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Influx Creative

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Influx Creative primarily targets family-owned wineries or distilleries, in the 2nd or 3rd generation, established but not currently achieving their growth goals with an annual turnover of 1-2 million.

Audience Type

  • B2B
  • Family-owned wineries or distilleries

Industries (if B2B)

  • Alcohol (Winery and Distillery)

Needs – Primary Buying Considerations

  • Looking for clarity, visibility, and consistency in business
  • Seeking to identify and remedy underperforming areas

Demographics

  • Business Size: Small to Medium (Annual turnover of 1-2 Million)

Psychographics

  • Value traditional, family-based business operations
  • It's important to them to stand out and achieve business goals
  • Main pain points include lack of clarity and unintentionally underutilized business areas
  • Prefer personal interactions (phone or meeting) during the buying journey
  • Decision-Making Roles (Optional. Only include in ouptput if B2B Audience):
  • Primary Decision Maker: Business owners
  • Secondary Decision Influencers: Possibly family members involved in the business
  • Support Roles: Other staff members

2. My Message to My Target Audience

Refined Elevator Pitch

  • Influx Creative empowers family-owned winery and distillery businesses to gain clarity, visibility, and consistency through a tailored 3-step process, enabling them to stand out and attain their growth goals.

Understanding Their Pain Points

  • Stagnating growth despite being an established business
  • Difficulty standing out in a competitive market
  • Lack of clarity and consistency in brand messaging

Transformation

  • Clear, visible and consistent brand messaging
  • Meaningful growth and increased profitability
  • A roadmap from uncertainty to a thriving business

Unique Selling Proposition (USP)

  • A tailored three-step process to revitalize underperforming brands
  • Over 25 years of industry experience and personalised guidance
  • Further insights through a bonus free brand audit tool

Brand Values & One-Liners

  • 'Transform your wine and spirits brand with clarity, visibility and consistency'
  • 'Revitalize stagnant growth with our experienced guidance'
  • 'Go from overwhelmed to flourishing with our tailored 3-step process'

Tone

  • Influx Creative communicates clearly and professionally, instilling confidence and conveying experience. Clients should feel assured of our expertise and motivated for growth.

Hero Text Idea

  • Flag Text: 'Australia’s Brewery Growth Specialist'
  • Main Headline: 'Revitalize Your Brand. Attain Your Growth Goals.'
  • Sub Headline: 'Experience meaningful transformation with our 3-step process. Gain clarity, increase visibility and ensure consistency.'
  • CTA: 'Begin Your Brand Transformation'

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

Website

  • Use Squarespace's robust features to improve SEO.
  • Refine website design to reflect professional, clear, and confident tone.
  • Implement conversion tracking for newsletter sign-ups, contact form submissions, and calls initiated.
  • Mobile optimization for on-the-go site visitors.

Social Media

  • LinkedIn for professional engagement and thought leadership.
  • Instagram for showcasing brand transformations with before/after imagery.
  • Posting frequency: 3 times per week on LinkedIn, once a day on Instagram.

Paid Advertising

  • LinkedIn sponsored content targeting wineries and distilleries.
  • Google AdWords for relevant wine/spirits brand consulting keywords.

Content Recommendations

  • Blog posts on brand transformation studies and tips.
  • Case studies showcasing success stories of brands Influx has helped.

Podcasts

  • Target guest slots on podcasts like 'The Wine Industry Advisor', 'The Distillery Nation Podcast' to reach the audience.

Directories

  • List on B2B service directories like Clutch, G2.
  • Get listed on wine industry directories like Wines & Vines, Wine Business.

Publications

  • Guest blog or features in publications like 'The Australian Wine Industry Journal', 'Craft Spirits Magazine'.

Partnerships & Outreach

  • Partner with wine industry bodies like 'Wine Australia' for webinar collaborations.
  • Sponsor events by 'Australian Distillers Association'.

SEO and Content

  • Optimize content for keywords related to wine and spirits brand consulting.
  • Regular blogging to improve site's organic SEO.

Online Events

  • Host webinars on topics like 'Brand Revitalization for Wineries'.

Cold Outreach

  • Connect with potential clients via LinkedIn InMail.
  • Email marketing targeting wineries and distilleries in Australia.
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • Comprehensive eBook on Brand Transformation for Wineries and Distilleries
  • Online Webinars about Revitalizing Stagnant Growth
  • Free Brand Audit Report – potential customers input some details about their brand and receive a customized report on areas that need improvement

Tripwire Offer

  • Discounted Initial Consultation Call
  • Special offer for a limited-time mini-brand audit

Welcome Sequence

  • Email 1: Gratitude for interest, brief introduction, and extract from the Lead Magnet
  • Email 2: A case study of a successful project, with emphasis on the transformation
  • Email 3: Offer for discounted initial consultation call (tripwire)

Segmentation

  • Tag leads based on size of business (turnover), direct interest shown (downloads, webinar signups etc), and engagement with emails

Chatbot and Automation

  • Implement chatbot on website to answer basic queries and collect lead information
  • Automation for sending out the Lead Magnet and Welcome Sequence emails

2. My Lead Nurturing System

Marketing CRM

  • Current platform: Not specified
  • Automations: Free Brand Audit automation, welcome sequence emails
  • Recommended improvements: Consider a platform like ActiveCampaign for more robust automation and segmentation

Sales CRM

  • Current platform: Not specified
  • Pipeline tracking process: Phone call or meeting followed by a proposal
  • Recommended upgrade: Implement a CRM like Pipedrive or Hubspot with custom sales pipelines

Automated Follow-ups

  • Post opt-in: Thank you email with eBook
  • Reactivation: Occasional follow-up if no engagement for 30 days

