Vintage Junk SMP - 1
Kelly Heavey
Nate Stafford
J435 IAM SMP
July 23, 2006
Strategic Message Planner: Vintage Junk
Client and Product
Vintage Junk was founded in November of 2002 by Jason and Elizabeth Koepp. The
business is a collection of refurbished items and original creations for home décor. The
store is open the second weekend of every month on Fridays, 11 am - 6 pm, and
Saturdays, 10 am – 5 pm. It averages around 70 sales per month for about 300 items.
The store has a very broad price range from $5-$600, depending on the size and rarity of
the item, as well as the effort put into the item. The client does not barter or negotiate
prices, but they will mark down items after a period of time without sale. The business
sends monthly newsletters and postcards to its mailing lists of customers.
Vintage Junk sells furnishings including coffee tables, picture frames, candle holders,
lighting, and miscellaneous decorative items similar to corporate stores such as Pottery
Barn. The items are attained through various ways: “pickers” (private individuals that
buy and sell second-hand items), construction of items from scratch, and refurbishing of
used items. Vintage Junk also provides personal decorating in businesses and homes for
$20/hr. Customized items can also be requested by customers and are limited by
available materials.
Vintage Junk is an 1800 sq. ft. warehouse about two miles north of the Kansas River in
Lawrence, Kan. It changes the ambiance seasonally by re-painting the walls different
colors, adding new paneling, and creating new room vignettes. The average turnover rate
for items is two to three months, or at most, eight months. Each monthly sale coincides
with a theme. Past themes have been “Hot Junk” and “Junk Days of Summer”.
Target Audience
The target audience is middle-to-upper-middle-class women from Johnson County (ages
45-60.) The members are stay-at-home wives and mothers with post-secondary
educations. They have two to three children that are pursuing or have completed a high
school education. Their an annual family income is $80,000 - $100,000.
The target audience has little to do during the day aside from household chores.
Decorating is a hobby that fills its spare time. It enjoys the thrill of traveling to discover
new items and plans trips around this sole purpose. The target audience would rather be
sold an item from a business than go to garage sales. It has the financial means to
purchase from corporate chains, but enjoys bargain-hunting and finding one-of-a-kind
items. Brand names are recognized but not necessary for purchase by the target. It just
looks for new or like-new quality.
Product Benefits
Vintage Junk SMP - 2
Vintage Junk sells authentic home décor that is never mass-produced. The store has a
unique and personable sales environment. The items are relatively inexpensive compared
with industry standards. For every sale, the showroom has new items and a different
appearance to give the consumer a dynamic shopping environment.
Current Brand Image
The current brand image is non-existent because the target audience is unaware of
Vintage Junk’s existence.
Desired Brand Image
The target audience will view Vintage Junk not only as an authentic home décor retailer,
but also as an enjoyable and anticipated monthly shopping event. The target audience will
appreciate the quality of furnishings, along with the comparatively cheap prices.
Direct Competition and Brand Images
There are no direct competitors in the area for Vintage Junk. The manner in which the
store is operated, with two business days per month, and the process in which it acquires
and creates products are unlike any other local business. It also provides a range of
customer service such as personal decorating and specially requested items that
competing businesses do not provide directly.
Indirect Competition and Brand Images
Indirect competitors include corporate chains such as Pottery Barn. These retailers sell
mass-produced items at a premium price. The target audience views these stores as highquality and trendy. However, the target audience doesn’t prefer mass-produced corporate
items and would rather own something unique to their home.
Garage sales and local flea markets are an option, providing second-hand items at very
low prices. The target audience members feel that these sales are below them and find it
inconvenient to hunt for unfinished items. They view the items as unfinished and do not
want to spend time refurbishing them.
My Father’s Daughter and The Topiary Tree are local small businesses that sell items
similar to Vintage Junk. Some products sold are mass-produced or re-furbished by a third
party. The target audience views these businesses as convenient, based on location and
hours of operation. However, these businesses do not offer the personalized products the
target audience desires.
Advertising Goal
To get middle-aged female residents of Johnson County to anticipate monthly sales at
Vintage Junk and to furnish their homes with one-of-a-kind items found and produced
exclusively at Vintage Junk.
Vintage Junk SMP - 3
Strategic Message
Vintage Junk provides exclusive, one-of-a-kind items in a unique sales environment at a
low cost.
Feature
Low-cost
Handmade/refurbished by owners
A dynamic atmosphere
Benefit
Saves money
Gives an exclusive feeling for the
consumer.
Makes each monthly sale exciting and the
consumer does not know what to expect.