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Christie's Lighting Gallery

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Affluent homeowners aged 50+ planning to build or remodel their part-time home, who live in gated communities and value social status.

Audience Type

  • B2C
  • Affluent homeowners, builders, designers

Needs – Primary Buying Considerations

  • High-quality, design-forward lighting
  • Complimentary lighting design service

Demographics

  • Age Range: 50+
  • Gender: Both
  • Geography: United States, WNC
  • Income Level: $200K+
  • Profession: Varied, but likely to own secondary property

Psychographics

  • Lifestyle: Affluent, homeowners, contemplating home remodeling
  • What they value: Design, status, quality
  • Pain Points: Need for professional design consultation, need for high-quality lighting
  • Buying Behavior: Willing to invest time in design consultation, prioritize quality and design

Secondary Target Market

  • Builders and interior designers serving affluent clients, who need a reliable supplier of quality lighting and design services.

2. My Message to My Target Audience

Refined Elevator Pitch

  • Christie's Lighting Gallery brings warmth and elegance to homes across WNC by offering expert lighting design services and quality products, empowering homeowners to elevate their living spaces.

Understanding Their Pain Points

  • Difficulty in finding reliable lighting and design service providers
  • Homeowners and builders concerned with the aesthetics and function of their homes
  • Clients aspire for an elegant and warm living space, yet fail to effectively leverage lighting

Transformation

  • Homeowners and builders are confident in their lighting choices
  • They experience elevated status within their gated communities through exquisite home aesthetics
  • Their living spaces transition from 'just functional' to 'warm and inviting'

Unique Selling Proposition (USP)

  • We provide complimentary lighting design services that cater to customer needs
  • Clients are relieved from storing their purchases, with free storage and delivery on offer
  • Unbeatable value thanks to superior products, warranty services, and extraordinary customer service

Brand Values & One-Liners

  • We light up your world with elegance
  • Turning your house into a warm, inviting home
  • We bring your ideas to light

Tone

  • Christie's Lighting Gallery champions sophistication and warmth. We aim to evoke feelings of satisfaction and pride amongst our clientele, reinforcing their decision to entrust their homes to us.

Hero Text Idea

  • Flag Text: Lighting Up WNC
  • Main Headline: Elevate Your Home with Elegant Design
  • Sub Headline: Transform your living spaces with our curated lighting solutions and complimentary design services. Feel a sense of pride and satisfaction in your luxurious home.
  • CTA: Schedule Your Free Design Consultation Today

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

Website

  • Optimize website using WordPress for easier management and SEO friendly features.
  • Track customer visit behavior and completed purchases using Google Analytics.
  • Mobile-optimized website since large proportion of users may access website on mobile devices.

Social Media

  • Focus on Facebook and Instagram as primary social platforms given target demographics.
  • Post 1-2 times per week featuring images of well-lit homes and design tips.

Paid Advertising

  • Run targeted Facebook and Google ads to reach affluent homeowners.
  • Consider cost-per-click campaigns to drive more traffic to website.

Content Recommendations

  • Create blog posts on lighting design trends, how to choose lighting, etc.

Directories

  • List business on directories like Builder’s Directory, HomeAdvisor, and Houzz.

Publications

  • Contribute or get featured in home design magazines like House Beautiful or Elle Decor.

Partnerships & Outreach

  • Partner with local builders and designers to offer your services.
  • Join local design events and fairs to increase visibility.

SEO and Content

  • Write keyword-optimized blog posts related to lighting design and home remodeling.

Offline and Local Media

  • Regularly join local home design events for live promotion.
  • Consider billboard advertising in local affluent communities.

Online Events

  • Host webinars or virtual tours showcasing lighting design services and products.

Online Networking

  • Join relevant home design and remodeling Facebook groups and forums.

Cold Outreach

  • Email campaign targeting gated community homeowners in WNC.
  • Direct message potential leads on LinkedIn.
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • 'The Ultimate Guide to Home Lighting Design'
  • A 'Find your lighting style' Interactive Quiz
  • A Catalog highlighting latest lighting trends

Tripwire Offer

  • Limited-time offer on select lighting fixtures
  • Discount coupon for initial consultation
  • Special price for first purchase after signing up

Welcome Sequence

  • Welcome email with a personal introduction and business background
  • Follow-up emails highlighting product range, design services, and unique benefits
  • Email sequence that educates about lighting design while promoting products and services

Segmentation

  • Label leads based on their lighting style preferences from the quiz
  • Segment customers based on their purchase history and consultation records
  • Categorize based on demographic data (homeowners, builders, designers)

Chatbot and Automation

  • Implement chatbot to answer FAQs and schedule consultations
  • Use automation to send targeted emails based on customer segmentation
  • Upgrade CRM to manage better customer interactions and automate follow-ups

2. My Lead Nurturing System

Marketing CRM

  • Current platform: Unspecified
  • Recommended improvements: Implement a robust CRM like HubSpot for better customer relationship management and automation features.

Sales CRM

  • Current platform: Unspecified
  • Recommended upgrades: Consider using Pipedrive or Zoho as they are more suited for small to mid-sized businesses.

