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Canvasback Pet Supplies

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Ideal customer is a successful, high-income business owner in their early 50s, who values their time, quality products, and sees their pets as part of the family. They appreciate a quick and efficient shopping experience complemented by expert advice and excellent customer service.

Audience Type

  • B2C
  • Affluent pet owners aged 50+, primarily self-employed or successful business owners

Needs – Primary Buying Considerations

  • High-quality, durable pet products
  • Expert guidance for product selection
  • Efficient and convenient shopping experience
  • Trusted brands and reliable customer service

Demographics

  • Age Range: 50+
  • Gender: Not specified
  • Geography: Canada
  • Income Level: High
  • Profession: Self-employed / Business owners

Psychographics

  • Lifestyle: Busy, professional, and personal full life
  • What they value: Time, quality, convenience, relationships
  • Pain Points: Busy schedule requiring quick and efficient shopping
  • Buying Behavior: Loyal to businesses offering quality, convenience, and good customer service

2. My Message to My Target Audience

Refined Elevator Pitch

  • Canvasback Pet Supplies makes the lives of pet parents seamless by offering high-quality pet essentials through personalized service and expert advice, transforming pet care into a hassle-free, joyful experience.

Understanding Their Pain Points

  • The struggle to find high-quality pet care essentials in one place.
  • Overwhelmed by numerous choices and lack of expert advice.
  • Difficulty balancing quality pet care with a demanding lifestyle.

Transformation

  • Getting high-quality, reliable pet care products conveniently.
  • Enjoying peace of mind knowing their pets are well taken care of.
  • Enhancing pet-care routine with stress-free shopping experiences.

Unique Selling Proposition (USP)

  • Unyielding dedication to quality and personalized service.
  • Over 60 years of experience in fruitful pet care.
  • Enriching pet well-being while fostering loyalty and community.

Brand Values & One-Liners

  • "At Canvasback, we care beyond pet supplies."
  • "Your trusted companion in seamless pet care since 1958."
  • "Canvasback: Quality products and genuine care – the Canvasback Way."

Tone

  • Canvasback Pet Supplies embodies a warm, trustworthy, and professional tone designed to resonate with our responsible and efficient customers who seek unparalleled quality and personalized service.

Hero Text Idea

  • Flag Text: "Canada's Premier Pet Supply Store."
  • Main Headline: "Canvasback Pet Supplies - A Partner in Your Pet's Well-being."
  • Sub Headline: "Offering top-tier pet essentials and expert advice. Elevate your pet's care with products you can trust."
  • CTA: "Shop Now for Happy, Healthy Pets."

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

Website

  • Keep Shopify as the platform due to its good integration with brick & mortar stores.
  • Set up Google Analytics to track conversions/events like purchase, visit duration, bounce rate.
  • Design mobile-friendly due to the high usage among our target audience.

Social Media

  • Utilize Facebook for targeting our demographic (50+), post twice weekly about pet care tips, new products.
  • Leverage Instagram to showcase products & customer stories, post 3 times weekly using 50+/pet owner hashtags.

Paid Advertising

  • Utilize Google Ads to target keywords around high-quality pet products/supplies.
  • Use Facebook Ads to target 50+ pet owners in Canada.

Content Recommendations

  • Write blog posts around pet care, product uses, customer stories.
  • Create videos showing product demos, pet grooming tips.

Podcasts

  • Start a bi-weekly podcast featuring interviews with pet care experts.
  • Appear on pet-focused podcasts like Dog Splaining, Pure Dog Talk.

Directories

  • Get listed on pet-focused directories like Pets.ca, The Pet Directory.

Publications

  • Feature articles in pet-focused publications like Modern Dog Magazine, The Bark.

Partnerships & Outreach

  • Partner with local vet clinics, pet grooming services for promotions.
  • Arrange a referral program with them.

SEO and Content

  • Focus the blog on pet care, best pet products - aim for long-tail keywords.
  • Utilize structured data to enhance product page SEO.

Offline and Local Media

  • Organize local community events for pet owners.
  • Advertise in local newspapers, magazines focusing on our target audience.

Online Events

  • Host monthly webinars on pet nutrition, grooming, etc.

Online Networking

  • Join relevant Facebook groups, Reddit communities for pet lovers.

Cold Outreach

  • Reach out to pet influencers/ bloggers for product reviews/ features.
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • 'Pet Care 101': A comprehensive guide for new pet owners
  • 'Healthy Pet Food Recipes': An eBook with nutritious, easy-to-make pet meals
  • 'Benefits of High-Quality Pet Products': A comparison infographic showing long-term savings and health benefits

Tripwire Offer

  • 'Starter Pack for New Pet Owners': A discounted bundle of essential pet care items
  • 'Gourmet Pet Treat Sampler': Low-cost, high-quality treat box for first-time customers

Welcome Sequence

  • Welcome email with special discount code
  • Follow-up email introducing top-tier products and sharing pet care tips
  • Third email prompting product reviews or feedback

Segmentation

  • Use Shopify's customer tagging for segmentation: new vs returning, online vs in-store, pet type, purchase frequency

Chatbot and Automation

  • Integrate a Shopify-friendly chatbot for FAQs and product suggestions
  • Set up automated email reminders for product re-purchases or restocking based on past purchase data

2. My Lead Nurturing System

Marketing CRM

  • Recommended platform: Hubspot, due to ease of use and integration with Shopify
  • Automation capabilities: Email sequences, customer segmentation, behavior tracking
  • Recommended improvements: Set up customer profiling, implement automated email workflows

Sales CRM

  • Recommended platform: Zoho CRM, affordable and great for small-medium businesses
  • Pipeline tracking or handoff process: Implement deal stages, set up sales reports and analytics

Automated Follow-Ups

  • Types: Post-purchase thank you, reorder reminders, birthday wishes
  • Frequency: Immediately after relevant triggers

Newsletter

  • Frequency: Bi-weekly
  • Topics: Pet care advice, new product highlights, customer stories
  • Segmentation: New customers, repeat customers, pet types

Retargeting & Ads

  • Platforms: Facebook and Google AdWords, focusing on reminder campaigns and promoting top-selling products

Social Media and Content

  • Posting frequency: Facebook (2/wk), Instagram (3/wk)
  • Content type: Product features, customer stories, pet-care advice

Webinars and Events

  • Suggested cadence: Monthly webinars on pet grooming, nutrition, etc.

