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How do I market to wealthy individuals?
We prepare and deliver healthy gourmet meals that are customized to people's diets. How do I market this to the wealthy class without spending a fortune?
Most wealthy people don't see themselves that way. They didn't get wealthy by wasting money--although they aren't necessarily looking for the lowest price on all purchases. The most important element is the "value" you bring to the table. Focus on the value of good health and quality ingredients. Be sure when you use the word "gourmet" that you don't emphasize luxury: That's not the way to go in the recession. Market a valuable commitment to one's good health.
Kim Gordon is the owner of National Marketing Federation and is a multifaceted marketing expert, speaker, author and media spokesperson. Her latest book is Maximum Marketing, Minimum Dollars.
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