Lean Marketing

Before
(Prospect)

1. My Target Market

Primary Target Market Summary

Art enthusiasts and pet owners who appreciate unique, color-rich acrylic paintings, in particular those featuring pets and hummingbirds in landscapes.

Audience Type

B2C
Art collectors
Pet owners

Needs – Primary Buying Considerations

Seeking unique, emotional art
Valuing artist's personal style

Demographics

Age Range: 25-65
Gender: Any
Geography: Costa Rica primarily, but open to global audience
Income Level: Middle to High
Profession: Art lovers and collectors

Psychographics

Lifestyle: Art appreciators; pet owners
What they value: Uniqueness; artistic expression; emotional connection to art
Pain Points: Finding unique, expressive and personalized art
Buying Behavior: Occasional purchases; invest in art they connect with

Secondary Target Market

Aspiring artists interested in learning about art collection and drawing; potentially interested in commissioning a pet portrait.

Audience Type: B2C

Needs – Primary Buying Considerations:

Looking to start with art collection or drawing

Demographics:

Age Range: 18-65
Gender: Any
Geography: Global
Income Level: Variable
Profession: Hobby artists or new to art collection

2. My Message to My Target Audience

Refined Elevator Pitch

Angeline's Studio creates unique mixed media acrylic paintings, specializing in pet portraits and hummingbird landscapes, to celebrate colors and love, and bring joy into your living space.

Understanding Their Pain Points

Lack of personalization in mass-produced artworks
Desire for meaningful representations of their beloved pets
Difficulty in entering the art scene and making informed purchasing decisions

Transformation

An artwork that deeply resonates and catches viewer's emotions
Feeling a deeper connection with their pets and love for nature
Enhancing their living space with unique, artistic expressions

Unique Selling Proposition (USP)

Exclusive creator of the Mixed Media Acrylic Paintings
Portfolio rich with bespoke pet portraits and hummingbird landscapes
Valuable bonuses in the form of informative ebooks on art collection and drawing

Brand Values & One-Liners

Create a canvas of emotions with Angeline's Studio
Make a lasting impression with tailor-made art
Transforming memories into exquisite art pieces

Tone

Angeline's Studio embodies a creative, warm, and passionate tone. The brand inspires tranquility, love, and a deep appreciation for the beauty of nature.

Hero Text Idea

Flag Text: Fine Art from Costa Rica
Main Headline: Bespoke Acrylic Paintings Crafted with Love
Sub Headline: Capture the essence of your furry friends and the vibrant beauty of hummingbirds with our carefully crafted works of art.
CTA: Begin Your Artistic Journey Today

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

Website

Keep website up-to-date with latest artworks
Utilize SEO-friendly keywords related to 'Acrylic Paintings', 'Pet Portraits', 'Hummingbird Landscapes', 'Costa Rica Art'
Track key conversions such as art enquiries, ebook downloads, and art purchases
Mobile optimization for easier access to international audience

Social Media

Instagram for sharing artwork images and behind-the-scenes creation process
Facebook to engage with local art community and potential buyers
Pinterest to reach art enthusiasts searching for unique artworks
Post at least once a day with varied visual content

Paid Advertising

Google Display Ads to showcase visuals of previous works
Facebook Ads targeting art lovers based on interests and location
Instagram Ads focusing on pet owners and art enthusiasts

Content Recommendations

Blog content on 'The Art of Acrylic Painting', 'The Joy of Pet Portraits', 'The Inspiration behind Hummingbird Landscapes'

Directories

Join local Costa Rican Art Directories
List on international art directories like www.saatchiart.com

Partnerships & Outreach

Partner with local galleries and art stores in Costa Rica
Collaborate with pet shops or vet clinics for clients seeking pet portraits

SEO and Content

Regular blog posts featuring completed works, artistic process, and art appreciation tips
Target keywords related to 'Acrylic Art', 'Pet Portraits', 'Hummingbird Landscapes'

Offline and Local Media

Participate in local art fairs and exhibitions
Reach out to local newspapers for features or interviews
Create flyers featuring artwork to distribute locally

Online Networking

Join art-related forums like www.ArtFairInsiders.com
Participate in Facebook groups for pet owners and art enthusiasts

Cold Outreach

Reach out to potential clients on LinkedIn who show interest in art collection

During
(Lead)

1. My Lead Capture System

Lead Magnet

Continue with current e-books: 'How to collect art', 'Begin drawing', 'Hiring a pet portrait artist'
Consider adding a downloadable gallery of past works
Create a reference guide for maintaining and displaying acrylic paintings

Tripwire Offer

Offer mini art prints or postcards at a lower cost
Limited edition prints of popular works

Welcome Sequence

Initial thank you email with link to download lead magnet
Follow-up email showcasing gallery and highlighting best-selling works
Final email offering an exclusive discount on first purchase

Segmentation

Segment leads into categories: art collectors, pet owners, and aspiring artists
Tag leads based on which lead magnet they downloaded

Chatbot and Automation

Implement a chatbot on website for initial engagement and capturing contact information
Use chatbot to guide users to relevant lead magnets or gallery sections

2. My Lead Nurturing System

Marketing CRM

Current platform: Not Specified
Given the scope of the business and budget constraints, consider using HubSpot or ActiveCampaign for improved automation and segmentation

Sales CRM

Extend the HubSpot or ActiveCampaign usage to sales processes for better integration
Track interactions and purchases, and facilitate better communication

Automated Follow-Ups

Welcome email sequence post-opt-in, delivering lead magnet and introducing the artist's work
Monthly check-in emails showcasing new works and highlighting popular pieces
Trigger-based emails for cart abandonments and special occasions (birthdays, anniversaries etc.)

