Lean Marketing

Before
(Prospect)

1. My Target Market

Primary Target Market Summary

Chopt Studio's ideal customer is a creative decision maker at a reputable creative agency that regularly manages high-profile campaigns, events or activations and values exceptional craftsmanship, efficiency, and creativity in build partners.

Audience Type

B2B
Creative Agencies

Industries (if B2B)

Advertising & Marketing
Event Planning & Services

Needs – Primary Buying Considerations

High-quality, efficient, and creative build solutions
Reliable partner to implement creative intent flawlessly
Clear communication and positioning as trustworthy advisors

Demographics

Age Range: Not Specified
Gender: Not Specified
Geography: Australia
Income Level: Not Specified
Profession: Senior Producer, Production Manager, Creative Director
Business Size (B2B Audience): Mid to Large Creative Agencies

Psychographics

Lifestyle: Fast-paced, creativity-focused
What they value: Efficiency, Quality, Creative Collaboration
Pain Points: Tight Deadlines, Demand for High-Quality Execution
Buying Behavior: Value peace of mind and reliability over cost
Decision-Making Roles:
Primary Decision Maker: Senior Producer, Production Manager
Secondary Decision Influencers: Creative Director
Support Roles: Other Agency Staff

Secondary Target Market

Chopt Studio also targets Marketing and Event Managers for premium brands who require high-end brand experiences without the internal build capability. They value reliability, precision, and single source solutions.

2. My Message to My Target Audience

Refined Elevator Pitch

Chopt Studio provides creative agencies and brands with the guarantee of transforming their unique concepts into flawless, on-brand physical experiences across Australia through our full in-house production triangle and proven Blackjack Process, so they can focus on fostering creativity and maintaining client relationships while we handle the stress of details, deadlines, and delivery.

Understanding Their Pain Points

Agencies and brands struggling with limitations of specialized partners
Current state of disjointed communications and potential missed deadlines
Pressure to deliver high-quality builds without a solid, reliable partner

Transformation

Confidence in the flawless execution of creative visions
Peace of mind, removing the ‘risk factor’ from creative production
Seamless transfer from conceptual design to final delivery, without stress

Unique Selling Proposition (USP)

Unparalleled full in-house service integrating design, production, and construction
Blending agency-level creativity with construction-grade precision
Exceptional quality, speed, and safety underpinning all processes

Brand Values & One-Liners

'Your Creative Realisers: From render to reality, flawlessly'
'Earn Your Edge: Outperform with our proven Blackjack Process'
'Quality-First: Exceptional creativity underpinned by construction-grade precision'
'Seamless Simplification: Full-service production that catapults your agency to elite status'

Tone

Chopt Studio embodies a tone that marries industry expertise with approachable professionalism. We inspire trust, confidence, and a partnership-like collaboration, fostering a sense of reassurance and a shared creative drive.

Hero Text Idea

Flag Text: 'Australia’s Premium Creative Production Partner'
Main Headline: 'Transforming Creative Visions Into Show-Stopping Realities'
Sub Headline: 'Seamlessly manage technical production under one roof; Focus on the big idea while we handle every detail - from unveiling captivating designs to final onsite setup.'
CTA: 'Start Your Risk-Free Creative Journey'

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

Website

Continue using Squarespace due to its user-friendly interface and cost-effectiveness
Track user interaction metrics such as page visit duration, click-through rate, and bounce rate
Prioritize mobile optimization due to increasing mobile use in B2B industries

Social Media

Focus on LinkedIn for B2B connections, partnerships, and thought leadership
Increase Instagram posting to 3-4 times per week showcasing completed projects, behind-the-scenes, and team members
Explore TikTok for creative behind-the-scenes content and engaging marketing-related videos

Paid Advertising

Google Ads targeted at keywords related to 'event environments', 'pop-up builds', and 'brand activations'
LinkedIn Sponsored Content targeting creative agencies and premium brands

Content Recommendations

Blog posts detailing the process of turning creative concepts into finished projects
Case studies highlighting past successful projects
Videos showcasing the creation process behind completed projects

Podcasts

Consider starting a podcast discussing the intricacies of creative project builds
Look to guest on 'The Creative Agency Podcast', 'Design Better Podcast', and 'The Creative Boom Podcast'

