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EQUIP SUPPLY

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Construction companies and property developers needing to enhance aesthetics of properties with air conditioning units.

Audience Type

  • B2B
  • Construction, Real estate

Industries (if B2B)

  • Construction
  • Real estate development

Needs – Primary Buying Considerations

  • Aesthetic enhancement for properties
  • Quality at an affordable price

Demographics

  • Business Size: Small to Mid-Sized Construction and Development Companies

Psychographics

  • Lifestyle: Business-Oriented, Value-Driven
  • What they value: Aesthetics, Quality, Affordability
  • Pain Points: Making Air Conditioning Units Visually Appealing
  • Buying Behavior: Project-Based Purchasing
  • Decision-Making Roles:
  • Primary Decision Maker: Project Managers, Property Developers
  • Secondary Decision Influencers: Investors, Clients
  • Support Roles: Construction Workers

2. My Message to My Target Audience

Refined Elevator Pitch

  • EQUIP SUPPLY provides construction companies and developers with louvered air conditioner covers, transforming ugly outdoor units into a thing of beauty at an affordable price, so they can present their properties with pride.

Understanding Their Pain Points

  • Ugly appearance of outdoor air conditioning units
  • Struggles with enhancing the exterior aesthetics of properties
  • Difficulty finding quality, affordable solutions

Transformation

  • Beautiful, well-presented properties
  • Confidence in properties' appearance
  • Increased aesthetic value after using our covers

Unique Selling Proposition (USP)

  • Quality louvered air conditioner covers at affordable prices
  • Supported by test data proving product effectiveness
  • Unbeatable aesthetic upgrade over competitors

Brand Values & One-Liners

  • "Transforming eyesores into eyecatchers"
  • "Aesthetics meets affordability"
  • "Cover up beautifully with Equip Supply"

Tone

  • EQUIP SUPPLY speaks in a confident, professional, yet approachable voice. We want our customers to feel empowered, accomplished, and proud of their property's look.

Hero Text Idea

  • Flag Text: Conquering New Zealand's Aircon Units
  • Main Headline: Transforming Outdoor Units into an Aesthetic Asset
  • Sub Headline: Our louvered covers turn any outdoor unit from an eyesore to a beautiful part of your property’s landscape. Provide an extra polish to your property at an unbeatable price.
  • CTA: Upgrade Your Outdoor Units Now

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

Website

  • Continue utilization of Wordpress for its affordability and flexibility
  • Track conversions such as contact form submissions and phone calls from the website
  • Optimize website for both desktop and mobile due to B2B nature of business

Social Media

  • Utilize LinkedIn, focusing posts on product visuals and benefits to property aesthetics
  • Twice weekly posting, highlighting product quality and transformation images
  • Develop Twitter for quick updates and communication with clients/dealers

Paid Advertising

  • Google Ads for keyword-targeted ads based on search terms like "AC cover", "property aesthetics", "outdoor unit cover"
  • LinkedIn Ads targeting construction companies and property developers

Content Recommendations

  • Blog posts highlighting project transformations using Equip Supply products
  • Case studies featuring successfully completed projects

Podcasts

  • Appear on industry podcasts such as 'ConTech Crew', 'The Construction Leading Edge'

Directories

  • Aim to be listed in directories like NZBIA (New Zealand Building Industry Association), NZGBC (New Zealand Green Building Council)

Publications

  • Advertise in publications like 'New Zealand Construction News', 'Building Today'

Partnerships & Outreach

  • Partner with construction companies and property developers for project-based collaboration
  • Network within local associations like the Certified Builders Association of NZ

SEO and Content

  • Regular blogging focusing on terms like "AC unit cover", "property design", "outdoor aesthetics"
  • Local SEO optimization for better visibility in New Zealand

Offline and Local Media

  • Sponsor local real estate and construction events
  • Develop brochures and flyers for direct mail campaigns

Online Events

  • Host webinars to demonstrate product usefulness and advantages
  • Virtual demonstration of product installation and visual transformation

Online Networking

  • Participate in LinkedIn groups for construction and real estate development
  • Engage in forums like PropertyTalk for New Zealand property investors

Cold Outreach

  • Email campaigns targeting construction firms and property developers
  • LinkedIn messaging to industry professionals promoting product benefits
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • Free installation guide for first-time customers
  • ‘Before-and-after’ case study showcasing property transformation
  • Quiz to identify ideal cover design for the property

Tripwire Offer

  • Discount on bulk purchases for construction companies
  • Trial offer: One cover at a reduced rate for new customers

Welcome Sequence

  • Acknowledgment email after submitting interest or completing a purchase
  • Follow-up email introducing the team and values of Equip Supply
  • Email showcasing previous successful projects and client testimonials
  • Promo email for their first purchase

Segmentation

  • Segmentation based on company size, project scale, purchase volume, and frequency
  • Tagging leads based on interests gathered via quiz results

Chatbot and Automation

  • Implement a chatbot for handling initial inquiries and capturing leads
  • Set up automated responses to common queries about product, installation, and pricing
  • Automate the follow-up process after obtaining lead from chatbot interaction

2. My Lead Nurturing System

Marketing CRM

  • Current platform: Pipedrive
  • Automation capabilities: Email Sequencing
  • Recommended improvements: Integrate with automation tools like Zapier for better versatility

Sales CRM

  • Current platform: Pipedrive
  • Pipeline tracking or handoff process: Monitor leads through deal stages
  • Recommended upgrades: Integrate with proposal management tools like Proposify

