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Clawed by June

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Before (Prospect)

1. My Target Market

Primary Target Market Summary

  • Individuals seeking unique and intricately designed nails, looking for quality nail-art without the salon price tag.

Audience Type

  • B2C
  • Fashion-conscious consumers

Needs – Primary Buying Considerations

  • Distinctive and high-quality press-on nails
  • Easy application and removal

Demographics

  • Age Range: No specific age, but typically 20-50
  • Gender: Primarily female
  • Geography: Not specified, potentially global via Etsy
  • Income Level: Middle to high income to afford premium priced products
  • Profession: Likely vary due to the broad appeal of the product

Psychographics

  • Lifestyle: Fashion-conscious, value self-expression
  • What they value: Unique design, handmade quality
  • Pain Points: Desire for high-quality nail designs without the cost or time commitment of a salon
  • Buying Behavior: Likely impulsive purchases based on design preference

2. My Message to My Target Audience

Refined Elevator Pitch

  • Clawed by June provides fashion-forward individuals with a creative way to express themselves through handcrafted, custom press-on nails, so they can feel unique and bold every day.

Understanding Their Pain Points

  • Lack of unique, affordable nail options
  • Settling for generic salon designs
  • Expensive nail salons with limited customization

Transformation

  • Stand out with unique, custom nail designs
  • Express individual style in a bold way
  • Save money without compromising on nail fashion

Unique Selling Proposition (USP)

  • Custom and unique designs created by the owner
  • Affordable nail fashion solution
  • High-quality application and removal kit included

Brand Values & One-Liners

  • "Handcrafted Nails, Custom-Made for You"
  • "Express Your Style in a Bold, Affordable Way"
  • "Stand Out with Unique Press-On Nails"

Tone

  • Clawed by June speaks confidently and creatively, inspiring customers to express their individuality and stand out in their fashion choices. Our brand evokes feelings of fun, innovation and affordability.

Hero Text Idea

  • Flag Text: "Handcrafted, Unique Press-On Nails"
  • Main Headline: "Express Yourself with Clawed by June"
  • Sub Headline: "Choose from our unique, handcrafted designs or customize your own. Stand out without breaking your budget."
  • CTA: "Start your Nail Revolution Now"

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

Website

  • Build a website on Shopify due to its eCommerce features.
  • Track 'Add to Cart', 'Add to Wishlist' and 'Purchase' conversions.
  • Mobile-first design since most online shopping activity occurs on mobile devices.

Social Media

  • Establish presence on Instagram due to its emphasis on visual content.
  • Post high-quality photos of nails and nail designs 3-4x week.
  • Utilize Instagram Stories to showcase behind-the-scenes content.

Paid Advertising

  • Use Instagram ads to reach fashion-conscious consumers interested in nail design.
  • Run Google Shopping ads as they directly show product details.

Content Recommendations

  • Share customer testimonials and before-and-after transformations.
  • Make nail design tutorials for YouTube and Instagram reels.

Partnerships & Outreach

  • Partner with fashion influencers on Instagram to gain exposure.
  • Sponsor beauty bloggers on YouTube who can review the product.

SEO and Content

  • Conduct keyword research focusing on 'press on nails', 'custom nails', 'nail design'.
  • Regularly blog about nail care tips, latest nail trends and tutorials.

Offline and Local Media

  • Distribute flyers in local beauty salons and fashion boutiques.
  • Participate in local fashion events as a vendor.

Online Events

  • Host regular live sessions on Instagram showcasing designing process.

Online Networking

  • Join nail art communities on Reddit and Facebook to interact with potential customers.

Cold Outreach

  • Reach out to beauty bloggers and influencers proposing product reviews.
During (Lead)

1. My Lead Capture System

Lead Magnet

  • 'DIY Nail Art Guide': An interactive guide with step-by-step instructions.
  • 'Nail Design Inspiration': A downloadable lookbook of unique nail designs.
  • 'Nail Shape Decision Helper': A fun quiz to find the perfect nail shape for you.

Tripwire Offer

  • A 'Budget Range': First-time special offer on a basic pre-designed press-on nail set.
  • 'Mini Nail Care Kit': A small, inexpensive nail care essentials package.

Welcome Sequence

  • Welcome email with a personal note and a 10% off coupon for first purchase.
  • Follow up email sharing the story behind 'Clawed by June'.
  • Third email showcasing popular designs with direct links to purchase.

Segmentation

  • Use a basic spreadsheet to catalog leads, including email and quiz results.
  • Segment leads based on their preferences from the quiz or purchases.

CRM Improvement

  • Implement a CRM system to streamline and automate lead capture.
  • Use Mailchimp or Sendinblue, which offer affordable plans for small businesses and integrations with Etsy.

Chatbot and Automation

  • Implement a simple chatbot on Etsy store to answer FAQs and offer product recommendations.

