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?
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.
Perfect Your Branding
The affluent audience has high standards when it comes to branding, and a polished, up-to-date presence is a must for high-end appliance dealers. Your strategy must go beyond a fresh logo to truly create a memorable customer experience for this unique audience. With the increasing popularity of digital platforms and the multi-channel shopping behaviors of the next generation of affluent consumers, consistency in branding is more important than ever.
In our decade-plus working with premium and luxury dealers, we’ve seen how effective a strategic approach can be for driving high-end appliance sales. Learn more about our suite of solutions custom tailored for appliance dealers.