63. How To Speak The Language Of Luxury with Amber Frankhuizen (Part 1)
In the luxury market, it's all about the intangible experience. As a travel advisor, it’s essential to understand that luxury is not solely defined by a high price tag but by the level of service, attention to detail, and exclusivity provided. Amber Frankhuizen, founder of AFMKTG and the host of Old Money Podcast, joins this episode to discuss the language of luxury and how to effectively communicate with high net worth individuals. Amber shares her insights on the psychology behind luxury purchases, the importance of authenticity when targeting the luxury market, and the unique needs of high end clients in the travel industry.
About Amber Frankhuizen:
Her LinkedIn bio says she’s “the Founder, CEO & Chief Strategist at AFMKTG,” which is true, but it’s not the whole truth. (Frankly, it way undersells what she actually does). The reality is, Amber founded her award-winning creative agency, AFMKTG, on an ironing board, figuring out how to build a profitable business out of nothing after jumping from the corporate ladder without a plan or a parachute. Her experience in building her own business, managing nearly a half-billion dollars in real estate assets, and being a mentor and coach for 10+ years has culminated in the birth of the Old Money Podcast. Amber is bold, straight up and direct - she has provocative views on business and a tongue-in-cheek approach that keeps her team and clients on their toes.
Today we will cover:
- (03:50) Amber's background and focus on luxury marketing
- (07:10) Definition of luxury and its psychological impact
- (10:25) The concept of "fat fire" and different levels of luxury
- (12:25) Creating a seamless customer experience in luxury travel
- (18:10) Implementing surprise and delight budgets for clients
- (19:40) The psychology behind luxury purchases: tribalism, social signaling, and self-esteem
- (23:15) The role of status and social signaling in luxury purchases
- (25:10) Finding originality in luxury rather than dupes
- (27:05) Sales tactics in the luxury market
- (31:30) Remaining authentic while targeting a luxury audience
- (38:10) The unique needs of high-end clients
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