Directories

List on B2B directories like Clutch.co, G2, and agencies ranked
Join local business directories within Australia

Publications

Aim for mentions or articles in 'Campaign Brief', 'B&T Magazine', and 'Marketing Magazine Australia'

Partnerships & Outreach

Reach out to non-competing businesses within the creative industry for potential partnerships
Participate in creative conferences like Vivid Sydney or Melbourne Design Week

SEO and Content

Implement an SEO strategy focused on industry-specific keywords like 'creative production', 'event design', and 'pop-up experiences'

Offline and Local Media

Sponsor local industry events or creative competitions
Investigate opportunities with local business networks or media

Online Events

Host webinars educating on the process and benefits of an integrated creative-production process

Online Networking

Participate in relevant LinkedIn groups and forums related to advertising and event production

Cold Outreach

Use LinkedIn for targeted outreach to Creative Directors, Producers, and Marketing Managers
Utilize email marketing to reach out to potential leads in creative agencies and premium brands

During
(Lead)

1. My Lead Capture System

Lead Magnet

eBook Guide: 'How to Execute Seamless Creative Projects: Key steps for maintaining quality and timelines'
On Demand Webinar: 'Demystifying Successful Event Environments & Activations'
Free Consultation: 30-minute project feasibility assessment

Tripwire Offer

Initial Concept Render: Discounted initial render based on creative brief
Design Audit: Review of existing creative brief or build process with recommendations

Welcome Sequence

Welcome Email: Brief introduction of Chopt Studio and resources
Email Two: Case Study showcasing past project
Email Three: Invitation for a call or assessment

Segmentation

Based on Volume of Projects: High-volume clients flagged for priority handling
Based on Project Type: Agencies vs Direct Brands
Based on Project Complexity

Chatbot and Automation

Website Chatbot: Capture lead details and schedule consultation
Automation: Setup automated email follow-ups in Pipedrive
Automation: Track website user behaviour and automate email based on interest

2. My Lead Nurturing System

Marketing CRM

Current platform: Pipedrive
Automation capabilities: Email campaigns, automation, lead capture, and tracking
Recommended improvements: Integrate Pipedrive with a marketing automation tool like ActiveCampaign to streamline marketing processes

Sales CRM

Current platform: Pipedrive
Pipeline tracking: Visual pipeline display, progression tracking, deal updates
Recommended upgrades: Explore the advanced features of Pipedrive like sales forecasting and custom fields for better sales visualization

Automated Follow-Ups

Types of automations: Post-discovery call follow-up, post-proposal presentation follow-up, post-project debrief follow-up
Frequency: Immediately after the respective stages

Newsletter

Frequency: Monthly
Topics: Industry tips, behind-the-scenes processes, case studies, project highlights
Segmentation: Based on the client's role (creative agency or direct brand)

Retargeting & Ads

Platforms: LinkedIn, Google Ads
Goals: Stay top-of-mind for prospects who have shown an interest but are yet to convert

Social Media and Content

Posting frequency: 3-4 times a week
Content type: Completed projects showcase, behind-the-scenes snippets, team highlights

Webinars and Events

Suggested cadence: Quarterly
Purpose: Showcase expertise, educate clients and prospects

Other Nurture Channels

Chatbot on the website for immediate responses and lead capture
Personalized email marketing with ActiveCampaign

3. Sales Conversion Strategy

Sales Process

Refine qualification process for inbound leads to assess fit based on scope, timeline, and budget
Implement Chopt Studio's project triangle review in Discovery & Briefing for feasibility and delivery strategy
Enhance Concept & Proposal with clear timeline, quotation, and visual support to build confidence
Simplify Conversion & Onboarding with clear expectations and dedicated communication channels
Strengthen Post-Project & Retention with debrief call, appreciation email, and upsell opportunities

Sales Assets

Create a standardized proposal template with pricing, timeline, and delivery strategy
Develop visual aids for proposals showcasing past work and successful partnerships
Build an objection handling script for common concerns, emphasizing Chopt Studio's in-house capabilities and proven process

Testimonials and Case Studies

Regularly collect testimonials from satisfied clients after successful project completion
Develop compelling case studies detailing outstanding builds, to be published on website and social media
Showcase reviews and testimonials prominently on the website and in proposals

