The rising economic conditions have drastically increased the earning capacity of people. In the changing social scenario, there are more families that have both partners working in high-paying jobs. They typically have one to two children to care for. This group of customers is called mass “affluent” and numbers around 22 million currently in the United States. They work hard and love to enjoy fine-dining, shopping and other experiences. In a word, they are every business’ dream customers. Though they fall somewhere between the segments of middle-class and wealthiest of consumers, they have more impact on the marketing strategies of businesses than these two. Advertisers are finding new ways to get the attention of this section of consumers and direct mail is one of the main weapons in their hands.
Businesses that aspire to be labeled as up-market or niche often use direct mailers to advertise their business to the mass affluent customers. Middle-class families are also targeted by direct mails; but these are generally are discount coupons and flyers of convenience stores announcing special offers. And do you honestly think that people like Bill Gates or Larry Paige have time to open mail offers? Of course, not and this makes these affluent customers the perfect choice. They have the ability to spend and will look into their mailbox to hear about new exclusive restaurants in town or a new spa offering relaxing therapies and massages.
There is another reason why advertisers prefer this affluent section of the society. They increase the demand of the endorsed product. The middle classes also start patronizing those products/services in an effort to “keep up with the Joneses”. The companies catering to the two groups above and below affluent consumers also take a notice of their influence. That is why Wal-Mart, which is somewhat synonymous with budget spending, is offering a more sophisticated line of clothing to lure this section whereas Mercedes Benz, the epitome of luxury, is introducing lower-priced models!
How does all this affect someone who is looking forward to buy a franchise? Because there is RSVP Publications, a franchise that targets this affluent customers through its glossy, visually-attractive direct mail postcards. The future of the business is also very bright; the consumer-group over 50+ is increasing in number and majority of them are affluent empty nesters. So, you can imagine how much the demand of the service of a RSVP Publications franchise will increase in near future!
Contact www.brandexpansion.com today to get further information on this great franchise business for sale offer.
Topics: Choosing the Right Business Opportunity |
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