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1st Reflection

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Couples aged 25+ and families with children who value high-quality photographs and printed memorabilia.

Audience Type

  • B2C
  • Couples aged 25+ and families with children

Needs – Primary Buying Considerations

  • Seeking to capture memories through quality photographs and printed art
  • Appreciation for unique photography style

Demographics

  • Age Range: 25+
  • Gender: Both
  • Geography: United Kingdom
  • Income Level: Mid to high (due to the price range of the products)
  • Profession: Varied

Psychographics

  • Lifestyle: Appreciates high-quality memorabilia;
  • What they value: Memories captured in a tangible format;
  • Pain Points: Finding a reliable and creative photography service;
  • Buying Behavior: Satisfaction-driven that values quality over price.

2. My Message to My Target Audience

Refined Elevator Pitch

  • 1st Reflection provides lifestyle photography services to couples and families, capturing unique memories in our distinctive style. We aim to freeze moments in time, so you can relive them whenever you wish.

Understanding Their Pain Points

  • The transience of beautiful life moments
  • Failure to capture high-quality, emotion-filled images on their own
  • Difficulty in preserving precious memories in a tangible format

Transformation

  • High-quality, professionally captured moments
  • The joy of owning and displaying well-captured, personal photographs
  • A permanent memento of cherished memories

Unique Selling Proposition (USP)

  • Our distinctive, emotive photography style
  • Portfolio showcasing consistent quality and uniqueness of work
  • Ability to offer both the capture and physical manifestation of memories

Brand Values & One-Liners

  • 'Crafting lasting impressions out of fleeting moments'
  • 'From momentary to memory – we make it happen'
  • 'Your life, our lens – preserving precious moments'

Tone

  • Our tone is warm, heartfelt, and personalized. We aim to evoke feelings of nostalgia, love, and connection in our customers.

Hero Text Idea

  • Flag Text: 'Capturing UK's Memorable Moments'
  • Main Headline: 'Preserve Life's Sweetest Moments with 1st Reflection'
  • Sub Headline: 'Transform fleeting moments into lasting treasures with our lifestyle photography and premium print services'
  • CTA: 'Capture Your Memories Now'

3. The Media I Will Use to Reach my Target Market

Website

  • Build a website on WordPress due to its flexibility and affordability
  • Position the website in the lifestyle and family photography niche
  • Track conversions like contact form submissions, gallery views, and session duration
  • Focus on mobile usability since customers might check photographer portfolios on their phones

Social Media

  • Focus on Instagram and Pinterest because of the visual nature of the product
  • Post 3-4 times per week showcasing client photoshoots, behind-the-scenes content, and printed products
  • Use Instagram Stories for live sessions, customer testimonials, and event announcements

Paid Advertising

  • Leverage Google Ads to appear in relevant search results
  • Use Facebook and Instagram ads targeting couples and families within the UK geographical location

Content Recommendations

  • Topics like 'Capturing perfect family moments', 'How to prepare for a photoshoot', 'Why invest in professional photography'

Directories

  • Consider local online directories like Yell.com, Gumtree and Freeindex

Partnerships & Outreach

  • Partner with wedding planners, family event organizers, and local print shops

SEO and Content

  • Start a blog providing tips on photography, preparation for photoshoots, and photo preservation
  • Optimize for local search terms around lifestyle and family photography

Offline and Local Media

  • Participate in local events and fairs
  • Consider direct mail with samples of work to targeted neighborhoods
  • Utilize local news for feature stories during major holidays or family-centric events

Online Events

  • Consider occasional webinars or live Q&A sessions on topics like 'Making the Best of Your Photoshoot'

Online Networking

  • Join relevant Facebook groups and Reddit communities focusing on photography, printing, and family events

Cold Outreach

  • Reach out via Email to potential clients, partners, event organizers, local associations
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • Free Photography Session Guide for perfect family or couple photos.
  • Discount Coupon for first-time customers.
  • Quiz to find out what style of photography suits you best.

Tripwire Offer

  • Mini-photoshoot session at a lower price point.

Welcome Sequence

  • Introduce business and range of services in the first email message.
  • Share tips on preparing for a photoshoot in the second email message.
  • Offer a 'referral reward' for sharing the service with friends in the third email.

Segmentation

  • Tag leads based on what lead magnet they responded to or type of service interested in.

Chatbot and Automation

  • Have a chatbot on the website to answer common questions and capture lead contact information.

CRM Adoption

  • Implement a CRM (e.g., Mailchimp) to manage leads, especially if lead volume increases.

2. My Lead Nurturing System

Marketing CRM

  • Recommended platform: HubSpot (free CRM suitable for small businesses)
  • Automation capabilities: email automation, sales funnels
  • Training on using CRM for lead management and tracking

Sales CRM

  • Use HubSpot's built-in sales features
  • In-built pipeline tracking and deal stage monitoring

Automated Follow-Ups

  • Post-opt-in: welcome email with PDF guide and introduction to services
  • Follow-up: email series highlighting different packages, featuring testimonials
  • Frequency: initial email and then weekly follow-ups

Newsletter

  • Frequency: bi-weekly
  • Topics or content pillars: behind-the-scenes, photography tips, customer showcase
  • Segmentation: by service type interest (couples, family)

Retargeting & Ads

  • Platforms: Google Ads and Facebook Ads
  • Goals: brand awareness and lead generation

