Money Talks
Secrets to attracting the rich
If you're trying to reach affluent customers, stay away from
the flash, says Jonathan E. Robbin, president and chairman of
Ricercar Inc. (www.ricercar.com), a Bethesda, Maryland, business
information systems firm that specializes in targeting the affluent
market. "It's important to distinguish between people who
are truly affluent and those who [only] appear
affluent."
Robbin offers these tips for crafting the right message for this
market:
50 percent of millionaires live in middle-class
neighborhoods, so geography is not a sure-fire indicator of
wealth.
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The truly affluent are generally frugal. Emphasize quality
and value to them.
Affluent customers like their opinions to be
respected-don't try to approach them with the "envy
syndrome."
Gwen Moran is president of Moran Marketing Associates, a
public relations and marketing communications agency in Ocean, New
Jersey, and founder of BoostYourBiz.com, an online marketing
information resource for businesses. E-mail her at gwen@boostyourbiz.com
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