Collectibles Marketing to Tap Consumer Emotions

High net worth investors have been scrambling to find ways to diversify their asset bases since the recession began. A recently published Barclays report shows that ‘treasure assets’ are growing more attractive. But marketers must know which details to promote to get the sale.

What do wealthy consumers do with their extra money? For many, precious jewelry, fine art in the form of paintings and antique furniture hold appeal. These purchases are not always made for investment purposes. Only 23% of consumers purchase treasure assets with the hope of realizing a financial return. And, only 21% say they hold these assets to protect against a potential drop in the value of traditional investments.

For many more consumers, the purchase of treasure items is emotional. Here is what drives wealthy consumers to buy valuable collectibles:

  • Enjoyment: 82%
  • Heritage value: 76%
  • Social motivations: 59%
  • Rare piece: 28%
  • Monopolize item: 7%

The highest level of emotion is ascribed to wine (93%) and classic autos (91%). Investors tend to keep cooler heads when precious metals are involved. About 60% of these folks buy and hold gold or silver pieces with a financial return in mind.

In some regions, up to 10% of net worth can be tied up in treasure assets. Advisors often caution against making these investment if a client expects to realize a significant return. But many of these individuals can afford to hold these assets and marketers are advised to employ the emotional angle to make the sale.

[Source: Profit or Pleasure? Exploring Motivations behind Treasure. Barclays​.com. 11 Jun. 2012. Web. 18 Jun. 2012] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.