LUXURY AUDIENCE PROFILING
Ultra-wealthy audiences are famously difficult to identify using traditional at-scale marketing techniques. For example, Elon Musk stated his job title as ‘Imperator of Mars’ and the Queen of Jordan says she is a ‘Mom with a really cool day job’.
So, our audience profiling partner has developed a truly unique way to profile your target
audience, by linking browsable sample audience segments with enriched group insights,
resulting in a bespoke creative strategic direction that clients say is ‘amazingly precise’.
SEE YOUR AUDIENCES IN A NEW LIGHT
BROWSABLE AUDIENCES
After an initial consultation to identify your target audience[s], we find and build browsable audiences containing real samples of your audience members.
This is useful because it transforms your personas from abstract to real, relatable people that you can see in context.
ACTIONABLE INSIGHTS
Our specialist deciphers thousands of data points including the media, content,influencers, podcasts, events, conferences,
personality, interests and buying behaviours that actually inspire real people in the audience. We distill these into the most important insights, delivered in a simple, visual way that your whole team can understand.
This is useful because data-driven insights start to align all your stakeholders and allow your company to truly understand the audience and its segments, enabling you to make more informed decisions about where to spend your budget.
AUDIENCE-CENTRIC STRATEGY
Finally, we use the audience insights to develop a marketing strategy that is directly associated with their real and recent preferences. You will be able to choose from 3 strategic options that we can implement for your brand.
This is useful because your strategy is directly related to your audience needs, which means stronger stakeholder alignment, cleaner rollout, less wastage, better resonance and ROI.
AUDIENCE PROFILING FAQs
Is audience profiling GDPR compliant?
Yes, our method for profiling audiences aligns with the GDPR. We can provide technical details to your brand’s DPO upon request, if needed.
What if I don’t have a data-set to profile?
You do not need to have your own data set. The beauty of our process is that we use publicly available information to provide you with rich audience segment insights to help you define your strategy.
Can you analyze my own data-set?
Yes, we can analyze your customer base or an acquired data set provided that you have the correct legal basis to analyze it for statistical purposes. In this instance, we will act as your sub-processor (with you as the data controller). Please enquire for more information about this.
Why would I need you to analyze my own data sets?
Typically, a luxury brand will have a database of lapsed and current customers and a mailing list of interested prospects, but know little else about them apart from name and email address. Common reasons to add your data set to our process are a) to gain a full understanding of your existing tribes and their preferences so that you can develop new products and services optimized for them b) to gain a true understanding of how your real customer base compares to your ideal customer base and c) identifying why customers lapse. Please enquire for more information about this.
What do the deliverables look like?
A browsable audience will contain viewable social profiles of a sample of your audience members. Actionable insights will contain concise overviews about the group’s preferences
and supporting lists of media, influencers, etc to back this up. We will always include advice about each insight and how to handle it through psychology, branding, tone of voice and messaging, often with real, recent examples from luxury brands. Audience-centric strategy will look like a campaign proposal, usually delivered in powerpoint format with campaign concept mockups.