1 wealthengine.com

LUXURY| JULY 2014

Concierge Marketing

Speakers

James Dean Senior Vice President &

Head of Luxury Practice

WealthEngine

Ben Collier Senior Director, Brand Marketing

The Leading Hotels of the World, Ltd.

Today’s Discussion

• Luxury Market Landscape

• Concierge Marketing

• The Leading Hotels of the World

• Opportunities

• Q&A

WealthEngine

Trusted By

20+ Years Experience

4,000+ Clients

120MM+ Households

2,000+ Unique Attributes

The Luxury Market Potential

Additional luxury

consumers

yearly 10M

THE BUYERS…

Worldwide by 2020 400M

Estimated by 2030 500M

Affluent

($1M-$5M) 13.4M

THE AUDIENCE…

Super Affluent

($5M-$25M+) 1.1M

Ultra Affluent

($25M+)

Spending in luxury

market $1.8T

THE SPENDING…

Spending in

experiential (travel) $715B

Spending in luxury

goods $440B

Source: WealthEngine, CapGemini

87K *Investable Assets

But Increasingly Complex Challenges

Increasingly heterogeneous

affluent customers

Competition amongst

‘luxury brands’

Multi-channel marketing

opportunities

Too much or too little data

Embrace ‘Mass Affluent’

and/or retrench to ‘True

Luxury’?

Limited budgets and the

need for ROI

The Pressure to Be Data-Driven

Report being mistargeted by marketing.“Outreach

clearly shows the brand does not know who I am”

Prefer that marketers use personal info to

improve their experience

96%

75%

Feel pressure to become more

data-driven 78% Plan to implement a big data analytics

solutions in next 2 years 71%

AFFLUENT

CONSUMER

MARKETER

Leaves Marketers With a Choice:

Volume or Insight?

Continue to play the

game of large numbers

and probabilities

Use data and

personalization to

change the odds?

OR

Approach: Analyze, Segment, Engage

Your customers hold the key to

your next prospect

Develop a rich

understanding of their

wealth, behavior and

lifestyle

Engage them in

unique and personal

ways

Target ‘look-alike’ prospects that meet your

detailed ‘Ideal Customer Profile

Increase ‘top-of-funnel’

ROI through micro-

segmentation and

personalization

Test campaigns and

refine

1

2

3

6

5

4

Not all wealth

data is created

equal

Systematic

approach

needed

The Right Data and Approach is Key

Focus only on top tier of wealth

Can’t uncover ‘hidden wealth’

Don’t go beyond wealth data

Actionable data

A lifecycle/agile approach

Measurable ROI

S

Rules of Engagement

INFLUENCE

Use effective channels

to reach highest

potential customers

and prospects

FIND

Use data analytics to

analyze & segment

your customers and

prospects

ENGAGE

Leverage insights to

personalize and

engage your audience

12 wealthengine.com

Client Perspective

Ben Collier

Senior Director, Brand Marketing

Challenge

• The travel landscape is changing;

consumers are shifting behaviors

• Need to understand current profiles,

to define target audience segments

• Leverage individual and collective

data/insights for strategy and actions

Solution – Concierge Marketing

Customer Analytics

Profiles and segmentation based on

LHW Loyalty Club/consumer data

Engagement:

Email campaign being executed

based on new insights and target

audiences

ROI Analytics

Email results vs. actual

booking/sales

Highlights

Reservations spiked significantly in the $1-$5MM net worth range

Strong opportunity to stimulate this group to spend more

3-4x more likely to be business owners than the general population

More likely to book their travel independently of corporate travel

brokers & represents considerable opportunity for niche marketing

Top 3 popular sports are boating/sailing, hunting/shooting, and golf

Making the venues and media frequented by these enthusiasts some of

the best places for acquiring new prospects and customers

Results

Customer Intelligence Demographic, wealth, lifestyle, business, behavioral

Customer Centric Strategy Personalized luxury experiences & concierge servicing

Strategic Opportunity Groundwork for new branding strategy & planning

Priorities & Perspectives

• Customer journey

• Omni-channel marketing

• Mobile

• Competition

?

? ?

Opportunities

DATA SERVICES

WEALTH SCREENING

LIFESTYLE APPENDS

PROSPECTING

Solutions to Support Your Strategy & Budget

ANALYTICS SERVICES

CUSTOM MODELS

SEGMENTATION

ANALYSIS

CIRCLE OF FRIENDS

MARKETING SERVICES

DIRECT MAIL

EMAIL CAMPAIGNS

DIGITAL

We Engage℠

Advanced Data & Analytics Better serve customers with the most advanced wealth

intelligence in the market

New Customer Acquisition Use look-alike models to develop a custom target

audience

Email Marketing Campaign Reach the right audience in the right channel

A strategic solution that is

affordable, easy to execute, and

empowers marketers to achieve ROI.

NEW Solution for Marketers

Today marketing success

lies in having a great

marketing-mix merging

traditional, digital and

social marketing

techniques.

WE EngageSM and

Facebook Marketing

Questions?