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Aviagen Asia-Pacific

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • The ideal customer is a middle-aged, high net worth male managing director, CEO, or company owner of a large integrated broiler chicken operation based in Asia. They value sustainable practices, superior performance, and credibility associated with owning grandparent breeding stock.

Audience Type

  • B2B
  • Large poultry farmers, integrated broiler operators

Industries (if B2B)

  • Poultry farming
  • Food and beverage

Needs – Primary Buying Considerations

  • Desire for sustainable and high-performance breeding stock
  • Value high-quality protein production at an affordable price
  • Require good health and welfare among birds
  • Seek profitability in production, stable employment for their community
  • Appreciate after-sales support from experienced team

Demographics

  • Age Range: Middle-aged
  • Gender: Male
  • Geography: Based in Asia
  • Income Level: High net worth individuals
  • Profession: Managing Director, CEO, business owner of large integrated broiler operation
  • Business Size: Large

Psychographics

  • Lifestyle: Professional, entrepreneurial, focused on sustainability and performance
  • What they value: Quality, sustainability, performance, brand reputation
  • Pain Points: Need for improved feed efficiency, bird health, and affordable protein production
  • Buying Behavior: Value combined package of product quality, support, and reputability
  • Decision-Making Roles:
  • Primary Decision Maker: Himself
  • Secondary Decision Influencers: Brand Manager
  • Support Roles: Financial and compliance department

2. My Message to My Target Audience

Refined Elevator Pitch

  • Aviagen Asia-Pacific offers poultry genetic solutions to CEOs of large integrated broiler operations in Asia, focusing on sustainability and bird welfare. Our high-performing birds and range of product offerings ensure not just outstanding yield but also improved health and welfare of the birds. This ultimately allows businesses to provide high-quality protein at affordable prices whilst maintaining financial stability and contributing positively to their communities.

Understanding Their Pain Points

  • Navigating the challenges of sustainable poultry production
  • Currently grappling with issues of poor bird health and welfare
  • Struggling with maintaining financial stability while providing affordable prices

Transformation

  • Adopt a sustainable solution with improved bird health and welfare
  • Experience an emotional fulfillment arising from contributing positively to communities
  • Enhance business financial stability and community reputation after engaging our services

Unique Selling Proposition (USP)

  • Our birds' balanced breeding sets us apart
  • After-sales support from an industry-leading, experienced team
  • Offering a range of superior products, not just a single solution

Brand Values & One-Liners

  • "Breeding for a sustainable future together"
  • "Pay less, yield more, and advance community wellbeing"
  • "Healthy birds, healthy profits"

Tone

  • Aviagen Asia-Pacific speaks in a tone of expertise and authority, confidently assuring CEOs of large poultry operations that we're not just a supplier, but a trusted partner in promoting sustainable poultry production and community wellbeing.

Hero Text Idea

  • Flag Text: Advancing Asia's Poultry Production
  • Main Headline: Sustainable, High-Yield Poultry Genetics
  • Sub Headline: Enhancing bird welfare and community prosperity through pioneering genetic solutions
  • CTA: Begin Your Sustainability Journey Today

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

Website

  • Continue hosting it on Wordpress for reliability and customization.
  • Track conversions related to 'contact us' form submissions and downloads of technical resources.
  • Optimize the website for both desktop and mobile views. The B2B audience will likely access the site from both.

Social Media

  • Focus on LinkedIn for professional networking and showcasing expertise.
  • Maintain a consistent posting frequency of 1-2 posts per week.
  • Share content including technical articles, success stories, and company news.

Paid Advertising

  • Use Google Ads for targeted search campaigns around poultry genetic solutions.
  • Run LinkedIn Ads to reach decision-makers in large poultry operations.

Content Recommendations

  • Topics such as 'Sustainable Poultry Farming', 'Improving Poultry Health', and 'Increasing Poultry Yield'.

Directories

  • List on poultry farming directories like Poultry World and The Poultry Site.

Publications

  • Aim for features in industry publications like Poultry International and Asian Poultry Magazine.

Partnerships & Outreach

  • Partner with poultry farming equipment providers.
  • Engage with poultry farming consultants for referrals.

