Know Your Audience!

I don't think it's any great secret that most college student's don't have A LOT of disposable income (although these days they're not the only ones in that boat).  When they go out to buy furnishings for their dorm rooms, they're looking for anything that is cheap or free.  Bookshelves made out of 2' X 4' s and cinder blocks are not cheesy, they're innovative.  So, why do I keep seeing TV retailers selling items aimed at students at greatly inflated prices?  Like what?  How about a bean bag chair for $199?!?  A BEAN BAG CHAIR!  You can find them in stores for anywhere from $29-$99, so what kid is going to buy one off TV for twice the price?  Unless some well-heeled mom is watching, I'd say that was an ill conceived offering.  Now, I'm not disputing that the bean bag chairs in question might have been worth the premium price, but to position them as dorm room necessity... at that price point... no.  Sure, if I were in the market or bean bag chairs I might fork over a premium for something nicer, but for use in a college dorm room it would be a waste.

So think about your customer, the economy and where they'll be using your product... or get out the clearance gun.  The choice is yours.

It takes a Village

I was setting up my demonstrations before a show the other day on a television retailer.  As I was setting the props in place, a new network guest approached me and asked how I came up with my demos. "Well, we look at the product and develop a list of features and benefits and then we create demos that best highlight those," I said rather matter-of-fact.  "Who's WE?" he responded.  What?  For a moment, I didn't understand the question, what could he mean by that?  He could tell by the quizzical expression on my face that his new query had me stymied.  "I mean, who helps you?"  "Well, the vendor, the vendor rep, the prop master, my staff..." and as I was saying this I saw his expression starting to drop.  And then it hit me... he was on his own.  He had no support team, no one to help him come up with ideas, set up his demos or critique him when he was done with his show.  AND, the poor guy had several items he was selling that day and seemed a bit frazzled.  I felt for him, I really did.

In retrospect, I now realize how lucky I was to have excellent training when I started in this business and MANY years to come into my own in terms of product evaluation and presentation style.  BUT, the biggest thing I have learned, is to ask for help.  There is no such thing as a bad idea,  just some we choose not to use on the air.  But when you're developing a product presentation for television retailing, it adds so much when you do it as a group.  I am a 45 year old guy, so I'll see the item from a certain perspective, while a female colleague might see it in an entirely different light.  Is either one of wrong?  No, we just represent different potential customers and that's the beauty of it.  So, never do I try to create a whole presentation on my own anymore.  Sure, I could do it, but they are so much richer and successful when I have the input of my friends and peers.