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My Pickle Crew

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • The ideal customer for My Pickle Crew is a married, upper-middle-class woman in her 40s to 50s with a conservative leaning. She has an interest in pickleball and values unique, sport-themed gifts and clothing.

Audience Type

  • B2C
  • Primary customer segment: Pickleball enthusiasts and their loved ones

Needs – Primary Buying Considerations

  • Unique pickleball-themed gifts and clothing
  • High quality products
  • Free shipping for purchases over $50

Demographics

  • Age Range: 40-50 years
  • Gender: Female
  • Geography: United States
  • Income Level: Upper-middle-class
  • Profession: Varies

Psychographics

  • Lifestyle: Active lifestyle with a love for pickleball
  • What they value: Individuality, original designs, value for money
  • Pain Points: Lack of unique and original pickelball-themed products
  • Buying Behavior: Online shopping, responsive to free shipping offers

2. My Message to My Target Audience

Refined Elevator Pitch

  • My Pickle Crew provides pickleball enthusiasts and their loved ones with unique, pickleball-themed clothing and gifts, allowing them to flaunt their passion and spread their love for the sport.

Understanding Their Pain Points

  • Difficulty finding fitting gifts for pickleball enthusiasts
  • Lack of quality, pickleball-themed clothing and merchandise
  • Struggling to express love for pickleball in daily life

Transformation

  • Find and give the perfect gifts for pickleball lovers
  • Feel a sense of belonging with fellow pickleball enthusiasts
  • Transform everyday life into a celebration of passion for pickleball.

Unique Selling Proposition (USP)

  • Original and diverse range of pickleball-themed products
  • Free shipping on orders over $50
  • Standout in the crowd with exclusive pickleball merchandise.

Brand Values & One-Liners

  • Celebrating the love for pickleball, one product at a time
  • We put your pickleball passion onto fabric
  • From the court to your living room, celebrate pickleball everywhere.

Tone

  • Our brand voice is enthusiastic, genuine, and warm. We aim to instill the joy and camaraderie of the pickleball community into our customers' everyday lives.

Hero Text Idea

  • Flag Text: Offering Nationwide
  • Main Headline: Unleash Your Love for Pickleball
  • Sub Headline: Find the perfect gifts and clothing for pickleball enthusiasts. Turn passion into style with My Pickle Crew.
  • CTA: Shop Now & Express Your Passion

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

Website

  • Platform: Recommend building the website on Shopify for easy ecommerce management
  • Mobile first design as most shopping traffic comes from mobile users
  • Track conversions/events such as add to cart, purchase, and bounce rate

Social Media

  • Focus on Instagram and Facebook, as these platforms are most popular among the target demographic (40-50 years old, female)
  • Posting frequency: At least 3 times per week
  • Content types: Behind-the-scenes, product sneak peeks, customer testimonials, sport events attendance

Paid Advertising

  • Facebook and Instagram should be the primary channels
  • Set up retargeting campaigns for visitors who did not complete a purchase
  • Utilize user-generated content for ads to increase trust and conversion

Content Recommendations

  • Blog posts on pickleball strategies, equipment care tips, interviews with players
  • Monthly newsletters featuring new product releases, sales, and featured customer stories

Directories

  • List on relevant ecommerce directories like Google Shopping for increased visibility

Partnerships & Outreach

  • Collaborate with pickleball blogs, YouTube channels, and local clubs for giveaways or features
  • Reach out to pickleball event organizers for sponsorship or vendor opportunities

SEO and Content

  • Blog posts to target keywords related to pickleball equipment and apparel
  • SEO optimization of product listings with keyword-rich descriptions

Offline and Local Media

  • Participate in pickleball tournaments and local sporting events as a vendor
  • Use flyer distribution in related events or at relevant local businesses

Online Events

  • Attend virtual pickleball events or seminars
  • Host user competitions with merchandise prizes

Online Networking

  • Engage in pickleball forums, Facebook groups, and reddit communities

Cold Outreach

  • Target pickleball clubs and organizations offering deals for bulk purchases
  • Wisdom email outreach to bloggers/influencers in the pickleball space for product reviews
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • 'Ultimate Pickleball Gift Guide' eBook
  • 'Style Your Game: Pickleball Outfit Inspirations' downloadable PDF
  • Entry to a monthly 'Win Your Pickleball Outfit' contest

Tripwire Offer

  • Limited pickleball-themed sticker set with the first purchase
  • Exclusive pickleball-themed printable posters available at a low cost

Welcome Sequence

  • Welcome email introducing the brand and its mission
  • Follow-up email featuring best-selling items
  • Third email providing a one-time discount code

Segmentation

  • Segment leads based on product interests (clothing vs gifts)
  • Segment leads by average order value (to create VIP or loyalty programs)

Chatbot and Automation

  • Implement a chatbot to answer FAQs and capture leads on-site
  • Automate email sequences for abandoned carts

2. My Lead Nurturing System

Marketing CRM

  • Recommended platform: ActiveCampaign, it's budget-friendly and rich in features
  • Automation capabilities: Email campaigns, lead scoring, segmentation, and behavioral triggered emails
  • Recommended improvements: n/a since the business does not currently have a CRM.

