5 Disruptive Luxury Travel Trends Shattering The Status Quo

With the global luxury market collectively growing at 4 percent to an estimated $1.15USD (€1.08) trillion in 2016, according to a recent “Bain & Company Luxury Study,” coupled with optimistic forecasts that the luxury goods market will pick up this year, the hospitality industry is gearing up for elevated demand among both leisure and business travelers. This amid evidence that, despite widespread geopolitical uncertainties, luxury consumers are redirecting their spending toward new and more personalized high-end experiences like luxury travel, food and wine.

“The luxury market has reached a maturation point,” said Claudia D’Arpizio, lead author of the study. “Brands can no longer rely on low-hanging fruit. Instead, they really need to implement differentiating strategies to succeed going forward. We are already starting to see clear polarization when it comes to performance with winners and losers emerging across product categories and segments.”

D’Arpizio also underscored that personal luxury market brands that “take an omni-channel, customer-centric approach will rise to the top.” Such is the prevailing wisdom for both the B2C and B2B luxury travel sector, specifically, with personalized experiences, quality of service and private booking options serving as primary distinguishing factors for luxe brand positioning throughout 2017 and beyond.

Here how these key drivers will converge with evolving luxury travel trends to greatly influence various vertical sectors—and, in doing so, the marketplace at large—in the months ahead:

1. Small group cultural immersions loom large.
Group Courtesy TheLuxeList.com.jpgTravelers are increasingly seeking exclusive and regionally-authentic itineraries that cater to small groups. Tour companies like Fort Washington, Pennsylvania-based Gate 1 Travel are capitalizing on this trend with offerings that provide the convenience of an escorted tour with the intimate view of local cultures that large groups just can’t provide. “Our small group tours option has seen, by far, the most significant increase in booking volume–up 50% in 2016,” the company reports.

A City Lodge Hotel Group report concurs that the trend of being “connoisseurs of local culture” will boom this year. It emphasizes that indigenous tourism experiences and cultural immersion will remain a big factor whether traveling within your own home country or jaunting to faraway lands. “We’ll see more people wanting to visit more than the big landmarks and monuments of their destination,” it says. “Rather people are more likely to be interested in knowing about the locals–those that call that place home. Trips to the rural communities will become popular, and travelers are likely to be more interested in private guides that teach them about the traditional ways of life.”

2. Private villa travel surpassing leading luxe resorts.
Today’s breed of private villa rentals have become the ultimate in luxury travel lodging for vacationers and business travelers, alike. This is due to the vast array of benefits and creature comforts it proffers for couples, families and small groups. While maximized privacy and security, uber-tailored guest service and 5-star accommodations and amenities are chief reasons the trend toward private villa lodging is exploding, an elite few have offerings far beyond that don’t just rival, but far exceed, those offered by high-end resorts, including their elite Penthouse suit options.

Courtesy Casa Dos Cisnes.jpgAccording to luxury travel agent Sandy Webb who books elite vacations all over the world “private villa residences offering first class, one-of-a-kind services are ushering in an entirely new era of bespoke hospitality around the globe. They are, in fact, single handedly setting a new and decidedly elevated standard for luxe travel worldwide.”

One private villa exemplifying this new standard is Casa Dos Cisnes–Puerto Vallarta’s foremost premier private oceanfront villa vacation experience. This  10,000 square foot Casa Dos Cisnes property, a five-bedroom colonial style home with breathtaking views of the Pacific that can accommodate up to 10 adults, goes well over-and-above to ensure each guest’s needs, desires, hopes and expectations for an extraordinary private villa vacation are fulfilled.

According to owner Cathryn Arnell, this includes proffering a bevy of premium benefits, including an authentic and stylishly-appointed residential setting, custom-prepared gourmet meals from an on-site private chef, 24/7 bilingual butler service and multiple staff, monitored security, housecleaning services, private infinity-edge ocean view pool, fully equipped state-of-the-art gym, large media-entertainment room, concierge and spa service, musicians for hire, sports and boating excursions, VIP treatment at the city’s leading beach club and most renowned restaurants, and more. “Given that guests enjoy complete privacy and security in the most exclusive area in Puerto Vallarta, commandeering the entire 10,000 square foot space with all of the relaxation, solitude and discretion that affords, the result is a one-of-a-kind holiday providing an unparalleled culinary and luxury living experience.”

