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Important Takeaways From The 2015 Holidays for Luxury in 2016

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Who could have foreseen record-breaking heat during the fall and holiday season last year? The terrorist attacks in Paris? Oil hovering at $30 per barrel?

Peoples’ emotions and an ever-growing preponderance of communications channels, data tools and devices contributed to a mixed, if less than robust, finish to the luxury landscape in 2015.

What does this all mean for luxury marketers in 2016?

Bob Shullman, Founder and CEO of the Shullman Research Center, believes that the “biggest challenge” facing luxury marketers is perhaps unraveling the communications labyrinth. Communications, whether paid, owned or earned, may well represent the biggest opportunity to affect business results, not the least because they can be controlled to a greater extent than other variables.

Media advertising was a very important marketing channel for luxury brands and retailers during the 2015 Holiday Season. Our conversation will start with a discussion of the strategies and tactics that luxury marketers used to break through the competitive noise and connect with their targeted audiences. Drawing on Kantar Media Ad Intelligence’s comprehensive ad monitoring databases, Bob will review how luxury brands and retailers employed advertising (both traditional and some of the new digital channels) to market their goods during the holiday season and will share valuable insights on holiday campaign ad spending levels, spending allocations across the media platforms, digital media initiatives, the timing of ad spending during the holiday time period as well as ad message content and more.

Next, Bob will talk about how luxury buyers engaged and engage with the many media channels that were used to deliver luxury brands advertising during the 2015 holiday season. Drawing on his ongoing survey, The Shullman Luxury, Affluence and Wealth Pulse, Bob will then review how many luxury buyers that the media channels effectively reach and then how engaged the luxury buyers report they are with these advertising alternatives.

Finally, armed with “fresh off the press” data and insights, guests will try to make sense of how the evolving business environment affects them as they talk with Bob and Kathryn Minckler about their top of mind business issues and concerns for the coming year.

Bob Shullman, the Founder & CEO of The Shullman Research Center, has years of practical business experience in leadership, marketing and media insights research and consulting, as well as in strategic planning and execution roles. His wealth of experience of has focused on brand strategy and equity, customer satisfaction and loyalty issues as well as on the media and advertising research arenas. He has conducted thousands of insights, research and consulting studies; primarily, in three business areas: the luxury and affluent markets, financial and wealth services, as well as media and entertainment.

Prior to launching The Shullman Research Center, Bob held senior leadership positions with several leading marketing insights, research and consulting firms including most recently one of the major syndicated research firms, Ipsos Mendelsohn, where he was its CEO and spent four years transforming The Mendelsohn Affluent Survey into a consumer insights tool as well as a media-planning tool.He has also worked at the American Express Company for ten years in senior leadership positions in its travel-related businesses as well as its investment management and insurance subsidiaries.

Bob speaks extensively on marketing, business, and research topics in the U.S. and abroad with a focus on affluent Americans. He has been featured on CNBC’s Squawk on the Street and Fox Business News focusing on the American Affluent Marketplace. He also authors columns and articles for Barron’s, Wall Street Journal, Luxury Daily, Ad Age, Adweek and MediaPost while also appearing on Bloomberg Radio and Bob holds a BA from Georgetown University in American History and an MBA in marketing from NYU’s Stern School of Business where he also completed the majority of the course-work needed for a PhD in finance.

The Shullman Research Center delivers business and marketing insights to senior executives and marketers regarding the behaviors and attitudes of luxury, affluent and wealthy consumers that guides them in understanding their target markets that result in better decision-making.