity Marketing and author of Putting the Luxe Back in Luxury, who calls on companies targeting the high-end, affluent customers to get regular overviews of their customers’ purchase behavior to better understand their position in the luxury market.
“Understanding your company’s place in the context of your customers’ luxury lifestyle is a critical part of marketing success. Marketers call this ‘positioning,’ and it is one of the more difficult processes to navigate,” says Danziger.
Understanding market position is the critical first step to deciding how to approach one’s customers. “This is just what our Luxury Snapshot Reports provide,” says Danziger. Unity Marketing offers a series of 22 category-specific Luxury Snapshot Reports, including beauty, fashion accessories, tabletop, and more.
A Luxury Snapshot Report is tailored to give marketers at large and small companies alike an overview of the luxury market in general and an in-depth look at their segment in particular. These are concise, focused reports which don't overwhelm the busy executive with a lot of excess baggage they don't need, but presents them with the facts and figures they need to make informed decisions.
Each report identifies what products or services are of most interest to affluent consumers; how consumer interest in and spending on specific products or services is changing over time; and demographic information about the affluent luxury customers. And some reports also include a ranking of the most popular brands for which luxury consumers are shopping. “This is the critical information you need to make marketing decisions,” says Danziger. “Without it, any decisions are only a guess.”
“Our Luxury Snapshot Reports are a popular and affordable way for businesses of all sizes to understand their market and make the changes they need to keep their businesses at the forefront. And, if additional support is needed to use the research information more effectively, Unity Marketing can provide businesses strategic marketing consulting,” Danziger says.
Find the Information Needed for Marketing and Strategic Planning in the Luxury Market
- Explore Luxury Snapshot Reports: Unity Marketing offers a variety of Luxury Snapshot Reports highlighting the key facts of each industry. Each report is competitively priced to make it appropriate for a wide range of business sizes and needs. See the full list at: http://www.unitymarketingonline.com/catalog/product_cat.php/subid=163/index.html
- Understand a specific trend in the luxury market: Unity Marketing offers regular trend reports that take an in-depth look at affluent behavior in a particular market. For example, a recent trend report Affluents Online 2013 profiles how the affluents use the internet, social media and mobile devices to power their luxury lifestyles.
- Go in-depth: For a more comprehensive look at the overall U.S. affluent market Unity Marketing’s Luxury Report 2013: The Ultimate Five-Year Guide to the Luxury Consumer Market. tracks five years (2008-2012) of affluent consumer behavior, motivations, and spending in the areas of personal luxuries, home luxuries, and experiential luxuries.
About Pam Danziger and Unity Marketing
Pamela N. Danziger is an internationally recognized expert specializing in consumer insights for marketers targeting the affluent consumer. She is president of Unity Marketing, a marketing consulting firm she founded in 1992. Pam received the Global Luxury Award for top luxury industry achievers presented at the Global Luxury Forum in 2007 by Harper's Bazaar. Luxury Daily named Pam to its list of "Women to Watch in 2013."
Pam's latest book is Putting the Luxe Back in Luxury: How new consumer values are redefining the way we market luxury (Paramount Market Publishing, 2011). Her other books include Shopping: Why We Love It and How Retailers Can Create the Ultimate Customer Experience, published by Kaplan Publishing in October 2006; Let Them Eat Cake: Marketing Luxury to the Masses-as well as the Classes, (Dearborn Trade Publishing, $27, hardcover) and Why People Buy Things They Don't Need: Understanding and Predicting Consumer Behavior (Chicago: Dearborn Trade Publishing, 2004).