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Madeleine Wideland Art and Design

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Before (Prospect)

1. My Target Market

Primary Target Market Summary

  • The ideal customer for Madeleine Wideland Art and Design is a middle to high-income woman over the age of 50 who values elegance and original designs for her home.

Audience Type

  • B2C
  • Affluent women 50+ years old who are interested in home decoration

Needs – Primary Buying Considerations

  • Seeks to create a unique, beautiful, elegant space in their home
  • Values handmade and carefully produced patterns

Demographics

  • Age Range: 50+
  • Gender: Female
  • Geography: Sweden and potentially globally
  • Income Level: Middle to High
  • Profession: Not specified

Psychographics

  • Lifestyle: Values elegance and originality, interested in home decor
  • What they value: Handmade products, artisan quality, uniqueness
  • Pain Points: Difficult to find unique, high-quality surface patterns
  • Buying Behavior: Uses Pinterest or Google, purchases online

2. My Message to My Target Audience

Refined Elevator Pitch

  • Madeleine Wideland Art and Design infuses elegantly handcrafted surface patterns into textiles and wallpapers to help women aged 35 and above transform their spaces into personal art pieces, inspiring feelings of creativity and beauty in everyday life.

Understanding Their Pain Points

  • Difficulty in finding unique, elegant patterns for home decor
  • Current home environments lack originality and a personal touch
  • Disappointment with mass-produced patterns that do not stir up feelings of beauty

Transformation

  • Space becomes a personal art piece, inspiring creativity and positivity
  • Feeling of living in a home that reflects their personality and values
  • Satisfaction of owning unique, handcrafted designs that enhance their living space

Unique Selling Proposition (USP)

  • Rare, elegant, handcrafted patterns not found in mass-produced lines
  • Personal commitment to careful production of each design
  • Exclusivity and uniqueness: each product from Madeleine Wideland Art and Design is designed to be a personal statement, not a replication

Brand Values & One-Liners

  • Transcending the ordinary with handcrafted elegance
  • Where your home becomes an artful masterpiece
  • Let the patterns of passion transform your space

Tone

  • Madeleine Wideland Art and Design embodies an ethos of elegance, creativity, and determined craftsmanship. Our tone is supportive and knowledgeable, underscoring our commitment to clients' transformative journey in creating their dream space.

Hero Text Idea

  • Flag Text: Handcrafted in Sweden
  • Main Headline: Transform Your Space with Elegant Artistry
  • Sub Headline: Discover handcrafted, unique surface designs made to inspire. Experience the transformation of your space as art becomes pattern and pattern becomes home.
  • CTA: Shop the Collection Now

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

Website

  • Improve website user experience, focus on clearer product categorization
  • Track user's behavior on the website (navigation, conversion)
  • Optimize website for mobile users, given they form a larger share in ecommerce browsing

Social Media

  • Focus on channels like Instagram and Pinterest due to its visual appeal and relevancy with target audience
  • Post 3 times a week with diverse content showing the handmade process and designs application
  • Engage with followers through Instagram reels highlighting a glimpse 'behind-the-scenes' creative process.

Paid Advertising

  • Invest a portion of the budget in Facebook (Meta) & Pinterest advertising to target middle to high-income women aged 50 or over
  • Focus on creating engaging ads with high-quality images of products with an encouraging CTA.

Content Recommendations

  • Blog about the creative process behind designs
  • Share interior styling tips

Directories

  • Get listed in local online artistic and design directories
  • Consider getting listed on global design directories

Publications

  • Reach out to Home Decor, House Beautiful, Ideal Home, and other relevant publications

Partnerships & Outreach

  • Partner with boutique home decor stores, interior designers to feature products
  • Leverage influencers with a similar target audience for collaborations

SEO and Content

  • Develop a blog targeting keywords like handmade wallpaper designs, unique textile patterns, etc.
  • Implement a backlink strategy, connecting to relevant, high-traffic websites

Offline and Local Media

  • Participate in local craft or design fairs
  • Conduct workshops in local design schools or community centres

Online Events

  • Host online events or webinars showcasing products
  • Collaborate with other artists for joint webinars.

Online Networking

  • Engage in home decor and design forums.

Cold Outreach

  • Engage with potential clients on LinkedIn, introduce brand and products
  • Cold email to interior designers or boutique stores, showcasing unique designs
During (Lead)

1. My Lead Capture System

Lead Magnet

  • 'Guide to Styling Your Space with Elegance and Uniqueness'
  • 'Top 10 Home Decor Patterns for 2022'
  • 'Quiz: Find Your Unique Decor Style'

Tripwire Offer

  • First-time buyer discount for small print-on-demand item (scarf, tea towel, etc.)
  • Exclusive pattern collection only available to new members
  • Special introductory price for the first purchase

Welcome Sequence

  • Confirmation and thank you email providing purchased lead magnet or introducing the product
  • Follow-up email sharing about Madeleine Wideland Art and Design and its USP
  • Final email offering tripwire with a timeline to create urgency

Segmentation

  • Segment leads based on the lead magnets they opt-in for
  • Further segment based on purchase history and behavior (repeat customer, one-time buyer, etc.)
  • Use segmentation for personalized email marketing

Chatbot and Automation

  • Implement a chatbot for 24/7 customer service and lead capture
  • Use automation to deliver lead magnets and follow up emails
  • Track visitor actions using a tool like Google Analytics for better retargeting

