The Hell with Location, Location, Location

By Eric Schwartz
Published on: November 29, 2018

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Hit the road, Jack. And get your shiny shoes dirty. For the Luxury Technology Designer, it really has nothing to do with location, location, location. It’s all about deep diving into the uncharted waters of your LOCAL Luxury Market. After all, that’s where you’re most likely to find your next client.

Let’s not beat around the bush – you really are going to have to be honest with yourself and admit that your targeted community (the luxury home owner) has no idea who you are. Yep. Major online advocacy sites routinely shun the specialists when they tell consumers where to buy cutting edge technology. In fact, you aren’t even on their radar!

But in your community, the one you exist in, the one you market to and service; you just need to get some face time with prospective clients. And that means working the street. That means scuffing up those high-heeled sneakers. Get together with local business groups and make sure you know all the important people in town. The Clergy, Rabbi, Police Chief, Supreme Elk – anyone with influence is your target.

The secret sauce is getting to know all the Luxury Store owners and Professional establishments (including local chapters of the Design/Build community and Equity/Wealth Managers). Make yourself a list. Ask yourself, where does the high end customer I need to touch go to look into the design and build of a potential new residence? Where do they feel comfortable shopping at when cost is not the most important factor in the purchase?

My list would begin with every high-end car dealership in a 20-mile radius. They all have nice waiting areas that serve free coffee and bagels. I’m sure their clients would love to look at a classy Luxury Technology magazine to kill some time.  How about the cosmetic surgeon’s waiting room or the cosmetic dentist’s office? How about the upscale boutiques and art galleries? How about the expensive spa that your wife loves going to or the country clubs that dot the landscape? The list is long if you put some effort into your plan.

Let’s call this HIGH END Gorilla Marketing. Hit the road Jack and get your shiny shoes dirty. With a little effort everyone in town you want to know will know you and that can’t be bad for business.


Eric Schwartz

Eric Schwartz

After spending four decades as a publication executive in the consumer technology sector, Eric Schwartz launched his own company in 2018, Catapult Communications, offering brand awareness and sales strategies to strengthen clients' go-to-market offerings. Previously, he served as managing director and executive producer at NAPCO Media, president and founder of CarSound and AutoMedia magazines, and publisher of Video magazine.

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