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  3. Execute it (start with ONE section)

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Independent contractors and small business owners in trades industries needing utility trailers for their operations.

Audience Type

  • B2C
  • Small business owners, independent contractors

Needs – Primary Buying Considerations

  • Competitive pricing
  • High-quality utility trailers
  • Excellent customer service

Demographics

  • Age Range: 20s - 30s
  • Gender: Male
  • Geography: Ontario, Canada
  • Income Level: Likely mid to high due to the nature of their businesses
  • Profession: Tradespersons

Psychographics

  • Lifestyle: Professional tradespersons operating their own businesses
  • What they value: Quality, affordability, lasting value
  • Pain Points: Finding affordable and quality trailers
  • Buying Behavior: Likely to prepare thoroughly before making purchase
  • Decision-Making Roles:
  • Primary Decision Maker: Individual buyer

2. My Message to My Target Audience

Refined Elevator Pitch

  • Action Trailers offers competitive utility trailer solutions to trades-persons in varied industries, with exceptional customer service and free delivery. Ensuring their business operations run smoothly.

Understanding Their Pain Points

  • Difficulty finding reliable, competitively priced utility trailers
  • Seeking convenience in purchase and delivery process
  • Maintaining efficiency and momentum in their entrepreneurial journey

Transformation

  • Equipped with reliable, competitively priced trailer solutions
  • Enjoyment of a hassle-free purchase and delivery process
  • Improvement in business efficiency and worry-free venture progression

Unique Selling Proposition (USP)

  • Exceptional customer care during delivery
  • Competitive pricing and free delivery
  • Superior choice over competitors due to enhanced customer service experience and value offering

Brand Values & One-Liners

  • 'Smooth Rides – Smart Investments.'
  • 'Your One-Stop Shop for all Trailer Needs.'
  • 'Streamlined Business Solutions, Exceptional Value.'

Tone

  • Conveying a voice of competence, reliability, and value. Spotlights the customer's success as our success.

Hero Text Idea

  • Flag Text: 'Ontario’s Largest One-Stop Shop Trailer Dealership'
  • Main Headline: 'Action Trailers for Your Dynamic Business Needs.'
  • Sub Headline: 'Empowering Your Business, One Trailer at a Time. Exceptional Value. Outstanding Service.'
  • CTA: 'Get Your Quote Now.'

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

Website

  • Enhance SEO by optimizing content with keywords related to utility trailers and construction, landscaping, automotive industries
  • Use heatmaps to study user interaction and improve UX design
  • Implement a blog section to provide valuable content to customers

Social Media

  • Focus on Facebook, Instagram by sharing trailers in action, customer testimonials
  • Create YouTube videos showcasing trailers use cases and capabilities
  • Post frequency: 3x per week on Facebook and Instagram, 1x per week on YouTube

Paid Advertising

  • Facebook and Instagram ads targeting male business owners in trades industries within Ontario
  • Google Ads with keywords targeting related trades and utility trailers

Content Recommendations

  • Blog posts on trailer maintenance, choosing right trailer for different trades, customer success stories
  • Social media posts featuring new arrivals, limited-time offers

Partnerships & Outreach

  • Network with trades industry associations in Ontario for joint promotions or referrals
  • Partner with local trade schools or training facilities

SEO and Content

  • Regular blog posts featuring keywords targeting trailer needs of construction, landscaping industries
  • Promote organic visibility through guest blogging on construction, automotive industry sites

Offline and Local Media

  • Sponsor local industry events and trade fairs
  • Utilize direct mail campaigns targeting trades professionals and small business owners
  • Wrap company trucks with promotional content for brand awareness

Online Events

  • Host webinars on trailer usage and maintenance, geared towards trades people

Online Networking

  • Join online forums and Facebook groups related to trades industries to engage with potential customers

Cold Outreach

  • Email campaign introducing Action Trailers to local trades businesses
  • LinkedIn outreach to independent contractors and small business owners in relevant industries
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • 'Trailer Buying Guide for Tradespersons' (eBook)
  • 'Find Your Perfect Trailer' (Interactive Quiz)
  • 'Cost Savings Calculator' (Online Tool)

Tripwire Offer

  • Limited-time discount on select trailers
  • Bundle-deals with specific accessory purchases

Welcome Sequence

  • Email 1: Welcome, guide download link
  • Email 2: Behind-the-scenes look at Action Trailers
  • Email 3: Introduction to different types of trailers
  • Email 4: Customer testimonial
  • Email 5: Tripwire offer

Segmentation

  • Using CRM: Tag leads based on trailer type interest
  • Segment by industry (construction, landscaping, etc.)

