Lean Marketing

Before
(Prospect)

1. My Target Market

Primary Target Market Summary

ADDERE targets small businesses in the tourism and manufacturing sectors that seek to improve their eco-responsible practices, but lack knowledge or resources.

Audience Type

B2B
Sectors: Tourism, Manufacturing

Industries (if B2B)

Tourism and Hospitality
Manufacturing

Needs – Primary Buying Considerations

Knowledge in implementing eco-responsible practices
Guidance through the change process
Accessibility to grants

Demographics

Business Size: Less than 500 employees

Psychographics

Value: Eco-responsibility, sustainable development
Pain Points: Lack of knowledge, time, or resources for eco-practices
Buying Behavior: Takes a rendezvous online for services
Decision-Making Roles:
Primary Decision Maker: Business owners
Secondary Decision Influencers: Staff members
Support Roles: Could be anyone in the organization

2. My Message to My Target Audience

Refined Elevator Pitch

ADDERE Service-conseil provides sustainable development solutions to small businesses, through a unique approach of simplicity, humanity, and agility, so they can improve their eco-friendly practices while focusing on their core activities.

Understanding Their Pain Points

Struggle to implement eco-responsible practices
Uncertain about the right path to sustainable development
Overwhelmed with operational demands, lacking time for sustainability initiatives

Transformation

Clear, actionable sustainability plan
Increased attractiveness and competitiveness through eco-friendly reputation
Significant reduction in operational costs

Unique Selling Proposition (USP)

Personalized, simple, and human-centric approach to sustainability
Proven track record in boosting sustainability and reducing costs
Specialized expertise in the tourism and manufacturing sectors

Brand Values & One-Liners

'Simplicity in Sustainability. Simplicity in Service.'
'Accelerating Ecological Transition Together.'
'Humanity at the Heart of Sustainable Business.'

Tone

Our brand conveys a sense of practicality, approachability, and deep care for the environment and our clients’ economic success. Our conversational tone enables clients to feel understood, trusted, and enthused about their journey towards sustainable development.

Hero Text Idea

Flag Text: 'Sustainable Solutions for Canadian Businesses'
Main Headline: 'Your Pathway to Sustainable Development'
Sub Headline: 'Simple, Human-Centric Guidance to Boost Your Eco-Friendly Reputation and Reduce Costs'
CTA: 'Begin Your Sustainability Journey'

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

Website

Platform: Built with WordPress
Conversion Tracking: Track online appointments, webinar sign-ups, download of free resources
Desktop vs Mobile: Focus on mobile-friendly design due to increased mobile usage in B2B browsing

Social Media

LinkedIn: Sharing company updates, industry news, case studies and webinar invites. Post 2-3 times per week
YouTube: Host educational webinars and how-to videos. Aim for 1 video per month

Paid Advertising

Google Ads: Leverage Search and Display ads focusing on keywords around sustainability consulting and coaching
LinkedIn Ads: Run sponsored content targeting businesses in the tourism and manufacturing sectors

SEO and Content

Blog Strategy: Regular posts on topics like 'Implementing eco-friendly practices in [industry]', 'Case study: Sustainable transformation in [company]'. Aim for bi-weekly posts
Keyword Strategy: Focus on long-tail keywords related to 'sustainability consultation', 'eco-responsible business practices', 'green business consulting'

Partnerships & Outreach

Partner with trade associations in the tourism and manufacturing sectors for webinars and events
Reach out to non-competing companies serving same market for joint webinars or content

Online Events

Continue with Webinars: Focus on trending topics like 'Sustainable practices for remote work', 'Green Tech in Manufacturing'

Directories

Get listed in local business directories like Yellow Pages Canada, Profile Canada
Enlist in eco-friendly business directories such as Green Pages

Publications

Guest post or advertise in industry-specific magazines like 'Manufacturing Today', 'Canadian Lodging News'

Offline and Local Media

Sponsor local events related to sustainability or industry-specific trade shows
Print ads in industry newsletters or local newspapers

During
(Lead)

1. My Lead Capture System

Lead Magnet

Detailed Sustainability Guide for Small Businesses
Online Sustainability Assessment
'Going Green' Checklist for Tourism and Manufacturing sectors

Tripwire Offer

Sustainability Strategy Kickstart Call
Mini Audit on Existing Sustainability Practices

Welcome Sequence

Initial welcome email introducing ADDERE and its services
Follow-up with relevant resources
Invitation to book an expert consultation

Segmentation

Separate tags for Tourism and Manufacturing leads
Tag by lead magnet downloaded or event/webinar attended

Chatbot and Automation

Implement a chatbot to answer common questions
Automate appointment booking process

2. My Lead Nurturing System

Marketing CRM

Current platform: Not mentioned. Recommend exploring Zoho or Hubspot for their comprehensive features and affordability
Automation capabilities: Follow-up emails, segmentation, AB testing
Recommended improvements or replacements: Depending on current CRM’s capabilities, consider upgrading to a system with robust automation and integration features

Sales CRM

Current platform: Not mentioned. Recommend Pipedrive for its simple and intuitive pipeline management.
Pipeline tracking or handoff process: Structure pipeline stages to match steps in the sales process
Recommended upgrades: Automate stage transitions based on defined triggers