Other Nurture Channels

  • Chatbot: Gobot for Shopify, for FAQs and 24/7 customer assistance
  • SMS: Use TextMagic service for delivery updates, offers
  • WhatsApp: As a personalized customer service channel

3. Sales Conversion Strategy

Sales Process

  • Define customer journey with clearly marked touchpoints to identify friction areas.
  • Establish standard process for customer inquiries, be it online or via a phone call.
  • Implement post-purchase follow-ups to gather feedback and inspire repeat purchases.
  • Set up automated reminders for re-stocking via email or SMS.

Sales Assets

  • Develop scripts for staff to guide customers in product selection based on pet's breed, age, health.
  • Create Standard Operating Procedures (SOPs) for handling common customer queries or issues.
  • Build high-quality product catalogs showcasing features, benefits, and pricing.

Testimonials and Case Studies

  • Encourage customers to share their experiences on Social Media platforms - incentivize via a loyalty program.
  • Feature positive testimonials/case studies prominently on website, in-store, and in marketing materials.

Conversion Rate Insights

  • Use Google Analytics to track conversions and identify areas of improvement.
  • Run A/B tests on website to improve conversions.

Urgency and Offers

  • Devise seasonal promotions to drive sales during popular pet holidays (e.g., National Pet Day).
  • Create exclusive flash sales for loyalty program members.

Guarantees and Risk Reversal

  • Offer satisfaction guarantees to boost customer confidence (e.g., 'Not happy with your product? Exchange it with ease').

Shock and Awe

  • Recognize loyal customers with surprise gifts or exclusive discounts.
  • Offer new customers a welcome gift with their first purchase.
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Handwritten 'welcome' notes included in first in-store or online purchase
  • Informative pet care guide personalised by pet type provided at first purchase
  • Welcome email outlining loyalty program benefits with a personalised 'thank you'

Communication Cadence

  • Monthly email newsletter with pet care tips and product recommendations
  • Mobile text alerts for upcoming sales events or specialty product availability
  • Regular social media updates showcasing community involvement, behind the scenes, and product spotlights

Client Education

  • Online resource centre compiling expert advice, FAQs, and training videos
  • Regularly updated blog featuring expert pet care tips, product use cases, and customer stories
  • In-store seminars/workshops conducted by pet experts on pet care and health topics

Personalized Touches

  • Birthday gift vouchers or treats for the customer's pet
  • Anniversary celebration of customer being part of the loyalty program with small discounts or complimentary services
  • Personalised product recommendations based on purchase history

Visuals and Documentation

  • Share customer stories, before/after effects of using premium products on social media
  • Highlight the most popular products in-store with customer reviews and recommendations

Feedback and Proactive Support

  • Encourage customer reviews on website and incentivise with loyalty points
  • Follow up emails or texts checking in on product experience
  • Proactive customer support through live chat function on website

Guarantee or Promise

  • Commitment to ensure all pet products sold are of premium quality
  • Full refund or exchange for any products that do not meet customer expectations

Operational Excellence

  • Prioritise fast and efficient checkout both online and in-store
  • Maintain high standards of store cleanliness, product merchandising, and staff presentation

-1-hour fulfilment promise for any online orders for in-store pickup

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Offer subscription-based auto-renewal service for frequently purchased products like pet food or medications.

Upsells & Cross-Sells

  • Upsell with grooming services at checkout for customers buying related items.
  • Cross-sell by suggesting complementary products like toys, chews while buying pet food.

Bundling & Packaging

  • Provide all-in-one pet care packages (food, toy, health-care items).
  • Tiered pet care bundles (Standard, Premium) based on product quality or brand.

Loyalty & Retention Programs

  • VIP loyalty program with point system for repeat purchases.
  • Birthday rewards for pets to incentivize customer engagement and data collection.

Custom Services and Personalization

  • Offer Personal Shopping service for personalized experience.
  • White-glove premium delivery service for top-tier customers.

Pricing Strategy

  • Provide discounts on subscription-based purchases to promote long-term commitment.
  • Launch a value-based premium line of products with higher prices.

Customer Data and Insights

  • Utilize Shopify's data analytics tools to track customer purchases and identify churn opportunities.
  • Regular customer surveys to understand needs and preferences, and improve service.

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Provide customers with valuable discount codes for successful referrals
  • Give new customers exclusive offers on premium products or grooming services for using a referral code

Shareable Assets

  • Design referral cards that loyal customers can hand out to friends
  • Provide customers with prepared social media posts promoting referral program

Timing and Triggers

  • Ask for referrals to coincide with purchase of annual supplies or after grooming appointments
  • Program Shopify to email customers asking for referrals after successfully completed transactions

Client Success Stories

  • Collect testimonials from successful referrals to be shared on website and social media platforms

Referral Contests

  • Organize quarterly referral challenges providing highest referrers with premium pet products or grooming certificates

Partner or Affiliate Programs

  • Establish partnerships with local pet-related businesses to offer discounts or benefits for mutual referrals

Thank-You Experience

  • Send personalized thank-you notes to top referrers
  • Recognize high referrers on social media platforms

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