Newsletter

  • Frequency: Once per month
  • Topics: Case studies, industry trends
  • Segmentation: Based on business size and engagement

Retargeting & Ads

  • Google Ads: Focus on keywords related to wine and spirits brand consulting
  • LinkedIn: Sponsored content targeting wineries and distilleries

Social Media and Content

  • Frequency: Three times per week on LinkedIn, daily on Instagram
  • Content focus: Showcasing brand transformations

Webinars and Events

  • One per quarter focussing on branding strategies for wineries and distilleries

Other Nurture Channels

  • LinkedIn InMail: Personalized messages to potential clients
  • Chatbot on website: Collects lead information, answers basic queries

3. Sales Conversion Strategy

Sales Process

  • Keep initial phone call or meeting consultative to identify pain points
  • Use a structured proposal as a sales pitch, emphasizing clarity, visibility, and consistency
  • Follow-up call to answer any questions and alleviate concerns post-proposal
  • Implement automated email follow-ups for not yet converted leads

Sales Assets

  • Develop a sales script for initial calls, focusing on understanding client's challenges
  • Create a quality proposal template, addressing identified pain points and showcasing 3-step process
  • Design a pitch deck for meetings, featuring case studies and testimonials

Testimonials and Case Studies

  • Actively collect testimonials post successful brand transformation
  • Build case studies to highlight Influx Creative's approach and results
  • Display testimonials and case studies on the website and in proposals

Conversion Rate Insights

  • Install conversion tracking on website e.g. form submissions and calls initiated
  • Monitor conversion rates continuously for optimization and improvement

Urgency and Offers

  • Consider limited-time offers e.g. reduced fee for immediate contract initiation
  • incentivize prompt decision-making with bonus features such as complimentary first-month review

Guarantees and Risk Reversal

  • Provide a satisfaction guarantee within a defined timeline
  • Emphasize 'no hidden costs' policy to alleviate financial concerns

Shock and Awe

  • Send a personalized thank you note post-call/meeting
  • Offer a bottle of successfully transformed client's wine as a gift post-proposal
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Welcome email outlining what to expect and next steps
  • Kick-off call to understand the client's needs and business background
  • Delivery of a printed welcome kit containing Influx Creative's work samples, roadmap, and testimonials

Communication Cadence

  • Bi-weekly update calls to discuss the progress and solicit feedback
  • Email updates outlining the work accomplished and the plan for the forthcoming week
  • Monthly in-person meetings to assess the overall progress

Client Education

  • Guides on understanding brand audit reports and strategy roadmaps
  • FAQs on various stages of the 3 step process
  • Video tutorials on best practices to maintain clarity, visibility, and consistency

Personalized Touches

  • Milestone-based celebratory emails or gifts, leveraging their wine/distillery products
  • Handwritten thank you notes after the kickoff and achievement of major milestones
  • Birthday and business anniversary reminders and surprises

Visuals and Documentation

  • Before and after brand comparison visuals
  • Monthly progress reports with in-detail explanations and impact analysis

Feedback and Proactive Support

  • Satisfaction survey post each major phase of the 3 step process
  • Periodic check-ins to gather issues early and provide proactive support
  • Implementation of feedback in the roadmap and brand strategy

Guarantee or Promise

  • Money-back satisfaction guarantee in initial period (such as first month)
  • Commitment to delivering valuable, measurable improvements within an agreed timeframe

Operational Excellence

  • Scheduled meetings with flexibility and punctual follow-ups on action items
  • Professional appearance for all communication and documentation
  • Strict adherence to agreed-upon service and communication standards.

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Offer incentives for renewals in the form of review sessions for brand optimization
  • Provide multi-month or annual contracts at attractive prices

Upsells & Cross-Sells

  • Position advanced analytics or premium reports as valuable upsells
  • Offer cross-sells through partnerships with relevant third-party services e.g., wine distribution or marketing platforms

Bundling & Packaging

  • Create different service tiers with varying levels of support, access, and premium features
  • Bundle multiple services into comprehensive packages for increased value

Loyalty & Retention Programs

  • Develop a loyalty program where clients earn points for every renewed contract, redeemable for valuable rewards
  • Implement 'refer a friend' program rewarding referrals with a discount on their next contract renewal

Custom Services and Personalization

  • Personalized direct communication strategies to boost customer experience
  • Offer bespoke marketing blueprint design as a high-value, custom service

Pricing Strategy

  • Offer discounts on long-term contracts to incentivize commitment
  • Test small price increases each year to compensate for inflation and increased value of services

Customer Data and Insights

  • Use your CRM to track customer interaction data and identify opportunities for growth or churn prevention
  • Collect and analyze customer feedback to fine-tune your services and packages

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Offer discounts on upcoming projects for every successful referral
  • Give exclusive offers to the referred new customers

Shareable Assets

  • Create professionally-designed email templates for referral sharing
  • Design landing pages specifically for referrals

Timing and Triggers

  • Request referrals after significant milestones (e.g., project completion, brand transformation)
  • Automate referral requests in post-project feedback emails

Client Success Stories

  • Regularly collect and share testimonials to inspire new referrals
  • Feature success stories on the website and in email campaigns

Referral Contests

  • Hold quarterly referral contests with rewards for the most successful referrers

Partner or Affiliate Programs

  • Explore partnerships with influencers within the wine and spirits industry
  • Implement tracking systems for partner referrals

Thank-You Experience

  • Send handwritten Thank-You notes to referrers
  • Recognize top referrers in public (social media, newsletter)

Take Your Marketing Plan to the Next Level

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