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Jacqueline Snyder explains why a $90 candle failed at a generic farmer's market: wrong customer, not wrong price. Move it to affluent areas like Beverly Hills where people actually buy premium goods, and it will sell.
Jacqueline Snyder explains why a $90 candle failed at a generic farmer's market: wrong customer, not wrong price. Move it to affluent areas like Beverly Hills where people actually buy premium goods, and it will sell.
It's really important that wherever you are, the ideal customer avatar is there. I had a client once that was selling a $90 candle. She went to a farmer's market and she's like, nobody was buying my $90 candle. So she drew this conclusion about her candle saying it's too expensive because nobody bought it at this farmer's market. But when we actually dug into it, the people going to this farmer's market are not people that would normally buy a $90 candle, not in Bloomingdale's, not in Nordstrom's, not at a boutique. They're They're not even the right customer versus if she took her $90 candle and went to the Beverly Hills Farmers Market, Santa Monica, somewhere, let's say in Los Angeles, that's trendy and these people are buying $12 lattes and they're already spending money on things. They're already shopping at these stores and buying $90, $100, $300 candles. Then finding a $90 candle at a farmers market where things are already priced at a different level than this other location, then it would make sense.
