Tom Shay asks, "Exclusive or elitist?"

Tom Shay goes looking for examples of businesses that have a marketing challenge. When a business targets an upscale customer, how does a customer 'grow up' to the point that they can appreciate and enjoy the upscale product?

If a business is in the snow sports industry, bicycle industry, clothing industry, wine industry, or any of a large number of businesses, what happens with the customer that comes into the industry as a novice?

When the customer is ready for a higher quality product, is the customer welcomed into the business even as they arrive with the lesser quality product? The product we had on hand - a bicycle shop bumper sticker with the message, "I'd rather eat worms than ride a Huffy" - is telling the customer with the lesser quality product that they are not welcome. www.profitsplus.org

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[AdrianRehn]

Good video.