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Inck Merchandise

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  3. Execute it (start with ONE section)

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Marketing, brand, and communications professionals who value creativity, reliability, and efficiency. They manage multiple campaigns, tight deadlines and require on-brand merchandise consistently.

Audience Type

  • B2B
  • Marketing and Branding professionals

Industries (if B2B)

  • Marketing
  • Branding
  • Communications

Needs – Primary Buying Considerations

  • Need for trustworthy partner for on-brand merchandise
  • Quick delivery and sustainable sourcing
  • Transparent and efficient processes for merchandise programs

Demographics

  • Age Range: Not specified
  • Gender: Not specified
  • Geography: Australia
  • Income Level: Not specified
  • Profession: Marketing, Branding, Communications
  • Business Size: Handling merch budgets between $50K-$500K

Psychographics

  • Lifestyle: Busy managing multiple campaigns
  • What they value: Reliability, efficiency, and creativity
  • Pain Points: Juggling tight dealines
  • Buying Behavior: Value for money, quality, and service
  • Decision-Making Roles:
  • Primary Decision Maker: Marketing/Branding Professionals
  • Secondary Decision Influencers: Not specified
  • Support Roles: Not specified

2. My Message to My Target Audience

Refined Elevator Pitch

  • Inck Merchandise simplifies branded merchandise creation for busy marketing teams. We combine creativity and industry experience with smart, sustainable solutions, enabling our clients to save time and amplify their brand reach effortlessly.

Understanding Their Pain Points

  • The stressful and time-consuming process of creating branded merchandise
  • Juggling multiple marketing campaigns with tight deadlines
  • Need for consistent, sustainable, and on-brand merchandise that reflects company values

Transformation

  • Save time, reduce stress, and increase brand exposure through high-impact merchandise
  • Feel confident and peace of mind knowing the merchandise aligns with brand and sustainable values
  • Streamlined and efficient operations from concept to delivery of branded merchandise

Unique Selling Proposition (USP)

  • Unique blend of creative ideas, smart systems, and proven experience
  • Transparent and collaborative processes tailor-made for busy marketing teams
  • Ethically sourced, high-impact merchandise programs with warehousing and reordering support

Brand Values & One-Liners

  • "Inck. Smart merch for busy brands."
  • "We take the guesswork out of branded merchandise."
  • "Smarter. Simpler. On-brand."
  • "Less busywork. More brand impact."

Tone

  • Inck Merchandise speaks in a direct, action-oriented style. The brand promises efficiency, reliability, and top-notch creativity. We want to evoke feelings of trust, peace of mind, and confidence in our clients.

Hero Text Idea

  • Flag Text: "Modern Merchandizing for Australia"
  • Main Headline: "Elevate Your Brand with Stress-Free, Impactful Merchandise"
  • Sub Headline: "Let Inck do the heavy lifting. From concept to delivery, we ensure your merch resonates with your brand and values - while saving your precious time."
  • CTA: "Start Your Seamless Merchandise Journey Today!"

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

Website

  • Optimize website for mobile, as most users are likely to access it on-the-go.
  • Use Google Analytics to track key conversions and user behavior.

Social Media

  • Prioritize LinkedIn for thought leadership content and connection with professionals.
  • Update Facebook and Instagram bi-weekly with relevant industry trends and branding tips.
  • Use Twitter for real-time updates and industry news.

Paid Advertising

  • Invest in Google Ads, targeting keywords around branded merchandise and promotional products.
  • LinkedIn Sponsored Content for thought leadership articles.

Content Recommendations

  • Publish case studies highlighting successful merch campaigns.
  • Share tips on sustainable sourcing and brand consistency.

Podcasts

  • Consider starting a podcast discussing marketing strategies in general, and merchandise branding specifically.
  • Seek to appear on industry podcasts like 'The Branding Journal' or 'Marketing Over Coffee'.

Directories

  • Enlist in B2B directories like G2, Capterra for broader reach.