Newsletter

Bi-weekly frequency
Topics: Latest artworks, behind-the-scenes process, art collection tips
Segments: Art collectors, pet owners, aspiring artists

Retargeting & Ads

Facebook and Instagram remarketing ads, showcasing recent artwork and special offers
Google Display Ads targeting art and pet related interests

Social Media and Content

Posting frequency: At least 1x/day on Instagram, Facebook, and Pinterest
Mix of artwork showcase, work-in-progress, artist's lifestyle and inspiration

Webinars and Events

Quarterly art appreciation webinars; occasional 'meet the artist' events

Other Nurture Channels

Implement a chatbot to engage and categorize new website visitors for better follow-up
Consider optional SMS updates for new artwork releases and special events

3. Sales Conversion Strategy

Sales Process

Continual interaction with potential buyers via social media messages
Facilitate online purchase via a user-friendly e-commerce setup on the website
Share regular email updates about new artwork, availability, and special offers to warm leads

Sales Assets

Create a standard commission brief to collect key details for pet portraits
Develop a follow-up email sequence for site visitors who downloaded the free ebooks

Testimonials and Case Studies

Request reviews from buyers to feature on the website and social media
Document creation process of commissioned pet portraits as case studies

Conversion Rate Insights

Track conversion rate of ebook downloads leading to commissioned art orders
Aim to convert 3-5% of ebook downloaders into art buyers

Urgency and Offers

Share 'limited slots' updates for pet portrait commissions for creating urgency
Offer 'early bird' price for new paintings for a limited period

Guarantees and Risk Reversal

Provide satisfactory assurance, with a redo for commissioned art if not meeting client expectations

Shock and Awe

Send a personalized 'Thank you' note post sale
For loyal customers, surprise with an original small painting or a discount on their next artwork purchase

After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

Welcome email with appreciation message, preview of delivered artwork and care instructions
Handwritten thank you note included in each shipped art piece

Communication Cadence

Monthly email newsletters showcasing new artworks and sharing artist's stories
Real-time messaging for commissioned pieces update

Client Education

Free ebook on art collection distributed after first purchase
Free ebook on drawing basics to secondary market clients

Personalized Touches

Birthday email with a discount code for the patron's next purchase
Celebrating customer's 'Artversary' - anniversary of their first purchase, with a personal note

Visuals and Documentation

High quality photos of artworks on website and social media
Sharing progress photos and videos of art creation process

Feedback and Proactive Support

Quarterly customer satisfaction survey with a small incentive for completion
Prompt response to any issues with shipment or product quality

Guarantee or Promise

100% satisfaction guarantee with full refund within 30 days
Artwork care instructions to maintain product quality

Operational Excellence

Timely delivery of artworks
Carefully packaged art pieces
Prompt responses to customer inquiries

2. How I Increase Customer Lifetime Value

Renewals & Contracts

Offer a "fresh paint" service: renew an existing artwork after a certain period

Upsells & Cross-Sells

Offer digital copies of the artwork at a premium
Offer framing services as an add-on
Cross-sell workshops/classes on fine art, drawing or art collection to interested clientele

Bundling & Packaging

Bundle commissioned artwork with digital copies and framing services for a premium package
Package a series of artworks based on a theme for collectors

Loyalty & Retention Programs

Roll out a referral program: offer discounts on next purchase when a referral leads to a sale
Develop a points system: certain purchase value equals points that can be redeemed for discounts

Custom Services and Personalization

Offer premium, white-glove delivery and installation for local customers
Provide bespoke, personalized shopping experiences for premium customers

Pricing Strategy

Offer a discount for customers committing to purchasing a series of artworks
Provide volume discounts for art collectors purchasing multiple pieces

Customer Data and Insights

Monitor purchase patterns to identify potential upsell opportunities
Analyze feedback to identify and address gaps in the customer experience

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

Offer a discount on the next artwork purchase for both the referrer and referred customers
Offer a free ebook for each successful referral

Shareable Assets

Create social media posts featuring your artworks that customers can share
Create a refer-a-friend card that can be handed out in local markets and networks
Develop a special 'Refer a Friend' landing page on the website with an easy sharing option

Timing and Triggers

Ask for referrals after a successful art sale or a positive customer review
Send automated email reminders for referrals a week after purchase

Client Success Stories

Collect customer testimonials and share them on the website and social media to inspire others
Feature photos of customers with their artworks, with their permission, to showcase your work

Referral Contests

Organize quarterly 'Refer and Win' contests where highest referrer wins a free custom artwork

Partner or Affiliate Programs

Collaborate with local businesses and provide a commission for any successful referrals

Thank-You Experience

Send a handwritten thank you note for every referral
Publicly recognize top referrers on your website or social media channels if they consent

Angeline's Studio

Your 1-Page Marketing Plan is Ready!