How To Build A Million-Dollar Catering Business: A Content Marketing Strategy Case Study On A Cannabis Chef - Part 3
If you’re just joining the case study, you can check out the previous articles here:
Part 1: Who Is Chef Jazz?
Part 2: The Movie Star Effect
Three-Tier Pricing and Luxury Language
Nobody is going through life looking for great packages.
People are, however, looking for great experiences…particularly people who are doing well enough financially that food and shelter are not a concern.
Using Maslow’s Hierarchy of Needs as a guide, you can see that as personal wealth increases, the type of fulfillment a person pursues changes.
People with money are willing to spend that money to pursue higher levels of fulfillment.
Chef Jazz is working with Park Road Studios to use video as the foundation for her strategy to position her business as one that fulfills those higher level needs. And she now prices her services accordingly.
Park Road Studios can help you do the same for your business.
Why Park Road Studios Is Different
Park Road Studios is not a videography business.
Park Road Studios delivers business development coaching with a focus on using video as a business development tool for establishing and growing premium brands that charge premium pricing.
Here’s how we helped Chef Jazz establish her premium, three-tier pricing
This is Chef Jazz’s top tier experience.
Take note of how Chef Jazz is using video to paint a picture for her ideal client that they want to see themselves in.
Language is important. These are experiences Chef Jazz is offering, not packages.
It took six hours to record the three videos you see on this page because we had to keep reworking the language and the delivery until we got it right.
These videos are the foundation of Chef Jazz’s strategy for positioning Green Panther Chef as a premium brand, so it was worth investing whatever amount of time was necessary to get them right.
The Efficiency of Video
You invest the time once to get it right and then your videos save you time in perpetuity.
These videos filter out the wrong people so Chef Jazz doesn’t waste time talking to people who can’t afford her rates.
And these videos move the right people closer to making a purchase before they even talk to Chef Jazz because they’ve already seen and heard about the experience they’re looking for.
She doesn’t have to sell when she gets on the phone with a prospective client. They’ve already sold themselves, based on the picture that the video painted in their mind.
This is an example of how Park Road Studios can help you use video to make your company’s best representative available to deliver a perfect presentation to anyone around the world, 24/7/365.
Building a Business, Not a Job
The Premium Experience is the only service where Chef Jazz will have to show up and do any work.
The Classic Experience and the Tasting Menu Experience are services where Green Panther Chef employees deliver the service without any involvement from Chef Jazz.
With a properly implemented three-tier pricing system
66% of sales will come from the middle tier
22% of sales will come from the bottom tier
11% of sales will come from the top tier
With her premium, three-tier pricing, Chef Jazz now makes more money from a middle tier engagement where she does none of the work than she was previously making on her underpriced top level engagement where she did all the work.
Within 24 hours of changing her home page to implement three-tier premium pricing with the videos you see on this page, Chef Jazz had a client for her Classic Experience.
People were already visiting Chef Jazz’s website and when she put the right offer in front of them—an experience instead of a package—she immediately got a response from her ideal client.
That’s an example of the kind of results you can achieve by working with Park Road Studios.
This is the lowest tier of the three Green Panther Chef offerings.
This service is a premium home dining experience that is exactly what some Green Panther Chef clients are looking for.
This offering is a drop-off service where, again, Chef Jazz does not do the cooking or the driving.
When you’re ready to use video to allow you to work on your business instead of in it, Park Road Studios is here to help.
