Sensing a “photo opportunity,” sports memorabilia cataloger Star Struck is putting on its “game face” and launching Star Struck’s Sport Shots. The 16-page spin-off catalog sells framed motivational-themed photographs of professional athletes.
Bethel, CT-based Star Struck plans to mail out 50,000-100,000 copies of the new catalog in May. Although the primary target market is children ages 7-13, Star Struck will mail the book to hospitals, healthcare centers, and training facilities as well as to schools, says Jason Scheets, director of operations, sporting division. Sport Shots will also be sent to customers who have already purchased photos from Star Struck’s Website.
“After the success during the past holiday season with these items on our Website, we decided to create a catalog,” Scheets says.
The photographs of professional hockey, football, and baseball players come in four sizes and range in price from $19.99 to $74.95. All feature one of 15 motivational themes, with words or phrases such as “success” or “patience.” Based on the Website sales of the photos — on which buyers spent an average of $70 an order — and anticipating a 2% response rate, Scheets estimates annual sales from the new catalog to be $70,000-$80,000. Star Struck’s total sales for 2000 exceeded $3 million. And the profit margins are attractive: Star Struck pays the professional leagues that own the rights to the images $1.75 for each photo.
Assuming the launch is successful, Star Struck hopes to eventually increase the book’s circulation to 500,000-600,000. Sport Shots will mail twice a year, for the holiday season and then in the spring — Star Struck’s biggest season, thanks to baseball. Star Struck plans to market the new catalog on its Internet site and with an opt-in e-mail program, as well as with direct mail and print campaigns.