Lean Marketing

Before
(Prospect)

1. My Target Market

Primary Target Market Summary

Stranded motorists and specialized vehicle owners in Idaho Falls, Pocatello and surrounding areas in need of quick, reliable, and professional emergency roadside assistance.

Audience Type

Needs – Primary Buying Considerations

Fast and reliable emergency roadside assistance.
Damage-free towing and transport for various types of vehicles.
Professional yet personalized customer service experience.

Demographics

Age Range: Drivers 16+
Gender: Both
Geography: Idaho Falls, Pocatello and surrounding areas
Income Level: All
Profession: All

Psychographics

Lifestyle: Automobile Drivers
What they value: Reliability, Speed, Safety
Pain Points: Vehicle Breakdowns, Need for fast recovery
Buying Behavior: Impulse/emergency-based decision

2. My Message to My Target Audience

Refined Elevator Pitch

McRae Towing provides stranded motorists and specialized vehicle owners in Idaho and surrounding areas with swift, reliable, and professional 24/7 roadside assistance that guarantees peace of mind through our unique blend of family-owned integrity, ultra-fast response, and damage-free service.

Understanding Their Pain Points

Vehicle breakdown in remote, unfamiliar, or potentially dangerous locations
Current providers are impersonal, offer slow service, or risk additional vehicle damage
Stress and vulnerability associated with unexpected roadside emergencies

Transformation

Rapid recovery of safe and normal vehicle operation
Relief from roadside stress; peace of mind via professional, reliable service
Confidence in the skilled handling and transport of their vehicles, including specialized types

Unique Selling Proposition (USP)

24/7 roadside assistance with ultra-fast response times
5-star rating proves unparalleled level of service and customer satisfaction
Family-owned business brings heart and care to the impersonal towing industry

Brand Values & One-Liners

"Swift safety when you need it most."
"Your peace of mind, our top priority."
"More than a tow—your trusted roadside partner."

Tone

McRae exhibits a reassuring and empathetic tone, conveying trustworthiness and reliability amidst a crisis. Our communications aim to assuage fear, reinforce safety, and establish ourselves as an approachable, caring lifeline in a stress-inducing situation.

Hero Text Idea

Flag Text: "Idaho's Trusted 24/7 Towing and Recovery"
Main Headline: "We're More Than a Tow Service—We're Your Roadside Lifeline."
Sub Headline: "For swift, damage-free recovery and peace of mind, trust the family-owned professionals at McRae Towing."
CTA: "Stranded? Call McRae Now for Immediate Assistance"

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

Website

Continuously update website content with fresh images and customer testimonials
Enhance mobile experience of the website to cater to stranded motorists searching for help on their smartphones
Use Analytics to track important conversions like 'calls' and 'service booking' from site
Make the website local SEO-friendly to improve search engine visibility within specific target areas

Social Media

Focus on Facebook and Instagram as primary channels for local visibility
Post towing stories, customer testimonials, and vehicle safety tips 3x per week
Leverage Facebook’s 'Recommendation' feature by encouraging satisfied customers to leave reviews

Paid Advertising

Google Local Service Ads to increase visibility in mentioned location areas
Facebook ads targeting local users and emphasizing 24/7 availability and 5-star rating

Content Recommendations

Blog posts about 'Road Safety Tips', 'What to do when Vehicle Breaks Down'
Share some 'Behind the Scenes of Towing' style posts

Directories

Listing in local online directories like Yellow Pages, BBB, Yelp
Check if automobile-related businesses or local clubs have a recommended service provider list and get listed

Partnerships & Outreach

Partner with local automobile repair shops, dealerships, and insurance companies
Join local business associations and chambers of commerce

SEO and Content

Local SEO: focus on optimizing Google My Business profile and improving online reputation
Keyword Optimized Blogs: Write about relevant topics based on the highest volume search keywords

Offline and Local Media

Sponsor local events or clubs where potential customers might be present
Utilize vehicle branding to serve as a mobile billboard and ensure your trucks are eye-catching

Cold Outreach

Cold email/contact nearby businesses which may need towing services regularly like shipping or vehicle rental companies

During
(Lead)

1. My Lead Capture System

Lead Magnet

Free Vehicle Safety Checklist Download
Complete Your Details for a Chance to Win Free Towing Service
Sign Up for Monthly Road Safety Tips and Alerts

Tripwire Offer

Discounted First Tow Service for New Customers
Special Rate Junk Vehicle Removal for First-Time Customers

Welcome Sequence

Welcome Email with Introduction and What to Expect from McRae
Follow-Up Email with Free Checklist Download Link and Brief Road Safety Tips
Weekly or Monthly Email with More Detailed Road Safety Tips, McRae Stories, and Promotions

Segmentation

Tag and Segment Leads Based on Vehicle Type (Car, Motorcycle, RV, Heavy-Duty)
Track and Segment Leads/Customer Interactions Based on Incident (Breakdown, Flat Tire, Junk Removal)

Chatbot and Automation

Implement a Simple Chatbot on Website for Instant Communication and Basic Q&A
Run Automations to Collect and Store User Incident Details for Personalized Follow-Up

2. My Lead Nurturing System

Marketing CRM

Considering the current business size and budget, Hubspot's Free CRM is suitable
Features needed: Contact management, landing pages, email marketing, analytics
As the business grows, consider upgrading to a paid plan for more advanced automation/segmentation capabilities

