Wealth Trends and HNWI prospecting

Wealth Trends and HNW leads

Wealth trends and Tools for HNWI prospecting

 

The global recovery continues to show signs of weakness. Heightened Eurozone financial market and sovereign distress, stuttering recovery in the U.S. and slower than expected growth in major emerging market economies are the main drivers behind the IMF’s recent adjustment of its forecast for global growth downwards to 3.5% for 2012 and 3.9% for 2013. The two main assumptions that the forecast is founded upon are policy action in the Eurozone that allows financial conditions to ease gradually and recent monetary policy changes in emerging market economies gaining traction.

The continual recurrence of financial market distress leading to sovereign distress and bailout packages that provide temporary relief in the Eurozone heightens the potential for uncontrolled default and Euro exits. Both these scenarios will certainly have a severe impact on global economic growth prospects and wealth growth.

WEALTH TRENDS

Investment

UHNW investors are shifting their wealth into private companies, real estate and commodities.

Risk aversion is largely reflected in the shift away from speculative financial investments to hard assets.

Professionals and institutions engaging with UHNWIs should consider strategies and approaches that address the current concerns and focus of these clients.

Reduction in Tax Exposure

As governments around the world look to revive state finances through higher and stricter taxation regimes, UHNWIs look to reduce their tax exposure through a shift to territories with beneficial tax regimes. Professionals engaging with the ultra wealthy need to consider strategies that reduce tax exposure and address their clients’ concerns.

WEALTH CURRENTS

2012 at was  a year of shifting wealth currents, with the broad direction for wealth flows going eastwards. Eurozone UHNWIs, concerned over volatility and distress in sovereign and financial markets, have shifted wealth away from the periphery towards core economies with Germany and Switzerland as favored destinations on the Continent. Other beneficiaries include the United Kingdom, the US, Hong Kong and Singapore.

The shift in wealth growth to emerging economies poses a challenge for wealth management firms based in the U.S. and Europe, who need to convince clients of their long term viability. In contrast, finding and keeping talent in developing markets is a key success factor as wealth management firms need to invest in human capital to capitalize on the opportunities presented by the shift.

STATE OF WORLD’S UHNW POPULATION

  •       The global UHNW population stands at 187,380 with a combined wealth of US$25.8 trillion. Combined wealth attributable to this segment shrank by 1.8% from a year ago. The decrease was largely driven by the Eurozone crisis and a slowdown in emerging economies.
  •       Oceania saw the greatest growth in UHNW population, with an increase of 5.9%, largely driven by the continued growth of Australia.
  •       Asia, in contrast, saw the largest percentage reduction in UHNW population amongst the regions. The 2.1% reduction in UHNW population is a result of poor equity performance, particularly in Japan, China and India.
  •       Combined wealth loss was highest in Asia as Hong Kong, China and Japan led wealth loss across the region.
  •       The U.S. leads in terms of real growth in UHNW population numbers, with 2,250 UHNWIs joining the ranks of the ultra wealthy. The combined total wealth of the U.S. UHNW population expanded by US$ 265 billion.

For more information or to receive a copy of our complete Wealth Report or our most recent Yachting Industry Market Analysis please contact us Market@RodriquezConsulting.com

If you are looking for new tools to network with High Net Worth Individuals and generate prospects in this difficult target group you might want to request a free trial of Wealth Monitor by clicking here  or on the logo below

 

Wealth Monitor HNWI leads

Wealth Monitor is a tool for soucing new HNWI Clients

 

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Mailchimp and the importance of emails

I cannot deny to be a big fan of digital marketing and a fond believer that communication and marketing is largely underestimated in the marine and yachting industry. It is often the case in fact that you go at a boat show see a magnificent product, let’s say, a hand made mahogany wood sail boat, you know one of those vessels that really gives you an idea of hard work, passion for the job, incredible technical skills and countless hours with the utmost attention to details, but then you go have a look at their brochure, or and their website and you think…if only this product was presented better.

I do understand that oftentimes the team of people behind a great vessel has its core skills concentrate on the technical aspects of yacht building and virtually none in the communication and marketing area, which tends to penalise their business resulting in lower on non-existing sales.

