No B.S. Marketing to the Affluent

The mass-affluent also have their own special E-Factors:

• the aspirational acquisition

• I own therefore I am

• knowing the secret handshake and having those who know it know you know it

Recognition Does Matter

Should you, for a moment, think the affluent are not motivated by this seeking of recognition, you should familiarize yourself with the fundraising modus operandi of the Republican and Democratic parties and candidates. Much of it revolves around motivating affluent individuals to be bundlers and bring together groups of maximum donors, thus raising $50,000.00 to $100,000.00, or more in clumps, for which the bundler is rewarded with invitations to special events like cocktail receptions at the Vice President’s home or dinners with a Congressman

Generic E-Factors that Apply to Everybody

Fear

Guilt

Pride

Greed

Love

In addition to the E-Factors affecting everybody, the affluent have a particular set of E-Factors to consider, some of which may surprise you:

• insecurity

• fear of being found fakers

• desperate desire not to commit a faux pas

• today, not passé

• feeding emotional emptiness

• giving selves gold stars

• after all, what’s the point of being rich

Marketing to values is more powerful than the marketing of products.

This means that price is not tied to product.

There was a time when coffee was coffee. Ice cream was ice cream. A phone was a phone. Even a pair of shoes was, well, just a pair of shoes.

woman with a full-time career and two kids who is too exhausted to cook anything you can’t microwave in its own dish still buys a $75,000.00 custom kitchen with a cooking island and state-of-the-art equipment, as she aspires to be more Martha than Rachael, and intends to devote more time to the art of cooking very soon

In the post-World War II era, when the suburbs were becoming both a place and a way of life, it was called “keeping up with the Joneses.” Auto, TV, home improvement, and similar industries—as well as credit companies—benefited by this force of nature

The mass-affluent also have their own special E-Factors:

• the aspirational acquisition

• I own therefore I am

Generic E-Factors that Apply to Everybody

Fear

Guilt

Pride

Greed

Love

In addition to the E-Factors affecting everybody, the affluent have a particular set of E-Factors to consider, some of which may surprise you:

• insecurity

• fear of being found fakers

• desperate desire not to commit a faux pas

• today, not passé

• feeding emotional emptiness

• giving selves gold stars

• after all, what’s the point of being rich

The affluent are insecure in many ways