64. How To Speak The Language Of Luxury with Amber Frankhuizen (Part 2)
Jennifer and Amber Frankhuizen continue their discussion on the language of luxury and how to effectively communicate with high net worth individuals. In this episode, they cover the importance of boundaries, the value of collaborations, and the impact of surprise and delight to further enhance the overall client experience. Learn how to craft a luxury brand that encompasses consistency, high quality, and exclusivity, as well as the do's and don'ts for successful marketing communication. Hit play to gain strategies and tactics that will help you elevate your marketing efforts and attract a loyal luxury clientele!
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:
- (03:05) Being curious and willing to learn new things
- (06:20) The role of language and consistency in building credibility
- (08:05) Focusing on benefits rather than features
- (11:55) Leveraging copywriters for authentic and effective language
- (13:40) Testimonials and word-of-mouth recommendations
- (18:05) Learning from successful luxury brands' marketing materials
- (22:45) Collaborations and limited editions to enhance exclusivity
- (28:30) Successful luxury brands: Rolex, Hermes, BMW, Porsche
- (31:35) Setting boundaries and limiting number of clients
- (34:30) Surprise and delight - client gifting
- (38:15) The do's and don'ts of luxury marketing communication
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