3. Higher caliber private jet jaunts.
Jet Courtesy TheLuxeList.com.jpgAccording to Sergey Petrossov, founder and CEO of JetSmarter—an industry-leading private jet company based in Dubai, people are increasingly growing accustomed to personalized experiences, so much so, that it isn’t a demand anymore; it is now an expectation that needs to be met.

In order for brands to be memorable, they need to remember their customers and offer unique customized experiences. For its part, this JetSmarter achieves by placing a heavy emphasis on member relationships, with each assigned a relationship manager who is responsible for creating personalized and customizable private travel experiences.

JetSmarter also cites that there’s a very thin line between high-end and luxury, with the difference barely noticeable. “The travel industry is inundated with both high-end and luxury brands, however the distinction is relatively minor,” Petrossov said. “People often confuse high-end brands for luxury ones. Luxury brands essentially need to heighten their levels of service to be able to distinguish themselves from their high-end counterparts.”

4. Next-gen travel tech eases and expedites.
Smartphone Courtesy TheLuxeList.com.jpgArtificial Intelligence (AI) is another tech trend that will continue to evolve at a rapid pace. According to Advito’s 2017 Industry Forecast, AI has already enabled a range of apps, bots and software that makes it easier for industry purveyors to interact with travelers at every step of a trip to expedite, ease and enhance. AI automates computer processes to work in the same way as the human brain. Natural language processing (NLP) helps computers understand human speech or typing, and AI then applies machine learning to provide a useful response.

Advito reveals that the travel industry is “well-positioned to embrace AI,” and also that the wider travel industry is adopting AI as, for example, KLM passengers are now able to use Facebook Messenger to confirm bookings, get boarding passes and flight status updates. “AI is still in its infancy, but it is in our immediate future,” the report asserts. “As it develops, it will help simplify complex travel decisions, shorten the buying process and deliver a more personalized offering.”

5. Game changing smart suitcases solve perennial problems.

Courtesy Diego Cespedes.Bluesmart.jpgTravel is tough enough in the best of circumstances and is all-too-often replete with challenges. From crowded freeways, overbooked flights, Wi-Fi downtime and generally not having necessary items at hand, getting from point A to point B can be fraught with more than its fair share of frustrations.  Not surprisingly, technologists have responded with problem-solving gadgets and gear that exemplify tremendous innovation and ingenuity both in concept and execution. One glowing example of this is the Bluesmart Suitcase. Billed as “the world’s first smart suitcase,” this carry-on keeps traveler’s belongings tracked, devices charged, bag secure and trips hassle-free thanks to integrated technology that syncs to an associated mobile app that’s compatible with both iPhone and Android.

The suitcase features a built-in battery/charger with 2 USB ports. The substantial 10.000 mAh battery can charge your phone up to six times, juicing up this and any other USB-connectable device from the USB port on the back or the inside. The bag also boasts a 3G+GPS tracker with global coverage to track the suitcase anywhere in the world; a scale built right into the handle that interfaces with the app to tell you the approximate weight of your suitcase; and a remote digital lock that can be set up to lock itself when you step away and to unlock when you return. The TSA- approved smart lock provides distance alerts, notifying you if you leave it behind. Of course, the bag needs to carry you belongings, so the main compartment does provide large space for clothes, shoes, and coats, while a secondary TSA-friendly compartment is able to accommodate up to a 15″ laptop.

Despite the fact that luxury sales fell flat in 2016 as consumers shunned traditional products, it’s experiences—namely travel and entertainment—that are predicted to drive sector sales growth up ahead.  “There is a progressive shift from physical products to experiences, especially in the last year,” Federica Levato, partner at Bain & Company and co-author of the study, told Reuters, predicting that trend would continue. With the world economy poised to regain momentum this year and the penchant among wealthy consumers to spend on travel and gourmet food and wine rather than clothes and accessories, the future is bright for high-end hospitality. For the Silo, Merilee Kern.

MAIN-RT-LO-Tight-2.jpgAbout the author: Branding, business and entrepreneurship success pundit, Merilee Kern, MBA, is an influential media voice and lauded communications strategist. As the Executive Editor and Producer of “The Luxe List International News Syndicate,” she’s a revered consumer product trends expert and travel industry voice of authority who spotlights noteworthy marketplace change makers, movers and shakers. Merilee may be reached online at www.TheLuxeList.com. Follow her on Twitter here: http://twitter.com/LuxeListEditor and Facebook here: www.Facebook.com/TheLuxeList.






