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MOUT

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Before (Prospect)

1. My Target Market

Primary Target Market Summary

  • MOUT’s ideal customer is a domestic tourist aged 30-60, seeking a unique dining experience, who values creativity, local products, and quality time.

Audience Type

  • B2C
  • Domestic tourists, food enthusiasts

Needs – Primary Buying Considerations

  • Unique dining experience
  • Quality time with friends/family
  • Interest in local products

Demographics

  • Age Range: 30-60
  • Gender: Both
  • Geography: Domestic (Belgium)
  • Income Level: Middle to high
  • Profession: Various

Psychographics

  • Lifestyle: Values quality dining experiences, creativity, local products
  • What they value: Unique culinary experiences, time with friends/family
  • Pain Points: Dining fatigue, mundane recipes
  • Buying Behavior: One-time purchase, reservation-based
  • Decision-Making Roles:
  • Primary Decision Maker: Individual customers
  • Secondary Decision Influencers: Significant others, friends
  • Support Roles: N/A

2. My Message to My Target Audience

Refined Elevator Pitch

  • MOUT offers food enthusiasts a unique dining experience with locally sourced products and innovative recipes, allowing them to break free from dining monotony and enjoy quality time with loved ones.

Understanding Their Pain Points

  • Boredom from standard dining options
  • Seeking novel experiences in cuisine
  • Tired of uniform food culture

Transformation

  • Discovering new flavors and culinary delights
  • Elevating dining experience to adventurous exploration
  • Becoming part of an exclusive group appreciating novel food experiences

Unique Selling Proposition (USP)

  • Innovative recipes made from fresh, local products
  • Unique dining experience unlike any other
  • Pioneers in challenging dining norms and providing refreshing alternatives

Brand Values & One-Liners

  • Turning Dining into an Adventure
  • Flavors Close to Home
  • Dare to Dine Differently

Tone

  • MOUT maintains a sophisticated, yet approachable tone, emanating warmth and camaraderie. We encourage a sense of curiosity and adventure among our clients.

Hero Text Idea

  • Flag Text: Belgian Unique Dining
  • Main Headline: Revitalize Your Dining Experience
  • Sub Headline: Discover an unforgettable fusion of local products and creative cuisine at MOUT. Dare to Dine Differently.
  • CTA: Taste the Adventure Now

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

Website

  • Leverage WordPress for continued use, focusing on its ease for content updates and SEO capabilities.
  • Track conversions related to bookings and newsletter subscriptions.
  • Prioritize mobile optimization given the increased mobile use for browsing and bookings especially in the food and hospitality industry.

Social Media

  • Focus on visually rich platforms like Instagram and Facebook that align with the food industry.
  • Post unique dishes, in-house events and customer testimonials regularly to engage the audience and enhance brand image.
  • Utilize Instagram Stories for behind-the-scenes content and real-time updates.

Paid Advertising

  • Consider Google Ads for keyword-targeted campaigns aiming to generate bookings.
  • Use Facebook Ads to cater to the demographics of 30-60 years old domestic food enthusiasts, using compelling images of dishes and dining atmosphere.

Content Recommendations

  • Share regular blog posts on WordPress about new dish introductions, industry trends, local produce, etc.
  • Develop video content showcasing the preparation of unique dishes or spotlighting local suppliers.

Podcasts

  • Approach local food-based podcasts for interviews or features, such as "Belgium's Kitchen Stories".

Directories

  • Look into listing the business on local online directories like Google My Business, and Belgian food and restaurant directories.

Publications

  • Reach out to local food magazines and blogs, such as "Culinary Belgium" for generating earned press.

Partnerships & Outreach

  • Collaborate with local food producers to showcase their products through a "Local Supplier of the Month" campaign.
  • Explore co-branded events or contests with non-competitor businesses that target a similar audience, like local craft breweries or artisanal bakeries.

SEO and Content

  • Blog about local produce and unique recipes to pull in organic search traffic.
  • Utilize keyword strategy around "unique dining in Belgium", "local Belgian cuisine", "creative recipes", etc.

Offline and Local Media

  • Sponsor local food events or cooking contests to increase brand visibility.
  • Distribute promotional flyers at tourism spots highlighting unique dining experience at Mout.

Online Events

  • Host webinars or virtual cooking demonstrations showcasing Mout's unique recipes.

Online Networking

  • Engage with customers and local food enthusiasts in Facebook groups or Reddit communities related to Belgian cuisine and dining.

Cold Outreach

  • Reach out to food influencers on Instagram or travel bloggers inviting them for a complimentary dining experience in exchange for a review or feature.
During (Lead)

1. My Lead Capture System

Lead Magnet

  • Recipe Book: Exclusive recipes from MOUT’s kitchen.
  • Discount Coupon: For first-time visitors.
  • Event Information: Early access to MOUT’s special events and promotions.

Tripwire Offer

  • Sampler Menu: A mini tasting menu for first-time visitors.
  • Special Beverage: A discounted local brew or wine with a meal purchase.

Welcome Sequence

  • Email 1: Thank you and introduction to MOUT’s concept.
  • Email 2: Highlight popular dishes and current promotions.
  • Email 3: Invitation to book a table.

Segmentation

  • New Visitors: Have downloaded lead magnet but not yet dined at MOUT.
  • Returning Customers: Have already dined at MOUT.
  • Event Attendees: Have attended a MOUT event.

Chatbot and Automation

  • Automated Booking System: Guest can easily make a reservation any time of day.
  • CRM Integration: To track customer interactions and send targeted email communications.
  • Customer Surveys: Post-dining experience surveys for feedback and improving service quality.

