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Elite Crete Systems Canada

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Ideal customer is experienced in resinous flooring installation, likely owns a small to medium-sized contracting business, and values high-performing materials and in-depth technical support.

Audience Type

  • B2B
  • Resinous flooring contractors

Industries (if B2B)

  • Construction
  • Interior design

Needs – Primary Buying Considerations

  • Quality of materials
  • Extensive technical support
  • Access to training and qualification

Demographics

  • Age Range: 30-50
  • Business Size: 1-15 employees

Psychographics

  • What they value: Reliable support, quality products
  • Buying Behavior: Prioritizes quality and technical support
  • Decision-Making Roles:
  • Primary Decision Maker: Business owner
  • Support Roles: Employees involved in resinous flooring

2. My Message to My Target Audience

Refined Elevator Pitch

  • Elite Crete Systems Canada equips resinous flooring contractors with premium quality products, hands-on training, and industry-leading technical support, empowering them to deliver superior flooring solutions and grow their business.

Understanding Their Pain Points

  • Lack of high-quality flooring products
  • Inadequate technical support and training
  • Difficulty in delivering superior flooring results consistently

Transformation

  • Provide unparalleled flooring solutions
  • Increased confidence due to superior knowledge and support
  • Business growth and reputation enhancement

Unique Selling Proposition (USP)

  • Comprehensive support from highly knowledgeable technicians
  • Free, top-notch training to become an authorized installer
  • Guaranteed premium quality flooring products

Brand Values & One-Liners

  • 'Engineered for excellence'
  • 'Elevating craftsmanship through superior support and training'
  • 'From ordinary floors to extraordinary surfaces'

Tone

  • Elite Crete Systems Canada speaks with authority and empathy, reinforcing its commitment to equipping businesses with exceptional products and industry-leading support. We endeavor to instill confidence and inspire growth.

Hero Text Idea

  • Flag Text: 'Canada’s Premier Flooring Solutions'
  • Main Headline: 'Elevate Your Flooring Business'
  • Sub Headline: 'Get trained, enhance your offerings, and deliver superior flooring solutions with our top-tier products and industry-leading support.'
  • CTA: 'Become an Authorized Installer Today'

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

Social Media

  • Focus on LinkedIn and YouTube for professional audience and product demonstration
  • Utilize Facebook for customer engagement and community building
  • Post educational and product-focused content 3-4 times/week

Paid Advertising

  • Use Google Ads with a focus on keywords related to resinous flooring installation and supplies
  • Run LinkedIn ads targeting professionals in the construction and interior design industry
  • Utilize Facebook Ads to target relevant demographics and interests in Canada

Content Recommendations

  • Create blog posts on resinous flooring trends and installation tips
  • Feature success stories of clients who used the products
  • Develop video tutorials showcasing product use and benefits

Podcasts

  • Start a podcast featuring experts discussing flooring industry trends and tips
  • Guest on industry podcasts like "Constructions Leading Edge" and "The Construction Record"

Directories

  • Enlist in B2B directories like ThomasNet and Canadian Trade Index
  • Join home improvement directories like Houzz and HomeStars.

Publications

  • Publish articles in industry magazines like "Canadian Contractor" and "Construction Canada"
  • Contribute to construction-focused blogs like "Construction Informer”

Partnerships & Outreach

  • Partner with construction material suppliers for joint promotions
  • Conduct outreach to interior design and architecture firms, providing them with samples and technical specs

SEO and Content

  • Develop a blog focusing on keyword clusters related to flooring, resin products, installation tips
  • Optimize all content for search visibility

Offline and Local Media

  • Sponsor local construction and interior design events
  • Distribute brochures in trade shows and professional meet-ups

Online Events

  • Conduct webinars on resinous flooring installation and using Elite Crete Systems products

Online Networking

  • Engage on construction and interior design forums like ContractorTalk.com
  • Join relevant LinkedIn Groups like 'Construction and Design Professionals’

Cold Outreach

  • Outreach via LinkedIn to flooring contractors in Canada
  • Send personalized emails to small and medium contracting firms, inviting them for training sessions.
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • 'Resinous Flooring Installation Guide': A comprehensive digital guide for contractors outlining installation best practices
  • 'Product Comparison Checklist': A helpful guide comparing Elite Crete Systems' products with competitors
  • 'Successful Flooring Projects Case Studies': A downloadable collection of client success stories and projects

Tripwire Offer

  • 'Starter Pack': A low-cost sample kit of Elite Crete Systems products
  • 'Trial Training Session': Reduced fee introductory training session

Welcome Sequence

  • Send a series of welcome emails with the lead magnet, company introduction, and offer explanation
  • Share customer testimonials and showcase product benefits in subsequent emails
  • Introduce the tripwire offer within the first week of the welcome sequence

Segmentation

  • Segment leads in the CRM based on the lead magnet downloaded
  • Further categorize based on their interest in the tripwire offer
  • Use tagging to identify the source of the lead

Chatbot and Automation

  • Integrate a chatbot on the website to answer preliminary questions and direct leads to relevant resources
  • Automate the sending of welcome emails and follow-up messages depending on the lead's action

2. My Lead Nurturing System

Marketing CRM

  • Current platform: Not listed
  • Automation capabilities: Setup automated emails, segmentation
  • Recommended improvements or replacements: Consider platforms like ActiveCampaign for robust automation and contact management

