The Rich Get Bored Easily

A visitor to legendary talk show host Johnny Carson’s house on the cliffs of Malibu, commented on the spectacular view.

To which Carson responded, “After a while it’s just what’s out the window-you stop paying attention to it.”

Which is a lead-in to today’s topic…If you want to catch the attention of the wealthy, you need to offer something they don’t get every day.

No, I’m not talking about changing your services, but rather being innovative and creative with your marketing.

Case in point.

Many businesses use golf outings as a means of building relationships with the wealthy.

On the surface, there’s nothing wrong with that.

But let’s think for a moment.

Do the wealthy really want to participate in your golf tournament? Doesn’t this fall under the general heading of “been-there-done-that, got the t-shirt and the hat?”

Now there are exceptions.?

I live in Pinehurst NC, home to numerous US Opens. Pinehurst #2 is legendary and considered a “bucket list” experience by those who play golf.

Hosting a golf event here would be a great idea. It wouldn’t be considered boring by the affluent.

Hosting your golf event at the Trophy Club in Alpharetta GA? Not really the same thing. (No disrespect against the Trophy Club. I really like the course).

So, one of the first questions you need to ask is, Is this different?

My client Thomas Sinclair hosts a series of events in which guests learn about high-end shotguns, and then participate in an afternoon of trap and skeet shooting. “Golf with guns” is how he describes it, and the events are wildly popular.

Tom invites a select group of his existing clients and “allows” them to bring one guest. This enables Tom to both maintain relationships with his existing clients, and it’s also a very clever way to add new people into his community.

Karen Salisbury runs a boutique investment firm that targets very wealthy women. Three times a year she hosts an upscale cooking class conducted by a renown chef from a leading restaurant. Again, each invitee is “allowed” to bring one guest. Karen said that this one marketing method has resulted in over $20 million in additional investments that she now manages.

What’s the common theme?

Creativity and offering something that hasn’t been done to death.

Food for thought

Mark

PS: The June 1st Edition of Whales Not Minnows covers the 6 elements you'll want to incorporate into your marketing that will build TRUST with your target audience. Subscribe Today