While targeting deep pocket clients seems fancy and butterflies. You wonder why every business won't just do that and lock down a high margin. 

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Seems like a ridiculously easy choice to make. 

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Well. Because the entry price is high. Requires wallet-breaking investments, creating a winners-take-all ballgame. 

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Have you noticed that every business's IG bio nowadays regurgitates that exact term "luxury". It's bland. 

Because it requires no effort. And that punches up the bar for those who actually want to pull it off. 

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For the salon case, it was a branding game. Because the service quality, location, staff capabilities. All were checked off. 

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It's how we get the word OUT. And get noticed by the people we want. 

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We implemented a simple strategy:

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1- Upgrade the typography, messaging, brand colors. And content. 

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The goal behind this is to position the salon as a place that meets the standard of our target audience. We started with visuals and trickled down to semantics. 

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Branding is often polluted with extraneous mumbling. But there are solid principles you need to adhere to in order to appeal to certain people.

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We polish the typography by adding a serif font for headlines and a sans-serif font for body. 

Improve the logo, add banner variations and subtle placement adjustments.

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Add clear messaging guidelines, such as no lame emojis, and a confident, relaxing, and expert tone. 

Piece together a sound brand color pallete that evokes the feeling of luxury and care. 

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Create crisp, clean, and high quality content that exudes the perception we want.

 

2- Build up social proof. 

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This is arguably the most important move. Because it is about getting the business on the radar of affluent people. 

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Here is the deal. Rich people hang out where other rich people hang out. If you get the word of mouth going within that TINY circle, it will echo. 

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This was about accessing them where they already are. And earning their trust. 

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We achieved this through partnership with other luxury brands (where rich people already go) to knock on the minds of our audience. 

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We launched a joint venture with a luxury jewelry brand that mutually benefited both businesses. 

Through this spotlight we got several press features that solidified business legitimacy. 

3- Highly targeted ads.

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We crafted irresistible ad offers (not discounts) and laser targeted prosperous areas where our customers exist. 

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With diverse advertising channels: Meta, Google, TikTok. A decent ad spend. And prudent campaign optimization. We served our ads exactly in front of the people we wanted to CATCH. 

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The key was to optimize for different engaging creatives, including User Generated Content (UGC), high-end posters, professional videos. And to shoot for a resonating Unique Selling Proposition (USP), in this case the salon had a superior wellness wing that put them apart.

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Click Through Rate (CTR) was decent 30%+. And the next step was to refine the landing page to capture leads and eventually bookings.

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We leveraged partnerships with influencers who possess a large following of affluent consumers. And timed that up with offers to funnel leads.

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The offer to opt in could be as simple as a free consultation session or a two-step lead generation guide. 

Through ongoing optimization and creative improvement, the customer acquisition cost was dropped to $10 for a $60 transaction size. Allowing for a flurry of income to flood.