Program

Day 1:November 28th, 2007

9:00: Introductions
(I'd like to have participants introduce themselves and their businesses to everyone at the start if possible)

9.30am: Overview

• How it all fits together: the luxury audience, marketing strategy, and the overall brand relationship dialogue  

Understanding the luxury audience landscape

• The value of market research in understanding different segments of the luxury audience
• Understanding the decision-making process of the luxury customer: both wealthy consumers and those who prioritize spending for these categories

10:30-10:45 Coffee Break

• Identifying the right target client profile and pinpointing their motivations
• How to interpret customer needs to fuel innovation in product development
• Key tips for luxury audience segmentation and personalization strategies

12:30-1:30 Lunch

• The “wealthy-in-training:” How to nurture and educate them
• What inspires and strengthens loyalty in this audience

3:00-3:15 Coffee Break

• Interactive discussion/breakout groups: Trends, ideas and best practices
• Real-time exercise: Developing a luxury audience segment management plan

4:45-5:00 Closing Remarks

 
Day 2: November 29th, 2007

9:00: Marketing process and best practices for the luxury customer

• Understanding the customer experience from initial awareness to profitable relationship
• Optimizing your marketing strategy across all channels in the customer experience

10:30-10:45 Morning Break

• How clients select advisers at both the brand and individual levels
• Winning the luxury client through an integrated marketing approach: examples and case studies from fashion, jewelry/accessories, hospitality, travel, automobiles & private jets, and banking

12:30-1:30 Lunch

• Best practices and case studies for creating effective marketing plans from various organizations that target luxury customers
• Key tips for conceptualizing your own marketing plan
• Putting it into practice: Implementing marketing plans that drive brand loyalty

3:00-3:15 Coffee Break

• Interactive discussion/breakout groups: Trends, ideas and best practices
• Real-time exercise: Developing your marketing plan

4:30-5:00 Wrap-up

• Workshop Review: Lessons learned and pitfalls to avoid in marketing to luxury customers
• Where to go from here? Next steps to keep on track
• Resources