Lean Marketing

Before
(Prospect)

1. My Target Market

Primary Target Market Summary

Passionate art enthusiasts who appreciate handmade and unique artwork.

Audience Type

B2C
Art enthusiasts, affluent individuals, collectors.

Needs – Primary Buying Considerations

Unique, high-quality art pieces.
Artwork that reflects personal taste and builds prestige.

Demographics

Age Range: No specific range
Gender: No specific gender
Geography: United States
Income Level: High
Profession: Varied, potentially those in creative, high-end professions.

Psychographics

Lifestyle: Enjoy luxury items, appreciate art & culture.
What they value: Uniqueness, cultural significance, handmade craftsmanship.
Pain Points: Difficulty finding unique, high-quality art.
Buying Behavior: May buy impulsively if artwork meets their aesthetic ideals.

Secondary Target Market (only if applicable)

Galleries and art dealers looking to add unique pieces to their collections.

2. My Message to My Target Audience

Refined Elevator Pitch

Nyholm Test creates exquisite handmade arts and crafts for connoisseurs of beauty, redefining their living spaces and inspiring personal joy.

Understanding Their Pain Points

Lack of unique and valuable art pieces
Difficulty finding authentic handmade art
Monotonous home or office décor

Transformation

Acquisition of a one-of-a-kind, authentic piece of art
Personal satisfaction from owning high-value art
A rejuvenated home or office ambiance

Unique Selling Proposition (USP)

All pieces are uniquely handmade and high-end
Nyholm Test art is a testament to luxury and individuality
Proven track record of $10M to $50M revenue attests to high demand and customer satisfaction

Brand Values & One-Liners

"Unleashing beauty through authentic handmade art"
"Because everyone deserves a masterpiece"
"Exquisite art for the discerning eye"

Tone

The brand voice of Nyholm Test is refined, sophisticated, and inspiring. It seeks to evoke a profound sense of aesthetic enjoyment and personal pride in its customers.

Hero Text Idea

Flag Text: Connoisseurs of Beauty
Main Headline: Luxuriate in the Power of Original Art
Sub Headline: Transform your space, inspire your life with authentic, high-end handmade arts and crafts.
CTA: Discover Your Masterpiece

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

Website

Build a website on a platform like Shopify which is great for showcasing and selling physical products
Integrate a gallery feature to showcase art pieces
Track conversions on purchase, inquiry form completion, and newsletter signups
Optimize mobile experience as art enthusiasts may browse on the go

Social Media

Focus on Instagram for visual content and Facebook for more detailed posts
Incorporate 'behind-the-scenes' stories for authentic engagement
Post 3-4 times a week showcasing different art pieces and their making process

Paid Advertising

Utilize Google Ads and Facebook Ads to reach a wider audience
Run retargeting campaigns for people who have visited the site or engaged with social posts

Content Recommendations

Blog posts on 'The Making of Art Pieces', 'Art Appreciation 101'
Interviews with Nyholm Test discussing their creative process

Podcasts

Appear on industry-relevant podcasts like 'Art Detective', 'The Lonely Palette'

Directories

Publications

Approach magazines like 'American Art Collector', 'Fine Art Connoisseur' for featured articles or ads

Partnerships & Outreach

Collaborate with high-end furniture stores for cross-promotion
Partner with art collectors or curators for art exhibition events

SEO and Content

Focus on keywords like 'handmade art', 'high-end art'
Ensure organic visibility with backlink building and SEO-friendly blogs

Offline and Local Media

Host art exhibitions or pop-up art stalls at art festivals
Collaborate with local coffee shops or hotels to display art

Online Events

Host webinars or live painting sessions to engage with the audience

Online Networking

Participate actively in online forums like ArtRabbit, DeviantArt

Cold Outreach

Connect with potential high-end customers on LinkedIn, introducing the art
Email prospective art galleries showcasing available art pieces and discussing possible exhibitions.

Conclusion

Adopt a multi-channel approach including both offline and online strategies
Regularly track and analyze the performance of each channel, adjusting the strategy accordingly.

During
(Lead)

1. My Lead Capture System

Lead Magnet

**Free Art Curation Consultation**: Offer a complimentary consultation to help prospects choose the best art for their spaces.
**Exclusive Art Preview**: Give potential leads access to view and pre-order new artwork before it becomes public.
**The Art Lovers' Guide**: Create a downloadable guide that offers tips on maintaining and valuing art, upcoming art trends, and insider insights.

Tripwire Offer

**Discount on First Purchase**: Offer a considerable discount on initial purchase, particularly for high-value pieces.
**Limited Edition Prints**: Offer smaller, limited edition prints of popular artworks at a lower price point.
**Art Merchandise**: Sell affordable merchandise like postcards, posters or small sculptures as an entry-level offer.

Welcome Sequence

Welcome Email: Thank them for their interest, introduce the brand and invite them to the free consultation.
Showcase Email: Share a virtual tour of the gallery, highlighting best sellers and personal favorites.
Engagement Email: Share a video or blog about the art creation process to build engagement and trust.
Offer Email: Present the tripwire offer and provide a clear call-to-action.

Segmentation

Segment by Art Preference: Ask subscribers to identify their favorite type of art in the welcome email for future personalized recommendations.
Segment by Purchase History: Identify high-value customers based on their purchasing history and upsell relevant artwork to them.
Segment by Engagement: Identify leads who consistently open emails and engage with site/content for nurturing into customers.

Chatbot and Automation

Implement a chatbot on the landing page for immediate engagement and interaction.
Automate lead capture through website forms tied to your CRM (vl-W8BknZK7yi8yOTw7Mz).
Automate email marketing sequences through plug-ins compatible with your CRM and website platform.

