Here is a customer profile of Marine Art of California, a start-up company in Newport Beach, marketing the works of California artists through a direct mail-order catalog. The product line is a unique combination of art, gift items and jewelry, all tied together by a marine or nautical theme.
Who are my customers?
Economic level: middle to upper-class
Psychological makeup: art lover, jewelry lover, fashion conscious, ocean lover, eclectic taste, college educated, discriminating buyer, upwardly mobile life-style.
Age: 35 to 55
Income level: $75,000 and above.
Habits: high-expense entertainment, travel, marine-oriented hobbies (shell/dolphin collectors, scuba diver, boat/yacht owner, etc.), patrons of performing arts, concerts and museums.
Work: professional, business owners, business executives, middle management, interior designers
Shop: middle to high-profile retail establishments.
Orange County: coastal areas - home value of $500,000 and above.
San Francisco County, San Diego County, San Bernardino County
3. Market size:
Mail list purchased through wholesale mail list companies. The consumer base will range from 20,000 to 100,000 in the first year of operations.
Minimal due to unique 2-pronged marketing concept of marketing exclusively California marine art, custom-designed jewelry and giftware by way of (1) direct mail-order catalog and (2) retail showroom. No known operation in their category.
5. Other factors:
As acting distributor for several artists, I am able to retain exclusive marketing rights and, in most cases, have contracted to purchase at 10 to 15% below published whole sale price lists.