This is the session that I gave at the SuperYacht Luxury Marketing Conference #makeyourmark16. In this presentation I talk about the insights and attitudes of the UHNW luxury audience and how you can use the customer journey McKinsey loop as a tool to plan and refine your marketing. I am passionate about luxury marketing, so read my blog at www.dianasherling.com or have a look at my mini luxury brand that I am creating at www.lilyflojewellery.com

1. Lifecycle of a luxury consumer
This session explores how UHNW consumers shop and
how you can use the customer journey as a tool to
activate effective content.
Diana Sherling Make Your Mark, International SuperYacht Marketing Forum
9th February 2016

2. Hello, why I am here

3. A mini snapshot
• London born and bred
• Masters in Ancient art lecturing at the British Museum
• Creative agency strategist for 16 years at DDB, TBWA, M&C Saatchi on
global and luxury brands
• Currently, Snr Global Strategist at Spark 44 working with Jaguar Land
Rover
• Jewellery Designer
• Body Attack Instructor

4. Over the past 8 years I have helped brands to understand
that digital media has evolved the purchase funnel into a
‘loop’

5. Where I first really worked with a UHNW luxury brand,
Netjets

6. Where we creating differentiation through focusing on customer
experience and then reaching prospects through the customer
network

7. And since then brands that cater to luxury consumers where I have
successfully used this customer journey approach to improve their
marketing

8. I work with Jaguar Land Rover to help their marketing be
more relevant to a younger, funkier, affluent audience

9. This customer first approach starts with getting under the
skin of your consumer, understanding how they live, what
they really want, what influences them and talk to them in a
style that inspires and engages

10. It’s how our consumer feels, what they really want and what
influences their purchase decision process and ownership
journey, at each stage to unlocking more relevant, more effective
marketing

12. 88% of millionaires are self-made

13. They weren’t brought up with ‘luxury’ brands…

14. but, they shop like us

15. Use digital channels to research

16. ask their network for advice

17. and prefer to purchase in-store where they can feel, touch,
smell the product

18. So, if this is what a general UHNW luxury consumer looks
like these days, how can you truly differentiate yourselves
from your competition?

19. 1. Brand and Product engaging content
2. Shoppable content
3. Customer experience content

20. 1. Brand and product engaging content
To educate your prospective customers about your brand, your
products, why you are special so that they can emotionally
connect with you while they are considering buying.

21. Differentiate your brand through content that brings to life your
heritage, iconic personalities, craftsmanship and customer
experience

22. Reimagine your heritage
for your new generation

23. Educate them into who you
are and why you are special

24. Craft 4D brand stories that you can bring to life on any channel
26
AND LET’S NOT FORGET OWNED WEBSITES WHICH UPHOLD THE
SAME LEVEL OF BRAND IDENTITY ONLINE AS WELL AS OFFLINE

25. Talk about why it was created, the philosophy, not just ‘sell’ the
product

26. Showing ‘behind the scenes’ really lets people get to know you

27. Get under the skin of craftsmanship to demonstrate
authenticity and integrity

28. Creating genuinely immersive experiences

29. Whether they are
physically in store

30. Or phygitally catering to our increasingly omni-channel
consumer

31. With products and customer services that are truly personal

32. To personal service where ‘nothing is impossible’

33. 2. Digital Shoppable content
As we know our shoppers look for deeper product content
online, particularly on our websites, then we need to simplify the
process and be on call to help convert them into sales

34. Simplify the shopping process for novices
Dynamique’s Configurator‘Brook’ by Yacht Harbour Voice
Activated Question/Answer

35. Make it easy for them to contact you, however, wherever they
are

36. Followed up quickly by a human that knows them and can help them

37. 3. Customer experience content
Bespoke and tailored customer experiences both physically and
digitally genuinely engages, gets our customer (emotionally)
involved and (hopefully) will keep them connected with us (and tell
their friends).

38. This is when the brand experience really happens.. with a
truly personal approach keeps customers coming back

39. Traditional CRM works beautifully along the ownership journey,
from regular calls, newsletters, customer magazines to inspire
them

40. Pull customers into exclusive and unique experiences

41. Especially when your audience talk to your prospects
(offline and online)

42. Where organic and customer content is more authentic,
honest and influential than the manufacturers

43. 1. Brand and Product engaging content
Create beautiful iconic brand and product digital content that
brings to life your brand and your USP’s. Host this on your
website, inspire influencers and share on owned social
platforms.
2. Shoppable
content
Make it simple and easy for
prospects to find you. Help
them self-select which
product is perfect for them,
support and convert them
with excellent, personable
customer service3. Customer experience content
Love your customers and they will love you back. Create exclusive
social events that bring your customers together and make them feel
really special, magazine and CRM content that regularly inspires
them and connects to you, promote them and enable sharing that will
bring new prospects in.
So, my top tips

44. Focusing on maximising customer satisfaction over the entire journey could improve
your customer satisfaction by 20% (McKinsey)
44% believe that customer loyalty to be dead. Competition means you need to give
your reasons to want to stay. Creating a genuine, customer experience that truly
impresses customers and exceeds expectations ensures that they will want to continue
doing business with you.
Research by Wharton School of Business found that a referred customer has a 16%
higher lifetime value.
70% of customers say they are willing to spend more money with a company that
provides good customer service (Echo Research)
Why this is all worth it

45. Thank you for your time
Any questions??
If you’d like my help, come and find me outside..