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Erik: What has working in luxury goods marketing taught you about American culture?
It’s an amazing entity, that top half to one percent of all consumer is so different
from marketing to the general public, it was amazing and working with a major luxury marketing
conglomerate, more or less, in Dupont Registry. Dupont publishing is a entity based down in
St. Petersburg Florida that it high end publishing, reaching that same luxury clientele, autos,
boats, homes, that audience is so unique, they have to be reached a certain way. So
essentially what I would do is sit down with luxury real-estate agents, brokers, ad agencies
since I worked specifically with the fine homes publication and web site, find out how
they were currently marketing their properties, their companies and even themselves to that
finicky clientele and it’s an interesting animal if you will due to that fact that the
luxury clientele, they’re not living the same lives as the rest of us, me anyway, so
that with a high end, glossy coffee table type publication that Dupont Registry was,
we had to message the advertisements to that clientele a certain way, threw everything
I knew out the window prior because that top half to one percent, these are your jetsetters,
they may be flying their Lear jets from market to market and happen to be in a holding room
waiting on their jet to be prepared and pick up a Dupont Registry, so we had to make that
sure we had Dupont Registry Fine Homes placed in the private jet holding rooms verses in
the bookstores, which we were already in, in your major airports and newsstands in your
major newsstands throughout the world.