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Markley Taxidermy

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Enthusiastic deer hunters aged 18 and up, interested in learning whitetail taxidermy for personal satisfaction and potential financial gain.

Audience Type

  • B2C
  • Amateur and semi-professional deer hunters

Needs – Primary Buying Considerations

  • Interest in learning taxidermy skills
  • Potential for saving money and/or starting a lucrative hobby or business

Demographics

  • Age Range: 18 and up
  • Gender: Both Men and Women
  • Geography: United States
  • Income Level: Broad range, cost of course may be more affordable for middle to high income brackets
  • Profession: Predominantly Outdoor enthusiasts and hunters

Psychographics

  • Lifestyle: Outdoor or hunting enthusiasts
  • What they value: Practical skills, personal achievement, potential for profit
  • Pain Points: High cost of professional taxidermy services
  • Buying Behavior: Motivated by personal interests and financial benefits

2. My Message to My Target Audience

Refined Elevator Pitch

  • Markley Taxidermy empowers deer hunters with whitetail taxidermy skills through expert-led courses, so they can enjoy their hobby economically or turn it into a profitable venture.

Understanding Their Pain Points

  • Exorbitant professional taxidermy costs
  • Limited knowledge of mounting their own catch
  • Lack of quality taxidermy training resources

Transformation

  • Ability to source cost-effective or profit-driven taxidermy
  • Satisfaction from doing their own mounting work
  • Evolution from a deer hunting enthusiast to potential taxidermy studio owner

Unique Selling Proposition (USP)

  • Over 35 years of full-time studio experience in taxidermy
  • Personal hand in mounting more than 3500 deer
  • Exclusive post-training consultation and educational resources

Brand Values & One-Liners

  • "From Hunting Grounds to Wall Mounts, by Your Own Hands."
  • "Learning Taxidermy from a Veteran of 3500 Mounts."
  • "Turn Your Passion into a Profit with Markley Taxidermy."

Tone

  • The Markley Taxidermy brand mirrors the authentic passion and vigor of hunting enthusiasts, while exuding a seasoned expertise and guiding students towards an empowering transformation in their hunting experience.

Hero Text Idea

  • Flag Text: "Expert Taxidermy Training in the US"
  • Main Headline: "Learn Whitetail Taxidermy from a 35-Year Veteran."
  • Sub Headline: "Master the craft of mounting your own deer. Save money or start generating income from your hunting hobby."
  • CTA: "Enroll Now & Start Your Taxidermy Journey."

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

Website

  • Update educational sections of website to highlght taxidermy process
  • Wordpress-based with plugins for SEO and local optimization
  • Track events like form completions and 'Book Consultation' clicks
  • Prioritize mobile optimization with high-res image gallery of taxidermy projects for mobile viewing

Social Media

  • Focus on Facebook and Instagram for highlighting taxidermy work through images and videos
  • Post 3-4 times per week featuring stages of taxidermy process
  • Use IGTV for longer video tutorials and Facebook for community engagement

Paid Advertising

  • Facebook Ads targeting hunting groups and hobbyist communities
  • Google Display Ads showcasing the taxidermy artwork and retargeting website visitors

Content Recommendations

  • Blog posts about taxidermy process
  • Customer testimonials and stories
  • Tips on hunting and preservation for taxidermy

Podcasts

  • Consider starting a monthly or quarterly podcast on hunting and taxidermy
  • Be a guest on hunting/outdoor podcasts like Meat Eater, Wired To Hunt, and Hunt Backcountry

Directories

  • Join local business directories and outdoor enthusiast sites
  • Consider listing on sites like Outdoor Industry Association

Publications

  • Write guest articles for Outdoor Life, Field & Stream, and Hunting Magazine for increased visibility

Partnerships & Outreach

  • Partner with hunting equipment stores for joint promotions
  • Arrange speaking engagement at hunting expos and events

SEO and Content

  • Create a keyword strategy focused on 'taxidermy lessons', 'DIY taxidermy' and related terms
  • Build a blog to help drive organic visibility

Offline and Local Media

  • Sponsor or host local hunting events
  • Print flyers to distribute in outdoor gear shops and hunting clubs
  • Workplace banners at hunting expos

Online Events

  • Host webinars teaching basic taxidermy tips

Online Networking

  • Engage in hunting forums and Facebook groups
  • Regularly participate in r/Hunting on Reddit

Cold Outreach

  • Email campaign targeting hunting club membership lists
  • LinkedIn outreach to professionals in the hunting industry
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • 'DIY Deer Mounting Mini-Guide': A guide covering basic steps to prep and mount a deer
  • '5 Top Mistakes of Novice Taxidermists': A document revealing common taxidermy mistakes
  • 'Taxidermy Equipment Checklist': A list of essential tools needed for taxidermy

Tripwire Offer

  • 'Intro to Deer Taxidermy Webinar': Low-cost online class walking through basics of deer taxidermy

Welcome Sequence

  • Email 1: Thank subscriber, deliver lead magnet, introduce Markley Taxidermy
  • Email 2: Share testimonial, introduce tripwire offer
  • Email 3: Deliver more taxidermy tips, reinforce tripwire offer

Segmentation

  • Tag leads by lead magnet requested to understand their interest areas

Chatbot and Automation

  • Use chatbot for immediate engagement on website, answer essential questions, and direct to lead magnets
  • Use automation to deliver lead magnets, welcome email sequence

2. My Lead Nurturing System

Marketing CRM

  • Current platform: Kit
  • Automation capabilities: Email marketing, social media posting, and reporting
  • Recommended improvements: Move to a CRM with better automation, like ActiveCampaign