Publications

  • Seek to get published in Industry magazines like 'Marketing Magazine' or 'Brand Quarterly'.

Partnerships & Outreach

  • Partner with marketing firms or event management companies for mutually beneficial collaborations.

SEO and Content

  • Focus on keywords related to branded merchandise, sustainable sourcing, and branding solutions.

Offline and Local Media

  • Sponsor relevant industry events and conferences.
  • Advertise in local trade magazines or newspapers.

Online Events

  • Conduct webinars on the importance of brand consistency and the role of merchandise.

Online Networking

  • Engage in LinkedIn groups or Quora spaces around marketing and branding.

Cold Outreach

  • Email or LinkedIn outreach, targeting marketing professionals and brand managers.
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • Free merchandising guide for marketing professionals
  • Quiz: 'Is your branded merch eco-friendly?'
  • Case study of a successful merchandise program

Tripwire Offer

  • Small batch of custom-designed, sustainable merch at a discounted rate
  • Mockup and initial concept consultation for a flat, low fee

Welcome Sequence

  • Automated email providing the lead magnet and introducing Inck's services
  • Follow-up email exploring pain points and how Inck can address them
  • Final email with the tripwire offer and call-to-action to schedule a call

Segmentation

  • Tag leads based on industry, size of marketing budget, and interest in sustainable sourcing
  • Use tags to provide personalized email content and offers

Chatbot and Automation

  • Implement a chatbot on the website to initiate conversation, answer FAQs and collect lead information
  • Use automation to direct lead data from chatbot and website forms into Hubspot CRM

2. My Lead Nurturing System

Marketing CRM

  • Current platform: Hubspot
  • Automation capabilities: Email automations, chatbot, segmentation
  • Recommended improvements: Implement more advanced automation sequences, utilize a/b testing feature

Sales CRM

  • Current platform: Hubspot (CRM and Marketing together)
  • Pipeline tracking or handoff process: via Hubspot's deal pipelines
  • Recommended upgrades: Integrate with project management tools for seamless handoff to execution

Automated Follow-Ups

  • Types of automations: welcome sequence, abandoned cart, re-engagement, personalized product recommendations
  • Frequency or triggers: Welcome sequence sent immediately post opt-in, other emails triggered based on user behavior

Newsletter

  • Frequency: Bi-weekly
  • Topics or content pillars: Latest merch designs, sustainable sourcing updates, case studies, industry trends
  • Segmentation: Based on industry, budget, sustainability interest

Retargeting & Ads

  • Platforms and goals: Google Ads (conversion-focused), LinkedIn (awareness and lead gen)

Social Media and Content

  • Posting frequency: LinkedIn (2x per week), Instagram (3x per week), Facebook (2x per week)
  • Content type or campaign focus: Case studies, client features, team highlights, industry best practices

Webinars and Events

  • Suggested cadence: Quarterly webinars on branded merch ideation, sustainable sourcing, and streamlined merch processes

Other Nurture Channels

  • Chatbot via Hubspot: For website lead capture, FAQ, and customer support

3. Sales Conversion Strategy

Sales Process

  • Begin conversations with an understanding of client needs and project specifics.
  • Provide creative ideas and visuals to prospective clients.
  • Handle sourcing, production, and fulfilment while ensuring transparency.
  • Automate follow-up activities to build trust and ensure client involvement without hassle.

Sales Assets

  • Develop an SOP for handling sales queries and audience outreach.
  • Create a script for initial conversations to understand client needs.
  • Craft personalized proposals that respond to prospective clients’ unique needs and concerns.
  • Highlight track record, creativity, and collaborativeness in a persuasive pitch deck.
  • Leverage case studies to validate propositions and demonstrate expertise.

Testimonials and Case Studies

  • Collect testimonials during project debriefs or after successful deliveries.
  • Create a 'Wall of Love' on the website for testimonials and positive client feedback.
  • Develop case studies for completed projects, and include them in proposals.