Spotlight image- centraljetcharter.com

Emerging China Wine Market Impacts USA, Canada and Global Wine Markets

It’s no secret that luxury brands have thrived in China in recent years amid a population increasingly oriented toward high-end consumer goods like fashion, jewelry and automobiles—and the elevated social status such items confer. Today, the Chinese population is immersed in a new love affair: with grape-based wine!  According to internationally-renowned sommelier, Noel Shu, China is about to be known producing quality wine bringing the region on par with other wine producing regions such as Napa Valley and Sonoma in California.
A self-made entrepreneur who serves as Managing Partner for ultra-luxe wine and spirits purveyor, Prodiguer Brands Shu recently launched his new book, China Through a Glass of Wine, to provide the most in-depth understanding of the wine marketplace to date and an extensive analysis of the modern Chinese wine industry, revealing a delicate interplay between commerce, the government and the consumer.
emerging-china-wine-market-book-cover-isbnInternational-renowned sommelier, Noel Shu, provides in-depth look at the modern Chinese wine industry and guides us through the misty vineyards and crowded wineries of China.
Following the tradition of great traveling sommeliers, his no-holds-barred journey through China’s emerging wine culture is part ethnography, travel guide, tasting guide, cross-cultural examination and snapshot of the Chinese wine trade and consumer culture at large.
China Through a Glass of Wine also includes insightful interviews with key industry movers and shakers, including China’s largest wine importer and distribution company as well as boutique and unique chateaus across the region, revealing what wine making in present-day China is really like.

Casual wine enthusiasts and travelers as well as serious collectors and globally-minded investors will appreciate the accurate portrayal of China “through a glass of wine.” For the Silo, Trina Kaye.

About the Author
Internationally-regarded sommelier Noel Shu, Managing Partner for the ultra-luxe, award-winning wine and spirits purveyor Prodiguer Brands, is a 24-year-old self-made millionaire, entrepreneur and author of the newly released title, “China Through a Glass of Wine.”  With impeccable panache and style, Shu, has already accomplished more than many do in an entire lifetime. He earned his undergraduate at West Point, completed the U.S. Army’s elite and grueling Combat Diver Qualification Course at the Special Forces Underwater Operations School (regarded by many Soldiers as the toughest military school to endure), and has personally designed and sold extraordinary multi-million dollar timepieces and necklaces to China’s elite through his ancillary, highly successful luxury jewelry business.  Always striving to for growth and self-improvement and with a reverence for continuing education, despite his busy schedule Shu is currently pursuing an Ivy League Master’s degree at Columbia University. As a globally-minded business practitioner, Shu understands commerce on both sides of the Pacific and brings that expertise to bear with his various ventures, including the highly anticipated upcoming release of “Regale”—an exclusive wine brand expressly developed for the Chinese marketplace, which will be exported to the region in early 2016.  For more information about Noel Shu, visit www.prodiguerbrands.com.


“Good Ole Boys” Network In RV Industry Conspired To Keep Me Out

Dear Silo,

For the next month, North Americans will be celebrating and honoring women and their journey throughout history. But it’s also important to look at what’s in store for the future. Right now, more than 9 million women own a business in the U.S.A. alone. It’s all part of a change in tide as women gain more power in the workplace. But this shift has not come easy.

I should know. While I earned millions in the male-dominated industry of RV sales, my climb to the top has been tough. At my first owner’s meeting, they told me to “go home and bake cookies.” Instead, I pushed forward to outsell and out-service all the competition. I decided to stay at the office and build an empire, while paying someone to bake cookies for me.

Southwind RVThe “good ole boys” network in the RV industry conspired to keep me out. But I learned to operate in a man’s world, carving out my path to success. Like other women, I have rewritten the rules and redefined the business climate, proving that any woman can succeed in any industry, regardless of gender boundaries.

My life story reads like a bestseller, complete with plot twists and shady characters. I’m a single mother who never completed high school. Early on in my career, a trusted father-figure mentor betrayed me, and on top of that, I was stabbed 21 times and left for dead—a steady dose of stress that should have put me out of commission before my 30th birthday.

