Make it Great

Hey!

I should be packing but of course I am not…..it’s all about priorities people.

Anyway, I was reading an email I received that was talking about why Mia Bella’s Candles are “gourmet” or more so, why they are labeled as gourmet. It stated because our candles were for the “candle connoisseur”. I have read this before when different people were speaking about where to find potential customers and such. So I started thinking, how do you know who your market is or whatyour target market is? Is it possible that people who don’t do well in retailing are just targeting the wrong customers? Then, I was like is that even possible to have a “wrong” market, because they (the smart marketing people) say that everyone isa potential customer or business partner and don’t judge.

Well, I have drawn my own conclusions on the matter.

Conclusion #1: You do have a target market or particular market of people that would be ideal for your product.

Conclusion #2: You shouldn’t judge. You should offer your product or service to all but, be able to weed through those who will buy and those who are just pulling your leg. In other words don’t spend all your time on nickels when you could be catching dollars.

Conclusion #3: Price! Different people can afford and will pay for different things. Some people are bargain shoppers and will not pay retail for anything no matter how great or “ideal” it is for them, they believe they can find the same quality or quantity for $5 less or 25% off at Wal-Mart or something.

What I have learned that you have to do is make your product or service available to all people, no matter what. I see billboards for $100,000+ homes in lower income neighborhoods, they may not be able to afford that house now, but they may in the future and that’s what counts.

Compare your prices not only to others in your industry online, but also in the stores that you normally shop in. Is your product double or triple the price of similar products? For me, our candles are triple the prices of the candles in Wally World or any other bargain store. Double the price of candles in other stores as well. But, they are the same price as one of the leading candles in America, so I know my customer base exists in my city since they have a store here.

Now lets say I sold candles that cost $40 or so a jar. I don’t have any shops around me that sell candles for that price. The leading candle company in my city sells candles, for half that. Where am I going to find my customers? Who are my customers? Do you see how candles at this price would be a bit harder to sell in my city?

But, if I lived in ”celebrity city”, California, where most things cost an arm and a leg, I could get away with probably selling my candles for $50 a pop in the right stores. That wouldn’t fly here where I live, we are not that high class.

So maybe if you are someone who is not doing so well retailing your particular product or service you should check your prices. See if people in your area can afford your products. If they can’t that doesn’t make them unaffordable to all, just in your city. You will probably have to advertise in other areas.

Hope this helps answersome questions!

Thanks for reading!

Jarmelia Ladson