Workshop Agenda

Part 1: Overview

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

Part 2: 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
• 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
• The "wealthy-in-training:" How to nurture and educate them
• What inspires and strengthens loyalty in this audience
• Interactive discussion/breakout groups: Trends, ideas and best practices
• Real-time exercise: Developing a luxury audience segment management plan

Part 3: 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
• 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
• 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
• Interactive discussion/breakout groups: Trends, ideas and best practices
• Real-time exercise: Developing your marketing plan

Part 4: 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