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Brightscope

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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

  • Senior media planners, aged 35+ at large brands in Europe who manage substantial annual outdoor advertising budgets of 1M+.

Audience Type

  • B2B
  • Media planners at large brands

Industries (if B2B)

  • Retail
  • Beverage Industry
  • Technology and eCommerce

Needs – Primary Buying Considerations

  • Need for transparent and independently verifiable results of outdoor advertising campaigns
  • Gaining insight into the performance of their advertising efforts

Demographics

  • Age Range: 35+
  • Gender: Male
  • Geography: Europe
  • Profession: Senior Media Planner
  • Business Size: 1,000+ employees

Psychographics

  • Lifestyle: Professional oriented, media and technology savvy
  • What they value: Transparency, reliable metrics, campaign optimization
  • Pain Points: Lack of transparency in advertising expenditure and results
  • Buying Behavior: Value driven, inclined to invest in solutions promising transparency and optimization
  • Decision-Making Roles:
  • Primary Decision Maker: Senior Media Planner
  • Secondary Decision Influencers: Marketing executives, CEOs
  • Support Roles: Junior media planners, marketing team

2. My Message to My Target Audience

Refined Elevator Pitch

  • Brightscope provides senior media planners with independent, reality-based measurement and optimization of outdoor advertising campaigns, freeing them from biased media audits and maximizing ROI.

Understanding Their Pain Points

  • Struggling to quantify outdoor advertising ROI
  • Existing in a lack of transparency with media and agencies
  • Feeling uncertain about budget allocation effectiveness

Transformation

  • Gains data-driven insights to improve campaign performance
  • Acquires certainty and confidence in advertising spend decisions
  • Sees increased advertising effectiveness and brand impact

Unique Selling Proposition (USP)

  • Independent from media owners and agencies, ensuring unbiased results
  • Proprietary technology specifically designed for outdoor ad optimization
  • Proven performance with major brands: Ebay, Redbull, and Ikea

Brand Values & One-Liners

  • 'Turning uncertainties into quantifiable successes'
  • 'Your truth lens for outdoor advertising ROI'
  • 'Unveiling realities in a world of guesses'

Tone

  • Brightscope speaks with clarity, authority, and trust. We address the concerns of media planners with empathy, instilling confidence through our candid and data-driven approach.

Hero Text Idea

  • Flag Text: 'Austria’s Premier Ad Optimizer'
  • Main Headline: 'Transparency and Empowerment for Your Outdoor Advertising'
  • Sub Headline: 'We apply proprietary technology to measure and optimize your campaigns, providing undeniable truth about your ad spend performance.'
  • CTA: 'Start optimizing today'

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

Website

  • Utilize Google Tag Manager to implement tracking events for interactive elements
  • A/B test different landing page designs to optimize conversion rate
  • Mobile version optimization to cater to on-the-go media planners

Social Media

  • Regular LinkedIn updates showcasing success stories and thought leadership insights
  • Paid ads on LinkedIn targeting senior media planners within target industries

Paid Advertising

  • Google Ads with keywords related to outdoor advertising measurement and optimization
  • Retargeting ads for website visitors and LinkedIn engagements

Content Recommendations

  • Blog articles on the importance and methods of outdoor ad optimization
  • Case studies of successful optimizations for existing clients

Podcasts

  • Guest appearances on advertising and marketing focused podcasts such as 'The Drum' and 'AdExchanger'

Directories

  • Listing on B2B directories like G2 and Clutch featuring SaaS solutions

Publications

  • Publish press releases and articles in advertising-focused publications like AdAge and Adweek

Partnerships & Outreach

  • Training workshops in collaboration with ad agencies or marketing departments
  • Speaking opportunities at industry events like Advertising Week Europe

SEO and Content

  • Optimize website content with keywords related to ad measurement and optimization

Offline and Local Media

  • Sponsorship of local advertising and marketing events
  • Network with industry professionals in local Meetup groups

Online Events

  • Host regular webinars on ad optimization best practices and industry trends

Online Networking

  • Engage in relevant LinkedIn groups and Quora discussions

Cold Outreach

  • Targeted email campaigns for large brands in retail, beverage, and tech sectors within Europe
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • Outdoor Advertising ROI Blueprint: A guide detailing best practices and successful case studies for optimizing outdoor ad campaigns
  • Ad Spend Health Check: A free tool providing initial diagnostic insights about their outdoor advertising performance
  • Truth in Outdoors: A weekly industry insights newsletter with hottest trends, tech developments, and expert advice

Tripwire Offer

  • Rapid Review: a low-cost quick strategy analysis of existing campaign with optimization suggestions
  • Brightscope Introductory Workshop: an inexpensive introductory online seminar showcasing our proprietary technology and its benefits

Welcome Sequence

  • Email 1: Welcome, introduce the Brightscope team, and our vision/mission
  • Email 2: Break down core features and benefits of our services
  • Email 3: Showcase success stories from existing clients like eBay, Red Bull, and Ikea
  • Email 4: Present our Rapid Review tripwire offer

Segmentation

  • Job Role: Separate sequences for Jr. vs Sr. media planners
  • Company Size: Segment by business size to customize offerings and communication style
  • Industry: Categorize leads by their industry to tailor messaging and case examples

Chatbot & Automation

  • Automated chatbot on the website offers quick answers to FAQs
  • Automate data input with CRM for instant lead capture
  • Retargeting automation: Trigger ads for leads visiting key content or price pages on the website

2. My Lead Nurturing System

Marketing CRM

  • Current platform: Hubspot
  • Automation capabilities: Email sequences, lead scoring, form capture
  • Recommended improvements: Add Retargeting automation for leads visiting key content or price pages on the website