Sales CRM

  • Current platform: None identified
  • Recommended set up: Zoho CRM for sales pipelines and deal tracking

Automated Follow-Ups

  • Post-opt-in: Deliver lead magnets, initiate welcome sequence
  • Abandoned cart: Remind the customer of pending enrollment, offer help
  • Course completion: Solicit feedback, upsell advanced course

Newsletter

  • Frequency: Monthly
  • Topics: Taxidermy techniques, student showcases
  • Segmentation: Based on the courses enrolled

Retargeting & Ads

  • Meta remarketing, targeting website visitors for subsequent enrollment
  • Google Display ads featuring course banners, promoting discounts

Social Media and Content

  • Posting frequency: 2-3 times a week
  • Content type or campaign focus: Taxidermy tips and processes, student showcases

Webinars and Events

  • Suggested cadence: Quarterly webinars on various taxidermy topics
  • Purpose: Generate leads and showcase expertise

Other Nurture Channels

  • Chatbot: Guide prospect queries on course details, facilitate enrollment
  • SMS: Weekly tips, reminders for new content, exclusive offers

3. Sales Conversion Strategy

Sales Process

  • Update current process to: Facebook ads -> Landing Page with information and testimonials -> Phone consultation -> Enrollment
  • Implement a CRM to better track sales funnel
  • Automate follow up with prospects post-phone consultation using CRM

Sales Assets

  • Develop a standardized phone consultation script highlighting course benefits & instructor experience
  • Create an enrollment proposal template with course details, benefits, and price

Testimonials and Case Studies

  • Request testimonials from previous students, emphasize results they achieved
  • Showcase testimonials on the website and landing pages
  • Use successful student stories in the phone consultation script

Conversion Rate Insights

  • Establish a conversion tracking system through the CRM and website analytics.
  • Aim for a 20% conversion rate for phone consultations to student enrollments.

Urgency and Offers

  • Provide limited time offers (eg. 10% discount for the first 5 enrollments in a month)
  • Offer additional bonuses such as free taxidermy tools for immediate enrollments

Guarantees and Risk Reversal

  • Give a 30-day money back guarantee to alleviate risk

Shock and Awe

  • Send a personalized 'Welcome to the Course' postcard or small gift for enrolled students
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Welcome email with course outline and access details
  • Onboarding video explaining how to navigate the course material
  • Initial phone call for a personal warm welcome and clarification of any doubts

Communication Cadence

  • Weekly email updates with course progress and next week's overview
  • Reminder notifications for scheduled Q&A sessions
  • Monthly video calls for one-on-one check-ins

Client Education

  • Regular tutorials and DIY guides on various taxidermy techniques
  • Quarterly webinars diving deeper into the intricacies of taxidermy
  • Access to a dedicated student forum to foster peer learning

Personalized Touches

  • Celebratory email on course completion with a digital certificate
  • Birthday email with a special taxidermy tip or video
  • Occasional surprise gifts – taxidermy tools or reference books

Visuals and Documentation

  • Step-by-step photographic guides accompanying each tutorial
  • 'Before' and 'After' photos from students showcased on the forum
  • Course availability of digital and printed student manuals

Feedback and Proactive Support

  • Post-module assessments prompting student feedback
  • Quarterly surveys to gauge overall satisfaction and resolve potential issues

Guarantee or Promise

  • 'Love it or learn again' policy offering students to repeat the course free of charge

Operational Excellence

  • Punctuality in starting live Q&A sessions and webinars
  • Immediate response to technical glitches in course access or material
  • Maintenance and moderation of the student forum to ensure healthy discussions

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Create a subscription-based taxidermy insiders community with renewal incentives.

Upsells & Cross-Sells

  • Offer advanced taxidermy courses or workshops as an upsell.
  • Cross-sell taxidermy supplies, kits, or tools.

Bundling & Packaging

  • Bundle taxidermy course with a starter kit as an upgraded package.

Loyalty & Retention Programs

  • Create a loyalty point system redeemable for discounts on future courses or supplies.
  • Offer a referral reward program for introducing new customers.

Custom Services and Personalization

  • Provide one-on-one coaching sessions as a premium service.
  • Personalize courses based on a student's prior knowledge or desired focus area.

Pricing Strategy

  • Offer a discount for purchasing multiple courses at once.
  • Provide installment plans to make large purchases more manageable.
  • Have a premium pricing tier for personalized services.

Customer Data and Insights

  • Use CRM to analyze course completion rates and offer personalized recommendations.
  • Track customer purchases to identify cross-sell and upsell opportunities.

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Offer a 10% discount on future courses for every successful referral
  • Give referred students a 5% discount sign-up bonus

Shareable Assets

  • Create a unique referral code for each customer to share
  • Design shareable digital cards highlighting the benefits of taxidermy courses

Timing and Triggers

  • Ask for referrals after a successful course completion
  • Send automated emails to ask for referrals a week after course completion

Client Success Stories

  • Share success stories of past students who saved money or started their own business
  • Encourage students to share their own taxidermy results on social media tagging Markley Taxidermy

Referral Contests

  • Organize quarterly referral contests, reward top referrer with a free advanced course

Partner or Affiliate Programs

  • Collaborate with hunting equipment shops for cross-promotion and referral rewards

Thank-You Experience

  • Send handwritten thank-you notes to top referrers
  • Acknowledge top referrers on the Markley Taxidermy website and social media pages

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