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Brittany Myra Jewelry

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Independent, affluent women who value unique, handcrafted jewelry and have the financial freedom to invest in these luxurious pieces.

Audience Type

  • B2C
  • High-income professional women, self-purchasers

Needs – Primary Buying Considerations

  • Desire for unique, one-of-a-kind jewelry
  • Appreciation for fine karat gold and artisan craftsmanship
  • Interest in customized pieces

Demographics

  • Age Range: 40+
  • Gender: Female
  • Geography: Primarily United States
  • Income Level: Over $250k (though some customers may earn around $100k)
  • Profession: Corporate professionals or business owners

Psychographics

  • Lifestyle: Travel for enjoyment, have children, appreciates luxury
  • What they value: Handmade craftsmanship, unique design, investment in personal luxury
  • Pain Points: Generic, mass-produced jewelry
  • Buying Behavior: Comfortable with online purchases, uses Instagram for product discovery
  • Decision-Making Roles:
  • Primary Decision Maker: Self

2. My Message to My Target Audience

Refined Elevator Pitch

  • Brittany Myra Jewelry handcrafts one-of-a-kind gemstone jewelry, injecting sparkle and glamour into the lives of confident women, allowing them to express their exquisite taste and feel like the 'it-girl' they truly are.

Understanding Their Pain Points

  • Wearing generic, mass-produced jewelry.
  • Desiring unique, quality accessories that reflect their individuality.
  • Struggling to find authentic, durable, handcrafted pieces.

Transformation

  • Becoming part of an exclusive club of women wearing unique, hand-strung pieces.
  • Feeling an elevated sense of self-worth and pride in personal style.
  • Experiencing enhanced confidence with every piece worn.

Unique Selling Proposition (USP)

  • Hand-strung, bespoke craftsmanship in every piece.
  • Use of only fine gold and high-quality gemstones, no plated gold.
  • Offering longevity and style superiority over competitors.

Brand Values & One-Liners

  • 'Injecting glamour with every gem'
  • 'Unique. Handmade. Just like you.'
  • 'Quality in Creation, Confidence in Wearing'

Tone

  • Brittany Myra Jewelry exudes a distinctly feminine yet empowering tone that speaks to the confident and unique woman. Our brand voice is a perfect blend of elegance, charm, and sophistication.

Hero Text Idea

  • Flag Text: 'Handcrafted Exclusivity for America's Bold Women'
  • Main Headline: 'Own Your Shine with Brittany Myra Jewelry'
  • Sub Headline: 'Diverge from generic. Elevate your style with our one-of-a-kind gemstone jewelry, hand-strung for beauty that lasts. Indulge in the luxury of individuality and mold the world around your unique style.'
  • CTA: 'Discover Your Brilliance'

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

Website

  • Implement conversational design elements and interactive product presentations
  • Use Shopify's robust Ecommerce tracking to monitor key metrics.
  • Optimize website for mobile usage as target audience is likely to browse on-the-go

Social Media

  • Prioritize Instagram for its visual appeal, post frequency: 3 times per week
  • Use organically-performing, sunlight-filled photos
  • Showcase behind-the-scenes content and narrative storytelling
  • Consider expanding to Pinterest for a demographic match

Paid Advertising

  • Advertise on Instagram, with carousel ads for showcasing multiple pieces
  • Use LinkedIn to target professional women
  • Allocate a portion of the budget for Google Shopping ads

Content Recommendations

  • Jewelry care and maintenance tips
  • Stories behind specific pieces
  • Close-up videos showing craftsmanship

Affiliates & Partnerships

  • Partner with female-centric businesses (e.g. beauty salons, spas, women's networking groups)
  • Collaborate with influencers and bloggers in the luxury lifestyle or fashion spaces

SEO and Content

  • Implement an SEO strategy focused on terms such as 'handcrafted gemstone jewelry' and 'fine gold jewelry'
  • Use blog content to further optimize for these keywords

Offline and Local Media

  • Sponsor upscale networking events for women
  • Participate in local artisan fairs and jewelry showcases
  • Send direct mail catalogs to existing customers

Online Networking

  • Be active in women-centric forums and jewelry-/fashion-focused Facebook groups
  • Join and participate in upscale lifestyle Reddit communities

Cold Outreach

  • Engage with upscale lifestyle bloggers and influencers, expressing interest in collaborations
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • Free Jewelry Care Guide
  • Exclusive Behind-the-Scenes Access
  • Jewelry Style Quiz and Personalized Suggestions

Tripwire Offer

  • Introductory offer on a Mini Fine Gold Jewelry
  • Low-cost DIY Jewelry Customization Kit

Welcome Sequence

  • Email 1: Welcome and story of Brittany Myra
  • Email 2: Showcase bestsellers
  • Email 3: Offer the Tripwire product
  • Email 4: Share customer testimonials, social proof

Segmentation

  • Segment based on quiz results, past purchases
  • Further categorize customers based on engagement level with emails

Chatbot and Automation

  • Implement a chatbot for immediate inquiries
  • Use it for capturing leads, delivering instant customer service

2. My Lead Nurturing System

Marketing CRM

  • Recommended platform: Hubspot for its user-friendly interface and robust features
  • Automation capabilities: Auto-segmentation, email campaign, reporting and analytics

Sales CRM

  • Recommended upgrade: Shopify's built-in CRM features
  • Pipeline tracking process: Customer tags, source tracking, purchase history

Automated Follow-Ups

  • Types of automations: Welcome mail series, abandoned cart reminders
  • Triggers: Signup, Abandoned Cart