Social Media and Content

  • Posting frequency: 3-4 times a week on Instagram and Pinterest
  • Content type: showcase of shoots, behind-the-scenes, client testimonials

Webinars and Events

  • Suggested cadence: bi-monthly webinar on related topics like 'Making the most of your photoshoot'

Other Nurture Channels

  • Website chatbot to answer queries and qualify leads
  • SMS automation for appointment reminders

3. Sales Conversion Strategy

Sales Process

  • Review current process: offer service, select package, confirm date
  • Implement CRM (like Zoho or HubSpot) for lead tracking and workflow automation
  • Implement new steps: Pre-shoot meeting, Shoot, Preview & Purchase, Follow-up
  • Set automatic reminders for follow-ups in CRM

Sales Assets

  • Create standard proposal document outlining service and package details
  • Develop pre-shoot checklist to guide clients through process
  • Design high-quality, digital lookbook to showcase previous work

Testimonials and Case Studies

  • Request testimonials from happy clients, post shoot
  • Showcase testimonials on website, social media, and in proposals
  • Create case studies for unique shoots or high-profile clients

Conversion Rate Insights

  • Track conversion rate in the CRM for analysis and improvement
  • Aim to improve conversion rate by 10% within six months

Urgency and Offers

  • Offer limited early booking discounts during peak seasons
  • Create 'last minute' deals for available dates near present time
  • Promote special occasion offers (e.g. Valentine's Day, Mother's Day)

Guarantees and Risk Reversal

  • Implement a satisfaction guarantee with free reshoots
  • Offer a money-back guarantee if unhappy after reshoot

Shock and Awe

  • Send personalized thank you cards after each shoot
  • Offer a free small print from the shoot as a surprise gift
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Welcoming clients with a personalized email featuring the planned photography session's roadmap.
  • Providing a printed brochure (via mail) presenting the photographer's portfolio and photography style.
  • Sending a pre-shoot planning checklist to help clients prepare for the photo session.

Communication Cadence

  • Weekly email updates leading up to the scheduled day of shooting, offering tips on outfit selection and session preparation.
  • Text reminders sent a few days, and again 24 hours before the session.
  • Post-session email containing a timeline for when they should expect to receive their photographs.

Client Education

  • Sharing guides on how to prepare for a photo session.
  • Social media posts featuring behind-the-scenes, FAQs about lifestyle photography.
  • A library of short videos on the website demonstrating the photograph-taking process.

Personalized Touches

  • Offering personalized props for use during photo sessions based on the client's preferences.
  • Remembering clients' birthdays and sending digital birthday cards featuring their photos from past sessions.
  • Celebrating clients’ anniversaries by offering a discounted photoshoot.

Visuals and Documentation

  • Sharing soft copies of 'sneak peek' photographs within 48 hours after the session.
  • Providing a customized digital album displaying the final selected photographs.
  • Documenting 'behind-the-scene' moments during the session and sharing them later.

Feedback and Proactive Support

  • Sending a post-session survey to collect feedback about the overall experience and areas for improvement.
  • Offering a complimentary print if there are any errors or issues with their initial order.
  • Proactively following up after delivering the prints to ensure client satisfaction.

Guarantee or Promise

  • Offering a booking guarantee to reschedule a session if it is canceled due to uncontrollable circumstances (it can be weather, etc.).
  • Ensuring the ‘Satisfaction-Guaranteed’ promise — if a client does not like their photo session, offering a free re-shoot.

Operational Excellence

  • Guaranteed adherence to scheduled timings for the shoots.
  • Uniform appearance of digital and printed materials.
  • Maintaining high communication standards, ensuring replies to client inquiries within 24 hours.

2. How I Increase Customer Lifetime Value

Renewals & Contracts

Upsells & Cross-Sells

  • Offer larger print size options for upsells
  • Cross-sell personalized photo book services after photography sessions

Bundling & Packaging

  • Create packages that combine multiple sessions (e.g., engagement, wedding, first child)
  • Offer bundle discounts for purchasing multiple print items together

Loyalty & Retention Programs

  • Start a loyalty club for repeat customers with discounted rates on subsequent photoshoots

Custom Services and Personalization

  • Create a higher-tier service providing a personalized photo shoot experience

Pricing Strategy

  • Offer a slight discount for booking multiple sessions in advance

Customer Data and Insights

  • Implement basic CRM system to track returning customers and print purchases

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Discount on next shoot for referrers
  • Free printed photographs for referees

Shareable Assets

  • Pre-made social posts showcasing photography work
  • Referral-based email templates
  • Personalised physical referral cards

Timing and Triggers

  • Request for referrals after successful shoot and delivery
  • Automation cues for staff to ask for referrals post positive client feedback

Client Success Stories

  • Develop a system to collect and promote customer testimonials
  • Feature 'photoshoot of the month' showcasing work and client stories

Referral Contests

  • Quarterly contest inviting customers to share their 1st Reflection photography experience
  • Prizes include free photoshoots, large printouts, or custom albums

Partner or Affiliate Programs

  • Relationship with local event planners, offering them incentives for referrals
  • Affiliate program with home decor stores for displaying 1st Reflection's work

Thank-You Experience

  • Surprise gift (small photo book) for top referrers
  • Dedicated blog posts or social media shoutouts acknowledging contribution of top referrers.

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