While my drive and passion have helped me move forward, there were women in our history that broke down barriers for us all. Look at Lillian Vernon, the CEO of a mail-order empire. Or Debbi Fields, who went home, baked cookies, and made millions.

It was very early on in my life that was met with major hurdles, and many female entrepreneurs in American history will tell you the same. It was “sink or swim, and sinking wasn’t an option. What will keep you going is an inner drive, an inner hunger to prove to yourself and others that anything is possible. Yes, you will encounter many obstacles, but you can always find a way to move around the obstacle. And that’s the key to success.

My advice to any woman out there looking to succeed in business is to maintain your passion. . If you’re just starting out in the workforce, your mentality should be “work to LEARN,” not “work to EARN.” That way, you can get everything you need to be successful in a business of your own.

Remember that failing at one venture can help you become a millionaire, and don’t be afraid to leave your comfort zone. Becoming an unstoppable entrepreneur is all about doing things differently and finding those untapped areas of opportunity. Look at Oprah Winfrey, a media maven who constantly finds new endeavors to strengthen her brand.

Similarly, I have found ways to not only sustain, but also grow my business while my competitors are shutting their doors. Instead of solely relying on RV sales, I started to examine ancillary revenue sources, including an RV rental business, creating an in-house interior design team, and offering customized RVs for every industry, including mobile hair salons and spas, boutiques, and even chiropractor’s offices.

Right now in America, it is an amazing time for women to grow and expand professionally. We must appreciate our new opportunities, and never be afraid to find our entrepreneurial spirit. This Women’s History Month, let’s appreciate the past and charge into the future. For the Silo, Gigi Stetler -author Unstoppable! Surviving is Just the Beginning. 


Fascinating Book- CANADIAN PACIFIC: Creating A Brand, Building A Nation

Canadian Pacific: Creating A Brand, Building A Nation, the forthcoming luxury coffee table book from School of Design of the Université du Québec à Montréal professor emeritus Marc H. Choko and Callisto Publishers. The private railway corporation that united Canada and built the world’s greatest transportation system, Canadian Pacific broke boundaries with its powerful commercial design.

Canadian Pacific Book Brief CoverA gorgeous new full-colour, 384-page hardcover from leading design book publisher Callisto, Canadian Pacific: Creating A Brand, Building A Nation [November 15 2015] reveals the intriguing story of the private railway company that united Canada politically – and became, for a time, the world’s greatest and most diverse transportation system. Written by Marc H. Choko – professor emeritus at the School of Design of the Université du Québec à Montréal and an honorary member of the Société des designers graphiques du Québec – Canadian Pacific weaves a concise and compelling narrative recapitulating the first 100 years of the company’s history, beginning in the 1880s. Brought to life by hundreds of advertisements, illustrations, designs, photos, and historical documents – many of which have never been published before – Canadian Pacific is more than a beautiful book: it is an indispensible testament to one of the greatest achievements of entrepreneurship the world has ever seen.

“The history of Canada is inseparable from the history of Canadian Pacific,” writes publisher Matthias C. Hühne in the book’s preface. “A distinct Canadian national identity was still in its infancy in the 19th century, and various stereotypes linked with Canada today are the direct result of decisions made by these artists and Canadian Pacific’s publicity executives.” From adventurous world travelers to potential immigrants considering a move to Canada, Canadian Pacific tells the important and unforgettable story of the impact this private corporation has had on a nation’s economic development and image – and will be a welcome addition to the bookcases, coffee tables, and cottages of history buffs, art lovers, and aesthetes alike.

Marc Choko
Marc Choko

Among the topics author Marc H. Choko is currently interested in and researching are: Beavers, Banff and propaganda: how commercial design helped a disparate, newly formed nation understand its place in the world and forge an identity. This is Canada: the romanticism and beauty of the images Canadian Pacific’s publicity department produced, and their immeasurable impact on the way Canada is perceived domestically and throughout the world Immigration and colonization: Canadian Pacific’s little-known history of facilitating the process of coming to Canada for hundreds of thousands of citizens. The eminent artists behind Canadian Pacific’s publicity materials: why we cannot separate the interplay of commercial interest and high culture.