2. My Lead Nurturing System

Marketing CRM

  • Recommended platform: ActiveCampaign due to its robust automation features
  • Automation capabilities: Follow-up emails, segmentation, tracking customer interactions
  • Recommended improvements: Integrate with booking system

Sales CRM

  • Current platform: N/A
  • Recommended platform: Pipedrive for its ease of use and integration with ActiveCampaign
  • Pipeline tracking or handoff process: Track customer reservations and interactions through integration with booking system

Automated Follow-Ups

  • Types of automations: Post-opt-in, reservation confirmation, post-dining survey
  • Frequency or triggers: Immediately after reservation, post-dining

Newsletter

  • Frequency: Monthly
  • Topics or content pillars: New dishes, seasonal offerings, dining tips, special events
  • Segmentation: New, returning, and event attendees

Retargeting & Ads

  • Platforms and goals: Facebook Ads targeting website visitors and segmented email lists

Social Media and Content

  • Posting frequency: At least twice a week
  • Content type or campaign focus: Showcasing dishes, behind-the-scenes, highlighting events

Webinars and Events

  • Suggested cadence: Seasonal virtual cooking classes

Other Nurture Channels

  • Automated Booking System on website
  • SMS reminders for upcoming reservations

3. Sales Conversion Strategy

Sales Process

  • Start with online booking system for reservations
  • Offer a personalized booking confirmation email
  • Implement a phone booking option for customers who prefer personal interaction
  • Include detailed menu descriptions online to pre-empt food-related questions

Sales Assets

  • Develop a standard operating procedure for the booking process
  • Design a professional-looking menu with clear pricing
  • Prepare a FAQ section on the website to address common pre-arrival questions

Testimonials and Case Studies

  • Launch 'Customer of the Month' initiative to collect testimonials
  • Showcase testimonials on the website and social media channels
  • Highlight 'Customer of the Month' in newsletters

Conversion Rate Insights

  • Setup Google Analytics to track website interactions and bookings
  • Review conversion rates monthly to assess the impact of changes to the booking process

Urgency and Offers

  • Consider seasonal promotions or dining events to create urgency
  • Use email newsletters to inform customers of limited availability or special menu items

Guarantees and Risk Reversal

  • Establish a clear cancellation policy that is fair and easy to understand
  • Offer a satisfaction guarantee, where dissatisfied customers get a complimentary dish

Shock and Awe

  • Surprise first-time diners with a complimentary local product sample
  • Offer returning customers a 'Priority Booking' option for popular dining events
After (Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Begin with a personal greeting note and a brief history of MOUT at the table.
  • Deliver a custom menu explaining the origin and inspiration behind each dish.

Communication Cadence

  • Monthly newsletter with cooking tips, recipe revelations, and upcoming events.
  • Instant booking confirmation email detailing what to expect during their visit.

Client Education

  • Short video clips on the website showcasing the process of creating signature dishes.
  • Printed stories about the local producers behind the unique ingredients.

Personalized Touches

  • Celebrate special occasions like birthdays or anniversaries with a complimentary dessert.
  • Handwritten ‘Thank You’ note after the visit.

Visuals and Documentation

  • Encourage visitors to share their dining photos on social media with a particular hashtag.
  • Monthly report compiling customer experiences shared online and in feedback forms.

Feedback and Proactive Support

  • Online feedback form linked in the booking confirmation email.
  • Follow-up call a day after the visit to ask about the experience.

Guarantee or Promise

  • A "not delighted, don't pay" policy for a risk-free dining experience.
  • Promise of fresh, local, and unique ingredients in every dish.

Operational Excellence

  • Ensure booking availability and prompt response to queries.
  • Strict cleaning protocols and well-dressed staff.

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Introduce exclusive dining membership contracts for frequent customers.
  • Offer discount packages for upfront long-term bookings.

Upsells & Cross-Sells

  • Upsell premium seating locations or private dining experiences.
  • Cross-sell diverse range of locally sourced wines & liquors with meals.

Bundling & Packaging

  • Offer special dining packages that bundle course meals with local beverage tasting.
  • Showcase limited edition dining experiences based on seasonal local produce.

Loyalty & Retention Programs

  • Launch MOUT loyalty program with points for each visit redeemable against meals/bonus dishes.
  • Implement referral program for existing customers to bring friends or family.

Custom Services and Personalization

  • Provide personalized menu recommendations based on customer preferences.
  • Permit customers to co-create dishes for an extra fee.

Pricing Strategy

  • Implement membership discounts on bill for customers committing on yearly basis.
  • Introduce special pricing on group bookings or celebration events.

Customer Data and Insights

  • Build a basic CRM system to track customer visits, spending, and preferences.
  • Analyze data for patterns & trends to introduce targeted promotions and experiences.

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Offer a 10% discount on the next dining experience for each successful referral.
  • Provide a unique gastronomic freebie to referees on their first visit

Shareable Assets

  • A 'Delight a Friend' referral postcard included with every bill
  • Social media graphics showcasing dining adventures at MOUT, each coded with referrable URL
  • Emails with invitation to refer a friend after making a reservation

Timing and Triggers

  • Ask for referrals in a follow-up email the day after the customer dines at the restaurant
  • Invite staff to ask for referrals during bill settlement

Client Success Stories

  • Share vivid customer testimonials on social media and email newsletters
  • Encourage customers to share their MOUT experience on social platforms and tag MOUT

Referral Contests

  • Host a quarterly 'Refer & Win' challenge, rewarding the highest referrer with a private dining experience

Partner or Affiliate Programs

  • Collaborate with local travel and hospitality influencers by providing them with unique MOUT affiliate codes and sharing a percentage of revenue

Thank-You Experience

  • Public recognition for top referrers on social media
  • Personalized thanks note included in their next dining bill

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.

Claim your Bonus Call