Chatbot and Automation

  • Install chatbot on website for quick inquiry responses
  • Automate quiz results to segment leads in CRM

2. My Lead Nurturing System

Marketing CRM

  • Current platform: Unspecified
  • Automation capabilities: Unknown
  • Recommended improvements or replacements: Consider HubSpot for automation capabilities

Sales CRM

  • Current platform: Unspecified
  • Pipeline tracking or handoff process: Unclear
  • Recommended upgrades: Leverage a tool like Pipedrive to manage sales pipeline

Automated Follow-Ups

  • Types of automations: Post-opt-in, quote requests
  • Frequency or triggers: Upon filling information, post quote request

Newsletter

  • Frequency: Monthly
  • Topics or content pillars: New arrivals, customer stories, maintenance tips
  • Segmentation: By industry (construction, landscaping, etc.)

Retargeting & Ads

  • Platforms and goals: Facebook for retargeting, Google Ads for search intent

Social Media and Content

  • Posting frequency: Daily
  • Content type or campaign focus: Customer testimonials, trailers in action, tips

Webinars and Events

  • Suggested cadence or purpose: Quarterly webinars on trailer maintenance and use

Other Nurture Channels

  • Chatbot for instant responses to common inquiries
  • SMS for quote follow-ups and updates

3. Sales Conversion Strategy

Sales Process

  • Improve online quote system to streamline sales funnel and reduce friction
  • Automate email reminders and follow-ups post quote for lead nurturing

Sales Assets

  • Develop email templates for different stages of the customer journey
  • Create an FAQ section on website to address common queries and objections
  • Develop product comparison guides showcasing various trailer options

Testimonials and Case Studies

  • Create a dedicated section on website for testimonials and case studies
  • Acquire video testimonials from happy customers for greater trust signal

Conversion Rate Insights

  • Use website analytics to identify drop-off points in sales process
  • Test different strategies on a quarterly basis for continuous improvements

Urgency and Offers

  • Introduce special offers during peak business seasons for trade industries
  • Limited-time upgrade offers to existing clients to generate "fast action" sales

Guarantees and Risk Reversal

  • Offer a clear refund/return policy to alleviate buyer's risk
  • Provide warranty on trailers as a symbol of trust & reliability

Shock and Awe

  • Send a personalized thank-you note post-purchase, enhancing brand image
  • Include branded merchandise/gift card in the delivery package to delight customers
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Welcome email with trailer maintenance tips and best practices
  • Invitation to join 'Trailer Companion' - an exclusive online community of tradespersons

Communication Cadence

  • Monthly check-in emails with industry trends, new product launches
  • Bi-annual customer satisfaction surveys

Client Education

  • 'Trailer Academy' - Online database of videos on trailer selection, maintenance, safety
  • Regular blog posts providing insights into trailer usage across different industries

Personalized Touches

  • Birthday and business anniversary greetings
  • Recognition of customer's significant industry achievements on social platforms
  • Year-end 'Thank You' note for their patronage

Visuals and Documentation

  • Before and after comparison of businesses with and without utility trailers
  • Impact reports showing how Action Trailer customers have grown their businesses

Feedback and Proactive Support

  • Quick response to feedback via CRM
  • Proactive support: reminder for routine trailer safety checkup

Guarantee or Promise

  • '30-Day Love It or Leave It' policy, exception to custom orders

Operational Excellence

  • Flexibility in trailer delivery, punctuality, and proactive communication
  • Standard of high-quality customer service across all interactions
  • Clean and inviting showroom with knowledgeable sale personnel

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Offer extended warranty contracts for trailers purchased.
  • Develop a maintenance or service contract for regular trailer checkups.

Upsells & Cross-Sells

  • Promote addition of custom features or accessories during purchase.
  • Recommend matching towing vehicles or compatible machinery.

Bundling & Packaging

  • Create package deals with trailers, accessories, and service contract.
  • Implement tiered trailer models with corresponding feature sets.

Loyalty & Retention Programs

  • Launch a referral reward program for existing customers.
  • Develop a loyalty program offering discounts on future purchases/services.

Custom Services and Personalization

  • Offer custom trailer design or modification services.
  • Provide personalized maintenance plan based on customer's usage needs.

Pricing Strategy

  • Implement volume discounts for businesses needing multiple trailers.
  • Offer a loyalty pricing structure for repeat customers.

Customer Data and Insights

  • Use CRM to track customer purchase history, usage and service requests for personalized marketing.
  • Analyze customer data for trends and identifying upsell and cross-sell opportunities.

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Cash reward for referrers upon successful transaction by referee
  • 3% discount for referees on first purchase

Shareable Assets

  • Referral code to share on social media, email or personal contacts
  • Pre-made social media posts with exciting imagery of trailers

Timing and Triggers

  • Ask for referrals after successful delivery and a positive customer interaction
  • Automate referral requests with purchase follow-up emails

Client Success Stories

  • Share testimonials on the website and social media to inspire other customers
  • Offer discounts for customers willing to give video testimonials

Referral Contests

  • Quarterly referral contests with rewards like free accessories or maintenance services

Partner or Affiliate Programs

  • Partnerships with local construction, landscaping, and auto-transport industries
  • Affiliate tracking systems through referral codes for these partners

Thank-You Experience

  • Personalized thank-you email for every successful referral
  • Premium gestures like gift vouchers for top referrers

Take Your Marketing Plan to the Next Level

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