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Coast Port Beach

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Before (Prospect)

1. My Target Market

Primary Target Market Summary

  • Individuals, primarily middle-aged, seeking a relaxed and quality hospitality experience within a beachfront pub environment.

Audience Type

  • B2C
  • Middle-class retail customers

Needs – Primary Buying Considerations

  • Relaxed and casual dining atmosphere
  • Quality food and drink offerings
  • Memorable views and environment

Demographics

  • Age Range: 40
  • Gender: All
  • Geography: Australia
  • Income Level: Middle-class
  • Profession: Various

Psychographics

  • Lifestyle: Seekers of leisure, relaxation, and quality hospitality experiences
  • What they value: Quality food, drink, and ocean views in a relaxed environment
  • Pain Points: Lack of quality leisure spaces, desire for unique hospitality experiences
  • Buying Behavior: Driven to spend on leisure and hospitality experiences

Secondary Target Market (only if applicable)

  • Age Range: 18 to 65
  • Gender: All
  • Geography: Australia
  • Individuals seeking a good pub experience with quality food and drink offerings, who value beautiful ocean views.
  • Prefer establishments with a unique environment and atmosphere.

2. My Message to My Target Audience

Refined Elevator Pitch

  • Coast Port Beach offers a relaxed ambiance with stunning views and stellar hospitality to people aged 18-65, turning ordinary days into memorable beachfront experiences.

Understanding Their Pain Points

  • Mundanity in daily routine
  • Searching for a unique yet affordable recreational place
  • Difficulty finding quality hospitality in a relaxed environment

Transformation

  • Enjoyable beachfront experience
  • Rejuvenated spirit through a relaxed ambiance
  • Discovery of a go-to spot for quality time

Unique Selling Proposition (USP)

  • Unmatched beachfront views
  • Authentic Australian hospitality in a relaxed environment
  • A favorite spot for a diverse age range from 18 to 65

Brand Values & One-Liners

  • "Experience unmatched beachfront views and hospitality under one roof."
  • "Relax. Dine. Unwind. Repeat at Coast Port Beach."
  • "Making everyday moments memorable at our beach house."

Tone

  • Coast Port Beach maintains a casual and welcoming tone, where customers feel instantly relaxed and at home. The voice is warm and friendly, extending authentic Australian hospitality.

Hero Text Idea

  • Flag Text: "Australia's Favorite Beachfront Spot"
  • Main Headline: "Crafting Unforgettable Beachfront Experiences"
  • Sub Headline: "Unlock the joy of beachfront dining and relaxation in an environment that feels like home. Make every day a beach day at Coast Port Beach."
  • CTA: "Discover Coast Port Beach Today"

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

Website

  • Improve mobile responsiveness to cater to on-the-go customers
  • Track conversions such as menu views, booking clicks, and newsletter sign-ups

Social Media

  • Actively engage on Instagram with frequent posts and stories featuring food, views, and events
  • Utilize Facebook for event promotions and customer reviews
  • Create engaging, short videos for TikTok portraying the pub ambiance

Paid Advertising

  • Use Google Display Ads targeting users in the local area
  • Run Facebook Ads to target middle-aged individuals within the local region
  • Use Instagram advertising to showcase visuals and stories

Content Recommendations

  • Weekly beachfront stories or customer features
  • Behind-the-scenes preparation of the top menu items
  • Community Events hosted or sponsored by the pub

Podcasts

  • Sponsor Local podcasts like 'The Pubcast' to reach target audiences

Partnerships & Outreach

  • Partner with local tourism businesses to offer package deals
  • Collaborate with nearby accommodations for special meal deals

SEO and Content

  • Regular blog posts on the website featuring local attractions, events, and food specials
  • Focus on local SEO targeting keywords like 'beachfront pub', 'pubs in Australia'

Offline and Local Media

  • Sponsor local events and beach cleanups
  • Distribute flyers in local hubs advertising weekly specials

Online Events

  • Host virtual Pub Trivia Nights for customer engagement

Online Networking

  • Join relevant local community groups on Facebook and Reddit

Directories

  • Ensure presence on local directories like Yelp and Google My Business

Cold Outreach

  • Reach out to local influencers or bloggers for a visit and feature.
During (Lead)

1. My Lead Capture System

Lead Magnet

  • Guide: "Top 10 Aussie Beach Drinks to Try"
  • Quiz: "What's Your Perfect Beachside Meal?"
  • Event: Free pub trivia night subscription

Tripwire Offer

  • First-time visitor food or drink discounts
  • Bundled meal deals for weekday visits
  • Discount vouchers on next meal with each booking

Welcome Sequence

  • Welcome email with a unique first-time customer discount
  • Follow-up emails with details about pub trivia nights, special events, new menu items
  • Promotional emails with meal deals and event invitations

Segmentation

  • Tag leads based on age, preferred meals, event participation
  • Segment leads for tailored email campaigns based on tags

Chatbot and Automation

  • Incorporate a chatbot on the website for real-time enquiries
  • Set automation for quiz results and guide delivery, booking confirmations

2. My Lead Nurturing System

Marketing CRM

  • Current platform: Not specified
  • Automation capabilities: Unknown
  • Recommended improvements or replacements: Consider transitioning to ActiveCampaign or HubSpot for advanced segmentation and automation features

Sales CRM

  • Current platform: Not disclosed
  • Pipeline tracking or handoff process: Yet to establish
  • Recommended upgrades: Consider Zoho CRM or Pipedrive for tracking customer journeys and sales pipelines