Automated Follow-Ups

  • Types of automations: Post-opt-in welcome sequence, Sales follow-ups, Project completion follow-ups
  • Frequency or triggers: Immediate after opt-in, 3-day and 14-day follow-ups post-sales, 15-day post-completion follow-up

Newsletter

  • Frequency: Monthly
  • Topics or content pillars: New product launches, success stories, industry updates
  • Segmentation: Company size, purchase volume

Retargeting & Ads

  • Platforms and goals: Google Ads Remarketing (faucet potential buyers who have visited the site), LinkedIn Lead Ads (to target construction and developer companies)

Social Media and Content

  • Posting frequency: Bi-weekly on LinkedIn, Weekly on Twitter
  • Content type or campaign focus: Product visuals and benefits, transformation case studies

Webinars and Events

  • Suggested cadence or purpose: Quarterly webinars for product demos, Annual meetups for customers and prospects

Other Nurture Channels

  • Chatbot on site for initial inquiries and lead capturing
  • SMS follow-ups for important communications
  • Direct mail for personalized offers and thank-you notes

3. Sales Conversion Strategy

Sales Process

  • Start with direct outreach or inquiries from website
  • Schedule product presentation meeting via video call
  • Demonstrate product through visual transformation case studies
  • Close with a custom offer based on project size and needs

Sales Assets

  • Create a compelling product presentation deck
  • Develop a detailed FAQ document addressing common product and pricing inquiries
  • Design sales proposals template reflecting the brand's value proposition
  • Draft follow-up email templates for post-presentation touchpoints

Testimonials and Case Studies

  • After project completion, request a testimonial from the client
  • Encourage customers to share transformation photos of their properties
  • Showcase testimonials and case studies on website and social media

Conversion Rate Insights

  • Input sales data into Pipedrive to track conversion rate
  • Aim to increase conversion rate by 5-10% quarter-on-quarter

Urgency and Offers

  • Launch seasonal promotions during peak construction periods
  • Offer 'early bird' discounts for projects scheduled for upcoming construction season

Guarantees and Risk Reversal

  • Offer a quality guarantee, ensuring product replacement in case of defects within 1 year of installation

Shock and Awe

  • After closing each sale, send a small branded gift (ex: Equip Supply merchandise) as a token of appreciation
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Send a printed welcome kit with instructions to guide the installation of the louvered air conditioner covers
  • Include a customized thank you card highlighting customer's business name and intended project
  • Inform client about the product's test data, emphasizing quality and effectiveness

Communication Cadence

  • Establish a weekly check-in call or email for updates during the initial phase of the project
  • Use text reminders for upcoming deliveries or installations
  • Share visuals of the product via email before delivery

Client Education

  • Develop instructional PDF guides on how to install the covers for easy on-site assembly
  • Create how-to videos showcasing the installation process and upload on the website
  • Develop a FAQ section on the website answering prevalent queries related to the product

Personalized Touches

  • Send handwritten thank-you notes after each project completion
  • Celebrate one-year anniversary of their first purchase with a small gift or discount
  • Share occasional product-themed gifts like custom-made mini construction figures

Visuals and Documentation

  • Showcase before and after photos of projects on the website
  • Generate reports outlining product performance data for transparency

Feedback and Proactive Support

  • Systematize collecting feedback post-project via email surveys
  • Proactively reach out to clients to troubleshoot potential issues
  • Address feedback comprehensively and implement improvements in subsequent iterations

Guarantee or Promise

  • Offer a 'Satisfaction Or Replacement' guarantee within a certain time frame
  • Promise high-quality aesthetics and affordable price consistently

Operational Excellence

  • Display punctuality in delivering products as scheduled
  • Maintain reliable communication standards with timely responses
  • Ensure the appearance of products is as promised and showcased
  • Keep client informed of any changes or delays proactively

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Offer annual contracts with an overall price reduction for commitment

Upsells & Cross-Sells

  • Provide bundle pricing where customers can buy multiple covers for a discounted price or combo packages with essential maintenance tools/supplies
  • Cross-sell with related services like installation, yearly maintenance, or upgrade opportunities

Bundling & Packaging

  • Create tiered offers providing discounted installer services, complementary products, and priority customer support in higher tiers

Loyalty & Retention Programs

  • Start a referral scheme offering discounts for each referred construction company or investor that makes a purchase

Custom Services and Personalization

  • Produce custom-made covers according to the specific needs of a developer or a project for a premium price

Pricing Strategy

  • Introduce a loyalty-based pricing system to incentivize long-term commitment.
  • Offer discounts for large orders or major project deals

Customer Data and Insights

  • Utilize Pipedrive CRM to track customer behavior and identify sales opportunities
  • Implement surveys for buyers to provide feedback for improvements and reward with future purchase discounts
  • Use data to identify and approach returning customers with personalized offers.

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Discount on next purchase for every referred sale
  • Exclusive new product previews for top referrers

Shareable Assets

  • Branded referral cards with project photos
  • Email template with project before/after photos
  • Social media post templates with product benefits

Timing and Triggers

  • After project completion and positive client feedback
  • Follow-up email after 2 weeks to check satisfaction and request referrals

Client Success Stories

  • Video testimonials from satisfied construction clients
  • Written testimonials with photos on website and social media

Referral Contests

  • Quarterly contest for most referrals - winner gets exclusive discounts

Partner or Affiliate Programs

  • Program for contractors with unique referral codes and commission system

Thank-You Experience

  • Handwritten thank-you note for first referral
  • Premium gift for fifth referral (branded gear, upgraded product, etc.)

Take Your Marketing Plan to the Next Level

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