Sales CRM

Also recommend Hubspot CRM given it integrates well with marketing features
Process: Web leads captured transferred to sales pipeline, assigned to team
Upgrade as needed to automate lead assignment, track communication

Automated Follow-Ups

Post-service survey to be sent after each service provided
Reactivation message 6 months after service
Trigger: if customer has not booked another service within 6 months

Newsletter

Monthly newsletter
Topics: Road safety tips, customer stories, McRae updates
No segmentation needed at this stage

Retargeting & Ads

Facebook remarketing to web visitors
New People seeing retargeting should receive an ad with a testimonial

Social Media and Content

Post twice weekly on Facebook: once with a customer story, once with safety content
Seek to initiate conversation and gather customer stories where possible

Webinars and Events

Not applicable at this stage

Other Nurture Channels

Integrate a simple chatbot on website for instant help
Automated SMS or email reminders 3 months and 6 months after a service

3. Sales Conversion Strategy

Sales Process

Clearly define steps from initial contact to service delivery
Train staff to empathetically handle customer distress calls
Implement a CRM to manage and track customer touchpoints and follow-ups

Sales Assets

Develop call scripts highlighting USP and handling common objections
Create a well-defined SOP for emergency response and service delivery

Testimonials and Case Studies

Encourage customers to share their experience on Google reviews
Highlight best testimonials on the website and social media

Conversion Rate Insights

Use website Analytics to understand customer journey and drop-off points
Focus on improving the 'Call for service' conversion rate

Urgency and Offers

Highlight the 24/7 availability in all marketing communication
Test time-bound discounts or bonuses for non-emergency services like junk vehicle removal

Guarantees and Risk Reversal

Market the 'damage-free service' promise and fully insured status to build trust
Offer a service guarantee or re-service if the customer is not satisfied

Shock and Awe

Provide a follow-up call to ensure customer satisfaction
Send a 'thank you' note or message after service completion

After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

Immediate personalized SMS with ETA and driver's name upon receiving a call.
Every new customer gets an email with detailed information about safety and what to expect during the towing process.

Communication Cadence

Periodic automated SMS updates on the operator's arrival time.
Final SMS to confirm successful completion of service and safely delivered.

Client Education

A 'Road Safety Tips' section on the website, updated monthly.
Video instructions about what to do when your vehicle breaks down and awaiting tow.

Personalized Touches

Remember birthday of family who had service on that day - send a handwritten note or special offer.
Milestone markers for repeat customers like '3rd tow anniversary' with a small discount on future service.

Visuals and Documentation

Pre-towing & post-towing images emailed to the customer for assurance of damage-free service.

Feedback and Proactive Support

Follow-up call or email after 24 hours of service asking for feedback or any further assistance needed.
Implement online review monitoring to proactively resolve issues.

Guarantee or Promise

Damage-free service is promised on website and in database.
Reimbursement or insurance claim assistance if any damage happens during towing.

Operational Excellence

Weekly training for staff on best practices for customer service, road safety, and tow procedures.
Strict punctuality standards with systemized tracking of arrival times.

2. How I Increase Customer Lifetime Value

Renewals & Contracts

Offer discounted package deals for recurrent or scheduled service needs like junk vehicle removal.
Encourage contracts for commercial businesses needing regular or emergency towing services.

Upsells & Cross-Sells

Promote heavy-duty and specialized towing as an upgrade for larger or non-standard vehicles.
Suggest the removal of junk vehicles as an additional service when providing other towing services.

Bundling & Packaging

Introduce bundle packages combining emergency services and regular maintenance towing for those with frequent needs.
Offer 'Peace of Mind' packages including a set number of regular or emergency services for a fixed price.

Loyalty & Retention Programs

Start a loyalty referral program where customers receive discounted or free services when they refer new customers.
Offer small discounts or benefits for customers who leave positive online reviews.

Custom Services and Personalization

Provide preferential, fast-track response times as an add-on for premium customers.

Pricing Strategy

Incentivize longer-term commitments or recurrent services with a slight price reduction.
Introduce a tiered pricing model based on speed of response, time of day, vehicle type, and additional services.

Customer Data and Insights

Implement a simple CRM to track customer interactions, identify upselling opportunities, and mitigate risk of churn.

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

$15 discount on next service for every new referred customer
One-time 10% discount for new customers that mention a referral

Shareable Assets

Ready-to-share posts with company details for Facebook, Twitter, and Instagram
Digital referral cards with business details and QR code
Email template with referral discount code and service details

Timing and Triggers

Ask for referrals after a successful towing job, when customer satisfaction is high
Set automated SMS send after each job completion, offering referral incentives

Client Success Stories

Collect customer reviews and share on social media to inspire referrals
Feature 'customer of the month' success stories on company website

Referral Contests

Quarterly referral contest with a free towing service for the winner
Top referrer of the year receives a unique gift voucher

Partner or Affiliate Programs

Collaborate with local garages and car repair shops for cross-referrals
Create partnerships with Idaho RV and specialized vehicle clubs

Thank-You Experience

Handwritten thank-you note for each referrer
Special recognition for top referrers on company social media and website.

McRae Towing

Your 1-Page Marketing Plan is Ready!