Accessing 'High Net Worth' clients?

[Where2Guv]

Is anyone here familiar with accessing this sort of market?

I'm taking a unique luxury fitness product to market in the next few months. Releasing it to market will involve an official launch and then a very discreet, targeted marketing campaign.

I think cold-calling has it's place for business-to-business, but I'm hoping to find a better way to introduce this product to private buyers. For example, do concierge companies mention products to their client base in return for a commission?

All help and suggestions gratefully received

[SinglePoster]

http://www.youtube.com/watch?v=5fQyGvIX5tI

[hornetrider]

Won't you be needing mr wossname. You know, the weird looking guy. Fruitloop. Scott Alexander!

[HenryJM]

AmEx Centurion do some promotion of items to members, once in a while there is a black envelope arrive with some offer for something or other.

[jonnydm]

Perhaps give some to high end personal trainers.

Plenty of high end magazines willing to take your money for adverts. Much less so offer editorial - you need to be sliced bread / very well connected for this.

Sending your product to select journalists could be an idea. Targetting them and introduction if need be is something that a good PR can help with. They should also be able to arrange and get the right people to a launch event.

[Where2Guv]

Thanks - hadn't considered a PR company.

Scott Alexander - No comment

[bad company]

HenryJM said:

AmEx Centurion do some promotion of items to members, once in a while there is a black envelope arrive with some offer for something or other.

I have Amex Platinum. Looked at the black card but I could not see anything to justify the huge cost. Did I miss something?

[HenryJM]

bad company said:

HenryJM said:

AmEx Centurion do some promotion of items to members, once in a while there is a black envelope arrive with some offer for something or other.

I have Amex Platinum. Looked at the black card but I could not see anything to justify the huge cost. Did I miss something?

Well it depends on how much you travel and how you do it. For example a companion fare with Virgin (which comes with the membership of Flying Gold) can save that in itself if you fly Upper. Gold membership of lots of other things brings various benefits depending on the hotel or airline. Stay at a hotel like the Four Seasons, for example, and you may get early checkin, late checkout, room upgrade, breakfast, a credit to your room service etc. They do free/included chauffeur cars at certain airports, the meet you off the plane and whisk you through immigration etc. and so on.

It doesn't all save money so much as makes it better, and then there is a personal concierge who you get to know and organises stuff, really well in the example of mine. Thats stuff like being able to get you into things, get a table somewhere and so on.

You do have to be invited to have one, my guess is that they are looking for people putting around £10k a month through the card before they do that. But even then, if you aren't travelling a lot it won't be worth it.

[Shnozz]

Tried PM'in you but system seems to be failing. If you drop me a PM I can respond (OP).

[Petrus1983]

Where2Guv said:

Thanks - hadn't considered a PR company.

A (very) quick way to burn money if you don't use the right one.

My view is that places like the Robb Report have the right clientele that are easily accessible (as opposed to Centurion which is hard to get involved with) - but again, it depends on your budget and what the product is.

[Petrus1983]

bad company said:

Did I miss something?

Like Henry says it's all about the traveling - my in-laws have the Centurion card and it's basically like having a credit card and being a Quintessentially member all wrapped into one. We left a restaurant in NYC on Christmas day and couldn't flag down a taxi to save our lives - they contacted the Centurion peeps and a car was with us in about 3 mins from no-where, which was already paid for.... impressive stuff!

[anonymous-user]

What about advertising in The Economist, imagine their readership is probably your target market.

[mikef]

Where2Guv said:

Is anyone here familiar with accessing this sort of market?

I'm taking a unique luxury fitness product to market in the next few months.

Can you qualify your target market better? Being hnw does not mean that you are necessarily interested in fitness products; that sounds more like an offering for aspirational young professionals?

What about geography - UK or worldwide?