Conversion Rate Insights

  • Track conversation rates using CRM (HubSpot).
  • Focus on improving response rate and engagement to improve overall conversion rates.

Urgency and Offers

  • Create time-limit offers to encourage immediate action.
  • Mention scarcity of sustainable products to create urgency.

Guarantees and Risk Reversal

  • Offer 100% satisfaction guarantee, and assure replacement in case of quality issues.
  • Highlight transparent and collaborative process to alleviate risk concerns.

Shock and Awe

  • Send branded merchandise packages as tokens of appreciation to new clients.
  • Foster relationships with personalized ‘thank you’ notes post-project delivery.
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Welcome email with project kickoff call schedule
  • Personalized welcome kit with a 'Start Guide' to the Inck process
  • Detailing the next steps and setting clear expectations

Communication Cadence

  • Weekly project update calls or emails
  • Real-time updates through client portals
  • Quaterly comprehensive project review

Client Education

  • Access to FAQs and training videos in client portal
  • Dedicated knowledge hub with guides on sustainable sourcing, brand consistency, and merchandising trends

Personalized Touches

  • Handwritten thank you notes post project completion
  • Customized anniversary gifts reflecting the brand journey
  • Birthday surprises and holiday greetings

Visuals and Documentation

  • Before and after photos of merchandise transformation
  • Detailed weekly progress reports
  • Transparent project recaps post-delivery

Feedback and Proactive Support

  • Regular check ins for feedback collection
  • Fast-tracked issue resolution system
  • Proactive support team readily available for immediate assistance

Guarantee or Promise

  • Service guarantees emphasizing on-time delivery
  • Risk-free 'love it or leave it' policies making clients comfortable about their choices

Operational Excellence

  • Flexible scheduling as per client convenience
  • Stringent punctuality standards for meetings and deliverables
  • Uniform branded apparels for team to reinforce appearance standards
  • Prompt and professional communication protocols

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Offer bulk discounts for annual-term contracts
  • Implement auto-renewal system with a minor discount as an incentive

Upsells & Cross-Sells

  • Introduce premium design consultation as an add-on service
  • Promote cross-sell of sustainable merchandise options

Bundling & Packaging

  • Bundle design mockups with delivery and reordering support packages
  • Offer all-in-one packages including warehousing and fulfilment at discounted rates

Loyalty & Retention Programs

  • Launch loyalty program with points redeemable for discounts on future orders

Custom Services and Personalization

  • Develop custom merchandizing plans based on individual brand requirements
  • Offer white-glove service tier with one-on-one creative consultation and expedited fulfilment

Pricing Strategy

  • Offer tiered pricing plans based on order volume, offering more value for higher tiers
  • Employ strategic discounts on recurring orders for long-term commitment

Customer Data and Insights

  • Use HubSpot CRM to track customer behavior and identify churn predictors
  • Analyze customer data for upsell and cross-sell opportunities

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Offer referrers varying levels of gift cards for each successful referral
  • Give referees an exclusive discount or add-on service on their first order

Shareable Assets

  • Pre-made social posts highlighting the efficiency and reliability of Inck's merchandise services
  • Referral cards to be included in each order for easy sharing

Timing and Triggers

  • Ask for referrals after a successful project completion or when reordering is initiated via the custom client portal
  • Set automated email reminders to request referrals once the merchandise is delivered and the client is satisfied

Client Success Stories

  • Regularly request testimonials from happy clients and feature them on the Inck website and social media
  • Encourage clients to share their success stories on their own profiles to leverage network effects

Referral Contests

  • Have quarterly contests with winners receiving substantial discounts or free services for a period of time

Partner or Affiliate Programs

  • Set up affiliate partnerships with marketing agencies to benefit from their client base and offer them a percentage on each referral

Thank-You Experience

  • Send handwritten thank you notes to top referrers
  • Feature top referrers on Inck's website and social profiles to provide public recognition

Take Your Marketing Plan to the Next Level

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