Conversion Rate Insights

Regularly measure conversion rates from leads to customers
Identify common factors of lost opportunities and refine process accordingly

Urgency and Offers

Develop time-bound promotions and seasonal deals for recurring events or campaigns
Highlight the benefits of quick decision-making (faster timelines, less stress)

Guarantees and Risk Reversal

Clearly communicate risk reversals like money-back guarantee if the project does not meet agreed standards
Highlight past successful projects as proof of Chopt's commitment to guarantee and risk reversal

Shock and Awe

Develop a welcome package for new leads including choice of branded merch
Surprise valued customers with unexpected value-adds (e.g., complimentary site-visits, premium finish upgrades) during the project lifecycle

After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

Welcome email with a clear breakdown of the Blackjack Process and operational expectations.
Kickoff call with your dedicated project triangle to ensure alignment and clarify next steps.
Delivery of a branded Chopt Studio project folder with key contact information.

Communication Cadence

Weekly check-in calls to update on status and address any potential concerns.
Daily milestone updates through the chosen communication channel (Teams, email, etc.).
Client walkthroughs at critical stages of the project.

Client Education

Access to online knowledge base with guides, FAQs, and training videos about the build process.
Educational content about materials, sustainability efforts, and build techniques.

Personalized Touches

Milestone celebrations with personalized messages and photos of project's progression.
Thoughtful gifts at the project handover as a token of appreciation (e.g., photo book of the build process).
Birthday or special occasion acknowledgement for key contacts.

Visuals and Documentation

Before and after photos capturing the transformation from render to reality.
Detailed breakdown reports with metrics demonstrating successful project delivery.

Feedback and Proactive Support

Debrief call post-project to discuss performance, challenges, and improvements.
Annual customer satisfaction survey and prompt resolution of any issues.
Proactive check-ins after major project milestones or unforeseen issues.

Guarantee or Promise

Assurance of the Blackjack Process providing risk-free delivery on timelines and quality.
Affirmation of complete creative convergence with the client's vision.

Operational Excellence

Strict adherence to schedules, punctual initiation, and completion of each project phase.
Maintenance of impeccable appearance of workspaces and consistent communication standards.

2. How I Increase Customer Lifetime Value

Renewals & Contracts

Implement automatic renewals for projects with ongoing requirements
Offer multi-project contracts with tiered discounts

Upsells & Cross-Sells

Promote expanded services like advanced conceptualization and 3D renderings
Cross-sell services like contract project management for their events or campaigns

Bundling & Packaging

Bundle production packages that include design concept, fabrication, and delivery
Offer end-to-end build solutions packages at slightly reduced pricing

Loyalty & Retention Programs

Create loyalty program offering priority scheduling and exclusive design consultation
Implement referral incentives for existing clients (discounts or other perks)

Custom Services and Personalization

Offer personalized project consultation/management services as an upsell
Include white-label capability as a premium service

Pricing Strategy

Incentivize longer-term contracts with structured discounts through 'save as you build more' strategy
Promote value-based pricing, emphasizing comprehensive service provisions

Customer Data and Insights

Leverage CRM (Pipedrive) to track project outcomes and detect customer churn risks
Analyze customer satisfaction data to identify personalization and service extension opportunities

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

Referring customers receive a 5% discount on their next project
New customers referred through this program get a 3% discount on their first project

Shareable Assets

Customisable 'We're working with Chopt Studio!' social media posts
'Refer a Friend' business cards to hand out at industry events
A branded referral landing page including benefits of working with Chopt Studio

Timing and Triggers

Ask for referrals at project sign-off when customer satisfaction is highest
Automated email to the customer 1 week after project completion with referral incentives

Client Success Stories

Share success stories on the website and social media to inspire referrals
Monthly email newsletter featuring latest projects and customer testimonials

Referral Contests

Quarterly 'Refer & Win' contest with a prize (like a premium office decor piece)

Partner or Affiliate Programs

Partnership program with creative agencies, offering a commission for each referred project

Thank-You Experience

A personalized thank-you video sent to top referrers
Occasional surprise gifts sent to customers who have consistently referred new clients

Chopt Studio

Your 1-Page Marketing Plan is Ready!