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Last Update: Sunday December 17, 2017

Key Idea: Target Your Marketing

A.G.A. Correa & Son uses catalogs to successfully market its high-end nautical-design gold jewelry to discriminating buyers worldwide. You meet Tony and his son, Andy.

Key Question:

A: 

Tony Correa says, "Catalog buyers buy from catalogs," and his company, A.G.A. Correa & Son, mails over 3 million catalogs a year. It is a marketing strategy to examine. They buy highly specialized lists. They write pithy copy with beautiful pictures for their catalog, and then their mailer sends out millions.

Q: Does Tony target the nautical crowd with his nautical-inspired, high-end jewelry?

A: No. Tony told us that people who buy from catalogs are the best prospects for him. They don't have to be sailors or boat owners. They have to enjoy the convenience of buying from a catalog and they do not consider it to be a risk. They don't wonder if they'll like the item when they receive it and talk themselves out of buying. They go ahead and buy. They have enough experience to know that no reputable catalog company would force them to keep something they don't want.

As database demographics continue to improve, Tony and Andy will hit their target market even more precisely and the probability is that their average order size will continue to increase, and their orders-per-1000 catalogs mailed will also increase. With an average at a little less than $1000 per order, Andy undoubtedly does have one of the highest average dollars-per-order in the mail-order business.

He is doing many things right:

  • He does all his sales directly to the customers.

  • He has identified his target market; people who use mail-order to buy jewelry, especially jewelry with a nautical theme.

  • He admits that his rate of return per-1000-catalogs mailed is too low, and that is what he and Andy are working to improve.

  • His website is fully e-commerce capable.

  • He has traveled the world and he is living exactly where he wants to live.

Think about it

Could you use a catalog to grow your business? Could a catalog be a tool to bring potential customers to your web site?

Clip from: Marketing From A Distance - Maine to the world

One of eleven business owners in this episode

The Coast of Maine: Meet people who see the world as their marketplace. They see beyond the horizon; they know no boundaries and no borders; the world's people are their family.

In this episode of the show we meet eleven business owners who would rather live in Maine than anywhere else in the world. They are seasoned travelers who, after touring the world, decided to stay in Maine and make it their home and build their legacy.

Every person in this episode is committed to their community. They are active in their local Chamber and they are driven to make their community and our world a better place.  
 
And, we could go to every village, city and town in the world and find people like the people you meet here.  
 
These are the quiet heroes. Many are new pioneers. They charter new waters and break new grounds. They all create unique products and services and sell them around the world. They are volunteers, the value creators, the movers, the shakers, the doers, and the lovers of life. We can learn a lot from these hardworking, decent folks.

A.G.A. Correa & Son Jeweler

Andy Correa, Owner

PO Box 1
River Wind Lane
Edgecomb, ME 04556
8003410788

Visit our web site: http://agacorrea.com/

Office: 8003410788

Business Classification:
Jewelry

Year Founded:

Target Your Marketing

HATTIE: (Voiceover) Tony Correa, founder of A.G.A. Correa & Son, is an artist turned entrepreneur.

TONY CORREA (A.G.A. Correa & Son): Oh, I was about 19 or 20 when I realized I'd better do something on my own.

HATTIE: (Voiceover) His son Andy joined his firm in 1998. ANDY (A.G.A. Correa & Son): All of our jewelry is nautical, and that's about the biggest demographic we look for.

TONY: I was brought up on sailing a great deal, and sailing hardware on boats appealed to me very much...

(Voiceover) ...the shapes and the functions of the hardware, so I started designing jewelry after marine hardware accessories. We're not limiting ourselves to the universe of sailing. We're limiting ourselves only to people who have good taste. In the direct-mail catalog business, which we are in, we undoubtedly have the highest average order of any mail-order company in the world. Now coupled with that, we also get the fewest amount of orders. So you can get two $500 orders or one $1,000 order. OK.

HATTIE: And you're always going to get $1,000, $2,000 or a $10,000 order.

TONY: Well, the average order is less than $1,000 but not much less, depending on the month of the year, whereas many other mail-order companies, regardless of their product, the average order is way under $300.

HATTIE: (Voiceover) So there's got to be some huge trust factor.

TONY: (Voiceover) OK.

HATTIE: (Voiceover) The catalog itself, it must have something that makes me feel confident. TONY: (Voiceover) Read it.

ANDY: (Voiceover) Yeah. The copy makes you feel confident. Copy is very important in selling our products and just the pictures alone will really sell our jewelry. Frankly, it's a beautiful piece of jewelry, and you see the picture and it really draws you in.

TONY: And it's also important to remember that when we're looking for people to send this catalog to, I think it's very difficult for people to be confused by the fact that they think that we're looking for people who are well-off. That is not the primary thing; we're looking for is people who have a mail-order buying history. There are many, many people who can afford to buy anything they want to, but they don't buy through the mail. So when we talk to this list broker, he's presenting us with names and addresses of people who have a mail-order buying history. And we usually insist that they have a minimum in their list; we're talking to people who have brought at least $100 worth of something through the mail in the last given period of time--can be three months, six months or a year.

HATTIE: Fantastic. So why do you guys live in Maine?

TONY: Stick around.    HATTIE: Oh, are you moving?

TONY: No, no. ANDY: No, no, no, you should stay here for the full year.

TONY: Yeah.

HATTIE: Oh, I need to stick around?

TONY: Yeah.

ANDY: Yeah.

TONY: No. Look, when I started this business, I had the opportunity to live anyplace in the world I wanted to, as long as they had a post office box and a telephone. And here I am.

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