Lean Marketing

Before
(Prospect)

1. My Target Market

Primary Target Market Summary

Busy working mothers of children aged 5 to 12, seeking a hassle-free, safe, and engaging birthday party experience for their kids.

Audience Type

B2C
Mothers/caregivers

Needs – Primary Buying Considerations

Safety and fun for children
Time-saving and stress-free experience
Event organisation from start to finish

Demographics

Age Range: 25-45
Gender: Female
Geography: Australia, specifically Wollongong
Income Level: Middle to upper income
Profession: Employed

Psychographics

Lifestyle: Busy, working mothers
What they value: Ease, safety, and fun for their children
Pain Points: Lack of time, planning and coordinating events
Buying Behavior: Prefers simplicity, values cost-saving options

SECONDARY TARGET MARKET

Fathers of children aged 5 to 12, who value easy, fun, and inclusive activities for their children's parties.
Age Range: 25-45
Gender: Male
Geography: Australia, specifically Wollongong
Income Level: Middle to upper income
Profession: Employed
Lifestyle: Busy, working dads
What they value: Ease, safety, and fun for their children
Pain Points: Overseeing event coordination
Buying Behavior: Prefers simplicity, values cost-saving options

2. My Message to My Target Audience

Refined Elevator Pitch

Funscape offers time-poor parents the perfect, stress-free solution for unforgettable children's birthday parties. Through immersive storytelling in our state-of-the-art laser tag arena, we promise non-stop fun for kids and peace of mind for parents.

Understanding Their Pain Points

The challenge of planning a fun, safe, and unforgettable birthday party
Current state: overwhelmed with balancing work, family, and event planning
Struggling with finding a hassle-free yet exciting birthday activity for their child

Transformation

Outcome: A successful, memorable birthday party with minimum planning
Emotional benefit: Relief, satisfaction, and pride in hosting a great party
Improvement: More time to relax and enjoy the event, less stress in party planning

Unique Selling Proposition (USP)

Unparalleled immersive gaming experience bringing every child’s adventure dream to life
Proof: 100% money-back guarantee – love your party or it's free
Advantage over competitors: Comprehensive service, personal attention, top-rated venue, and unbeatable value

Brand Values & One-Liners

'Happy kids, relaxed parents – guaranteed'
'From imagination to adventure, we make every birthday epic'
'Less stress, more fun – the ultimate party experience'

Tone

Funscape’s tone is energetic, enthusiastic, and accommodating, mirroring a parent’s joy in planning the perfect event for their child. We aim to make our customers - the parents, feel relieved, confident, and delighted.

Hero Text Idea

Flag Text: 'Epic Parties in Wollongong'
Main Headline: 'An Unforgettable Birthday Party Experience. Stress-free.'
Sub Headline: 'Immerse your child in adventure, laughter, and fun - all while you sit back and relax. With us, memorable is effortless.'
CTA: 'Book Your Stress-Free Party Now!'

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

Website

Enhance website's mobile optimization
Add a booking system with Ontraport integration
Track conversions for event bookings and call-back requests

Social Media

Facebook: 3 posts/week focusing on party testimonials & behind-the-scenes
Instagram: Stories of parties 2x/week, posts 2x/week with party photos & campaign promotions
Consider expanding to Pinterest with party theme mood boards

Paid Advertising

Boost high-performing Facebook posts to increase reach
Google Ads targeting keywords related to kids' parties in Wollongong area

Content Recommendations

Behind-the-scenes posts of parties
Testimonial posts from parents
Party theme ideas blogs

Podcasts

Partner with local parenting podcasts for sponsored segments or guest appearances

Directories

Get listed on Australian kids' party directories like KidsParties.com.au
Reach out to local tourism websites for potential listings

Publications

Submit press releases or articles to local newspapers like Illawarra Mercury
Pitch for features in Australian parenting magazines

Partnerships & Outreach

Partner with local kids clothing shops to sponsor prizes/giveaways
Outreach to local schools for potential collaboration

SEO and Content

Develop keyword-rich blog content on party planning tips
Utilise local SEO strategies with Wollongong as a focus

Offline and Local Media

Flyers distribution via local schools
Local radio spot ads featuring special promotions

Online Networking

Join parenting Facebook groups relevant to the Wollongong area
Comment and engage on posts in relevant Reddit communities

Cold Outreach

Email promo offers to prior customers for repeat business
LinkedIn outreach to local influencers for partnerships

During
(Lead)

1. My Lead Capture System

Lead Magnet

'Ultimate Kids Party Planner' E-book
Digital Birthday Invitations with Funscape branding
'Epic Party Themes' Inspiration PDF

Tripwire Offer

Discounted 'Stress-free Party Checklist' with a low-cost add-on party feature
Extra game time for early bookings

Welcome Sequence

Email 1: Welcome and deliver lead magnet
Email 2: Additional party planning tips
Email 3: Introduce tripwire offer
Email 4: User-generated testimonial shares

Segmentation

By child's age group (6-9, 10-12, teens)
By customer type (new, previous customers, multiple-bookings)

Chatbot and Automation

Implement a chatbot on the website to answer FAQs
Automate birthday reminders for previous customers

2. My Lead Nurturing System

Marketing CRM

Current platform: Ontraport
Automation capabilities: Lead capture, email marketing, customer segmentation
Recommended improvements or replacements: Integration with the website for better tracking and segmentation.

