What is Concierge Marketing?
As a marketer, you strive to deliver a personal experience to your clients each and every time, right? Much like a good concierge, you try to get to know your clients– their mindset, interests, and passions. But, what about the moments before they even walk into your store? Is your marketing using the same personal treatment to get a client to the door?
Think of this process as Concierge Marketing. A concierge marketing strategy allows you to embrace a way of understanding, engaging, and personalizing your clients’ experience so you can develop a meaningful relationship with them from the very first interaction. Let’s explore some of the ways you can engage consumers by implementing key concierge marketing strategies.
Concierge Marketing Strategy: Meeting Customer Expectations
Customers’ expectations of brands have risen steeply. To be specific, they want personalized, transparent, and respectful relationships. While marketers know this is a critical time to pivot and engage with consumers in a new way, they are facing the challenges posed by the abundance of data and how to capture and glean knowledge from it. As noted in WealthEngine’s Luxury Marketers Guide to Engaging and Winning HNW Customers, here are some basic best practices:
- Know your customer
It’s frightening that 40% of brands don’t target any specific customer or prospect segments. In addition, 28% of marketers don’t know which high-value customers they should focus their efforts on. That’s where data comes in. Use it and garner insights about your customer.
- Know your goals
Once you understand the attributes and relative value of various segments within your customer base, it will be much easier to make decisions on where to allocate resources, and which strategies and tactics to expand. Using analytics can identify the point of diminishing returns for targeted campaigns, giving you more return on investment while safeguarding your budget.
- Know your needs
Once you’ve established your goals and the strategies you will be using to reach them, you can identify the data that you have to support your initiatives. At that point, you can discern the data you need to append in order to truly understand the mind of the consumer and to create compelling, personalized content & messaging.
- Know your prospects
It’s crucial to approach individuals with the wealth, affinity, and lifestyle to engage with your brand. As a result, these high potential prospects will be your next customers, and more importantly, they can transform into your brand ambassadors.
- Know your data
Data is not static; it is changing by the minute. Each time a prospect takes an action on your website, engages with a salesperson, or visits your business, the data associated with that consumer flutters and expands. So, you must track and use that data to maintain your relationship and continue to drive authentic experiences.
Concierge Marketing Strategy: Data and Consumer Engagement
Bottomline: Getting an advantage from data in marketing is art and science.
It’s not easy…and more importantly, it’s not over once you start. It’s a continuous effort and must be a commitment to your customers. Once you’ve adopted a concierge marketing strategy where you’re able to tailor your messaging to the unique needs of your donors and prospects, you’re one step closer to creating a loyal consumer base. So, now’s your chance to use unique data to help build authentic experiences that you, as a marketer, need, and customers demand.
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