Bloom Babes' Target Market: Week 4

Target Market

Bloom Babes is a floral company composed of two best friends whom have put their vision of color, texture, balance, and even aroma, into the art of wedding floral design.

Location, Gender, Age, and Income

We are based out of our in-home workshop out of Oceanside and currently service West North County. Our service looks for nature-inspired, aesthetically devoted women who are engaged to be wed, whose ages range between 25-35, and who make $60-100,000 a year. With just the age range and income criteria alone, our target market extends to approximately 6,273 women.1 According to the Centers for Disease Control and Prevention, approximately 5,800 couples are wed each year in California2.

Our ideal client is frustrated with the traditional floral design of most wedding florists3, who want to portray an unique element of nature in their wedding, and are looking for a florist that will be artistically progressive in their designs without having to worry about the direction they are taking their work.

    Bloom Babes specializes in unique and artistically progressive floral design, inspired by the land and sea for weddings, events, and display. We pride ourselves in delivering top notch customer service where a client’s worries are wiped away by encouraging them to be as little or as much involved in the process as they’d like4.

    Unlike the cookie-cutter wedding florists you’ll see in wedding magazines, Bloom Babes offers profound personal attention to detail to the client’s needs and to each and every bloom that’s purposefully placed in each custom design. Some modern brides enjoy following the new trends5, and we honor their decision to follow the trend (with a twist of our own). Some brides prefer to give us full reign and we create designs based on what was discussed in the initial consultation.

    Because of our training in the art of floral design, numerous weddings, and hands on experience in a successful flower shop, our clients will feel the most lovely they have ever felt in their lives, experience an alluring atmosphere that all of the guests will be gawking at, and enjoy the wedding flowers of their dreams.

Lifestyle

Our clients are people who want to incorporate an aspect of nature into their wedding. My partner and I are both ocean lovers and our niche is to incorporate an element of the sea-- without having it look “tacky”. We do not incorporate jewels, rhinestones, shells, or any extra decorations other than flowers and greenery. Our clients and their significant others enjoy our rather simple and back-to-nature designs. Their homes have modern interiors and furniture that’s slightly mid-century in design. Their clothes reflect their simplicity and respect for the earth. It’s an aesthetic that is unique to southern California. It’s a carefree type of attitude, yet with a huge emphasis in hard work towards living out your passions. Many are entrepreneurs themselves. The art community is very important. They spend a lot of time in the ocean, like we do. Their friends and family also spend a lot of time in the ocean. They like to get together with friends and do pop-up style parties that have activities and meaning. They like to dance, listen to non-mainstream music, eat higher quality food, drink high quality drink, shop local vendors and support the community all within the same aesthetic. Networking is huge. Knowing people in the industry who share the same aesthetic and attitude makes it a small community with a tight niche. They are willing to make larger purchases on their particular aesthetic, handmade, and quality products that they will enjoy for years to come. They do not like to buy cheaply made products, even if that means they are cheaply priced.

Psychological factors

They value having a strong sense of family, friends, and community. Their attitudes are very geared towards their values and are particular on what they like. They are hard to satisfy at times but will trust you wholeheartedly once you have proved to them your strengths, portfolio, and ability to communicate. They seek out the brands that are socially known in their network of friends and family, yet are open to discovering new brands that meet their criteria. And they will tell everyone about it!

Works Cited

1. USA. San Diego Association of Government (SANDAG). DEMOGRAPHIC & SOCIO ECONOMIC ESTIMATES North County West. N.p.: n.p., n.d. SANDAG.org. Web. 28 Sept. 2014. <http://profilewarehouse.sandag.org/profiles/est/msa4est.pdf>.

2. "Marriage Rates by State: 1990, 1995, and 1999-2011." National Vital Statistics System. N.p., n.d. Web. 30 Sept. 2014. <http://www.cdc.gov/nchs/mardiv.htm#state_tables>.

3. Contreras, Jessica. "Alternatives for the Mason Jar Cycle (Posted 2014-08-06 21:10:24): The Clear Glass Container Invented for the Canning of Food Is Everywhere." ProQuest. The Washington Post, 6 Aug. 2014. Web. 24 Sept. 2014. <http://prox.miracosta.edu/login?url=http://search.proquest.com.prox.miracosta.edu/docview/1551558787?accountid=28060>.

4. Hassell, Bravetta. "Wedding Flowers: Personalizing Bouquets to Bride's Vision Is Hot Trend." EBSCOhost. Tulsa World (OK), 3 Mar. 2013. Web. 30 Sept. 2014. <http://web.a.ebscohost.com/ehost/detail/detail?sid=d23dabeb-267d-4368-afd0-ca5091b08bc8%40sessionmgr4003&vid=0&hid=4207&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=n5h&AN=2W64203980163>.

5. Wisdom, Erin. "Floral trends in bloom." EBSCOhost. St. Joseph News-Press (MO) 19 Jan. 2014: Newspaper Source Plus. Web. 30 Sept. 2014. <http://web.a.ebscohost.com/ehost/detail/detail?sid=7a67cf63-9dce-4265-a8f0-0b11167db1d6%40sessionmgr4005&vid=0&hid=4207&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=n5h&AN=2W6832705957>