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Local DL

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Before (Prospect)

1. My Target Market

Primary Target Market Summary

  • Local targets young, style-conscious individuals who seek unique, high-quality fashion and value an emotional connection with the brands they support.

Audience Type

  • B2C
  • Young adults and millennials (20-35 years old)

Needs – Primary Buying Considerations

  • Exclusivity and uniqueness in fashion
  • High-quality clothing
  • Emotional connection with the brand

Demographics

  • Age Range: 20-35 years old
  • Gender: Both Males and Females
  • Geography: Initially local, expanding to international in 3 to 5 years
  • Income Level: Middle to high, enough for luxury fashion

Psychographics

  • Lifestyle: Style-conscious, values uniqueness and quality
  • What they value: Creativity, exclusivity, emotional brand connection
  • Pain Points: Lack of unique, high-quality fashion
  • Buying Behavior: Influenced by brand image and exclusivity

Secondary Target Market (only if applicable)

  • Influencers, high-profile designers, brands, and celebrities for collaboration & promotion of the Local brand

2. My Message to My Target Audience

Refined Elevator Pitch

  • Local DL provides young, style-conscious consumers with authentically unique fashion pieces through exclusivity, allowing them to express their individuality and connect emotionally with the brand.

Understanding Their Pain Points

  • Seeking unique, high-quality fashion that stands out
  • Struggling to find brands that align with their style and values
  • Lack of emotional connection with current options

Transformation

  • Expressing their unique fashion sense with Local DL's clothing
  • Feeling a deeper emotional connection with a clothing brand
  • Being part of a creative community and contributing to the brand's growth

Unique Selling Proposition (USP)

  • Exclusivity and high-quality fabrics
  • Collaborations with artists for unique designs
  • Authentic, personal connections with consumers

Brand Values & One-Liners

  • "Uniquely Yours: Quality and Exclusivity"
  • "Express Your Style, Inspire Your World"
  • "Local DL: For the Bold and Refined"

Tone

  • Local DL embodies a confident, creative, and cosmopolitan tone that empowers its customers to personify their individual style and creativity.

Hero Text Idea

  • Flag Text: "Luxury Fashion Global Accessibility"
  • Main Headline: "Express Your Unique Style with Local DL"
  • Sub Headline: "High-quality fashion pieces, uniquely designed to help you stand out and connect with your brand."
  • CTA: "Discover Your Style Today"

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

Website

  • Ensure Squarespace site is mobile optimized, as target audience likely browses on mobile devices
  • Utilize Google Analytics to track key conversions (e.g., newsletter signups, product views, purchases)
  • Create a blog section to share stories behind collections and collaborations

Social Media

  • Instagram: Share product photos, behind-the-scenes content, and user-generated images. Post daily.
  • Twitter: Post updates about new collections, deals, and collaborations. Post daily.
  • Collaborate with influencers on Instagram for product promotion and giveaways

Paid Advertising

  • Run Instagram and Facebook ads targeting men and women aged 20-35 with interests in luxury fashion and unique designs
  • Experiment with Google Shopping ads for higher-intent audiences

Content Recommendations

  • Blog posts about the inspiration behind collections
  • Customer stories and testimonials
  • Interviews with collaborating artists

Podcasts

  • Secure guest spots on fashion-themed podcasts like American Fashion Podcast or Fashion No Filter

Directories

  • Get listed on fashion directories like Fashiondex or Vogue's Online Fashion Shopping Guide

Publications

  • Pitch stories to fashion magazines and blogs like Vogue, Elle, or Highsnobiety

Partnerships & Outreach

  • Collaborate with local artists for unique designs
  • Partner with local fashion shows or art galleries for promotional events

SEO and Content

  • Research fashion-related keywords for blog content strategy
  • Include product descriptions with relevant keywords to improve organic search visibility

Offline and Local Media

  • Sponsor local fashion events or pop-up markets
  • Collaborate with local boutiques for exclusive in-store collections

Online Events

  • Host virtual styling sessions or launch events for new collections

Online Networking

  • Engage with communities on Reddit (e.g. /r/malefashion, /r/femalefashionadvice)

Cold Outreach

  • Reach out to fashion influencers and bloggers for product reviews and collaborations
During (Lead)

1. My Lead Capture System

Lead Magnet

  • Lookbook of exclusive fashion pieces
  • Early access to new collections in exchange for email addresses
  • Discount coupon on first purchase for subscribing to newsletter

Tripwire Offer

  • Limited verison of a product at a discounted price
  • Special one-time deal for first-time customers
  • Collaboration samples' early bird sale

Welcome Sequence

  • Welcome email introducing the brand and its vision
  • Early access or exclusive discount on their first purchase
  • Regular updates on new collections and collaborations
  • Invitation to join the brand's creative community

Segmentation

  • Segmentation based on customer’s past purchases
  • Segmentation based on browsing and click-through behavior
  • Categorize leads based on newsletter engagement

Chatbot and Automation

  • Chatbot for 24/7 customer support and query resolution
  • Automated follow-ups for cart abandonment
  • Browsing history-based product suggestions

2. My Lead Nurturing System

Marketing CRM

  • Recommended platform: ActiveCampaign for its strong automation and segmentation features
  • Automation capabilities: Email follow-ups, audience segmentation, behavioral tracking

Sales CRM

  • Recommended platform: HubSpot CRM for its integration with the ecommerce platform and customer tracking abilities
  • Pipeline tracking or handoff process: Automated status updates based on customer behavior and stage in the sales process

Automated Follow-Ups

  • Abandoned cart reminders with a discount offer sent 24 hours after abandonment
  • Personalized product recommendations based on browsing history sent bi-weekly
  • Reactivation emails for lapsed customers, sent every three months