Sales CRM

Current platform: Ontraport
Pipeline tracking or handoff process: Online booking system
Recommended upgrades: Create a more detailed pipeline to track the customer journey from interest to conversion.

Automated Follow-Ups

Types of automations: Welcome series, Time-triggered birthday reminders, Event booking confirmation and follow-ups.
Frequency or triggers: Welcome series upon sign up, Birthday reminders 60 days before the child's birthday, Booking confirmation upon event scheduling, Follow-ups a day after the event.

Newsletter

Frequency: Monthly
Topics or content pillars: Party theme inspiration, Customer testimonials, New offerings, Inside stories.
Segmentation: By age of the child (6-9, 10-12, teens) for age-relevant content.

Retargeting & Ads

Platforms and goals: Facebook for retargeting website visitors and previous customers with special party offers, Google Ads targeting keywords related to kids' party in specific locales.

Social Media and Content

Posting frequency: Three times per week on Facebook and twice per week on Instagram
Content type or campaign focus: Customer testimonials, Behind-the-scenes during parties, Seasonal or special-themed parties.

Webinars and Events

Suggested cadence or purpose: Bi-monthly webinars on 'Party Planning Tips & Ideas' for parents.

Other Nurture Channels

SMS: Reminder of upcoming booked events, Birthday reminders for past customers.
Chatbots: A chatbot on website for quick FAQs about parties.

3. Sales Conversion Strategy

Sales Process

* Provide clear, all-inclusive pricing information on the website to address cost concerns

* Create a FAQ page to clarify common queries

* Optimize booking system for smooth, user-friendly experience

Sales Assets

* Develop an objection-handling script for common concerns such as pricing, safety, etc.

Testimonials and Case Studies

* Request video testimonials post-party to capture immediate joy & excitement.

* Showcase testimonials strategically on booking pages, socials and email campaigns

Conversion Rate Insights

* Utilize Ontraport to track conversion rates from different marketing channels

* Focus on improving conversion rates for high-traffic, low-conversion areas

Urgency and Offers

* Promote last-minute booking specials for chosen quieter periods

* Incentivize early bird bookings with free add-ons

Guarantees and Risk Reversal

* Highlight 100% money back guarantee throughout the purchasing process

Shock and Awe

* Send confirmation email containing a short teaser video to build excitement

* Follow up with personalized thank you text after party with a special return offer

After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

Welcome email with a fun digital invitation to get the kids excited
A short video tour of our arena and facilities to set expectations
Complete party checklist sent a week before the event

Communication Cadence

Booking confirmation immediately after purchase
Reminder email sent one week before event
Follow-up thank you email after the party with photos

Client Education

Safety video for kids to watch before the game
FAQs and tips on how to make the most of their party
Blog posts on party themes and ideas for costumes

Personalized Touches

Birthday card for the birthday child signed by all our staff
Special shout out to birthday child during game briefing
Custom-score sheets featuring the birthday child's name

Visuals and Documentation

Photos from the event sent to parents
A video recap of game highlights shared on social media

Feedback and Proactive Support

Post-event survey sent with a small discount offer for future bookings
Quick response from customer support via email or phone

Guarantee or Promise

Our 'love it or leave it': Our 'love your party or it's free' guarantee

Operational Excellence

Prompt and friendly support from staff
Cleanliness and safety standards maintained
Scheduled games start and finish on time

2. How I Increase Customer Lifetime Value

Renewals & Contracts

Introduce ‘Annual Party Pass’ prepaid party packages for multiple events

Upsells & Cross-Sells

Upsell premium party themes and customization
Cross-sell professional photography/videography for lasting memories

Bundling & Packaging

Offer comprehensive party packages including cake, decorations, and customized merchandise

Loyalty & Retention Programs

Develop a ‘Funscape Family’ loyalty program with perks for repeat customers
Offer free party on every 10th booking

Custom Services and Personalization

Offer personalized themes, invitations, and party favors

Pricing Strategy

Give discounts for weekday parties or off-peak hours
Provide referral discounts for existing customers

Customer Data and Insights

Leverage CRM data to send personalized offers and track customer behavior
Trigger reminders for parents to re-book around their child’s birthday

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

Free game passes for every successful referral
Exclusive discounts on party packages for referees

Shareable Assets

Pre-made social media posts, celebrating successful parties
Digital referral cards to be emailed or shared via messaging apps

Timing and Triggers

Ask for referrals right after the party, when satisfaction is at its peak
Set automated email reminders in Ontraport, 1 week after party

Client Success Stories

Collect video testimonials during parties, share on website and social media
Run a 'Party of the Month' feature on website, showcasing successful events

Referral Contests

Run quarterly contests with grand prize for customer with most referrals
Feature top referrers on 'Wall of Fame' in venue and on website

Partner or Affiliate Programs

Partner with local businesses that cater to similar demographic (e.g., toy stores), offering mutual referrals
Offer affiliate program to party planners, with trackable referral codes and commission on successful leads

Thank-You Experience

Handwritten thank-you notes for each successful referral
VIP party upgrade for customers who refer 5 or more successful parties

Funscape

Your 1-Page Marketing Plan is Ready!