Targeting rich parents ;)

(53 Posts)
NourishingButtons Sat 17-Aug-13 22:20:54

So, have taken the plunge and started a business, main product being a high ticket price garden play item (good value for money but price is due to quality materials and craftsmanship).

We have no money for advertising so will be relying on PR, we have some lovely editorial style pics.

Would really like some advice on good platforms to reach parents who are well off (obviously not the world I move in, or I would know ha!). Websites, publications, communities etc.

Any help much appreciated, thanks smile

holidaybug Sat 17-Aug-13 22:26:11

Difficult to see how you will be able to manage without advertising. We have a magazine that circulates in our area but I'm sure you'd have to pay to have your products advertised in it.

I think you might be a little off the mark though with targeting 'rich parents'. People don't have to be rich to afford expensive products - they just need a credit card smile

How do you plan to do this, without an advertising budget?

I think mumsnets own advertising rates are pretty decent, a good place to start? wink

NourishingButtons Sat 17-Aug-13 22:30:11

Ha yeah that's true!

We will have to start small, and will be relying on social media campaigns, SEO and PR (that's why we have had a lovely photo shoot courtesy of a commercial photographer in our village) as the pics are very attractively styled. I'm confident we will do well for coverage locally, but nationally could be more tricky.

NourishingButtons Sat 17-Aug-13 22:30:55

I will look into mumsnet adv - thanks for tip smile

TheDoctrineOfJetlag Sun 18-Aug-13 07:09:28

Baby Surrey, Baby Hampshire (assume there are ones for every area) type publications

Junior magazine

Loads of free magazines like Primary Times.

I'd think you would have to pay for all though unless the product is "story worthy" in it's own right.

Onesleeptillwembley Sun 18-Aug-13 08:23:52

The problem is, if you look like a 'cheap' (for want of a better phrase, sorry) then people possibly won't buy high end goods from you.

Graceparkhill Sun 18-Aug-13 08:28:48

Certainly in Scotland "rich" does not always mean high disposable income.
It is often parents/ grandparents on lower incomes who are higher spenders on one off items.

BikeRunSki Sun 18-Aug-13 08:30:38

Where in the country are you ? In W Yorks Mumbles magazine hits your target audience and i think their rates are pretty reasonable

cottoncandy Sun 18-Aug-13 08:30:45

Try the various Nct newsletters? They are cheap to advertise in and if you offer to write an article about starting a business then you might get a free spot?

Spottypurse Sun 18-Aug-13 08:31:13

What a load of doscriminatory piffle. So because I don't look "rich" I'm not worthy to buy your incredibly high end and awfully naice garden play equipment?

Isn't my money as good as anyone else's?

Cheerymum Sun 18-Aug-13 08:31:19

Can you offer to put one up at some local children's events? Might be a way to get some interest

Cerisier Sun 18-Aug-13 08:32:13

How about putting a paper advertisement up in supermarkets in well to do areas you can reach or people you know can reach?

Talk to your local newspapers and see if they will do an article about your start up and the history of it- this would reach all sorts of people. If it is a particularly interesting story the Nationals might pick it up.

Tee2072 Sun 18-Aug-13 08:33:47

To sell to the rich, you have to look rich.

So find some advertising money.

Or admit you are out of your league and sell to anyone who wants to buy it.

You snob.

Spottypurse Sun 18-Aug-13 08:35:56

I can spell discriminatory. My ipad can't. I'm not some ill-educated oik.

<doffs hat in suitably contrite manner to the toffs. I know my place>

I'm actually massively offended by the whole tone of your post OP.

FourGates Sun 18-Aug-13 08:36:06

Message withdrawn at poster's request.

meditrina Sun 18-Aug-13 08:39:19

Apart from your local newspaper (if you still have one) you'll find that most "articles" about new products are paid placements.

Unless there's something 'featureworthy' about your company/product, I doubt you'll get much/any interest elsewhere.

EMS23 Sun 18-Aug-13 08:40:36

Give a freebie to the school that all the children of your target parents attend.

FourGates Sun 18-Aug-13 08:42:11

Message withdrawn at poster's request.

Spottypurse Sun 18-Aug-13 08:44:11

That's nonsense. I had a very expensive pice of play equipment for DD that I saved for, grandparents helped out with.

And I was anything but rich.

Spottypurse Sun 18-Aug-13 08:45:18

And the OP comes across as if she wouldn't want my money because I'm not rich.

If you are looking for national coverage OP, how are you going to transport, deliver and assemble this very large very naice piece of play equipment?

Labootin Sun 18-Aug-13 08:49:58

Ouch .. Maybe hire a PR person it's clearly not your forte.

TheSecondComing Sun 18-Aug-13 09:00:06

Message withdrawn at poster's request.

