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Chopt Studio

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Senior Producer, Production Manager, or Creative Director at an experiential, advertising, or event agency (e.g., Rizer, Jack Morton, Amplify, EssenceMediacom).

Audience Type

  • B2B
  • Key customer segments: Experiential agencies, Advertising agencies, Event agencies.

Industries

  • Advertising and Marketing
  • Events and Hospitality

Needs – Primary Buying Considerations

  • Clear communication
  • Accountability
  • Speed and punctuality
  • Craftsmanship (quality builds)
  • Creatively aligned partners

Demographics

  • Age Range: Not specified
  • Gender: Not specified
  • Geography: Australia wide, possibly global
  • Income Level: High range
  • Profession: Senior producer, production manager, creative director.
  • Business Size: Medium to large size agencies or brands.

Psychographics

  • Lifestyle: Not defined
  • What they value: Quality, timeliness, and creative coherence
  • Pain Points: High-pressure campaigns, Tight deadlines, demanding clients
  • Buying Behavior: Seek trust, reliability, and creative coherence in potential partners
  • Decision-Making Roles:
  • Primary Decision Maker: Senior Producer, Production Manager, Creative Director
  • Secondary Decision Influencers: Not specified
  • Support Roles: Not specified

Secondary Target Market

  • Marketing or Event Manager for a premium brand (e.g., Paramount+, Amazon, Qantas, or AO partners). They value trust, polish, and a one-stop solution that brings their brand vision to life.

2. My Message to My Target Audience

Refined Elevator Pitch

  • Chopt Studio brings creative agencies and brands peace of mind by bringing their ideas from render to reality. By integrating design, production, and construction, we ensure on-time, safe, flawless, and wow-encompassing presentations for our clients, allowing them to concentrate on their core creative and client relationships.

Understanding Their Pain Points

  • The strain of managing a high-pressure campaign with tight deadlines and demanding clients
  • Currently struggling to execute ambitious ideas into reality
  • Lack of quality, accountability, and clear communication in their current build partners

Transformation

  • Successful, stress-free presentations, flawlessly executed
  • Peace of mind, allowing focus on creative concepts and client relationships
  • From being overwhelmed to feeling in control and certain of high-quality delivery

Unique Selling Proposition (USP)

  • Full-service in-house production triangle (PM–Construction Captain–Industrial Designer)
  • Proven Blackjack Process ensures project completion without missing details
  • Fluent in both 'agency' and 'construction'; providing creativity with premium craftsmanship

Brand Values & One-Liners

  • "Bringing brands to life from render to reality - flawlessly."
  • "Offering creative peace of mind through certainty, quality, and the wow factor."
  • "Not just builders - we're creative partners who execute at a world-class standard."

Tone

  • Chopt Studio embodies a tone of competence, assurance, and dedication. We inspire feelings of trust, relief, and wondrous satisfaction in our customer, amplifying their creative vision through our top-tier execution.

Hero Text Idea

  • Flag Text: Australia’s Premium Build Partner
  • Main Headline: Bringing Brands to Life with Flawless Delivery
  • Sub Headline: From creative concept to physical experience, we ensure flawless, on-time, stress-free delivery of your vision. Let us worry about deadlines and details.
  • CTA: Begin your stress-free creative journey with us today

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

Website

  • Retain Squarespace platform for website; affordable with excellent design capacities.
  • Track conversions: Contact form submissions, Client brief submissions, Click-to-call actions.
  • Optimize both for mobile and desktop; likely, business decisions will be made across devices.

Social Media

  • Focus on Instagram and Linkedin; ideal for B2B visual storytelling and networking.
  • Post frequency: Instagram 3x per week, LinkedIn 2x per week.
  • Content: Behind-the-scenes project development, Client testimonials, Finished projects.

Paid Advertising

  • Paid channels: Google Ads (targeting relevant search keywords for build agencies), LinkedIn sponsored ads to targeted professions.
  • Campaign goals: Brand awareness, lead generation.

Content Recommendations

  • Blog topics: 'The journey of a project', 'The importance of integrated approach in design', 'Building brands beyond the blueprint'.

Podcasts

  • Appear on relevant podcasts like 'The Quickie' which interviews creatives in design and architecture.

Directories

  • Listing on B2B directories like Yellow Pages Australia, Hotfrog.