SEO and Content

  • Implement a blog strategy focused on long-tail keywords around poultry genetics.
  • Leverage organic visibility opportunities by producing high-quality, relevant content.

Offline and Local Media

  • Participate in trade shows and expos like VIV Asia and IPPE Expo.
  • Consider holding seminars or workshops for potential clients.

Cold Outreach

  • Deploy targeted email and LinkedIn outreach to CEOs and owners of large poultry operations.
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • 'Sustainable Poultry Breeding Guide' – educational content for poultry industry professionals
  • 'Profitability Calculator' – custom tool to estimate potential yield and cost savings with Aviagen's products
  • 'Case Study Download' – real-life success stories showcasing Aviagen's impact

Tripwire Offer

  • 'Starter Flock Package' – an entry-level product offer for new operations
  • 'Training Webinar Access' – low-cost educational content with Aviagen's experts
  • 'Personalized Consultation' – one-on-one strategy session with a member of the Aviagen team

Welcome Sequence

  • Immediate thank-you email and access to the lead magnet
  • Follow-up email introducing the team, values, and product range
  • Case study or testimonial email to bolster credibility
  • Personalized offer or consultation invitation after building rapport

Segmentation

  • Major integrated operators vs smaller poultry farmers
  • Geographical location – customize communication by region/country
  • Stage of buying process (inquiry, consultation, purchase, after-sales)

Chatbot and Automation

  • Implement chatbot for immediate inquiry responses and lead capture
  • Automate follow-ups based on customer behavior (website visits, email opens)
  • Refine CRM to better track stages of the sales process and customer journey

2. My Lead Nurturing System

Marketing CRM

  • Current platform: Unspecified
  • The CRM should support advanced segmentation (size, region, buying stage) and automations
  • Recommended platform: HubSpot due to robust automation and segmentation capabilities

Sales CRM

  • Given the complexity of the sales process, a Sales CRM would be beneficial
  • Recommended Platform: Pipedrive due to simplicity and cost effectiveness

Automated Follow-Ups

  • Post-opt-in: Immediate 'thank you' and lead magnet delivery
  • Post-meeting: Follow-up with recap and next steps
  • Post-consultation: Send personalized proposal or offer

Newsletter

  • Frequency: Bi-monthly
  • Topics: Sustainable practices, market trends, success stories

Retargeting & Ads

  • Platforms: Google Display Network for market-wide visibility, LinkedIn for decision-makers
  • Focus on service awareness, credibility, and customer success

Social Media and Content

  • Posting frequency: Weekly on LinkedIn
  • Content focus: Case studies, sustainability updates, industry insights

Webinars and Events

  • Quarterly webinars to demonstrate expertise and foster community
  • Annual events or trade-show participation for networking and visibility

Other Nurture Channels

  • Chatbot for immediate website inquiries
  • SMS for meeting reminders or urgent updates
  • Personalized outreach for high-value prospects

3. Sales Conversion Strategy

Sales Process

  • Initiate outreach via email or phone to potential clients' brand manager.
  • Conduct a thorough review of the potential client's business plan, financial background, and willingness to collaborate.
  • Pass the potential client's information through the compliance department for review.
  • Plan an on-site visit to the client’s farm to demonstrate commitment and establish trust.

Sales Assets

  • Develop a comprehensive proposal template highlighting Aviagen’s unique selling points, core benefits, and after-sales support.
  • Create a pitch deck showcasing the value proposition, customer testimonials, and case studies.
  • Provide training material for sales team to handle customer objections efficiently.

Testimonials and Case Studies

  • Collect testimonials post-sale and during follow-up communications.
  • Develop a ‘Success Stories’ section on the website to showcase case studies.
  • Integrate testimonials into sales proposals and pitch decks.

Conversion Rate Insights

  • Utilize CRM to track the conversion rate of warm leads into paying customers.
  • Aim to incrementally increase the conversion rate through regular sales process reviews.

Urgency and Offers

  • Consider time-limited offers or discounts on bulk orders to instill urgency.
  • Communicate the financial and operational benefits of acting swiftly.