Sales CRM

  • Recommended platform: Shopify, it's easy to use and integrate with ActiveCampaign
  • Pipeline tracking or handoff process: Shopify can provide a dashboard view of sales in real time. Additionally, through integration with ActiveCampaign, customers' information and behaviors can be monitored for improved segmentation and personalized outreach.

Automated Follow-Ups

  • Types of automations: Welcome series, abandoned cart reminders
  • Frequency or triggers: Welcome series immediately after sign up, cart reminders after 24 hours of cart abandonment.

Newsletter

  • Frequency: Bi-weekly
  • Topics or content pillars: New designs, customer features, sport news or updates
  • Segmentation: Based on product interest (clothing vs gifts) and engagement (open rates, click-through rates, purchase behavior).

Retargeting & Ads

  • Platforms and goals: Facebook retargeting ads targeting website visitors.

Social Media and Content

  • Posting frequency: Minimum 3 times a week
  • Content type or campaign focus: Product features, pickleball facts, customer stories.

Webinars and Events

  • Suggested cadence or purpose: Virtual launch events for new collections, occasional webinars in collaboration with pickleball professionals.

Other Nurture Channels

  • Chatbot: Use a platform like Tidio on website to answer FAQs and engage visitors.
  • SMS: Use platform like SMSBump for shipping updates, special offers and abandoned cart reminders.

3. Sales Conversion Strategy

Sales Process

  • Website visit, product selection and checkout
  • Remove friction by offering guest checkout and a streamlined payment process
  • Reduce cart abandonment with timely retargeting emails or notifications
  • Follow up with an email sequence to keep the product and brand top of mind

Sales Assets

  • Develop SOPs for handling customer inquiries and complaints
  • Create a FAQ page to address common questions and concerns
  • Implement a product recommendation system to boost average order value

Testimonials and Case Studies

  • Collect customer reviews and feature on product pages and social media
  • Create testimonial request protocols in post-sale email sequences

Conversion Rate Insights

  • Monitor and analyze conversion rate using site traffic analytics
  • Prioritize A/B testing on the checkout process to optimize conversions

Urgency and Offers

  • Develop time-limited promotions or seasonal sales, such as holiday-themed merchandise
  • Promote limited edition designs to encourage quicker purchase decisions

Guarantees and Risk Reversal

  • Offer hassle-free returns and exchanges to build customer trust
  • Highlight secure payments for peace of mind during the checkout process

Shock and Awe

  • Send a personalized thank-you note for first-time customers
  • Surprise repeat customers with exclusive discounts or free product with their next order
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Welcome email with a discount code for their next purchase
  • An introduction to the Pickleball community with highlights about the sport

Communication Cadence

  • Monthly newsletters with product highlights, customer stories, tips about pickleball
  • Occasional text-message alerts for flash sales or new collections

Client Education

  • Blog posts and videos about how the products are made
  • Tips on how to care for the clothing and preserve the print

Personalized Touches

  • Birthday emails with a special discount code
  • Celebratory messages and discounts when a customer's purchase total hits specific milestones, e.g., $250, $500
  • Share customer-generated content (e.g. photos wearing the merchandise) on social media

Visuals and Documentation

  • High-quality photos of all products, showing clear details
  • Customer reviews visible on all product pages

Feedback and Proactive Support

  • Easy access to customer support via email or social media
  • Invitations to leave a product review after purchase
  • Quick, personal response to all customer feedback - positive or negative

Guarantee or Promise

  • Free returns or exchanges within a specific timeframe
  • Quality guarantee – offer to replace defective items

Operational Excellence

  • Quick, reliable shipping
  • Clear, accurate product descriptions
  • Reviews visible on all product pages

2. How I Increase Customer Lifetime Value

Upsells & Cross-Sells

  • Create a 'Gifts of the Week' section featuring premium products
  • Promote companion products such as pickleball gear for clothing buyers

Bundling & Packaging

  • Introduce themed bundles like 'Pickleball Starter Kit'
  • Sell seasonal bundles for holidays or events

Loyalty & Retention Programs

  • Launch a 'Pickle Club' with exclusive designs and special discounts
  • Implement a points-based program for repeat purchases

Custom Services and Personalization

  • Provide a custom-design service for personalized gear
  • Create a premium tier for exclusive products and designs

Pricing Strategy

  • Offer exclusive discounts to repeat customers
  • Test price tiers for different product categories

Customer Data and Insights

  • Implement a basic CRM to track customer interactions and purchases
  • Follow up with customers to encourage repeat purchases

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • $10 off next purchase for every successful referral
  • $10 voucher for referees on their first purchase

Shareable Assets

  • Customizable 'I love My Pickle Crew' e-cards
  • Social media sharing buttons on product pages

Timing and Triggers

  • Email prompt for referral after a positive product review
  • Lifecycle email at 30 days post-purchase requesting referrals

Client Success Stories

  • Monthly 'Pickleball Pride' feature of a happy customer on social media
  • Solicit customer photos/stories via email for sharing

Referral Contests

  • Quarterly 'Refer the Most' contest with free product prize

Partner or Affiliate Programs

  • Affiliate program offering 10% commission on new customer sales

Thank-You Experience

  • Personal email thank you from CEO on 5th successful referral
  • Surprise 'Pickler of the Month' gift sent to top referrer each month

Take Your Marketing Plan to the Next Level

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