Sterling Designs (Liroy Nicoletti)

About the Brand

• Sterling Designs is a online brand specializing in Figurines.
• The company is about great prices and bargains. It also about excellent service,
which is why they commit themselves to give you the best of both.
• Liroy is always trying to add new and unique products to the inventory. This is
something that will help the brand grow among people because when you are so
particular about what kind of products you want on the website, it makes a lot of
difference amongst the people.
• It is a Shopify based e-commerce website.
• It has several different target audiences that include tapped as well as untapped
audiences.

USP of Sterling Designs

• You are playing with price point and that gives you a chance to reach a large chunk of
the audience. This is something that will help Sterling in the long run!
• Figurines and Show-pieces has always been something that people consider as a
product of luxury which is not the case anymore. They are more of a statement maker
and about expressing yourself in your home or office.

About the Target Customers

• Drop-shipping is not as easy as it looks. People think you go to Shopify, Choose a
Template, Add Oroducts, spend 100s on Ads, and the money starts to flow in. I wish it
was this easy, but unfortunately it’s not.
• Your website is really nice to look at. It really shows that the amount of time and effort
behind it is pretty high and valuable.
• Coming to the Audience Sterling Designs needs. I will explain each and every parameter
in detail for you, so that you are convinced about why I am suggesting a particular trait as
well as learn out of the reasoning as you are new to this:
- Middle to Upper-Middle Class: I went through the pricing and taste of products we
sell at Sterling Designs. Let me be honest with. I liked the stuff. It is simple, unique,
classic and fits in my budget. I come from a Middle Class family and I still find this
affordable. Your products approximately range between 20 EUR to 90 EUR currently.
This range is something a majority of the audience will like to stay in while shopping
for their homes or even for the purpose of gifting which is a very big chunk of
audience you can cater to (which we will talk about in a later part of this report)
 - Primarily Female: I know what you must be thinking. Why only females? Men would
also buy at Sterling Designs. I agree to that as well. This is the reason I mentioned
“Primarily Female”. As you are new to target audience segmentation, I will explain a
concept to you. If you are making an ad campaign for the website, you would want to
cater to everyone on the planet, righ? But then that will cost you money because you
are going to generate a lot of impressions with very little conversion rate. Good Digital
Marketing is about having a good conversion rate. An ideal campaign would be
having the same number of impressions as the number of conversions (which is
practically impossible as it means every single person who visits the website will
purchase something ha-ha!). So what I mean by Primarily Female is you keep 80% of
your budget targeting towards female and rest of it for Males.
- 26 – 55 Years of Age: We are looking for people who have a good taste and want to
invest in making a comfortable home with decoration. This sort of lifestyle will only be
available in people who have a space of their own. It doesn’t matter how big or small,
but they have a space of their own.
- Educated: I am not saying this is mandatory, but this is a good filter to keep because
then you will be able to target a audience that actually understands your product and
its value.
- Homeowner: Does this need any sort of explanation? Obviously people with homes
will come looking for products.
- Social, Enjoys Gatherings With Friends: Everything that we sell on our website is
to make a statement. I am sure the pieces give a positive vibe and everything, but
they are also to make a statement to visitors and guests that come to your place. So,
this parameter is important in our client
- Values the Comforts of Home: People who like a comfortable and positive home,
will always keep it decorated and fancy.
- Relaxed and Approachable Lifestyle: Audience with a lifestyle that makes them
- Quality Conscious: We don’t want clients that want sub-standard quality. It’s
important that we don’t shift our focus from selling quality products because that is
always important for our brand.
- Value Conscious: We are a brand that is constantly keeping the pricing pretty low
for everyone to easily afford. So, our audience should know that we are giving them
value for the money they are paying.
- Possesses Style Awareness: Good taste, or nothing!

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About The European Market
It has been reported in many industry trade publications that despite the downturn in the
economy, European audience are spending more and more of their disposable income on their
home. The home decorative accents segment of the gifts industry continues to perform strongly
posting a 2.2% growth in 2020 and reaching 15.9 billion EUR in sales.

