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Above The Crowd, LLC

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Above The Crowd, LLC primarily targets style-conscious women who are 5’9” or taller, valuing quality, comfort, and modern design.

Audience Type

  • B2C
  • Tall women who struggle to find stylish clothing that fits properly.

Needs – Primary Buying Considerations

  • Fitting clothes specially designed for tall women
  • High quality, comfortable, innovative designs

Demographics

  • Age Range: 18-55
  • Gender: Female
  • Geography: United States
  • Income Level: Not Specified
  • Profession: Not Specified

Psychographics

  • Lifestyle: Consciously stylish, valuing quality and comfort
  • What they value: Quality, comfort, and modern design
  • Pain Points: Struggle to find clothes that match their height and style
  • Buying Behavior: Willing to invest in apparel that boosts confidence and addresses fitting issues

2. My Message to My Target Audience

Refined Elevator Pitch

  • Above The Crowd provides tall, style-conscious women with apparel that perfectly fits their elevated stature through our size-exclusive designs, so they can confidently celebrate their height and embrace their unique fashion experience.

Understanding Their Pain Points

  • Inadequate clothing options for tall women on the mainstream market.
  • Frustration from poorly fitting clothes designed for average stature.
  • Emotional discomfort from feeling overlooked and underserved by the fashion industry.

Transformation

  • Discovering a wardrobe that finally fits and flatters their tall stature.
  • Feeling confident, celebrated, and in control of their style.
  • Embracing their height as a unique fashion advantage, not a struggle.

Unique Selling Proposition (USP)

  • Size-inclusive designs exclusively crafted for tall women.
  • Empowering tall women in a niche market often overlooked.
  • Stylish, quality, and comfortable clothing that celebrates height.

Brand Values & One-Liners

  • 'Stand Tall, Stand Proud: Above The Crowd Clothing!'
  • 'Elevate Your Style with Above The Crowd.'
  • 'Fit Finally Meets Fashion for Tall Women.'

Tone

  • At Above The Crowd, our tone is empowering, inclusive, and style-forward. We want our customers to feel confident, celebrated, and uniquely seen through our clothing.

Hero Text Idea

  • Flag Text: 'Exclusively for Women 5'9" and Above'
  • Main Headline: 'Elevate Your Style with Above The Crowd Clothing'
  • Sub Headline: 'Discover the power of a wardrobe that fits. Embrace your height, define your style.'
  • CTA: 'Shop Now For Your Perfect Fit'

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

Website

  • Build a desktop or mobile-optimized website on Shopify
  • Track visitor activities (page views, click-through rates, conversions) using Google Analytics

Social Media

  • Leverage Instagram and Facebook for organic engagement (3-4 posts per week featuring images of clothing on tall models)
  • TikTok for video content showcasing clothing styles and fit (at least 2 posts per week)
  • Pinterest to create boards with fashionable styles for tall women (update weekly)

Paid Advertising

  • Run retargeting ads on Facebook & Instagram
  • Use Google Shopping ads to showcase products
  • Consider Instagram influencers to promote products
  • Explore sponsored posts on fashion blogs that cater to tall women

Content Recommendations

  • Blog posts about fashion tips for tall women
  • Customer stories/testimonials
  • Style guides and lookbooks for different occasions

Podcasts

  • Appear on fashion podcasts such as 'Unravel,' 'American Fashion Podcast,' 'Pop Fashion'

Directories

  • List business on ecommerce directories like Doba or Salehoo
  • Ensure presence on fashion directories such as The Fashion Directory or The Fashion Network

Publications

  • Reach out to fashion publications like Vogue, Marie Claire, Elle that might feature a piece on fashion for tall women

Partnerships & Outreach

  • Partner with tall women-focused communities like 'Tall Society,' 'Tall Guides,' 'The Tall Society' for collaborations
  • Co-host events with fitness centers or yoga studios frequented by tall women

