Ms. White works with C level employees or owners on anything that is associated with the luxury brand or image. She specializes in “Class Marketing” or reaching the world’s wealthiest demographic. This includes Strategic Marketing, Advertising, PR, CRM (Customer Relationship Management) Events, Sponsorships, Holiday Gifting and other planned opportunities for client touch. Ms. White works with companies that want to know how to better reach and maintain their targeted audience. Followers of her blog have read many of her articles that have published covering many of the common mistakes of companies. Those give some idea of the types of projects that she has worked on. Most clients are American or European. She has worked with some in other countries that want to have better success in reaching the American audience
Her projects range from needing only (20 hours) up to needing 18 months full time and her temporarily moving to that location/city/country.
There are two ways that a consultants works: project based or for a set number of hours for an establish length of time.
Project Based: The client outlines what goal(s) is to be accomplished, establishing parameters like start date, end date, events or meeting Ms. White is expected to attend, deadlines for certain aspects of the project. Ms. White will estimated length of time expected to attain said goal(s).
Contracted for set number of hours over a certain period of time. This type of hourly based contracting covers many different types of needs. For some it is a very small project needing just 20 hours. Other clients keep an ongoing retainer for a set number of hours per month for an established amount of time, so that they can have access to Ms. White for strategic meetings where her expertise is needed. For some companies Ms. White acts as a CMO for luxury brands that are too small to be able to afford a full time luxury marketing expert, (or need a second set of hands during big projects launches at larger brands). For these she functions as out sourced CMO for luxury companies too small to afford a full time CMO.
What is complicated on the client side is getting availability of the consultant when you want them. A consultant, like anybody, only has so many hours in a day. They take on projects based on forecasted hours of that project. Like with anything in demand, you often have to book in advance. This is another reason why some companies choose to have an ongoing retainer, so that they have access of a certain number of hours guaranteed monthly.
"The UHNW is a very large group when measured in dollar terms, and a very small group when measured by individuals. These are the taste makers & trend setters and they need a riffled approached instead of a mass market shot gun approach to marketing. People with unlimited financial resources are unaffected by traditional approaches to luxury; they must be reached emotionally,... in holistic ways” ~ Lorre White, The Luxury Guru