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Where Should You Be Advertising To Attract Your Community’s Affluent Customers?

Where Should You Be Advertising To Attract Your Community’s Affluent Customers?

Art Basel Miami is one of the most prestigious art fairs in the world. This is where billionaires go when they need a painting for the guest bedroom; last year’s most expensive artwork commanded a $5 million dollar price tag. Attendees as Art Basel Miami had more than artwork to look at: there was plenty of sponsorship from the world’s most high end luxury brands.

Doug Gollan, writing for Centurion, made a really interesting point. He argued that luxury brands are actually overexposed in the fine arts and culture world. Shifting some or all of their marketing efforts to other areas – he recommended college football games in particular – might yield better results.

[Tweet “Luxury brands are abandoning the opera for something a little more high octane.”]

There’s a lesson here for the independent jewelry retailer. While few of us are selling the equivalent of $5 million paintings, we are in the business of connecting our community’s most affluent members with beautiful jewelry. It’s time to think through where we’re doing our advertising. Sponsoring the local ballet company’s performance of the Nutcracker may in fact connect you with a portion of your customer base and potential customer base – but what about the folks who have money and hate ballet?

It’s important to understand what your most affluent customers are passionate about. If they’re dedicated to sport fishing, for example, sponsoring a local tournament may be infinitely more impactful than stepping up for the ballet. We have to be willing to expand our understanding of what affluence looks like today. There have been distinct generational changes in how this group chooses to spend their time and money.

Fortune Magazine reports NASCAR – for decades, a decidedly down market brand – is in talks with Dior, Michael Kors, and Louis Vutton. Luxury brands are abandoning the opera for something a little more high octane. It may be wise to consider doing the same.

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office