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Aspen & Aura

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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

  • Women aged 30-70 with disposable income looking for one-of-a-kind, locally made, handcrafted items.

Audience Type

  • B2C
  • Women seeking unique handcrafted items

Needs – Primary Buying Considerations

  • Seeking unique, one-of-a-kind items
  • Values locally made, handcrafted products
  • Appreciates a rewards system

Demographics

  • Age Range: 30-70
  • Gender: Female
  • Geography: United States, specifically Colorado
  • Income Level: Middle to Upper
  • Profession: Various

Psychographics

  • Lifestyle: Appreciate artistry, individuality, and local sourcing
  • What they value: Handmade, unique items from local artisans
  • Pain Points: Difficulty finding time to shop at markets, need for unique items
  • Buying Behavior: Likely to discover products through social media and Google, value easy online shopping experience

2. My Message to My Target Audience

Refined Elevator Pitch

  • Aspen & Aura brings local Colorado handmade treasures to lovers of bespoke crafts, enabling them to support small businesses and enrich their lifestyles without spending hours at markets.

Understanding Their Pain Points

  • Finding unique, local handmade items in a sea of mass-produced goods
  • Having to spend considerable time and energy at markets
  • Difficulty in supporting local Colorado artists directly

Transformation

  • Effortless access to an array of authentic, unique crafts
  • Emotional satisfaction of supporting local artisans and small businesses
  • Lifestyle enriched with distinctive, personal touches from handmade items

Unique Selling Proposition (USP)

  • Handpicked local artisan crafts, as opposed to mass-produced items
  • A platform that helps grow small businesses and nurture local creativity
  • The joy of owning something unique and contributing to a cause

Brand Values & One-Liners

  • 'Wear Local Love. Carry Handmade Magic.'
  • 'Enrich Your Life, Support Local Artisans.'
  • 'Uniquely Yours, Specially Handmade.'

Tone

  • Aspen & Aura communicates a warm, welcoming tone that resonates with the value it places on local artisans, small businesses, and high-quality handmade items. The brand inspires a sense of community, storytelling, and authentic lifestyle choices.

Hero Text Idea

  • Flag Text: Handmade Treasures from Colorado
  • Main Headline: Crafted with Love, Curated for You
  • Sub Headline: Discover a world of unique handmade items and support local artisans while adding a touch of magic to your life.
  • CTA: Start Your Handmade Journey

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

Website

  • Maintain SEO-friendly practices on WordPress for better organic reach
  • Keep mobile-friendliness a priority, as many customers might be browsing from mobile
  • Track conversions/events such as product addition to the cart, checkout, and successful purchase

Social Media

  • Prioritize Instagram: use for regular product features, customer feedback, artisan stories, behind-the-scenes videos
  • Post 3-4 times a week on Instagram with a mixture of posts and stories
  • Leverage Pinterest for visual showcasing of products; link directly to product pages where possible
  • Use Facebook for community building and customer support; post twice a week

Paid Advertising

  • Google Shopping ads for showcasing products directly in search engine
  • Instagram and Facebook ads, targeting women aged 30-70 interested in handmade items and local crafts

Content Recommendations

  • Blog posts about featured artisans, highlighting their process and journey
  • Guides on utilizing and preserving handmade items

SEO and Content

  • Blog posts centered on keywords like 'local handmade items', 'Colorado artisans', 'unique handmade crafts' etc.
  • Encourage artisans and buyers to write testimonials to build organic reach

Offline and Local Media

  • Sponsoring local events that align with the brand (craft fairs, artisan markets, etc.)
  • Distributing flyers at relevant physical locations like local markets, boutiques, artisan fairs

Online Events

  • Organize virtual meet-the-maker events to engage with audience and build relationships

Directories

  • List on local online directories like Colorado Small Business Development Center
  • Explore partnership options with websites like Handmade in Colorado or other local artisan directories

Partnerships & Outreach

  • Form partnerships with local artisans not currently on the platform, and with local influencers who resonate with the brand ethos
During (Lead)

1. My Lead Capture System

Lead Magnet

  • Free Guide on Preserving and Styling Handmade Items
  • Invitations to Exclusive Virtual Meet-the-Maker Events
  • Entry for Monthly Handmade Item Giveaway

Tripwire Offer

  • Exclusive First-Time Buyer Discount or Free Shipping
  • Early Access to New Collections
  • Complimentary Handmade Mini-Product on First Purchase

Welcome Sequence

  • Immediate Thank You and Welcome Email with Lead Magnet
  • Follow-Up Email with Tripwire Offer and Intro to Brand Story
  • Regularly Scheduled Emails Featuring New Products and Artisan Stories

Segmentation

  • Segment Leads by Interests Indicated in Quiz or Newsletter Sign-Up
  • Segment by Purchasing Behavior and Product Preferences
  • Leverage CRM to Tailor Communication Based on Segments

Chatbot and Automation

  • Chatbot for Automated Customer Inquiries and Lead Capture
  • Retargeting Ads for Visitors Who Did Not Complete a Purchase
  • Personalized Email Automation Based on User Behavior

2. My Lead Nurturing System

Marketing CRM

  • Current platform: Unidentified CRM
  • Automation capabilities: Unknown
  • Recommended CRM: Zoho CRM for cost-effectiveness and simplicity

Sales CRM

  • Recommended platform: WooCommerce Customer Relationship Manager for seamless integration with WordPress

Automated Follow-Ups

  • Post-opt-in automation: Welcome email, Lead magnet delivery
  • Abandoned cart follow-up: Automate via WooCommerce Recover Abandoned Cart
  • Frequency: Within 24 hours of abandonment

