Week 4B:  Defining My Target Market

As I worked on defining my target market, or really, narrowing down my target market . . . from everyone on the planet if I’m lucky to a realistic segment of the population, I realized that I needed to narrow down my business too, at least when starting out.  

          I attended an industry event tonight, one focused on kitchen and bath interior design.  I realized that there are plenty of designers and stagers around.  I don’t have enough experience to really make myself stand out in any way from so many others.  

 

My art is more unique, but not all of it.  There are more than a few glass and polymer clay artists around, and an even larger number of people making jewelry these days.  But hardly any of the glass artists and jewelry creators work in enamel.  Of those that do, I do not know of any who specialize in the technique of scrolling or swirling.  I have seen a few pieces in that style, but not many.  I love enameling more than making chain maille and other type of jewelry, so it is really the perfect niche for me to work in.

My ideal client is a successful woman, no matter what field of endeavor she is involved with.  Her tastes are simple; she likes the best and knows she deserves it.  She can afford it; she made her money the old fashioned way . . . she earned it. 

My typical customer knows she deserves to be treated well.  She knows that beauty can be a goal, in and of itself.  She knows the value of thing and that one perfect object is better than a bunch of cute trinkets.  She realizes that it is important to have at least one object that takes your breath away every time you look at it.  This woman is entitled, with or without being spoiled.  Nothing is too good for her!

Yes, if you haven’t gathered it yet, my perfect buyer is a woman, and a woman of some means.  One thing I’ve learned doing this research is that I need to raise my prices . . . a lot!  This woman could be as young as in her teens but she is more likely to be over thirty.  She is well educated and has no more than two children, but may have a close extended family.  Any children are probably age six and older. 

My average client may be an artist or other maker, a curator, or a home manager. My model customers could be doctors, lawyers, in sales and marketing, in high end retail sales, collectors, high end finance managers, high end real estate agents, or executives.  Her marital status unimportant, although having a generous wealthy husband helps.  She is more likely to live in Carlsbad and Rancho Santa Fe versus Chula Vista or  El Cajon.  Race matters far less than income level.  If this is a woman of faith, she likely doesn’t belong to a religion that frowns on self-adornment. 

This is a shopper who values quality over convenience and price.  She tends to be loyal to a brand or company but is also an early adopter.  She and her friends consider themselves trendsetters, taste makers.  They are very likely to be patrons of the arts.  They may collect art and jewelry, and frequently discuss their “finds.”

The ladies that buy my jewelry and pieces of art tend to pamper themselves and others. They may indulge in lots of entertainment and vacations and may own expensive toys such as jet skis and boats.  They attend live theater and other live performances and may mingle at exclusive clubs.  She is a Nordstrom shopper versus a Walmart shopper but does appreciate a great deal at Costco.

To sum up, my ideal client likes to look at and wear beautiful things.  She appreciates unique and unusual art.  She’s willing to try something new and take chances.  In a perfect world, she would become my patron!