Newsletter

  • Frequency: Bi-weekly
  • Topics: Jewelry Care Tips, Behind-the-Scenes Stories, Product Announcements
  • Segmentation: Purchase history, Engagement level

Retargeting & Ads

  • Platforms: Instagram, LinkedIn, Google Shopping

Social Media and Content

  • Posting frequency: 3 times per week on Instagram
  • Content type: Behind-the-scenes content, stories related to pieces, strong sunlit photos

Webinars and Events

  • Suggested cadence: Quarterly virtual events showcasing new collections or crafting process

Other Nurture Channels

  • Chatbot: For immediate customer inquiries on website
  • WhatsApp: For personalized customer service, update notifications

3. Sales Conversion Strategy

Sales Process

  • Enhance the existing 'Add to Cart' and 'Checkout' steps with Shopify’s Ecommerce tracking.
  • Offer a live chat or instant messaging feature for immediate inquiries.
  • Update the website FAQs to preemptively address common concerns and objections.

Sales Assets

  • Create an SOP for handling inquiries that come through Instagram and live chat.
  • Develop a pre-purchase and post-purchase email sequence to keep customers informed and engaged.
  • Build a quick reference guide on the website about the unique craftsmanship process.

Testimonials and Case Studies

  • Regularly ask loyal customers for testimonials and share them on product pages and social media.
  • Develop compelling case studies that tell the story of satisfied customers and their unique pieces.

Conversion Rate Insights

  • Implement Ecommerce tracking to measure conversion rate.
  • Run A/B tests on product pages and checkout procedures to continually improve conversion.

Urgency and Offers

  • Showcase limited edition pieces and emphasize their rarity to encourage immediate purchasing.
  • Run seasonal promotions (e.g., Mother's Day, Christmas) with limited stock to create urgency.

Guarantees and Risk Reversal

  • Promote the 'free restringing' service as a risk reversal strategy.
  • Highlight the high-quality materials and craftsmanship as a guarantee of product longevity.

Shock and Awe

  • Offer a branded jewelry cleaning cloth with every initial purchase as a surprise gift.
  • Include a personalized note with the customer's name in every shipped product box for a personal touch.
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Digital welcome letter sent post-purchase, outlining the journey to their handcrafted piece
  • Create behind-the-scenes Instagram stories and posts to connect the customer with the creation process

Communication Cadence

  • Monthly email newsletter showcasing new designs and telling the story behind each piece
  • Instagram posts daily on product and creation process

Client Education

  • Blog posts on jewelry maintenance and the value of handcrafted pieces
  • Video tutorials on how to style and care for their jewelry

Personalized Touches

  • Send a handwritten thank you note with each delivery
  • Celebrate customer birthdays with a special discount
  • Milestone recognition for repeat customers, such as a reward for 5, 10 purchases

Visuals and Documentation

  • Provide high-quality images of each custom piece for customer downloads
  • Document the creation process with a photo collage sent with the order

Feedback and Proactive Support

  • Regularly encourage product reviews and ratings
  • Follow-up customer support email two weeks after delivery check-in on the piece

Guarantee or Promise

  • Deliver a 'designed to last' promise, with a free restringing service for life

Operational Excellence

  • Maintain an immaculate website with a straightforward checkout process
  • Respond to every Instagram and email query within 24 hours

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Offer a jewelry maintenance service every six months, providing professional cleaning and minor repairs
  • Launch an annual ornament exclusive subscription, where customers receive a new unique jewelry piece tailored to their taste annually

Upsells & Cross-Sells

  • Promote paired pieces that complement popular items (E.g., earrings that match bracelets)
  • Upsell premium jewelry care kits with each purchase

Bundling & Packaging

  • Introduce 'Complete Look' packages that bundle complementary items together, appealing to those who appreciate a coordinated look
  • Offer 'Seasonal Sets' that consist of pieces curated for each season or holiday

Loyalty & Retention Programs

  • Develop a 'Gold Club' membership that offers exclusive designs, advance access to new collections, and unique customization options
  • Implement a points system where purchases, referrals, and social media shares can accumulate towards discounts or exclusive pieces

Custom Services and Personalization

  • Expand customizable options, allowing customers to select their preferred gemstones and materials for specific pieces
  • Offer an option to engrave initials or personal symbols on chosen pieces

Pricing Strategy

  • Reward long-term customers with occasional discounts on exclusive pieces not available to the general public
  • Introduce a 'Buy More, Save More' pricing strategy to incentivize larger purchases

Customer Data and Insights

  • Invest in a customer data platform to better understand buying behavior, repeat purchases, and most loved pieces
  • Use data insights to offer personalized recommendations and bespoke jewelry design services

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • A 10% discount on the next purchase for the referrer
  • A $100 gift card for every successful referral
  • Exclusive one-time 10% off for referees on their first purchase

Shareable Assets

  • Refer-a-friend shareable social posts and email templates
  • Instagram Story templates with @mention functionality for easy referral
  • Physical referral cards included in each purchase for in-person sharing

Timing and Triggers

  • After a successful purchase, share referral incentives via email and package inserts
  • During holiday season or special occasions, send email reminders about referral program

Client Success Stories

  • Regularly feature customer testimonials on social media and website
  • Encourage customers to share unboxing/review videos, giving a shoutout for quality content

Referral Contests

  • Quarterly contests where the customer with the most referrals wins a custom piece

Partner or Affiliate Programs

  • Collaborate with influencers who cater to similar demographics for broader reach
  • Develop an affiliate program with a set commission for each completed sale

Thank-You Experience

  • Send handwritten thank-you notes to top referrers
  • Surprise loyal customers with an annual 'customer of the year' gift

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