DontmindifIdo Sun 18-Aug-13 09:11:23

I can see what you mean, and am not going to join in with the professionally offended people on here - while some poorer people can afford expensive equipment or have grandparents who will pay, they will be in the minority of your customers if your stuff is both expensive and not retailing through a high street chain - if you have limited advertising budget it seems silly not to target it.

Anyway, if I was you, I'd pick half a dozen 'posh' towns, contact their local paper and offer one of your product for free for a prize draw/competition - possibly something like a children's drawing or story competition if they fancy running one. (I think towns like Wilmslow, Tunbridge Wells/Sevenoaks, Guildford, St Albans - sure others will find you others to target) paying to advertise with NCT in these areas would be good too.

Do facebook searches for those towns and "mums" or "parents" - theres a lot of local groups like that who you might be able to advertise with for very little or even free if you offer their group a discount (make sure your prices are set so you can afford to give discounts of around 10%).

Otherwise, contact 'posh' garden centres/garden centres near posh areas - see if they will stock your stuff.

Wearytiger Sun 18-Aug-13 09:37:34

I think this whole thread has an odd tone. It's perfectly reasonable to focus on a wealthy demographic if you genuinely believe they're more likely to buy your product. Notoriously though it can be hard to predict disposable income from appearances. OP I would think about the behaviours of your target group. For example it sounds like your play equipment might be best suited to someone with primary school age children, disposable income, large gardens and perhaps a slightly warmer climate. Therefore I'd be looking at Home Counties, not London, and thinking about the publications listed above and also possibly going to events etc... So for example could you get a stall at a country fair? Can you get some flyers included in local deliveries? How about a cross-promotion with the local toyshop? My local mums' group has a Facebook page, it is insanely popular. Could you offer a 10% discount to members of the group?

SPBisResisting Sun 18-Aug-13 09:40:31

Are you lot charging for this advice wink

MrsCampbellBlack Sun 18-Aug-13 09:40:40

Assuming that its the type of play equipment that cost £3k+ - well I'd target local magazines like Bath Life round these parts. They're always looking for local businesses to do puff pieces on.

Spottypurse Sun 18-Aug-13 09:42:59

How is the tone odd? The OP doesn't want my money I'm not rich. Jokey jokey winky smilie.

I find that offensive. And call me professionally offended if you like I don't care. But it is. And if the OP comes across with the same attitude she or he has on here to actual real customers who rock up in a tatty car or old clothes and look as if they have no money to spend, she'll potentially lose sales.

TheSecondComing Sun 18-Aug-13 09:43:44

Message withdrawn at poster's request.

Tee2072 Sun 18-Aug-13 09:46:41

I should SPB since this is what I do for a living, advise snobs people on how to position themselves online.

TheSecondComing Sun 18-Aug-13 09:48:17

Message withdrawn at poster's request.

Spottypurse Sun 18-Aug-13 09:49:45

Oh right am I TheSecondComing? I thought the OP was being a snob. Thank you so much for setting me straight.

TheSecondComing Sun 18-Aug-13 09:53:43

Message withdrawn at poster's request.

Spottypurse Sun 18-Aug-13 09:58:37

There's targeting a demographic and then there's making snobby assumptions. The OP Comes across to me like making snobby assumptions. I would suggest if the OP continues with that attitude in real life she may lose a number of sales and alienate some who would have purchased the product.

Mogz Sun 18-Aug-13 10:02:52

Get yourself a Facebook brand page and a twitter account, ask all your friends to follow and share your updates. Find FB and T accounts of businesses with links to yours and ask them to follow and share too. Set up a competition on T (not FB, v strict rules that can bite you on the bum if you get caught out) and ask for shares and follows.
See if you can get it on the mumsnet local page.
Put aside a small amount of prize money and ask local colleges/sixth forms with good art and design departments if you can run a comp to design a flyer/logo or whatever you don't have and need on the cheap. Then let the local papers know you're doing this and they might run a story.
Nice printed notices in local shops and libraries.
You will need a good website if you want to target people's pockets, nothing turns me off a sale more than a templated or homemade site. Buy a good domain name and find a good webdesigner (Massive Penguin is damn good at web and graphic design).
Good luck.

Wearytiger Sun 18-Aug-13 10:27:35

spotty this is what the OP said:
Would really like some advice on good platforms to reach parents who are well off (obviously not the world I move in, or I would know ha)

I missed the bit where she banned all the poor people from buying her product!

MrsCampbellBlack Sun 18-Aug-13 10:29:12

TSC - I didn't realise they charged for all articles. Friend had an 'opening' and pretty sure they didn't charge to attend that and take some nice photos.

Spottypurse Sun 18-Aug-13 10:29:18

The title is "targeting rich parents"

But. As a poor peasant who is not in the target demographic, I shall bow out and let the rich worthy types who the OP feels would be worth the effort to target come up with suggestions.