SEO and Content

  • Develop a keyword strategy focused on 'tall women clothing,' 'size-inclusive clothing,' 'clothing for tall women'

Offline and Local Media

  • Attend local fashion markets and expos
  • Host pop-up shops in communities with likely target audience presence

Online Events

  • Host webinars or virtual shopping events on the latest fashion trends for tall women

Online Networking

  • Engage in fashion forums like Fashion Spot, StyleForum
  • Join Facebook groups and Reddit communities that discuss fashion for tall women

Cold Outreach

  • Use LinkedIn to connect with influencers, fashion bloggers, and fashion magazine editors
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • 'Fashion Guide for Tall Women': An eBook offering style tips, do's & don'ts, season trends.
  • 'Find Your Perfect Fit': An interactive quiz that recommends clothes based on body type.
  • 'Above The Crowd Weekly Styles': Email newsletter with weekly best-sellers, fashion ideas and exclusive deals.

Tripwire Offer

  • Product Sampler: A special reduced-priced collection of popular items.
  • 'Join The Crowd': Membership plan offering early access to new releases and special discounts.
  • 'First Order Discount': A 15% off for the first purchase to encourage immediate conversion.

Welcome Sequence

  • Email One: A thank-you email, introducing the brand story and mission.
  • Email Two: Shares the lead magnet results and recommends related products.
  • Email Three: Promotes the tripwire offer with a clear call-to-action.

Segmentation

  • Buyer persona-based tags: Divide leads by persona attributes like age, fashion style, job type.
  • Product interest tags: Tag leads based on their product preferences from quiz results or clicked items.

Chatbot and Automation

  • Chatbot for Site: Guided shopping experience, answering FAQs and capturing emails.
  • Retargeting Ads: For visitors who spent time on-site but did not make a purchase.
  • Abandoned Cart Automation: Sends email reminders to customers who left items in their cart.

2. My Lead Nurturing System

Marketing CRM

  • Current platform: Klaviyo
  • Automation capabilities: email campaigns, segmentation, behavioral targeting
  • Recommended improvements or replacements: None, Klaviyo suits for automating emails and analyzing customer behaviours

Automated Follow-Ups

  • Types of automations: Welcome sequence for new subscribers, Abandoned cart reminders, Reactivation emails for lapsed customers
  • Frequency or triggers: Welcome sequence right after subscription, Abandoned cart reminders after 24 hours, Reactivation emails after 30 days of inactivity

Newsletter

  • Frequency: 2x per month
  • Topics or content pillars: Trending fashion tips for tall women, Customer stories, New product releases
  • Segmentation: Tailor content based on customer preferences, purchase history

Retargeting & Ads

  • Platforms and goals: Facebook & Instagram retargeting, Google Shopping Ads

Social Media and Content

  • Posting frequency: Instagram & Facebook (3-4 posts/week), TikTok videos (2 posts/week), Pinterest (weekly updates)
  • Content type or campaign focus: Showcase apparel on tall models, share customer testimonials, highlight new releases

Webinars and Events

  • Suggested cadence or purpose: Quarterly webinars about fashion trends for tall women, Collaborative events with tall women communities

Other Nurture Channels

  • Chatbot, SMS: Use chatbot for immediate engagement on website, Send exclusive deals and new release alerts via SMS

3. Sales Conversion Strategy

Sales Process

  • Design an online sales funnel with clear call-to-actions at each stage
  • Utilize exit-intent popups to capture emails
  • Implement abandoned cart reminders via Klaviyo
  • Include a detailed FAQ section on the website to address pre-purchase queries

Sales Assets

  • Develop a persuasive product description template focusing on fit and comfort benefits
  • Create an email drip sequence for nurturing leads captured via exit-intent popups
  • Design well-structured checkout page, ensuring a seamless buying experience