Furthermore, boats are non-impulsive purchase decisions even if the prospective customer has the cash in hand, simply because buying a boat requires planning things such as docking space getting the wife to agree and plenty of other elements. So what is the best way to stay in touch with that prospect that has visited the boat at a recent boat show for example. Some might argue that social media will do but it’s arguably not the always the case within a older age group of prospective customers or with customers that conduct particularly busy lives.  However, there is one piece of marketing that is inexpensive and that you prospective customers regardless of their age on how busy they are will always see. That piece of your marketing is EMAILS, yes ! the good old emails which are now on everybody’s phone, ipads and at times gets read even more than once (especially if someone has more devices where he/she reads emails from)

Emails are as old as the internet in fact arguably older than the web itself but they are still extremely effective and also constitute long-term value in a company as all prospects that don’t buy today might be buying in the future, and that’s particularly true for boats as they are very often regarded as a very time-intense hobby or an entry in the retirement.

Emails nowadays are not only a form of communication but can be an incentive to generate interaction with other digital assets and non digital occurences  such as videos, websites, events, surveys and much more.

They are a way to get to know your audience with time and understand their preferences their habits gathering a plethora of valuable information that will help your business and company refine its marketing and sales strategy.

I have personally tried a variety of tools for email marketing but I have to admit the very best of all is

Mailchimp LOGO

Mailchimp Logo

MAILCHIMP. It must not be a case as over. 1.5 million businesses are using it every day, and their servers channel through over 1 BILLION emails every day. As you might expect this gives Mailchimp and as a consequence all its users a substantial source of data on how to best build your email. Indeed, MAILCHIMP allows you to test your audience inbox for spam filters, test visualisation on multiple devices, choose the best subject line to for your emails to get more opens or clicks and if you have a very international audience it even allows you to send the emails at a scheduled time that takes into account the time zone of the recipient.

In brief MAILCHIMP is a great tool, it helps you even test which subject line will produce  the most emails opened or clicks  with an A/B split campaign

You don’t need to believe me  you can try it it’s free just click here or on the logo above.

 

A:B Split Mailchimp

 

The one feature I like the most about Mailchimp is  that it constantly gives you the opportunity to improve by having an industry and list average for open rate and click rate so each campaign you make can be compared to the industry average which is preselected by you and the list average (only if you have done another campaign on the same contact list) See snapshot above of a campaign we ran for a client

Mailchimp HOURLIE.001

If you would like to do a 1 day training session for you or for your team on how to make the most out of email marketing you are more than welcome to contact us.  

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Monaco Yacht show 2014 first impression

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We just got back from Monaco Yacht Show 2014 and our first impressions were rather positive considering the general optimism that we noticed while speaking with a number of yacht builders, yacht owners, yacht brokers, designers and component manufacturer. Boero Group export and marketing manager who was attending the show at the Boero Yacht Coatings boot told us Monaco usually doesn’t fall back on expectations and that his first impression was positive. Luciano Bregola CEO of Isa Yachts was confident about future orders and the MTU sales team was very busy with a series of meetings with existing clients and prospective ones. It seems that the Italian builder are getting busier than they were expecting.  As one would expect a few companies that were exhibitors in the previous years were not present at the show, some had reduced their presence however, some others were there ready to do business with the usual enthusiasm and refreshed brands such as that of ISA Yachts that has undertaken a minor re-branding. The first thing we noticed, however, is that the organisers of MYS 2014 have decided to raise the price of tickets to 150 euros per day and 500 for a multi-day pass, which in fairness we believe it is a good move in order to discourage visitors whose pockets and interest are not strong enough to pay this price to visit the show. We all know large yacht owners, brokers and yacht builder don’t quite like their vessels to be too crowded with non-potential customers also due to the extensive time it takes to visit such large vessels so thumbs up for MYS 2014 edition.

On the other hand of the ticket price increase which for the record more than doubled compared to the previous 60 euro price, all exhibitors had plenty of free invitations to invite their prospects, media professionals and other types of interested parties which made it easy for all of us in the industry to invite the right audience to the show.

The show ground was also extended thanks to the the new Yacht Club de Monaco area with its impressive structure in the north part of Port Hercule that also gave much more useful space for exhibitors needing water space and logistic support.

We also noticed a slight reduction in the number of Yacht Magazines which we believe is an appropriate market adjustment considering the lowered marketing budgets most companies say to have this upcoming years.

This 2014 edition of Monaco Yacht Show at first glance seemed to be a positive and optimistic one from a sales point of view, however, we will get back on the specific topic with more updates after exhibitors have settled the show frenzy and will talk to us regarding the real output of the show in terms of business. Don’t forget to sign up to our newsletter to receive updates

From a marketing point of view we were pleasently surprised by a number of interesting techniques to move visitors on the show ground such as Edminston’s Gelato invitations served by the now famous team of red-dressed models, the traditional Feadship panama hats distributed for free to visitors,

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