Automated Follow-Ups

  • Types of automations: Post-visit follow-ups, automated booking confirmations, SMS event reminders
  • Frequency or triggers: after each visit, or 72 hours before an event

Newsletter

  • Frequency: Monthly
  • Topics or content pillars: Featured drinks, event announcements, special promotions
  • Segmentation: Send special event reminders only to customers who have attended events before

Retargeting & Ads

  • Platforms and goals: Google Display Ads for local visibility, Facebook Ads for event promotion, Instagram Ads for visually showcasing the pub experience

Social Media and Content

  • Posting frequency: Daily on Instagram, bi-weekly on Facebook
  • Content type or campaign focus: Showcase food, drinks, views, and events on Instagram; Promote events and gain reviews on Facebook

Webinars and Events

  • Suggested cadence or purpose: Regular online pub trivia events fortnightly to facilitate interactions and build a community

Other Nurture Channels

  • SMS: Consider platforms like Twilio for reminding customers of upcoming events, new menu items, or promotions
  • WhatsApp: Consider using it for real-time, personalized follow-ups and communications with customers

3. Sales Conversion Strategy

Sales Process

  • Enhance the in-pub experience by providing menus promptly upon seating
  • Train wait staff to upsell menu items without sounding salesy, ensuring a focus on enhancing the customer's visit
  • Implement a follow-up mechanism to seek feedback, recommend specials, and invite for subsequent visits

Sales Assets

  • Develop a script to handle queries on food allergies, dietary preferences, and dish preparation methods
  • Create Standard Operating Procedures (SOPs) for handling customer complaints and special requests

Testimonials and Case Studies

  • Collect and showcase customer testimonials on social media and website frequently
  • Initiate a 'Happy Customer of the Week' series on social media

Conversion Rate Insights

  • Leverage the current CRM system to measure conversion rates of Google Ads to actual visits
  • Focus on improving conversion rates consistently by monitoring and adjusting ad targeting

Urgency and Offers

  • Craft time-bound promotions and seasonal deals based on Australian holidays
  • Utilize the FOMO (Fear Of Missed Out) concept to announce limited deals or special menu items

Guarantees and Risk Reversal

  • Establish a satisfaction guaranteed policy, promising to make things right if a customer is dissatisfied with their experience

Shock and Awe

  • Surprise first-time visitors with a small gift or maybe a complimentary dessert to ensure a memorable experience
  • Create a loyalty program where consecutive visits result in exclusive benefits
After (Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Warm and inviting welcome signage to instantly make patrons feel important and valued
  • Complimentary drinks offered upon first visit to thank them for their patronage
  • Handover menu and daily specials, explaining them in a friendly and informal manner

Communication Cadence

  • Bi-monthly email updates on new menu items, special events, and promotions
  • Use CRM to announce personalised offers around birthdays and anniversaries

Client Education

  • Informative table mats detailing the history and ethos of Coast Port Beach
  • Explanation of special dishes and drinks, emphasizing freshness and locality of the ingredients

Personalized Touches

  • Celebrating milestones like customer anniversaries, birthdays with special offers or complimentary dishes
  • Handwritten thank you notes presented with the bill

Visuals and Documentation

  • Capturing and sharing customer experiences on social media with their permission
  • Before and after transformation of bar renovations—build excitement and showcase improvements

Feedback and Proactive Support

  • Feedback cards handed with each bill to encourage patrons to express their thoughts
  • Anticipate needs and exceed expectations—for example, offer blankets on cooler evenings

Guarantee or Promise

  • A guarantee of complete satisfaction: If a customer isn’t happy with a dish or drink, it’s on the house

Operational Excellence

  • Uphold a strict standard of cleanliness, uniform, and conduct among staff
  • Quick and efficient service at bars and tables
  • Consistent communication of daily specials and events

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Implement a subscription-based membership for recurring discounts.

Upsells & Cross-Sells

  • Introduce premium menu items for special occasions.
  • Encourage customers to try signature cocktails or food items.

Bundling & Packaging

  • Create a 'meal of the day' bundle with a food item and drink at a special price.
  • Implement a 'happy hour' bundle with discounted drinks.

Loyalty & Retention Programs

  • Reward program where customers earn points for each visit that can be redeemed for freebies.
  • Implement a referral program to encourage customers to bring friends.

Custom Services and Personalization

  • Offer booking for private events or parties with personalized menu.

Pricing Strategy

  • Offer discounts on slow days to encourage more foot traffic.
  • Implement a pricing strategy based on popular hours with dynamic pricing.

Customer Data and Insights

  • Analyze purchasing data to personalize recommendations.
  • Implement feedback system to constantly improve services based on customer insights.

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Offer a 15% discount for every successful referral
  • New customers get a free appetizer on their first visit

Shareable Assets

  • Pre-made social media posts highlighting the ocean view and relaxed ambiance
  • Customizable email template for customers to send to friends

Timing and Triggers

  • Ask customers for referrals after they leave a positive review on Google or social media
  • Promotion during seasonal events like summer

Client Success Stories

  • Share testimonials of customers’ memorable dining experiences on website and social media

Referral Contests

  • Quarterly referrer leaderboard with a gift card prize for the top referrer

Partner or Affiliate Programs

  • Partnership with local businesses for cross-promotions

Thank-You Experience

  • Handwritten thank-you note to the top-referring customer of the month
  • Recognize top referrers on social media

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