Publications

  • Pursue features in industry publications like 'AdNews', 'B&T Magazine'.

Partnerships & Outreach

  • Approach creative agencies for joint ventures.
  • Seek speaking opportunities at industry events.

SEO and Content

  • Develop blog series for SEO, focusing on keywords like 'design build agency', 'creative production studio'.

Offline and Local Media

  • Sponsor local creative events.
  • Engage in direct mail campaigns targeting local agencies.

Online Events

  • Host a webinar demonstrating an overview of the 'Blackjack Process'.

Online Networking

  • Participate in LinkedIn groups for Event Managers and Creatives.

Cold Outreach

  • Target Senior Producers, Production Managers, or Creative Directors at agencies via LinkedIn InMail.
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • Free resource guide: '5 Things to Consider When Choosing a Creative Production Partner'
  • Behind-the-scenes video tour of a successful project
  • Free risk assessment checklist for major events

Tripwire Offer

  • Reduced-price preliminary project consultation
  • Mini-package for sound & lighting design
  • Special priced 'brand activation' mini-project

Welcome Sequence

  • Welcome email with lead magnet and brief company introduction
  • Follow-up email with customer success stories
  • Third email emphasizing the USP with a soft sell
  • Final email with a limited-time offer or discount coupon

Segmentation

  • Segment based on lead source (referral, inbound, event, LinkedIn)
  • Consider industry/brand/agency as another segment layer
  • Distinguish repeat customers from new leads for personalized communication

Chatbot and Automation

  • Deploy chatbot on-site to facilitate FAQ's
  • Use chatbot to capture lead info and funnel them into the mailing sequence
  • Integrate chatbot with Pipedrive for automatic lead data entry
  • Automation for follow-up emails post initial contact and proposal submission

2. My Lead Nurturing System

Marketing CRM

  • Current platform: Pipedrive
  • Automation capabilities: Email follow-ups, Lead scoring, Activity tracking
  • Recommended improvements or replacements: None, continue using Pipedrive if it satisfies the needs

Sales CRM

  • Current platform: Pipedrive
  • Pipeline tracking or handoff process: Lead entry to deal closing tracking
  • Recommended upgrades: Add automations for lead nurturing activities

Automated Follow-Ups

  • Types of automations: Post-opt-in welcome sequence, post-proposal follow-ups, reactivation sequence for dormant leads
  • Frequency or triggers: Trigger upon opt-in, 24 hours after proposal, 60 days of inactivity

Newsletter

  • Frequency: Bi-monthly
  • Topics or content pillars: Finished projects showcase, Behind-the-scenes project development, Industry insights
  • Segmentation: Based on client type (Brand or agency), client stage (new or returning)

Retargeting & Ads

  • Platforms and goals: LinkedIn and Google Ads remarketing for brand awareness and lead engagement

Social Media and Content

  • Posting frequency: Instagram 3x per week, LinkedIn 2x per week
  • Content type or campaign focus: Visual storytelling of projects, Client testimonials, Team showcase

Webinars and Events

  • Suggested cadence or purpose: Monthly webinars showcasing a finished project or discussing an industry topic

Other Nurture Channels

  • Chatbot: Deployed on website for instant engagement and common inquiries
  • SMS: Use SMS for appointment reminders, major project milestones

3. Sales Conversion Strategy

Sales Process

  • Formalize the current 6 steps: Lead Capture, Discovery, Proposal, Conversion, Build, Retention in the CRM system, Pipedrive.
  • Create automated reminder and follow-ups within Pipedrive for each stage of the sales process.
  • Develop a project assessment checklist for the Discovery stage to ensure all critical information is gathered.

Sales Assets

  • Create an objection-handling script tailored to common concerns like cost, timeline, and expertise.
  • Develop a persuasive proposal template that showcases Chopt’s offering, past work, and USP.
  • Standardize a vibrant and convincing pitch deck for prospects that communicate Chopt’s process and past successes.

Testimonials and Case Studies

  • Systematically request testimonials from every satisfied customer to build social proof.
  • Showcase testimonials prominently on the website and integrate them into sales proposals.
  • Develop detailed case studies of successful projects to display Chopt’s capability and reliability.

Conversion Rate Insights

  • Leverage Pipedrive’s analytics to monitor and optimize conversion rates at each stage of the sales process.
  • Set a realistic goal for conversion rate improvement based on current performance and industry standards.