Guarantees and Risk Reversal

  • Highlight Aviagen’s commitment to excellent after-sales support.
  • Instill faith in prospects by providing a responsive and reliable customer service team.

Shock and Awe

  • Surprise new prospects with personalized welcome packs containing branded farm equipment or a special informational package of sustainable poultry farming.
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Personalized welcome email to new clients, introducing the Aviagen team and overview of next steps
  • Kickoff call by the dedicated account manager, outlining customer's breeding goals and requirements
  • A welcome kit containing a branded notebook, pen, and a USB with relevant resources for breeding practices

Communication Cadence

  • Monthly check-ins via a phone call or a visit by the account manager
  • Quarterly market trend updates and info on new genetic developments via email
  • Regular email newsletters highlighting success stories and updates on the poultry industry

Client Education

  • Exclusive access to online guides and FAQs on Aviagen's breeding techniques
  • In-person or virtual workshops on sustainability practices and optimal feed usage
  • Instructional videos on best welfare practices for birds in different weather conditions

Personalized Touches

  • Special gift on the anniversary of the client's partnership with Aviagen
  • Recognition of the client's milestones in sustainability or operational performance
  • Birthday greetings and gift to the primary decision maker

Visuals and Documentation

  • Bi-annual progress reports with before-and-after photos showing performance improvements in client's flocks
  • Detailed reports on bird health metrics
  • Comprehensive documentation on poultry genetics advancements and how they impact the client's business

Feedback and Proactive Support

  • Regular customer satisfaction surveys and feedback forms
  • Personalized follow-up calls by the customer service team to discuss feedback and proposed improvements
  • Rapid response support system to address emergencies or crisis situations

Guarantee or Promise

  • 100% positive impact guarantee on bird health and financial results or rectification at Aviagen's expense
  • Public commitment to constant genetic improvements for continuous customer growth

Operational Excellence

  • Flexible appointment scheduling for onsite account manager visits
  • Strict adherence to punctuality in all meetings and communications
  • Highest standards of professional attire and conduct by all Aviagen staff
  • Clear, prompt, and respectful communication from all touchpoints, from customer service reps to top executives

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Offer incentives such as additional services or price concessions for contract renewals
  • Propose multi-year grandparent stock contracts with pricing incentives for longer commitments

Upsells & Cross-Sells

  • Provide upgrade opportunities to premium genetic lines
  • Offer additional consultation services such as nutrition or ventilation consultancy
  • Cross-sell related products like vaccines or egg hatching services

Bundling & Packaging

  • Offer all-inclusive packages that contain breeding stock, consultancy/support, and related products

Loyalty & Retention Programs

  • Establish a loyalty program that offers discounts or enhanced support for long-standing clients
  • Create a VIP program for higher-ticket clients providing exclusive access to new breeding lines or express consultations

Custom Services and Personalization

  • Introduce a comprehensive custom consultancy package for large-scale clients

Pricing Strategy

  • Offer incentives or discounts for long-term contracts
  • Provide value-based pricing that emphasizes the sustainable, performance, and welfare aspects
  • Regularly assess competitor pricing to ensure positioning as a premium, yet competitively priced service

Customer Data and Insights

  • Utilize the CRM to track customer loyalty and churn
  • Identify growth opportunities or areas of improvement through regular surveys and customer feedback

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Discount on next purchase for referrer
  • Exclusive consultation offer for referees

Shareable Assets

  • Pre-made email templates highlighting sustainability impact
  • Shareable LinkedIn posts with compelling performance figures
  • Customized referral landing page with success stories and benefits

Timing and Triggers

  • After successful yield or performance milestone
  • After utilization of after-sales support services

Client Success Stories

  • Regularly collect, promote, and share testimonials and success stories (yield increase, sustainability improvements)
  • Include these stories in newsletters and social media updates

Referral Contests

  • Monthly referral challenges with benchmarks for additional discounts

Partner or Affiliate Programs

  • Affiliate partnership with related agri-tech companies
  • Tracking codes for affiliate referrals

Thank-You Experience

  • Customized thank-you package for top referrers including exclusive merchandise
  • Personalized note from the CEO thanking them for their referral
  • Public recognition on the company's social media channels

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