Newsletter

  • Frequency: Bi-weekly
  • Topics: New artisans features, New additions to collections, Rewards system highlights, Care guide for products
  • Segmentation: By artisan/craft interest, purchase history

Retargeting & Ads

  • Meta remarketing: Target site visitors who did not purchase, showcase similar products to those viewed
  • Google Shopping Ads for product visibility

Social Media and Content

  • Posting frequency: Instagram (3-4 times a week), Facebook (twice a week)
  • Content type: New product features, artisan spotlights, styling ideas for products, giveaways

Webinars and Events

  • Quarterly virtual meet-the-artisan webinars/events

Other Nurture Channels

  • Chatbot through Tidio for customer support and inquiries, available on the website and integrated with Facebook Messenger
  • SMS automation for cart recovery and exclusive discounts through WooCommerce SMS Notifications

3. Sales Conversion Strategy

Sales Process

  • Ensure SEO-friendly practices on the website for better organic reach
  • Prioritize mobile-friendliness for users primarily shopping on mobile devices
  • Track conversions/events such as items added to cart, checkout, and successful purchases

Sales Assets

  • Develop standard email templates for varying stages of the customer journey
  • Create a FAQ section addressing common queries about the product, shipping, and returns
  • Equip team members with scripts answering common customer objections or concerns

Testimonials and Case Studies

  • Request customer testimonials after successful purchases
  • Highlight testimonials on the website homepage and social media platforms
  • Develop case studies focused on the journey of artisans and their association with Aspen & Aura

Conversion Rate Insights

  • Set up Google Analytics or a similar platform to track site conversions
  • Regularly review and analyze data to identify potential areas for improvement
  • Implement A/B testing strategies to improve conversion rates

Urgency and Offers

  • Implement time-limited offers during holiday seasons or special occasions
  • Create a sense of scarcity by highlighting limited quantity or exclusive items
  • Offer early access or exclusive discounts to customers enlisted in the rewards program

Guarantees and Risk Reversal

  • Clearly communicate return policies and guarantee satisfaction with every purchase
  • Provide upfront information on shipping charges and timelines
  • Implement a responsive customer service system for immediate resolution of issues

Shock and Awe

  • Attach a personalized thank you note with every order shipped
  • Send occasional surprise gifts or discounts to repeat customers
  • Offer exclusive rewards to customers who refer new shoppers to the site.
After (Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Send a personalized welcome email thanking them for choosing Aspen & Aura.
  • Include instructions on how to use the online boutique marketplace.
  • Offer a first-time purchase discount code in the welcome email.

Communication Cadence

  • Send weekly newsletters sharing stories about the artisans and their work.
  • Notify customers about new products and promotions.
  • Post regular updates on social media channels.

Client Education

  • Add blog posts showcasing how the products are made.
  • Share videos featuring behind-the-scenes artisan's craft process.

Personalized Touches

  • Surprise customers on their birthdays with discount codes.
  • Send handwritten thank you notes with every purchase.
  • Celebrate milestones like the customer's first purchase anniversary.

Visuals and Documentation

  • Use high-quality photos and descriptions for each product.
  • Share customer testimonials and photos on the website.

Feedback and Proactive Support

  • Offer an online chat feature for immediate assistance.
  • Send follow-up emails asking for reviews after they made a purchase.

Guarantee or Promise

  • Provide a 100% satisfaction guarantee.
  • Offer a replacement or full refund if the customer is not happy with their purchase.

Operational Excellence

  • Maintain fast order processing and shipping times.
  • Ensure friendly and efficient customer service.

2. How I Increase Customer Lifetime Value

Upsells & Cross-Sells

  • Feature handmade accessory bundles that complement purchased items.
  • Recommend coordinating or paired items automatically post-purchase.

Bundling & Packaging

  • Create themed bundles (holidays, seasons, occasions) for increased value.
  • Offer combination packages of popular products at a discounted price.

Loyalty & Retention Programs

  • Enhance rewards system with tiers - more purchases result in higher reward points.
  • Initiate a refer-a-friend program that rewards the referee and the referrer.

Custom Services and Personalization

  • Offer gift-wrapping or personalized messages for an additional small fee.
  • Provide a commission-based custom order option with local artisans.

Pricing Strategy

  • Provide discounts on future purchases to customers who leave a review.
  • Introduce a premium 'early access pass' for new products or collections at a small annual fee.

Customer Data and Insights

  • Integrate CRM with Google Analytics to track customer behavior and shopping patterns.
  • Run surveys and collect feedback to understand customer needs and areas for improvement.

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Offer a discount code or free shipping for every successful referral
  • Provide an exclusive discount or gift to referees on their first purchase

Shareable Assets

  • Create pre-designed social media posts for referrers to share
  • Develop a custom referral link for customers to share that tracks referrals

Timing and Triggers

  • Ask for referrals after a successful purchase or positive review
  • Automate an email sequence to ask for referrals after purchase

Client Success Stories

  • Feature customer testimonials on the website and social media
  • Encourage customers to share their product stories and photos, rewarding the best ones

Referral Contests

  • Hold a quarterly referral contest, rewarding the customer who referred the most people
  • Announce the winners on social media for recognition

Partner or Affiliate Programs

  • Establish a partnership program with local artisans to encourage them to refer their customers to the platform

Thank-You Experience

  • Send a personalized thank-you note to top referrers
  • Publicly acknowledge top referrers on the website and social media channels

Take Your Marketing Plan to the Next Level

Now that you have your 1PMP, you've unlocked a FREE Marketing Clarity Call with my team.

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