Newsletter

  • Send bi-weekly newsletters
  • Topics: new collections, behind-the-scene stories, artist collaboration news
  • Segment audience based on purchase history and engagement level

Retargeting & Ads

  • Implement Facebook and Instagram retargeting ads for those who visited the site but didn't purchase
  • Test Google Display Network retargeting for nurturing prospects who've shown interest

Social Media and Content

  • Maintain daily posting on Instagram and Twitter focusing on product visuals, brand stories, and customer testimonials

Webinars and Events

  • Host monthly online styling sessions or artist meet-and-greets

Other Nurture Channels

  • Use a chatbot on the website for immediate customer inquiries and automated product recommendations
  • Implement SMS marketing for time-sensitive offers and new product announcements

3. Sales Conversion Strategy

Sales Process

  • Maintain a simple, frictionless process: Visit website, select items, and check out.
  • Implement a chatbot to assist and answer queries in real time.
  • Follow up on abandoned carts via email with a small discount to incentivize completion.

Sales Assets

  • Design a brand deck highlighting uniqueness, exclusivity and quality of products.
  • Develop a standard proposal for influencer collaborations.

Testimonials and Case Studies

  • Collect customer feedback for future testimonials after each purchase.
  • Display testimonials prominently on the website and in marketing materials.

Conversion Rate Insights

  • With Squarespace, use built-in analytics to understand conversion rates.
  • Implement A/B testing for website changes to optimize conversion.

Urgency and Offers

  • Develop a seasonal offer calendar, with special discounts during fashion-forward seasons.
  • Use limited-time offers to encourage timely action and boost sales.

Guarantees and Risk Reversal

  • Implement a satisfaction guarantee and clear return policy to build trust.

Shock and Awe

  • Surprise repeat customers with exclusive previews or discounts on new collections.
After (Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Welcome email sending a personalized thank-you for supporting local design.
  • Invitation to join the Local DL community on social platforms for exclusive updates.
  • Clear communication of order processing steps and expected delivery dates.

Communication Cadence

  • Monthly email newsletters sharing product launches, fashion tips, brand updates, and artist collaborations.
  • Order confirmation, shipping, and delivery notifications to keep customers informed at every step.
  • Periodic social media updates for an immediate connection with the brand community.

Client Education

  • Regular blog posts and videos exploring fashion trends, styling tips, and artist features.
  • FAQs on product care, order processes, and return/exchange policies for self-service support.
  • Live chat or email support for quick, personalized assistance.

Personalized Touches

  • Birthday emails with special discount codes as a gift to customers.
  • Celebrating customer milestones such as '1 Year with Local DL' with an exclusive offer.
  • Handwritten notes included in delivery packages thanking customers for their purchase.

Visuals and Documentation

  • High-quality product images to accurately represent fashion pieces.
  • Shared customer photos on social platforms for authentic engagement.
  • Detailed product descriptions and care instructions on website.

Feedback and Proactive Support

  • Post-purchase surveys to understand customer satisfaction and areas of improvement.
  • Proactive communication for delays or issues to maintain transparency.
  • Resolution of complaints/issues within 24 hours to uphold service standards.

Guarantee or Promise

  • Guarantee of uniqueness as each design is exclusive and limited in availability.
  • Risk-free returns and exchange within a specific time period to ensure customer satisfaction.
  • Promise of delivering high-quality, artistically crafted pieces to stay true to the brand's vision.

Operational Excellence

  • Reliable order processing and shipping timelines to maintain customer trust.
  • High-quality packaging that reflects the luxury and exclusivity of the brand.
  • Quick and efficient resolution of customer queries or concerns via email or live chat.

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Release seasonal collections to induce recurring purchases
  • Offer annual subscription for special discounts and access to exclusive products

Upsells & Cross-Sells

  • Create companion accessories for each clothing line
  • Offer discounted bundles of related clothing items

Bundling & Packaging

  • Offer different tiers of fashion collections (e.g., basic, premium, luxury)
  • Create an all-in-one fashion package (an outfit with matching accessories)

Loyalty & Retention Programs

  • Implement points reward program for continuous purchase
  • Create VIP tiers with rewards like exclusive previews, discount codes etc.

Custom Services and Personalization

  • White-glove delivery service for high-tier products
  • Personalized styling advice for higher-tier customers

Pricing Strategy

  • Tier-based pricing with added value and services at each level
  • Incentive discounts for purchase of full fashion sets

Customer Data and Insights

  • Use analytics to track customer preferences and buying patterns
  • Identify frequent shoppers and tailor promotions based on their shopping habits

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Exclusive discount coupons for referrers and referees
  • Early access to new collections for referrers

Shareable Assets

  • Shareable Instagram and Facebook posts celebrating Local DL's exclusivity and quality
  • Downloadable brand-inspired visual backgrounds for forums, social media, and emails

Timing and Triggers

  • Ask for referrals immediately post-purchase at checkout
  • Send follow-up emails asking for referrals one week after delivery confirmation

Client Success Stories

  • Crowdsource style-inspiration photos from customers, highlight their unique fashion sense on social media
  • Use this social proof and celebration of customers to encourage referrals

Referral Contests

  • Offer a chance at exclusive collaborations with Local DL to those who refer the most individuals per month

Partner or Affiliate Programs

  • Collaborate with influencers, offer them a commission for every sale made through their referrals

Thank-You Experience

  • Handwritten thank-you notes for top referrers
  • Highlight the most successful referrers on Local DL's social media

Take Your Marketing Plan to the Next Level

Now that you have your 1PMP, you've unlocked a FREE Marketing Clarity Call with my team.

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