About the Author: Marc H. Choko, author of Canadian Pacific: Creating a Brand, Building a Nation is professor emeritus at the School of Design of the Université du Québec à Montréal and former director of the university’s Design Centre. He is also a former research director at the Institut national de la recherche scientifique Urbanisation, Culture et Société. Choko earned a bachelor’s degree in architecture and a master’s degree in planning from the Université de Montréal and a doctorate in urban planning from the Université de Paris VIII. He is the author of numerous publications on graphic design, urbandevelopment and housing, and has curated many exhibitions that toured internationally. Choko is an honorary member of the Société des designers graphiques du Québec.

About the Publisher: Berlin-based Callisto Publishers selects topics from the fields of design, art, and architecture that are especially well suited to be represented by a printed book, rather than an electronic medium, aspiring to create printed works of perfect quality in terms of content, design, and production. Strong contemporary design requires solid knowledge of the designs and methods of the past. Which designs endured, which did not, and why? Callisto’s books analyze trends of the past that are relevant for understanding design today and in the future. Website: https://www.callisto-publishers.com/

PremiumEditionAbout Canadian Pacific: The Standard Edition of Canadian Pacific: Creating A Brand, Building A Nation will be released this month, and retail for $80CAD / $70USD. The Premium Edition – a larger and technically more sophisticated version, packaged in a hand-crafted collector’s case with a wood veneer cover symbolizing the natural beauty of Canada, and containing additional images and Pantone colours and finishes not included in the Standard Edition – will be released in April 2016 and retail for $720CAD / $600 USD.

Art Canada Institute Facebook Promo Post Image

Hashtag Roundup App reaching 100,000,000 Twitter “Hashtag gamers” weekly

Have you been playing hashtag games on Twitter? Hashtag games are fun and free word games where Twitter users contribute funny or clever responses around a common theme, like #RejectedPrezCampaignSlogans or like #Things20SomethingsSay.
Rejected Prez Campaign Slogans Hillary
Hashtag games can often be found in the “what’s trending” area of Twitter but to discover all of them there’s a new app called Hashtag Roundup (www.hashtagroundup.com) that creates and hosts its own creative games, recruits comedians and Twitter celebrities to host live games, and aggregates the best trending games, making Twitter easy and accesible for everyone.

 The Hashtag Roundup app, now available for Apple and Android, provides game alerts, peer-to-peer awards, and exclusive leader boards to serve the rapidly expanding global hashtag gaming community. Hashtag Roundup is the leading creator, promoter, and aggregator of hashtag games in the US, Canada, and UK, with a cumulative weekly reach now exceeding 100 million Twitter users.

We ( @thesiloteam) had fun with a recent game called #MakeAFilmSkeptical
We ( @thesiloteam) had fun with a recent game called #MakeAFilmSkeptical

Hashtag games are word games where Twitter users contribute often clever or funny responses to a common theme. For example, a recent game promoted by Hashtag Roundup was #4BestWordsEver, and contributions included tweets like “Open bar, free food” (@2p2TrollCat), “School is finally out” (@trjx1d), “Mom got us pizza” (@Broganza16), and “You’re the best mommy” @darksidedeb).

Brands get in the game as well, with submissions like “We’re going to Universal” @UniversalORL), “No soup for you!” @Seinfeldtv) and “a dozen original glazed” @krispykreme). The “winners” are the ones with the most retweets and favorites. Hashtag games provide a fun diversion and creative outlet for individuals and a marketing channel for big brands.

Hashtag Roundup recruits comedians and Twitter celebrities to host and create games. Users download the app in order to see what games are running and what the best responses are. Hashtag Roundup shares both original games and trending games on Twitter.

Scott Fischler Cofounder HashtagGameHashtag Roundup is a joint venture of @TheHashtagGame and @absrdNEWS. In February 2012, @theHashtagGame was launched by Scott Fischler (@fastlaugh) and quickly established itself as the leading 24/7 hub of hashtag gaming. Meanwhile, @absrdNEWS and absrdCOMEDY.com were launched in February 2014 by Jeff Dwoskin (@bigmacher), immediately gaining recognition and followers for its sharp news parody and frequent, funny Top Ten Lists. Fischler and Dwoskin, both comedians, joined forces in 2014 to jointly develop the Hashtag Roundup app for iOS and Android. Hashtag Roundup delivers a consistently great Twitter experience, with engaging hashtag games and hosts.