Sales CRM

  • Current platform: Not listed
  • Pipeline tracking or handoff process: On completion of two-day training, leads are nurtured till they request a quote
  • Recommended upgrades: Implement a CRM like Pipedrive for simple but effective pipeline management

Automated Follow-Ups

  • Types of automations: Welcome email sequence, quote follow-ups, training reminder emails
  • Frequency or triggers: Immediate follow-up on sign-up, weekly follow-ups post-training

Newsletter

  • Frequency: Monthly
  • Topics or content pillars: Industry news, product features, successful project case studies
  • Segmentation: Based on which lead magnet they downloaded and their interaction with the emails

Retargeting & Ads

  • Platforms and goals: Facebook and LinkedIn retargeting to stay top of mind and promote training sessions

Social Media and Content

  • Posting frequency: 3-4 times per week
  • Content type or campaign focus: Product highlights, educational content around resinous flooring

Webinars and Events

  • Suggested cadence or purpose: Quarterly webinars for in-depth product demonstrations and discussions

Other Nurture Channels

  • Chatbot, SMS: Implement a Chatbot for immediate responses and SMS for crucial updates

3. Sales Conversion Strategy

Sales Process

  • Simplify quote request with a standard online form
  • Implement a CRM activity reminder for follow-up after providing a quote
  • Streamline product order and shipping system to reduce lead time

Sales Assets

  • Develop a standard sales proposal template highlighting product quality and technical support
  • Create an objection handling guide focused on product quality, price, and technical assistance
  • Develop a FAQ document for common project management and installation queries

Testimonials and Case Studies

  • Collect testimonials post-training and after successful project completions
  • Showcase positive reviews and case studies on website and social media channels
  • Include client success stories in sales proposals

Conversion Rate Insights

  • Implement conversion tracking in CRM
  • Set a goal to improve conversion rate by 15% in the next quarter

Urgency and Offers

  • Create limited time offers on product bundles seasonal deals
  • Incentivize fast movers with expedited shipping or a discount on the next order

Guarantees and Risk Reversal

  • Offer a quality guarantee for products
  • Provide comprehensive after-sales support and technical consultation

Shock and Awe

  • Send personalized welcome kits to newly trained and authorized installers
  • Give branded materials or toolkits upon project completion
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Welcome email outlining client benefits, training details, and technical support access
  • Follow-up call to clarify next steps and set expectations

Communication Cadence

  • Weekly project update via email for first-time clients
  • Quarterly check-ins post training to provide support and gather feedback
  • Bi-annual newsletter detailing industry insights, product improvements, and company updates

Client Education

  • Comprehensive training guide for new installers
  • FAQ section on the website covering common product usage and technical queries
  • Regularly posted training videos highlighting best practices

Personalized Touches

  • Celebratory package post-training completion
  • Birthday cards and annual anniversary recognition
  • 'Installer of the month' recognition with a feature on the company website

Visuals and Documentation

  • Before and after photo contrast of completed projects
  • Quarterly progress reports for regular clients

Feedback and Proactive Support

  • Bi-annual survey to gather client feedback
  • Quick response to issue reports with dedicated technical support

Guarantee or Promise

  • Product guarantee for a specified period
  • 'Satisfaction or Support' policy, ensuring problems are resolved promptly

Operational Excellence

  • Stringent punctuality in delivery and responses
  • Consistent branding and appearance across all customer-facing platforms
  • Clear communication standards upholding respect, clarity, and promptness

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Introduce annual contracts for discounted prices to encourage commitment
  • Incentivize timely renewal with discounts or additional technical support hours

Upsells & Cross-Sells

  • Offer advanced training courses for additional fees
  • Cross-sell safety gear or other associated tools needed for flooring installation

Bundling & Packaging

  • Bundle different flooring products together as 'project packs' for whole-project requirements
  • Create tiered bundles for different scales of projects (small, medium, large)

Loyalty & Retention Programs

  • Offer a VIP tier with premium support, and faster shipping or pickup
  • Introduce a points system for each purchase, redeemable against future purchases or trainings

Custom Services and Personalization

  • Provide premium packages with dedicated support rep and priority service
  • Offer personalized on-demand advanced training sessions

Pricing Strategy

  • Incentivize long-term commitment with lower per-unit prices for bulk orders
  • Implement strategic, value-based pricing taking into account ongoing technical support

Customer Data and Insights

  • Monitor customer purchase patterns to identify opportunities for upselling or cross-selling
  • Analyze customer feedback data to improve product or training offerings

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Exclusive discounts on future orders for referrers
  • Initiate training vouchers for referees who successfully onboard

Shareable Assets

  • Branded referral cards for authorized installers to hand out
  • Pre-made social media graphics and linked landing pages
  • Email template for installers to send to their network

Timing and Triggers

  • Request referrals after successful project completion
  • Send automated email with referral prompts post-training

Client Success Stories

  • Promote customer success stories on website and social media
  • Offer incentives for detailed testimonials to use in marketing

Referral Contests

  • Conduct quarterly referral contests
  • Prizes like additional discounts, feature in company newsletter

Partner or Affiliate Programs

  • Collaborate with construction and design businesses to refer each other

Thank-You Experience

  • Send handwritten thank-you notes for referrers
  • Give public recognition to top referrers on social channels

Take Your Marketing Plan to the Next Level

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