2. My Lead Nurturing System

Marketing CRM

  • Recommended platform: HubSpot (free tier)
  • Automation capabilities: Email follow-ups, lead qualification
  • Needed improvements: Integration with Wix, setup lead databases

Sales CRM

  • Recommended platform: HubSpot Sales CRM
  • Pipeline tracking process: Track lead through sales stages - Lead, MQL, SQL
  • Recommended upgrades: Seamless integration with HubSpot Marketing CRM

Automated Follow-Ups

  • Type: Initial onboarding sequence, browse abandonment, cart abandonment
  • Triggers: Signup, website browsing, cart abandonment

Newsletter

  • Frequency: Bi-weekly
  • Topics: New patterns, behind-the-scenes, home styling tips
  • Segmentation: Based on lead's chosen lead magnet or purchase

Retargeting & Ads

  • Platforms: Pinterest & Meta Ads, Google Ads
  • Goals: Retarget website visitors, capture interested audiences

Social Media and Content

  • Posting frequency: Thrice weekly on Pinterest and Instagram
  • Content type: Behind-the-scenes shots, design process, finished products

Webinars and Events

  • Cadence: Quarterly art and design webinars
  • Purpose: Educating prospective customers, showcasing product versatility

Other Nurture Channels

  • Chat interfaces: Utilize Wix's built-in website chat for automated FAQs
  • Automation tools: Campaign Monitor for personalized email automation

3. Sales Conversion Strategy

Sales Process

  • Optimize sales flow from Pinterest or Google to the website by ensuring an easy pathway to purchase
  • Implement pop-up notifications to guide the visitor and encourage actions
  • Use high-quality product photos and provide clear information about designs and print-on-demand service

Sales Assets

  • Upgrade product description templates for consistency and to address common customer queries
  • Design a visually appealing, brand-consistent email template for following up with leads
  • Create a standard proposal template for approaching boutique home decor stores and interior designers

Testimonials and Case Studies

  • Create a system for asking for testimonials from satisfied customers post-purchase
  • Feature these testimonials prominently on the website and within sales proposals

Conversion Rate Insights

  • Install Google Analytics for tracking user behavior on the website and identifying drop-off points
  • A/B test website changes to improve conversion rates

Urgency and Offers

  • Offer time-limited promotions for special occasions or seasons to drive purchases
  • Create a limited-edition design series to create a sense of scarcity and accelerate the decision cycle

Guarantees and Risk Reversal

  • Clearly articulate product quality and satisfaction guarantees on each product page and in email follow-ups
  • Assure customers of a smooth return and refund policy, reducing perceived purchase risks

Shock and Awe

  • Send a special thank you note or care instructions with each purchase, to surprise and delight customers
  • Share behind-the-scenes creation process to showcase the craftsmanship and unique nature of each design
After (Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Personalized welcome email post-purchase, emphasizing appreciation for their choice
  • Email detailing the creation process of their chosen design, making them part of the story
  • Offer a guide on how to best use/match designs in their space

Communication Cadence

  • Monthly newsletter with updates on new designs, behind-the-scenes, and home decor tips
  • Transactional emails at key stages: order confirmation, shipping notice, delivery confirmation

Client Education

  • Engaging blog posts or short videos showcasing how different patterns can redefine spaces
  • DIY ideas on home decor transformations with Madeleine Wideland designs

Personalized Touches

  • Birthday email with a special discount as a gift
  • Custom thank you note with each purchase
  • Celebrate customer's '1 Year Journey with us' with a complimentary digital print

Visuals and Documentation

  • Share a timeline with images from sketch to final product for the purchased design

Feedback and Proactive Support

  • Follow-up email with a simple feedback survey one week post-delivery
  • Respond to negative feedback by discussing possible resolutions personally

Guarantee or Promise

  • Assuring satisfaction with our designs or accepting returns/exchanges

Operational Excellence

  • Ensuring that all orders are shipped on-time
  • High-quality packaging to ensure safe delivery and to uphold the brand's image

2. How I Increase Customer Lifetime Value

Upsells & Cross-Sells

  • Offer custom design services for personalized patterns
  • Cross-sell matching patterns for different textiles or wallpapers

Bundling & Packaging

  • Bundle wallpapers with matching textile designs
  • Launch limited edition collections of patterns and products

Loyalty & Retention Programs

  • Establish a 'collector's club' for repeat customers with exclusive deals
  • Reward frequent buyers with discounts for future purchases

Custom Services and Personalization

  • Introduce premium services for personalized design consulting and advice
  • Offer white-glove installation services for higher-end customers

Pricing Strategy

  • Provide tiered pricing based on exclusivity and personalization
  • Introduce a price premium for custom designs and unique patterns

Customer Data and Insights

  • Leverage Google Analytics or similar free tools to track customer preferences and behavior
  • Collect customer feedback for insight into desired patterns or designs

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Offer 10% discount on next purchase for every successful referral
  • New customers get 5% off their first purchase

Shareable Assets

  • Social media posts showcasing product range
  • Beautifully designed referral cards with purchase
  • Email template for sharing referral code

Timing and Triggers

  • Ask for referrals after successful purchases
  • Trigger email reminders 2 weeks post-purchase

Client Success Stories

  • Feature customer testimonials on social media and website
  • Show real customer photos of the products in their spaces

Referral Contests

  • Quarterly 'Refer and Win' contests with designer pieces as prizes

Partner or Affiliate Programs

  • Collaborate with interior design bloggers for affiliate marketing

Thank-You Experience

  • Top referrers get a handwritten thank you note
  • Surprise top referrers with a small piece of artwork

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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