“We love watching the hilarious and creative answers our fellow Twitter users come up with in hashtag games, but as hashtag addicts ourselves, we struggled to keep track of all the games, and all the responses,” said Jeff Dwoskin, founder of absrdCOMEDY.com.

“Hashtag gaming is rapidly becoming a significant marketing vehicle for brands, celebrities, major league sports teams… even political candidates. All are now frequently playing our games, and recognizing the massive positive exposure to new audiences that hashtag gaming provides,” said Scott Fischler, founder of @TheHashtagGame.

App  Download links

iPhone/iPad https://itunes.apple.com/us/app/hashtag-roundup/id985741893?ls=1&mt=8
Android https://play.google.com/store/apps/details?id=com.touchtitans.hashtag_roundup

Click to view on I-tunes
Click to view on I-tunes

10 (+1) Brand savvy Sports Celebs

Sport Celebs And Branding Logos

Sidney Crosby Reebok Logo SC87

Pro Sports Dynamic Pricing Tickets Is Nothing New

Dr. Eric Dolansky- Goodman School of Business at Brock University: Consumers are happier about price increases when they know they're coming and why they're happening.
Dr. Eric Dolansky- Goodman School of Business at Brock University: “Consumers are happier about price increases when they know they’re coming and why they’re happening.”

For years, hotels and airlines, car rental agencies and energy companies have been using a phenomena known as dynamic pricing to set costs for their consumers. This real-time pricing results in fluctuations depending on a variety of factors, but is often associated with supply and demand – and it is becoming more and more prevalent in the sports world.

This economic practice has been studied by Dr. Eric Dolansky, an assistant professor at the Goodman School of Business at Brock University. Specifically, Dr. Dolansky has examined sequences of pricing and the effect it has on consumer habits. While many consumers grumble about dynamic pricing causing hikes in gas prices, that in part has to do with the unpredictability of the increases.

The situation with sports tickets is a bit different in the minds of consumers, argues Professor Dolansky. This type of dynamic pricing is tied to demand, so consumers expect the prices to increase as the nature of the competition increases, or the date of the event nears and the supply of available tickets dwindles. For example, seats in Section 121 at the Air Canada Centre on October 17 for a Toronto Maple Leafs game against the Carolina Hurricanes range from $193 to $223. But in the same section for the Leafs’ October 26 game versus the Pittsburgh Penguins, tickets range from $253 to $288.

It's not a new idea- from wanderstories.com: "In Roman times, the tickets were known as tessara - small clay discs, which were stamped with details of the locus, or seat number, gradus or row number, cuneus, or sector and entrance gate. For example: LOC X, meaning seat number 10, GRAD V - row number 5, CVN III - sector number 3. Tickets were free, but everyone had to have a ticket to attend. Tickets were distributed to organizations, institutions and groups, who in turn, distributed them to the Roman citizens. As the games were popular, there was also a black market, where tickets would be sold, with high prices for some of the most important games." CP
It’s not a new idea- from wanderstories.com: “In Roman times, the tickets were known as tessara – small clay discs, which were stamped with details of the locus, or seat number, gradus or row number, cuneus, or sector and entrance gate. For example: LOC X, meaning seat number 10, GRAD V – row number 5, CVN III – sector number 3. Tickets were free, but everyone had to have a ticket to attend. Tickets were distributed to organizations, institutions and groups, who in turn, distributed them to the Roman citizens. As the games were popular, there was also a black market, where tickets would be sold, with high prices for some of the most important games.”

Evidence Professor Dolansky has studied suggests when consumers are aware prices are going to rise from a particular point, and they have a basic understanding of the events that are driving the increase, they tend to believe it is more fair.  For the Silo, Stephen Murdoch

Supplemental- Conference keynote presentations by Dr. Dolansky

Clemente, S., Dolansky, E., Mantonakis, A. and White, K.  The Effects of Perceived Product-Association Incongruity on Consumption Experiences – Academy of Wine Business Research Conference, Niagara, Ontario, June, 2013.

Clemente, S., Dolansky, E., Mantonakis, A. and White, K.  The Effects of Perceived Product-Association Incongruity on Consumption Experiences – Society for Consumer Psychology, Las Vegas, Nevada, February, 2012.

Clemente, S., Dolansky, E., Mantonakis, A. and White, K.  The Effects of Perceived Product-Association Incongruity on Consumption Experiences – Association for Consumer Research, Vancouver, British Columbia, October, 2012.