Sales CRM

  • Current platform: Hubspot
  • Pipeline tracking process: Lead scoring and management through CRM
  • Recommended upgrades: Link with Marketing CRM for seamless data flow

Automated Follow-Ups

  • Types of automations: Welcome email sequence, Regular newsletter, Tripwire offer follow-up
  • Frequency: Immediately after opt-in, Weekly for newsletter, Following the proposal sent after initial call

Newsletter

  • Frequency: Weekly
  • Topics: Industry trends, Expert advice, Case studies
  • Segmentation: By job role, business size, industry

Retargeting & Ads

  • Platforms: Google for retargeting, LinkedIn Ads for acquiring new leads
  • Goals: Increasing conversions, brand awareness

Social Media and Content

  • Posting frequency: Weekly
  • Content type: Success stories, Thought leadership insights

Webinars and Events

  • Suggested cadence: Quarterly webinars
  • Purpose: Educating leads, showcasing services, reinforcing value proposition

Other Nurture Channels

  • Chatbot on website for immediate responses
  • SMS automation for booking and reminding appointments

3. Sales Conversion Strategy

Sales Process

  • Cold outreach to targeted audience (email content optimization)
  • Setup a 30 min discovery call (Refine call script).
  • Send a proposal (Proposal template revision).
  • Follow-up (Schedule automated follow-ups in Hubspot).

Sales Assets

  • Create engaging email scripts for cold outreach.
  • Develop descriptive call scripts focused on services benefits.
  • Enhance proposal template focusing on value proposition and case studies.
  • Use Hubspot's automated sequences feature to set up follow ups.

Testimonials and Case Studies

  • Ask existing clients (Ebay, Red Bull, Ikea) for testimonials after campaign completion.
  • Showcase these testimonials on website and in sales proposals.
  • Perform in-depth case studies for successful campaigns and make them downloadable on website.

Conversion Rate Insights

  • Set up conversion tracking in Hubspot for all steps of the sales process.
  • Establish monthly conversion rate goals and identify areas for improvement.

Urgency and Offers

  • Introduce a limited period 'fast mover' discount, driving decision urgency.
  • Showcase the risk of lost advertising spend without their service for urgency.

Guarantees and Risk Reversal

  • Offer a satisfaction guarantee: If not satisfied with the optimization results, free service on next campaign.
  • This guarantee serves as a trust-building tool for new leads.

Shock and Awe

  • After discovery call, send prospects a gift, such as a personalized note expressing excitement to work

together.

After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Kick-off call with dedicated account manager to discuss campaign goals and key metrics
  • Access to the Brightscope platform is granted with pre-scheduled training
  • Follow-up email with onboarding guide and next steps

Communication Cadence

  • Weekly status updates via email
  • Monthly performance calls with the account manager
  • Quarterly strategy review meetings

Client Education

  • Access to top-echelon webinar series on outdoor advertising optimization
  • In-platform tooltips and guides for a seamless use
  • An exclusive PDF guide to understanding ad campaign metrics

Personalized Touches

  • Yearly Brightscope-branded calendar and planner gift
  • Tailored briefs for poignant trends in outdoor advertising for relevant industry
  • Personalized anniversary note celebrating client partnership

Visuals and Documentation

  • Detailed campaign performance report presented in a visually appealing format
  • Before-and-after comparison report for campaigns
  • Progress snapshots for ongoing campaigns

Feedback and Proactive Support

  • Regular NPS surveys for service evaluation
  • System to track and respond to client inquiries within 24 hours
  • Proactive account manager check-ins before major campaign launches

Guarantee or Promise

  • Transparent campaign reporting guarantee
  • Promised agnostic view - free from media owners or agency influences
  • Risk-free trial for first month of service

Operational Excellence

  • Strict adherence to call and meeting punctuality
  • Clear rules of engagement with uniform communication standards
  • Flexibility in scheduling client meetings outside of standard business hours if needed

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Offer a discounted annual contract for consistent results and optimization

Upsells & Cross-Sells

  • Offer additional services like advanced metrics and reporting as an upsell
  • Cross-sell a competitive intelligence product to compare campaigns effectiveness

Bundling & Packaging

  • Package advanced metrics, reporting, and competitive intelligence as a premium tier

Loyalty & Retention Programs

  • Implement a referral program offering discounts for every new client brought in by an existing client

Custom Services and Personalization

  • Offer white-glove services such as custom reports, campaign strategy planning, and dedicated customer support

Pricing Strategy

  • Offer discounted rates for clients who commit to longer-term contracts
  • Offer volume pricing for clients running multiple campaigns simultaneously

Customer Data and Insights

  • Utilize Hubspot CRM to track client engagement, identify churn risks and cross-sell opportunities

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Reward referrers with a 10% discount on the following month's subscription price
  • New customers referred receive a free initial campaign performance report

Shareable Assets

  • Create a digital referral card with a unique referral link
  • Develop predefined LinkedIn and Email templates with referral link for sharing

Timing and Triggers

  • Ask for referrals after delivering a successful campaign optimization report
  • Automate referral prompts in post-campaign emails

Client Success Stories

  • Collect and feature customer success stories on the website
  • Share stories in monthly newsletters to inspire other clients to refer

Referral Contests

  • Conduct a quarterly 'Referral Contest' where the client with the most referrals wins a free campaign optimization

Partner or Affiliate Programs

  • Engage with major ad agencies as affiliates
  • Use tracking links to reward affiliates with a flat fee per successful referral

Thank-You Experience

  • Send a handwritten thank you note for each referral
  • Acknowledge top referrers publicly with 'Referrer of the Month' feature on the website

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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