Advertising to the Ultra Affluent
Not surprisingly, we’re seeing a reversal from five years ago. The top 1% earners are feeling poorer rather than richer. But many of them don’t even realize they’re in the top 1%. When consumers with HH incomes of $100 K or more were asked who was in the 1%, most felt it was households earning $1.4 million and above. In actuality, the dividing line is right about $325,000 – not far from the $250,000 number we heard bandied about in the elections.
Where should we expect these top earners to spend their money? According to a recent AdAge poll, the groups expects to spend more money in the next six months on vacations, apparel, groceries, restaurants and automobiles.
The Burmeister Group is an Atlanta advertising agency known for integrated strategies and memorable creative.