2. My Lead Nurturing System

Marketing CRM

  • Recommendation: HubSpot CRM due to its strong automation and affordability for new businesses

Automated Follow-Ups

  • Post-purchase email: After a customer finalizes a purchase, trigger an automated email, thanking them for the purchase and offering recommended products
  • Abandoned cart email: Send a reminder email when a product is added to a cart but not purchased
  • Lead nurturing sequence: A series of emails sent over a span of a couple of weeks providing more information about the products, testimonials, and new designs

Newsletter

  • Frequency: Bi-weekly
  • Topics: New design launches, customer success stories, nail maintenance and care tips

Retargeting & Ads

  • Platforms: Instagram and Google Shopping
  • Remarketing to website visitors showing personalized ads based on products they viewed

Social Media and Content

  • Posting frequency: 3x weekly
  • Content: High-resolution product images, behind-the-scenes of the crafting process, teases for new designs

Webinars and Events

  • Suggested: Monthly live sessions on Instagram showcasing a new design process

Other Nurture Channels

  • Instagram Direct Messages: Personalized check-in messages or custom design consultations
  • Chatbot: A simple Etsy chatbot to handle FAQs and guide visitors through product selection

3. Sales Conversion Strategy

Sales Process

  • Simplify online ordering by reducing number of steps and adding clear instructions.
  • Include FAQs section on the product page to address common questions.
  • Introduce real-time customer support chat on the website for immediate assistance.
  • Send follow-up emails to remind customers about items in the cart that haven’t been purchased yet.

Sales Assets

  • Create a script for handling customer inquiries.
  • Develop SOP for processing orders, handling customer concerns, and outbound communication.
  • Design an engaging pitch deck to use in influencer outreach and partnership proposals.
  • Create a visually compelling proposal template specifically designed for influencer collaborations.

Testimonials and Case Studies

  • Encourage customers to leave reviews on Etsy and crafted website by setting up an automated email post-purchase.
  • Add a 'Testimonials' page on the website showcasing positive reviews and customer photos.
  • Utilize customer's positive comments in social media ads.

Conversion Rate Insights

  • Set up proper conversion tracking on Etsy and the website via Google Analytics.
  • Conduct A/B tests on product pages to discover what design or text increases conversion rates.

Urgency and Offers

  • Introduce seasonal collections to promote urgency (e.g., Summer Collection, Christmas Collection).
  • Provide limited-time discounts on new designs for early purchasers.
  • Highlight limited quantities of exclusive designs to induce scarcity.

Guarantees and Risk Reversal

  • Provide refund or replacement for any damaged products to reassure customers about their purchase.
  • Highlight this guarantee at the point of purchase and in follow up communications.

Shock and Awe

  • Include a thank-you note with each purchased set.
  • Send a small gift (e.g., a nail file or cuticle oil container) with the first purchase of a returning customer.
After (Customer)

1. How I Deliver a World Class Experience

Onboarding Experience\n- Personalized welcome email with a guide for application and removal.\n- Showcase "how-to" video links for application and removal in welcome email.\n\nCommunication Cadence\n- Order confirmation email with expected dispatch date.\n- Shipping notification with tracking link.\n- A thank you email with a review or share prompt after delivery.\n\nClient Education\n- Application and removal video tutorial on product pages.\n- Blog posts featuring unique nail design ideas and trends.\n- Frequently asked questions and solutions on website.\n\nPersonalized Touches\n- Handwritten thank you note in each product package.\n- Birthday emails with discount codes or custom design offers.\n- Celebratory email campaigns on fashion holidays (eg. National Nail Polish Day).\n\nVisuals and Documentation\n- Social proof: regularly share customer nails photos on website and social media.\n- Share behind-the-scenes of nail creation process with step-by-step pictures.\n\nFeedback and Proactive Support\n- Encourage feedback with follow-up emails one week post delivery.\n- Respond to issues/queries promptly via email or social media.\n\nGuarantee or Promise\n- 14-day return and refund policy for unused product.\n- Free replacement for any defective or incorrect sets.\n\nOperational Excellence\n- Use professional, well-lit photography for all product listings.\n- Maintain pristine packaging standards to enhance unboxing experience. \n- Ensure accurate order fulfillment with meticulous quality checks before dispatch.\n- Respond to all customer inquiries within 24 hours.

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Offer subscription plans for multiple sets at a reduced price
  • Consider bundle offers with seasonal themes that change quarterly

Upsells & Cross-Sells

  • Provide premium designs as an upsell
  • Offer application or removal service as a cross-sell

Bundling & Packaging

  • Offer tiered packages: basic, premium and exclusive design
  • Bundle sets of nail designs in a themed collection at a discounted rate

Loyalty & Retention Programs

  • Implement a point system for repeat purchases
  • Offer a free set of nails after a certain number of purchases

Custom Services and Personalization

  • Create a consultative sales process to customize nails per customer's preference
  • Offer personalized packaging for repeat customers

Pricing Strategy

  • Provide discounts for long-term commitments (e.g., 1-year subscription)
  • Introduce a referral program with discounts for both referrer and referee

Customer Data and Insights

  • Implement a CRM to keep track of customer preferences, buying patterns
  • Use data to inform new designs or offer personalized suggestions

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • 10% discount code for referrers on their next purchase
  • 5% off code for referees on their first purchase

Shareable Assets

  • Customizable social media posts featuring customer’s nail designs
  • Printable referral cards featuring unique nail designs

Timing and Triggers

  • Ask for referrals after customer has received and used their purchase
  • Follow-up email two weeks after delivery to prompt a referral

Client Success Stories

  • Encourage customers to share nails on social media with a custom hashtag and tag the brand
  • Highlight customers with unique stories or designs in newsletters or on social media

Referral Contests

  • Quarterly 'best nail design' contest where customers vote and winners receive a free set

Partner or Affiliate Programs

  • Collaborate with fashion influencers for custom collection
  • Implement affiliate program with tracking for referred purchases

Thank-You Experience

  • Personalized thank-you video sent to top referrers
  • Discounts or free nail sets for top referrers

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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