Objection Handling and Guarantee Strategy

  • Include a hassle-free returns and exchange policy to alleviate purchase risks
  • Develop pre-emptive objection handling FAQs for concerns about fit and quality
  • Clearly communicate measurement guide to minimize returns due to sizing issues

Testimonials and Case Studies

  • After purchase, prompt the customers to give feedback through automatic emails
  • Display customer reviews and testimonials prominently on the website
  • Share user-generated content on social media platforms, emphasizing buyer satisfaction

Conversion Rate Tracking and Improvement Ideas

  • Leverage the data analytic features of Shopify and Klaviyo to track conversion metrics
  • A/B test different landing page designs and call-to-actions
  • Increase free shipping thresholds to incentivize larger purchases

Urgency and Offers

  • Announce time-sensitive discounts or deals on holidays or special events
  • Run flash sales or limited stock promotions to create a sense of urgency
  • Provide new user discount codes to encourage first-time purchases

Shock and Awe

  • Send a personalized thank you email post-purchase, offering style tips and care instructions
  • Surprise loyal customers with exclusive perks, like early access to new arrivals or special discounts
  • Consider a 'Refer-a-friend' program rewarding both the referrer and new customer
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Personalized welcome email with a style guide for tall women.
  • Introductory coupon code to encourage a first purchase.

Communication Cadence

  • Monthly email newsletters featuring style tips and new collections.
  • SMS alerts for flash sales or exclusive discounts.

Client Education

  • Blog posts on how to style and care for the brand's apparel.
  • Size guide specifically designed for tall women.

Personalized Touches

  • Birthday email with a special discount code.
  • Personal note in every delivered package, thanking the customer for their purchase.

Visuals and Documentation

  • Social proof through customer testimonials and photos on the company's website and social media.
  • Order tracking and regular shipping updates.

Feedback and Proactive Support

  • Quarterly customer surveys to collect feedback.
  • Dedicated customer service chat available on the website.

Guarantee or Promise

  • Free returns within 30 days if the customer is not satisfied with the fit.
  • Promise of delivering clothing designed exclusively for tall women.

Operational Excellence

  • High-quality materials and ethical manufacturing.
  • Fast, reliable shipping with top courier services.

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Launch a subscription box for seasonal styles

Upsells & Cross-Sells

  • Upsell customers to coordinating outfits or accessories
  • Add extended protection plans for premium items as an upsell

Bundling & Packaging

  • Bundles of coordinating tops and bottoms
  • Offer discounted 'Starter Packs' bundles for new customers

Loyalty & Retention Programs

  • Create a points system, points can be earned with each purchase and redeemed for discounts
  • Provide exclusive sales for repeat customers
  • Promote a referral program rewarding current customers for bringing new customers

Custom Services and Personalization

  • Offer custom tailoring for a premium

Pricing Strategy

  • Provide a discount for purchasing multiple items
  • Give discounts for long-term subscription box subscribers

Customer Data and Insights

  • Use Klaviyo to identify purchasing patterns and product preferences
  • Track customer 'abandoned cart' behaviors and follow up with offers to complete purchase

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Offer a 15% discount on the next purchase for the referrer after their friend’s first purchase
  • 10% discount on the first purchase for the referee

Shareable Assets

  • Customizable social media posts featuring purchased products
  • Referral cards with unique codes to share with friends

Timing and Triggers

  • Automated email with referral offer after successful purchase
  • Occasional reminders encouraging sharing on social media

Client Success Stories

  • Share customer testimonials on social media and encourage sharing
  • Implement story feature on website for customers to share their stylish outfits

Referral Contests

  • Run a quarterly ‘Refer a Friend’ contest with rewards for most referrals

Partner or Affiliate Programs

  • Partner with influencers in niche fashion communities to promote brand
  • Create an ambassador program for loyal customers with referral tracking

Thank-You Experience

  • Send a personalized 'Thank You' email to top referrers
  • Feature top referrers on the website and social media

Take Your Marketing Plan to the Next Level

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