Automated Follow-Ups

Post-consultation follow-up: Send email/SMS after initial consultation to thank and provide next steps
Post-webinar follow-up: Send webinar recording, key takeaways, and calls-to-action

Newsletter

Frequency: Monthly
Topics or content pillars: Success stories, sustainability tips, industry news
Segmentation: Segregate list into 'Tourism' and 'Manufacturing'

Retargeting & Ads

Platforms and goals: LinkedIn retargeting to engage warmer leads, Google Ads to capture more lead details

Social Media and Content

Posting frequency: 3 posts per week on LinkedIn highlighting client transformations, industry news, and thought leadership

Webinars and Events

Suggested cadence or purpose: Monthly webinars addressing specific issues in Tourism and Manufacturing sectors

Other Nurture Channels

Chatbot for instant query resolution
SMS notifications for webinar reminders and follow-ups

3. Sales Conversion Strategy

Sales Process

Streamline online scheduling system to improve ease of booking
Create a step-by-step onboarding guide for new clients outlining the process
Develop automated follow-up emails for each step of the sales process

Sales Assets

Develop a sales script focusing on humanity, simplicity, and agility
Create engaging proposal templates highlighting tailored solutions and potential grant opportunities
Develop a pitch deck showcasing successful case studies and client testimonials

Testimonials and Case Studies

Collect testimonials at end of client engagement or major project milestones
Build a 'Wall of Love' on website showcasing client testimonials and successful case studies

Conversion Rate Insights

Set up conversion tracking in CRM to identify bottlenecks and opportunities for improvement
Regularly analyze conversion data and set goals for incremental improvements

Urgency and Offers

Develop seasonal offers relating to industry-specific sustainability deadlines or events
Implement a fast mover incentive such as a bonus consulting session for early decision-makers

Guarantees and Risk Reversal

Offer a satisfaction guarantee or refund within a set period if not fully satisfied with the service
Communicate this guarantee clearly throughout the sales process to build trust

Shock and Awe

Send personalized welcome package with branded eco-friendly materials to new clients

After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

Kickoff call with an expert assessing needs and discussing possible grants
Welcome email with step-by-step guide to implementing eco-friendly practices
Access details to the digital platform, helping clients track their eco-efforts

Communication Cadence

Bi-weekly update emails, summarizing the progress and next steps
Monthly check-in calls, discussing client's satisfaction and potential improvements

Client Education

Regular webinars exploring latest innovations in sustainable business practices
A digital knowledge hub, including guides, FAQs, and videos about eco-responsible measures

Personalized Touches

Handwritten thank-you notes after major project milestones
Surprise eco-friendly gifts to celebrate successful implementation of sustainable solutions

Visuals and Documentation

Before and after progress reports, demonstrating the impact of implemented eco-processes
Infographic summaries showing tangible success metrics and future goals

Feedback and Proactive Support

Regular surveys, asking for feedback and making sure clients' needs are met
Resolve potential issues proactively, showing dedication to customer satisfaction

Guarantee or Promise

Pride in promise of delivering simple and tailored solutions to every client
Willingness to revise and adapt strategy until client’s satisfaction is achieved

Operational Excellence

Punctuality in scheduled meetings and delivering project milestones
Constant clear communication to ensure client is in the loop at every stage

2. How I Increase Customer Lifetime Value

Renewals & Contracts

Implement annual contracts with incentives for early renewals
Offer reduced pricing for multi-year commitments

Upsells & Cross-Sells

Upsell detailed sustainability auditing services
Cross-sell partnerships with green product suppliers

Bundling & Packaging

Bundle coaching sessions with the turnkey solution for a premium package
Include access to webinars or online assessments in higher value packages

Loyalty & Retention Programs

Establish a referral program that offers service discounts to existing clients who refer new customers
Introduce a loyalty program rewarding clients with free consulting hours after a certain spending threshold

Custom Services and Personalization

Offer white-glove sustainability consulting for clients who require a more personalized approach
Upsell personalized green transformation blueprint for businesses

Pricing Strategy

Incentives for long-term commitment
Provide a discount for long-term commitment or upfront payment

Customer Data and Insights

Implement CRM data analytics to identify opportunities for upselling and cross-selling
Analyze client usage data to identify churn risk and take preemptive action

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

Offer a free sustainability assessment for each successful referral
Provide significant discount on next service for referees

Shareable Assets

Pre-made social media posts highlighting eco-responsibility and ADDERE's services
Electronic referral cards with unique tracking codes

Timing and Triggers

After successfully implementing an eco-friendly change, ask clients to share their experience and refer ADDERE
Create automated email prompts for referrals after delivering key services

Client Success Stories

Collect testimonials from successful clients, sharing their sustainability and cost-saving outcomes
Feature these stories on website and social media channels, inspiring others to follow their lead

Referral Contests

Quarterly 'Green Champions' contest: awarded to the customer who's referred the most businesses
Winner receives public recognition and a free coaching session

Partner or Affiliate Programs

Reach out to eco-friendly businesses or influencers in the tourism and manufacturing sectors for strategic partnerships
Set up a referral tracking system with appropriate rewards

Thank-You Experience

Send personalized thank you notes for each referral
Recognize top referrers on your website and social media channels

ADDERE Service-conseil

Your 1-Page Marketing Plan is Ready!