Closer to home, homeowners in Germany, France, Italy and Spain spent 1.5 billion EUR on
home decorative products in the year 2020. I expect sales to continue to grow as home
ownership grows by 8.8% and 61% of homeowners reach a level of earnings above 50,000
EUR per year by the year 2025.

Shifting channels of distribution are a major trend in retailing today, with many consumers
turning to e-commerce for their home needs. This is where Sterling Designs finds its audience
waiting for it. There was a time where before the pandemic there was a perception that things
like this can only be bought at physical stores, but now it has all changed. People are buying
anything and everything available online. From fruits and vegetables to even expensive
jewellery. Then why not our products?

The Market With More

As a continent with dominance in the South, there is more scope in that geography of Europe:

• The Southern Europe has more discretionary income dollars, leading the EU with 33.5%.
• The South Europe leads in households with 60,000EUR+ income and 80,000EUR+
income.
• The South Europe leads in projected growth of total personal income.
• The South Europe leads in the number of housing starts at 39.1%.
• The South Europe generates more retail sales than any other European Region in every
sales category.
• The South Europe is number one in sales of furniture and home furnishings.

Source: European Union Department of Commerce, Bureau of Census, 2001

Market Segmentation
Sterling Designs intends to target specific market segments to generate sales.

BABY BOOMERS (age 38 to 56) still have kids at home, so they need bigger houses and
possessions to put in those houses. Their affluence is reaching its highest level.

GENERATION X (age 24 to 37) is thriftier than previous generations, very home-oriented, and
prefers more free time to more money.

ECHO BOOMERS (including people born between 1979 and 2005 – customers who have yet
to be born!) will be the most affluent young generation ever (they have access to the Baby
Boomers’ money), and they grew up with technology.

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Market Segment Characteristics

• By market segment, Sterling Design’s customer base will be represented as follows:

o 33.0% Baby Boomers
o 41.0% Generation X
o 26.0% Echo Boomers
• Targeting primarily female shoppers, 51.6% of the market segments targeted by Sterling
Designs are female with a growth projection of 6.8% through 2025.
• By race, Sterling Design’s market segments will be represented as follows:
o 40% German
o 32% Italians
o 28% Others
• As incomes increase over the next several years, the discretionary income available to
spend on home decorative and gift products will increase. In 2020, households
generating in excess of 45,000EUR per year represented 56.8% of total household
earners. By 2025 this number is projected to jump to 61.5% of total household earners.

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The Searches People Conduct

• These are related questions that your audience will tend to search most often. Make sure
you bid higher for these and try to rank up on search engines for these statements.
• There obviously many other keywords that you can use, but these are long tail keywords
which are more rare to find. I have scraped my tools through your website for 2
consecutive days and hence concluded over these particular long tail keywords
(questions).
• These keywords need to be analyzed on your Ad Platforms thoroughly to check which
one performs better in which area. I have tested these for United States of America,
South Asia and United Kingdom.

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 • Another powerful way to reach our audience is The Comparison Technique. I have been
using this for a lot of my clients for the past 2 years and it has worked amazingly well for
most of them.
• People shopping online have an habit of comparing things with other things. For
instance, “home décor and furniture” or “home décor like shein”. You won’t believe but
the search “home décor like shein” gets more hits on Google than “shein home décor”.
Funny right? But it’s a fact. People want the best, but they also want value for money.
Always remember that.

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 • Prepositions is pretty common and you are already using this pretty well. I have kept this
in this report for your reference. You are doing this part pretty well already, but in case
you need to refer to this and add stuff, you can go ahead and do that.

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 • The most detailed as well as time consuming part to reach our audience is their
questions. Their questions are unpredictable and very difficult to interpret.
• But if we are able to match a list of even 80% correct questions and sync it with how they
think, the number of impressions on your website will be limitless and the CPC will drop
rock bottom.
• Heavy traffic, Low CPC, More conversions. A true dream come true (haha!).