Automated Follow-Ups

  • Types of automation: Post-opt-in, pre-purchase reminders, abandoned cart, reactivation
  • Triggers: User opt-ins, users adding items to cart but not checking out, inactive users

Newsletter

  • Frequency: Bi-weekly
  • Topics: New product arrivals, design tips, case studies
  • Segmentation: Homeowners, builders, designers

Retargeting & Ads

  • Platforms: Google Ads, Facebook Retargeting
  • Goals: Re-engage users who visited the site but didn't make a purchase

Social Media and Content

  • Posting frequency: Twice a week
  • Content focus: Before and after transformations of homes, customer testimonials, lighting tutorials

Webinars and Events

  • Suggested cadence: Monthly webinars focusing on topics such as 'The Impact of Lighting in Interior Design'

Other Nurture Channels

  • Chatbots on the site to assist in FAQs and scheduling design consultations
  • SMS automation for appointment reminders and delivery updates

3. Sales Conversion Strategy

Sales Process

  • Continue offering free design consultations as a primary sales driver
  • Integrate CRM with booking system to automate reminders and follow-ups
  • Setup online booking for consultations to increase accessibility and avoid delays

Sales Assets

  • Develop a standardized proposal template showcasing lighting options, pricing, and benefits
  • Create a FAQs sheet addressing common concerns and objections
  • Curate a selection of 'before' and 'after' images to showcase the impact of good lighting design

Testimonials and Case Studies

  • Encourage satisfied customers to leave reviews on Google and website
  • Create case study videos showcasing the transformation of spaces with our lighting designs
  • Feature testimonials prominently on website and in consultation room

Conversion Rate Insights

  • Use CRM to track leads and conversion rates, focus on improving those numbers quarter-over-quarter

Urgency and Offers

  • Offer seasonal deals tied to home renovation trends (spring refresh, holiday glamour etc.)
  • Develop a 'fast mover' discount for customers who book follow-up consultations or make purchases within a specified time frame

Guarantees and Risk Reversal

  • Reiterate warranty services during consultation and in proposal
  • Offer a 30-day return policy for undamaged products to boost confidence

Shock and Awe

  • Consider sending a surprise gift post-consultation (unique light bulb, discount voucher, etc.) as a token of appreciation
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Welcome emails introducing the design team and services
  • Complimentary tour of the store and overview of lighting collections

Communication Cadence

  • Weekly text updates on purchase orders and design progress
  • Monthly catalogs sent via email showcasing new collections

Client Education

  • Design guides and lighting DIY videos published on website
  • FAQ section featuring common lighting and installation queries

Personalized Touches

  • Birthday cards with exclusive discount vouchers
  • Thank you notes with complimentary maintenance tips post-purchase

Visuals and Documentation

  • Before & after home lighting photos shared with customer approval
  • Comprehensive design plan sketches and reports

Feedback and Proactive Support

  • Regular satisfaction surveys emailed with discount incentives for completion
  • Prompt, personalized support via in-store, phone, email, or chat

Guarantee or Promise

  • Hassle-free return policy within 30 days of purchase
  • Optional extended warranty on all lighting products

Operational Excellence

  • Prompt appointments and respect for client time during design consultations
  • Uniformed, courteous, and professional in-store staff

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Implement a warranty renewal program for premium light fixtures
  • Offer extended warranty or care packages for high-end products

Upsells & Cross-Sells

  • Introduce upsell opportunities during design consultation (e.g., energy-efficient bulbs, lighting accessories)
  • Cross-sell complementary products (e.g., dimmers, timers, luxury bulb options)

Bundling & Packaging

  • Offer bundled deals for customers renovating several rooms (e.g., 'whole house' lighting package)
  • Create design-focused packages (e.g., 'modern', 'classic', 'rustic')

Loyalty & Retention Programs

  • Implement a points-based loyalty program for repeat customers
  • Offer exclusive discounts or early-access sales to regular customers

Custom Services and Personalization

  • Offer a premium-tier design consultation with custom lighting plans per room (fee redeemable upon purchase)
  • Implement an option for virtual design consultation

Pricing Strategy

  • Offer discounts for bulk purchases
  • Experiment with tiered pricing models for the design consultation service

Customer Data and Insights

  • Track customer purchases with CRM to identify re-purchase patterns and potential upsell opportunities
  • Conduct regular customer surveys to understand satisfaction drivers and areas for improvement

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Reward for referrer: 5% off their next purchase.
  • Reward for referee: 10% off their first purchase.

Shareable Assets

  • Email templates for referring friends.
  • Social media posts announcing referral program.
  • Print materials: Business cards with referral details.

Timing and Triggers

  • Prompt for referrals: After a successful design consultation or purchase.
  • Automate email prompts for referrals post-purchase.

Client Success Stories

  • Collect and share testimonials on social media and website.
  • Include option to share testimonials directly to social media.

Referral Contests

  • Quarterly referral contest: Win a complimentary lighting fixture.

Partner or Affiliate Programs

  • Collaborative incentive for designers and builders: Receive a percentage of their client's first purchase.

Thank-You Experience

  • Top referrers receive a personalized thank-you note and exclusive discounts on future purchases.

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