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Kairos Promotional Agency, LLC

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Ideal customers are marketing or HR directors, or owners within the healthcare and construction industries. They value dependable, timely promotional materials and supporting small businesses.

Audience Type

  • B2B
  • Key customer segments: Healthcare and construction companies

Industries (if B2B)

  • Healthcare industry
  • Construction industry

Needs – Primary Buying Considerations

  • Timely delivery of promotional products
  • Dependable performance in preparing quality branded promotional items

Demographics

  • Age Range: 40 - 65
  • Gender: Male or Female
  • Geography: United States
  • Income Level: $120,000 and up
  • Profession: Marketing directors, HR directors, company owners
  • Business Size: 50 - 300 employees

Psychographics

  • Lifestyle: Business-oriented, likely balancing multiple roles and responsibilities
  • What they value: Reliability, efficiency, supporting small and local businesses
  • Pain Points: Managing promotional materials for events, especially with time constraints
  • Buying Behavior: Customers usually initiate contact, approve quotes, and oversee proofing process
  • Decision-Making Roles:
  • Primary Decision Maker: Marketing Director / HR Director / Owner
  • Secondary Decision Influencers: N/A
  • Support Roles: N/A

2. My Message to My Target Audience

Refined Elevator Pitch

  • Kairos Promotional Agency provides businesses in construction and healthcare with reliable, tailored solutions for promotional products and branded apparel. Through our unique company store model, we streamline operations, ensuring each event is impactful and stress-free.

Understanding Their Pain Points

  • Difficulty procuring quality promotional products for their events
  • Inefficient operations around event preparation
  • Experiencing unreliable service from existing suppliers

Transformation

  • Events become more streamlined and effective with quality promotional products
  • Experience a hassle-free ordering process with reliable delivery
  • Stronger brand representation at events, leading to better audience engagement

Unique Selling Proposition (USP)

  • Specialized in construction and healthcare sectors
  • Guaranteed delivery by event date, or the order is on us
  • Free spec samples to ensure satisfaction before final order

Brand Values & One-Liners

  • "Helping Your Business Bloom with Promotions"
  • "Your event. Our Promotions. Guaranteed Success."
  • "Promotional Solutions that Put Your Brand Centre Stage"

Tone

  • Kairos has a dependable, straightforward tone. We aim to inspire confidence and trust by consistently delivering on our promises and exceeding expectations.

Hero Text Idea

  • Flag Text: Promotional Powerhouse for Healthcare & Construction
  • Main Headline: Elevate Your Event with Quality Promotional Products
  • Sub Headline: We provide tailored, dependable promotional services, ensuring your event success is guaranteed.
  • CTA: Start Streamlining Your Events Today

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

Website

  • Ensure website design caters to B2B clients
  • Website built on a user-friendly platform, recommend Wordpress
  • Track downloads of promotional materials, contact form submissions
  • Mobile-friendly focus due to increasingly mobile-first B2B interactions

Social Media

  • Focus on LinkedIn due to B2B audience
  • Post twice a week with content focused on promotional strategies for healthcare and construction
  • Engage with connections through comments and direct messages

Paid Advertising

  • Google Ads, specifically utilize display and remarketing ads
  • Conversion goals: Increasing website visits, download of promotional materials and contact form submissions

Content Recommendations

  • Blog topics: Best promotional goods for construction companies, Benefits of branded apparel in healthcare

Podcasts

  • Appear on industry podcasts like 'Building a Story Brand' for construction or 'Healthcare Rap' for healthcare

Directories

  • List on B2B directories like ThomasNet or ConstructionToday

Publications

  • Get featured in industry-specific magazines like Construction Executive or Modern Healthcare

Partnerships & Outreach

  • Partner with local healthcare clinics or construction firms

SEO and Content

  • Develop blog content around keyword phrases like 'Construction promotional products'

Offline and Local Media

  • Sponsor a local construction tradeshow or healthcare convention

Online Events

  • Host webinars on how branded apparel can boost employee morale

Online Networking

  • Get involved in B2B focused Facebook groups or LinkedIn communities

Cold Outreach

  • Reach out to local healthcare or construction businesses on LinkedIn
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • Industry-specific promotional product guides
  • Case study downloads showcasing successful promotional product strategies
  • Free quote calculator tool

Tripwire Offer

  • Discount on first order for newsletter sign-ups
  • Special sample product packages at low costs

Welcome Sequence

  • Email sequence introducing Kairos Agency, focusing on USP and success stories
  • Follow-up emails featuring promotional products for respective sectors

Segmentation

  • Tag leads based on industry: healthcare or construction
  • Segment based on size of customer companies

Chatbot and Automation

  • Implement chatbot on website to assist with queries in real-time
  • Automate follow-up emails based on lead behavior and tracked website actions