Clemente, S., Dolansky, E., Mantonakis, A. and White, K.  The Effects of Perceived Product-Association Incongruity on Consumption Experiences – Southern Ontario Behavioural Decision Research, Waterloo, Ontario, May, 2012.

Old school sports tickets and events– Gladiatorial Combat http://wanderstories.com/wp-content/samples/book/Rome/Colosseum.html

Law Firms Should Nurture A Culture For Growth Factor

Hillel pic Web

There’s a strong correlation between the growth of a law firm and the strength of its culture, according to a new survey published in February’s ABA Journal.

The most successful mid-sized firms are those that put a high value on their culture – how they do business and the written and unwritten rules for behavior, according to the survey conducted by TAGLaw and the Center for the Study of the Legal Profession.

“Firms in which everyone plays by the rules and values dictated by the leadership are more successful in part because, whether they realize it or not, they’re branding themselves,” says Hillel L. Presser, Esq., MBA, author of a new book, “The Lawyers Law of Attraction: Marketing Outside the Box But Inside the Law,” (www.lawyermarketingllc.com).

Branding – developing a unique, distinctive and consistent image — is vital for any lawyer hoping to stand out from the competition, Presser says.

It’s even more important to distinguish oneself in today’s post-Recession economy. Demand for legal services, revenues and rates have all dropped significantly since the Recession began in December 2007, according to a 2013 advisory by Hildebrandt Consulting and Citi Bank.

“The compound annual growth rate for revenues in the legal market was 9.8 percent leading into the Recession. From 2008 to 2012, it was 0.8 percent,” Presser says.  So how does a law firm – or an individual lawyer – develop a brand?

“In a firm, if you have a strong culture, start by giving it a closer look. What values define your culture? What rules govern interactions with clients? Do you have a collaborative team approach or independent individualistic lawyers?” he asks. “All of these answers will help you define your brand.”


Presser Book Cover Web


If you’re an individual lawyer, you are your brand. Your personality, your look, how you present your practice all contribute to your brand identity. To build a successful, strong brand, you need to be sure these things convey what you want them to – and more important, appeal to your market.

Presser offers these tips for building your brand:

• Identify your personality, your specialty and your target market: These form the basis of your brand and it’s important for all three to work well together. Presser defines his personality as “an innovator and educator who’s very social and very serious about financial protection.” His specialty is asset protection, and his target audience is all individuals with money, property or other assets that are not secured in the best way.

• Decide what will appeal to that target audience: If you already have clients, look for what they have in common – it will say a lot about what they value and, hence, what appeals to them. Everything from the clothes they wear to the cars they drive to the information they share about themselves offer clues to what they value. Maybe it’s reliability. Non-conformity. Social status.  Solid quality. Is that who you are? If so, make sure it’s reflected in your brand.

• Think about what makes you different from your competition. From soda companies to athletic apparel manufacturers, every industry includes rivals selling the same products. Through branding, they distinguish themselves to appeal to their target audience – to set themselves apart. What makes you different from other divorce, criminal defense or corporate attorneys? How does that fit in with your personality, specialty and target market?

• Look for ways to incorporate your personality into your practice.Everything from the furnishings in your office to the clothes you wear to your business card and website should incorporate the personality and values you want to convey. If the tone of the copy on your website is casual and light-hearted and you want your brand to say old-fashioned hard work and reliability, you need to have the copy rewritten.

Your brand will be the foundation for your marketing, so take the time necessary to ensure all of the elements work in harmony, Presser says.

“You don’t have to be everything to everyone – you can’t be,” he says. “So focus on your niche audience and what’s important to them as well as what’s important to you. It will make you more successful both in setting yourself apart and attracting the types of clients you want to attract.”

About Hillel L. Presser, Esq., MBA

Hillel L. Presser is the owner of Lawyer Marketing LLC, a company dedicated to helping lawyers effectively market their practices. He’s also the founder of The Presser Law Firm, P.A., representing individuals and businesses in establishing comprehensive asset protection plans. He is a graduate of Syracuse University’s School of Management and Nova Southeastern University’s law school, and serves on Nova’s President’s Advisory Council. He also serves on the boards of several non-profit organizations for his professional athlete clients. He is a former adjunct faculty member of law at Lynn University. For the Silo, Ginny Grimsley.