2. My Lead Nurturing System

Marketing CRM

Current platform: vl-W8BknZK7yi8yOTw7Mz
Automation capabilities:
Lead capture form integration
Segmentation based on art preference, purchase history, engagement
Email marketing automation
Recommended improvements or replacements: None, current CRM fits business needs

Sales CRM

Current platform: Same as marketing CRM
Pipeline tracking or handoff process: CRM should track movement from lead to customer
Recommended upgrades: None needed, keep improving segmentation for better targeting

Automated Follow-Ups

Types of automations: Post-opt-in welcome sequence, reactivation for non-engaging leads
Frequency or triggers: Initial sequence post-signup, then ad-hoc based on engagement levels

Newsletter

Frequency: Monthly
Topics or content pillars: New artwork, artist's insights, art maintenance and valuation tips
Segmentation: Art type preference, purchase history

Retargeting & Ads

Platforms and goals: Google Ads and Facebook Ads retargeting for website visitors

Social Media and Content

Posting frequency: 3-4 posts per week on Instagram and Facebook
Content type or campaign focus: Behind-the-scenes content, artwork showcases

Webinars and Events

Suggested cadence or purpose: Quarterly live painting sessions or webinars, annual art exhibitions

Other Nurture Channels

Chatbot on website for immediate engagement
SMS marketing for exclusive previews and releases

3. Sales Conversion Strategy

Sales Process

Begin dialog with interested leads through personalized email.
Offer private viewing sessions for serious prospects.
Use customized proposals, highlighting the uniqueness of each art piece.
Cater follow-ups based on lead behaviour, using CRM.

Sales Assets

Develop an art portfolio brochure.
Create consultation scripts that gently lead the prospects towards purchasing.
Design a detailed proposal template that emphasizes the art's value.

Testimonials and Case Studies

Request testimonials from happy clients and display on website and social media.
Develop case studies of high-profile sales to build credibility.

Conversion Rate Insights

Utilize Google Analytics and CRM data to track lead conversion rates.
Aim to improve conversion by focusing on personalization and client experience.

Urgency and Offers

Feature a 'limited pieces' notice per artwork to create scarcity.
Offer temporary discounts on selected arts during festive seasons.

Guarantees and Risk Reversal

Offer a conditional 30-day money-back guarantee to build trust.
Assure authenticity with a certificate for each artwork sold.

Shock and Awe

Send a personalized 'thank you' note and a small gift post purchase.
Surprise loyal customers with exclusive viewing or priority purchase opportunities.

After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

Personalized welcome email with details about the artwork purchased and the artist's inspiration behind it.
Exclusive access to an artist interview video talking about the making of the artwork.

Communication Cadence

Monthly emails sharing upcoming exhibitions, latest artworks, and insider look in the artist's studio.
Text alert when a new piece matching their aesthetic preference becomes available.

Client Education

Access to a digital "Art Library" featuring detailed descriptions and background stories of every artwork.
Webinars discussing art appreciation, home art curation, and the impact of art on personal well-being.

Personalized Touches

Handwritten note from the artist with every purchase, expressing gratitude for their patronage.
Birthday surprise in the form of a personal sketch from the artist.
Special invites to exhibitions or private art viewings.

Visuals and Documentation

High-quality photos of the artwork along wiht appraisals for insurance purposes.
Progress snapshots for commissioned pieces, giving clients a glimpse into the creative process.

Feedback and Proactive Support

Regular satisfaction check-ins via email, asking about their experiene and soliciting their suggestions.
24/7 support line for any art-related queries or concerns.

Guarantee or Promise

100% satisfaction guarantee with a 30-day return window for all purchases.
Promise of all artworks being authentic and handmade.

Operational Excellence

Distinctly packaged and safely delivered artwork at client's convenient time.
Punctual communication about any order updates or changes.
Robust CRM system to track client preferences and purchases, ensuring personalized service.

2. How I Increase Customer Lifetime Value

Renewals & Contracts

Offer collector's subscriptions for bi-annual art pieces

Upsells & Cross-Sells

Offer custom framing and installation services
Exclusive invitation to art exhibition previews as additional purchase
Cross-sell collaborations with other artisans (sculptures, ceramics, etc.)

Bundling & Packaging

Offer 'Art Collection' packages (themes like abstract, landscapes, etc.)
Premium packaging for gift purchases

Loyalty & Retention Programs

'Art Enthusiast' club with points system for each purchase, redeemable for exclusive pieces
VIP access to new releases for repeat customers

Custom Services and Personalization

Commission-based custom artwork creation
Artwork personalization options (e.g., engraved signatures)

Pricing Strategy

Early bird pricing for upcoming artwork releases
Loyalty discount on subsequent purchases

Customer Data and Insights

CRM utilization to analyze customer buying patterns
Track customer preferences for personalized art recommendations

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

Offer a discount on future purchases for each successful referral
Provide newly referred customers with a welcome discount on their first purchase

Shareable Assets

Develop artistically styled referral cards reflecting the elegance of your artwork
Create a landing page dedicated to the referral program, showcasing the high-end art and customer testimonials

Timing and Triggers

Ask for referrals after a customer acquisition and again after the art piece has been delivered and installed
Utilize automated emails to request referrals at specified intervals

Client Success Stories

Feature clients' stories and experiences with your art on your website and social channels
Run regular social media series like "Art of the Month" featuring a piece of art in its new home

Referral Contests

Launch an Annual Referral Contest with grand prizes such as exclusive artwork or private viewing sessions

Partner or Affiliate Programs

Create partnerships with luxury home décor influencers to expand reach
Establish collaborations with art galleries acting as affiliates

Thank-You Experience

Send handwritten ‘Thank You’ notes to top referrers
Publicly recognize top referrers on your website and social media

Nyholm Test

Your 1-Page Marketing Plan is Ready!