2. My Lead Nurturing System

Marketing CRM

  • Use Drip as a low-cost solution optimized for small businesses
  • Use for customer segmentation, automation, and analytics

Sales CRM

  • Use Zoho CRM for advanced pipeline tracking
  • Automate handoffs from marketing to sales

Automated Follow-Ups

  • Set up post-lead-capture welcome sequence triggered by form fills
  • Create abandoned quote follow-up if no response in 2 days

Newsletter

  • Send bi-monthly newsletters on industry trends and promotional strategies
  • Segmentation: healthcare-oriented content and construction-focused content

Retargeting & Ads

  • Run Google Remarketing campaigns to bring interested visitors back to the site

Social Media and Content

  • Post thrice weekly on LinkedIn focusing on trade-show success stories and company updates

Webinars and Events

  • Host quarterly webinars for construction and healthcare industry tactics

Other Nurture Channels

  • Use mobile-friendly, low-cost chatbot like Chatfuel for website interactions
  • Implement SMS follow-up sequence for customers who prefer text (using SimpleTexting)

3. Sales Conversion Strategy

Sales Process

  • Establish a structured sales process outlining each step from lead contact to order delivery
  • Streamline the quote approval process with predefined templates for common promotional product orders
  • Implement an automated follow up system for potential leads who went silent

Sales Assets

  • Develop scripts for initial sales interactions to handle common objections
  • Create proposal templates based on common promotional product orders
  • Standardize the proofing process to minimize rework and potential customer confusion

Testimonials and Case Studies

  • Aim to collect testimonials post successful event delivery
  • Showcase testimonials prominently on your website and in proposals
  • Develop case studies showcasing how you've helped similar clientele

Conversion Rate Insights

  • Track conversion rate of leads to sales
  • Identify where in the sales process leads drop off to inform sales process revisions
  • Continually iterate on sales process based on conversion rate insights

Urgency and Offers

  • Include event date guarantee prominently in sales discussions
  • Add time-limited offers for large orders or recurring business

Guarantees and Risk Reversal

  • Develop a guarantee strategy, where if you fail to make the event date, the order is on us
  • Have a clearly defined refund policy in place which boosts trust amongst clients

Shock and Awe

  • Offer free product samples to potential leads
  • Personalize communications with leads and customers, emphasizing the personalized, efficient service you provide
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Personalized welcome email that acknowledges their industry and unique needs
  • Clear instructions for next steps and what to expect from the order process

Communication Cadence

  • Bi-weekly update emails during order preparation process
  • Personalized phone call once order is shipped

Client Education

  • Educational guide on maximizing impact with promotional materials
  • FAQ section on website addressing common questions and concerns

Personalized Touches

  • Send a small thank you gift post-first order
  • Celebrate client’s company anniversary with a special discount code

Visuals and Documentation

  • Before and after photos of promotional products creation process
  • Final order completion report recapping details and delivery timelines

Feedback and Proactive Support

  • Proactive check-ins post-event to gather feedback and celebrate successes
  • Responsive customer support offering quick solutions

Guarantee or Promise

  • Event Date Delivery Guarantee: On time or the order is on us

Operational Excellence

  • Punctual and communicative throughout all stages
  • Maintain professional conduct and appearance during all correspondences

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Implement an annual contract system with tiered pricing for higher-volume orders

Upsells & Cross-Sells

  • Introduce 'express production and delivery' service as an upsell
  • Cross-sell branded apparel for healthcare and construction companies

Bundling & Packaging

  • Bundle common products (apparel, equipment branding) into 'Event Packages'

Loyalty & Retention Programs

  • Develop a rewards program where points earned with each purchase can be redeemed for discounts

Custom Services and Personalization

  • Offer premium personalized design services for high-tier orders

Pricing Strategy

  • Incorporate a volume discount model to incentivize larger orders
  • Implement tiered pricing for express services

Customer Data and Insights

  • Integrate a simple CRM for tracking customer data and purchase patterns

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Offer 10% off next order for successful referrals
  • Referees receive 5% off their first order

Shareable Assets

  • Create referral links/codes that customers can share
  • Design a shareable social media post that features a client success story

Timing and Triggers

  • Ask for referrals after a successful delivery/on-time event
  • Automate referral requests in follow-up emails after payment

Client Success Stories

  • Initiate a 'Promotion of the Month' feature showcasing a successful client event
  • Share testimonials on social media and include a call-to-action for referrals

Referral Contests

  • Run quarterly 'Top Referrer' contests with a reward for the customer with the most successful referrals

Partner or Affiliate Programs

  • Establish partnerships with local industry associations for referrals
  • Offer exclusive promotional product deals for association members

Thank-You Experience

  • Send a personalized thank-you note to top referrers
  • Feature top referrers on the company website/social media channels

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