Urgency and Offers

  • Consider seasonal promotions based on industry calendar (awards season, major events, etc.).
  • Develop messaging that emphasizes the importance of booking Chopt’s services in advance to secure their high demand schedule.

Guarantees and Risk Reversal

  • Develop a service guarantee that reinforces Chopt’s commitment to meeting project deadlines and quality.
  • Display this guarantee prominently in sales proposals and on the website to enhance trust.

Shock and Awe

  • Create a 'Welcome Package' for new project clients. This could include a personalized note, a booklet of past successful projects, branded office goodies, and a project timeline roadmap.
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Kickoff meeting to align scope, risk, and client expectations.
  • Welcome video tour showcasing the 'Blackjack Process'.
  • Personalized welcome email with project timeline, contact details, and escalation procedure.

Communication Cadence

  • Daily progress updates and client walkthroughs.
  • Milestone celebration emails highlighting progress.
  • Regular check-ins via client's preferred channel (Teams, email, etc.).

Client Education

  • Reusable 'Build Guide' clarifying the build process, timeline, and quality measures.
  • Educational videos demonstrating craftsmanship, safety measures, and sustainability practices.

Personalized Touches

  • Handwritten thank-you notes post-project completion.
  • Customized project completion gifts reflecting the nature of the build.
  • Birthday and holiday greetings to build personal relationships.

Visuals and Documentation

  • Before and after photos to demonstrate build transformations.
  • Project documentation and detailed reports ensuring transparency.

Feedback and Proactive Support

  • Post-project debrief call seeking client feedback.
  • Satisfaction surveys addressing project experience, communication, and improvements.

Guarantee or Promise

  • 'On-Time, On-Budget, On-Brand' guarantee assuring clients of delivery commitments.

Operational Excellence

  • Strict adherence to timelines and punctuality.
  • Clean, presentable appearance of workspaces and team members.
  • Clear communication and rapid response standards.

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Offer multi-project contracts with a discount for long-term commitment
  • Implement a retainer model for clients with recurring needs
  • Build a renewal system around project cycles for continuous engagement

Upsells & Cross-Sells

  • Enhance the current offering with premium services like Premium Project Management, Concept Development
  • Provide additional services like full event management, not just construction
  • Cross-sell between related services like production and design

Bundling & Packaging

  • Develop tiered project packages such as Basic, Premium, and Elite
  • Bundle design, production, and delivery service for a complete solution
  • Create packaged deals for clients with multiple events planned

Loyalty & Retention Programs

  • Create a VIP program with exclusive benefits for repeat clients
  • Implement a point system based on project value and offer discounts or rewards
  • Roll out referral incentives for existing clients who refer new business

Custom Services and Personalization

  • Provide white-glove project management service for high-value projects
  • Offer customized build solutions tailored to the unique needs of premium clients
  • Introduce personalized design consultancy

Pricing Strategy

  • Incentivize long-term commitment with discounts
  • Offer volume-based pricing for agencies with multiple activations
  • Keep pricing competitive based on market research and economic factors

Customer Data and Insights

  • Leverage Pipedrive CRM for tracking customer engagement and identifying churn
  • Implement analytics to identify growth opportunities within existing customer base
  • Conduct post-project surveys to gather feedback and inform service improvements

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Reward referrers with a discount on their next project.
  • Offer exclusive early-bird access to new services for referees.

Shareable Assets

  • Generate digital referral cards easily sharable through email or social media.
  • Create pre-written copy for referral emails with a personal touch.
  • Create a portfolio of past successful projects, easily viewable and sharable.

Timing and Triggers

  • Ask for referrals immediately after successful projects completion.
  • Automate emails requesting referrals upon the closure of a successful project.

Client Success Stories

  • Collect testimonials after each project and share regularly on social media networks.
  • Create video content featuring successful projects to share on social media platforms.

Referral Contests

  • Run quarterly referral contests with rewards for the highest referrer.

Partner or Affiliate Programs

  • Establish partnerships with event agencies for referrals in exchange for a comission.
  • Develop an affiliate program with similar businesses to mutually refer clients.

Thank-You Experience

  • Send personalized appreciation emails to referrers.
  • Annually recognize top referrers on social platforms for their efforts.
  • Surprise top referrers with a branded gift.

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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