Wearytiger Sun 18-Aug-13 10:31:14

Oh also wanted to add that the tips above about contacting play groups, camp sites etc are excellent advice. B2B sales are much easier than B2C sales and you have an excuse to go and see them a year later and see if anything can be replaced, added to etc ad infinitum, potentially giving you an attractive longer term revenue stream than a parent, who may well only buy from you once. I would offer each play group etc a small discount conditional on them displaying your poster etc as well.

DontmindifIdo Sun 18-Aug-13 10:43:44

your right spottypurse, she should change it to say : "targeting rich parents or feckless poor ones who think it's a good idea to spend their full month's income on one toy." because really, while there are some people that stupid, the bulk of her customers are going to be rich people for whom a few grand is not a lot of money. personally, I think it would be morrally reprehensible to be deliberately targeting your product at people who'd struggle to afford it (and pointless, most people on limited income aren't that daft)

TheSecondComing Sun 18-Aug-13 10:49:56

Message withdrawn at poster's request.

holidaybug Sun 18-Aug-13 11:49:06

Rich people don't necessarily spend £££ on high end equipment. How do you think they get rich? Many get rich and stay rich because they are careful with their money. The ones who spend £££ tend to be the aspirational ones.

larrygrylls Sun 18-Aug-13 11:58:38

"Rich people don't necessarily spend £££ on high end equipment. How do you think they get rich? Many get rich and stay rich because they are careful with their money. The ones who spend £££ tend to be the aspirational ones."

Yep, that is why Selfridges and Harrods are based in "aspirational" areas, rather than areas where properties average many millions...not!

On average, rich people spend more than poor people, because they have more to spend. Any business which is not realistic about the targeted demographic is going to fail. The OP is being perfectly sensible and anyone who is "offended" by her language is clearly overthinking and oversensitive.

NourishingButtons Sun 18-Aug-13 20:48:09

Thanks all for the helpful and supportive comments. Myself and my business partner have come together with very little start up funds and your advice is much appreciated. Our product is unique and takes advantage of the zeitgeist so am hoping I can get some editorial coverage, especially as we have beautiful photos, with a bit of luck! Am also going to a few country shows locally over late Aug and Sept, and will target commercial prospects after then, mid Sept onwards. Some really excellent ideas here that I will definitely be looking into - thanks smile

For those who chose to be rude based on my use of the word 'rich', I hope you are trolls otherwise the chip on your shoulder must be a great burden.

Rofl. With that attitude I'll be keeping my money rather than spending it on a poncy garden toy.

Do yourself a favour and get somebody to deal with your PR.

NourishingButtons Mon 19-Aug-13 08:33:57

MrsCBatch, thanks for the advice, but I have, me! I have worked in advertising, marketing and the meeja for a long time. This thread was intended to glean advice on targeting our prospects which it has done fabulously, not as PR for our company.

Marketing is knowing your market and speaking to/building a relationship with them - I have absolutely no prejudice to who buys our products but have very limited start up funds so need to direct what spondoolies we have to targeting the people who are 'most' likely to buy. Maybe the word 'rich' was a poor choice based on the offended responses, maybe saying AB1's would have been more appropriate, and not provoked such personal attacks. Anyhoo onwards and upwards ;)

TiggyD Mon 19-Aug-13 09:45:17

Every sane person knows what you mean OP.

"I make a huge garden toy that costs £5000. Should I target everybody, including those who on benefits or the minimum wage?" Would have got you a few negative comments too.

Can I see your thing? I work in nurseries. They tend to buy high quality built to last stuff as with such huge numbers of children toys get a 'lifetime' of use every year. There are nursery exhibitios you might like to try, and nurseries are a good place to show off products to rich people.

NourishingButtons Mon 19-Aug-13 13:33:55

Thanks TiggyD, the website will be live in a few days so I will send you a message when it is. Thanks for the nurseries exhibitions tip, will google that now! smile

Labootin Mon 19-Aug-13 13:52:42

I'd love to know what sort of child's product invokes the spirit of the age .. Is it a bit Woo ? wrapped in daisy chains made by Indigo children and blessed by online Druids ?
You want the glamping festivals or Dragons Den they'd eat you alive

NourishingButtons Mon 19-Aug-13 15:11:04

What is it with some Mners who love to cast aspersions based on very limited information. I will not be sucked into this cattiness, I prefer to communicate with positive rational people. Over and out.

FourGates Mon 19-Aug-13 17:37:26

Message withdrawn at poster's request.

TheFallenNinja Tue 03-Sep-13 20:30:47

Wow PR disaster.

flibbetyjibbet Fri 06-Sep-13 22:12:20

No not PR disaster at all - seems that the purpose of the thread was to get some good advice re targeting, which it did.

PR =PUBLIC relations.

;) = cheeky/ironic.

Mumsnet at its worst.

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