1. Premium Buyers a thought...

[YellowT4Studio]

I start this post with the statement these are just my thoughts and many may disagree with them, that’s fine by me.
This was from this morning and much coffee has passed into the system since then hence post 2 to come.
Do customers look to buy the cheap items? I say no the majority don’t. “Ahh but…” I hear you say “with more access to the internet our potential customers are more informed about price than ever before, and they don’t want to do us a favour by paying more for something they can get cheaper elsewhere.”
If this were really true nobody would drive a BMW, or carry a Prada bag or even eat at a posh restaurant….see where I am coming from? So my random figure is that 10% buy cheap, and that leaves 90% that I want as my customers. I see the affluent customer as more appreciative of the items they buy and therefore less likely to complain, more likely to spend lots, and the friends that they recommend my business to will be of the same mind set.
All I have to do is work out how to tap into that market!....hmm.

[LynnBaileyPrintmaker]

I think there are still plenty of people out there who are looking for quality.
Agreeing with much of what you are saying - except who is necessarily more or less likely to complain...

While it might be appropriate for some items to go for cheap/disposable, there are plenty of examples where going for cheap is recognised as a false economy.

I also have to remind myself that my potential customers may well have similar interests as me, but the majority have a greater disposable income. As a pauper artist living in "genteel poverty" I am below the national average - so I wouldn't be doing myself any favours pricing my work so that I could actually afford it myself! I am not my target market!

By undervaluing your work you cheapen it in more than one way. And it would make it hard for you to reach that more affluent market that Janners alludes to.

Mmm yes - how to reach that market...

In my case, I suppose what I do is jump through hoops and pay a hefty membership fee to be a member of the Devon Guild of Craftsmen. The guilds reputation reaches the type of people I might find it hard to attract the attention of myself. And rather than putting all my efforts into local art/craft fairs I'm investing in taking a stand at the Windsor Contemporary Art Fair. While taking part in open studios events here is important to me, I suspect there's more dosh swimming around in Windsor than Devon! It remains to be seen if the investment of the cost of the stand, transport and lodgings is going to pay off or not.

Anyone got some hot tips on how to attract the attention of the more affluent shopper??

[YellowT4Studio]

Brilliant Lynn... "I wouldn't be doing myself any favours pricing my work so that I could actually afford it myself! I am not my target market!" .
That is so true. I haven't done China mugs because of the cost to sell, but maybe I am barking up the wrong tree.
If I refine designs, use China mugs instead of standard heavy ceramic mugs, do I move into a better market?

Will your trip to Windsor pay off? Time will tell, but attracting that more affluent shopper is essential for survival.

[LynnBaileyPrintmaker]

I can't say what would be right for you and your products - but given the option I personally would go for a porcelain mug.

Tends to be thinner than a ceramic mug which is a nicer mouth feel. Also, I swear they keep the tea hotter longer. Perhaps this is because porcelain is less porous. Perhaps you could offer a porcelain mug as an upgrade variant? And if you can be bothered you could conduct some tests (or find some research) to confirm the added quality/value of the thermal dynamics. - Just don’t quote me....

[YellowT4Studio]

Lynn are you in my Kitchen? I have been playing with the mugs and I am of the same opinion as you about the temperature point.
I have been considering options but I just seem to spread even wider rather than refine my target....or perhaps I am already too narrow....now there is another thought!

But on the porcelain mugs I shall say "Lynn says......."