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Peteresen's Ice Cream

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Peteresen's Ice Cream primarily targets young to middle-aged families seeking to enjoy delicious treats in a modern yet nostalgic atmosphere.

Audience Type

  • B2C
  • Key customer segments: Families with young children

Needs – Primary Buying Considerations

  • Seek a pleasant family-oriented experience
  • Value the combination of good product and unique, nostalgic atmosphere

Demographics

  • Age Range: Parents (25-50), Children (3-18)
  • Gender: Both
  • Geography: Local to the brick and mortar store location
  • Income Level: Medium and High
  • Profession: Varied

Psychographics

  • Lifestyle: Family-oriented, values quality time
  • What they value: Quality experience, good food, family-oriented activities
  • Pain Points: Lack of family-friendly venues, desire for unique experiences
  • Buying Behavior: Casual, impulsive, weekend purchase

2. My Message to My Target Audience

Refined Elevator Pitch

  • Petersen's Ice Cream provides families with memorable experiences through its unique blend of nostalgic atmosphere and amazing product range, creating treasured moments and smiles that last a lifetime.

Understanding Their Pain Points

  • Lack of quality family bonding experiences
  • Lack of unique and enjoyable family-friendly destinations
  • Craving for an authentic, nostalgic ice cream parlor experience

Transformation

  • Experience a memorable and enjoyable family outing
  • Feel of nostalgia, joy, and family connection
  • Improvement in family relations and emotional well-being

Unique Selling Proposition (USP)

  • Blend of modern and nostalgic ice cream parlor experience
  • A proven track record of customer satisfaction and repeat visits
  • Unparalleled in serving both delicious ice cream and family bonding experience

Brand Values & One-Liners

  • 'Creating smiles, one scoop at a time'
  • 'More than just ice cream, it's a family affair'
  • 'Relive the nostalgia while making new memories'
  • 'Quality time and ice cream, served together'

Tone

Warm, inviting, and fun. Petersen's Ice Cream is for those who love to smile, savor moments, and share joy. We are a vintage-themed ice cream parlor with a modern twist, where every family member can relax, enjoy, and make wonderful memories.

Hero Text Idea

  • Flag Text: 'Petersen's - Uniting Families since 1921'
  • Main Headline: 'Serve Your Family the Sweetest Smiles with Petersen's Ice Cream'
  • Sub Headline: 'Step into our nostalgic parlor for unforgettable family moments and the most delightful ice cream. Relive the good old days while you create new, joyous memories.'
  • CTA: 'Visit us Today for a Sweet Trip Down Memory Lane'

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

Website

  • Platform: Since Petersen's Ice Cream currently doesn't have a website, consider creating one using Squarespace due to its user-friendly interface, aesthetic design templates, and affordability.
  • Positioning: Highlight the nostalgic atmosphere, family-oriented experience, and the premium quality ice cream that Petersen's Ice Cream offers.
  • Events to track: Visitor counts, pageviews, button clicks to get directions or check opening hours.
  • Focus: Provide a mobile-friendly website design as more families and individuals are browsing via mobile devices.

Social Media

  • Platforms: Focus on Instagram and Facebook. Showcase your delicious ice cream, nostalgic parlor, and happy customer moments.
  • Posting frequency: Post 3 times a week on both platforms and maintain an active Instagram story feed.
  • Content types: Behind-the-scenes, customer testimonials, family moments at Petersen's, and captivating images of your ice cream.

Paid Advertising

  • Suggested channels: Run campaigns on Google and Instagram.
  • Campaign goals: Brand awareness, increased store visits.

Partnerships & Outreach

  • Collaborate with local family-focused businesses such as playgrounds and toy stores to cross-promote each other.
  • Sponsor family-oriented events in your local community.

SEO and Content

  • Start a blog on your website offering family outing ideas, ice cream recipes, and fun facts about ice cream.
  • Optimize your website and blog content for relevant local keywords like 'Ice cream parlor in [City Name]' and 'family outings in [City Name]'.

Offline and Local Media

  • Attend local events and fairs offering free samples and promotional materials like branded stickers or magnets.
  • Sponsor local sports teams or school events to further solidify your place in the community.

Online Events

  • Host online contests via your social media channels, encouraging customers to share their 'sweeter moments at Petersen's' for a chance to win gift cards.
  • Participate in virtual local community events.

Directories

  • Get listed in local online directories like Yelp and Google My Business, encouraging happy customers to leave reviews.
  • Secure a spot in local parent-focused directories or websites.
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • Free Ice Cream on Birthday: Collect emails in exchange for a free ice cream code redeemable on customers' birthdays.
  • Loyalty Program: Encourage long-term patronage through a points based system, redeemable for free or discounted treats.
  • Ice Cream Creation Contest: Collect emails by getting customers to vote on new flavors, ensuring participant's ongoing engagement.

Tripwire Offer

  • Taste Tester Special: Offer a wide variety of mini-scoops at a reduced price.
  • Early Bird Special: Discounts on specific days/times to drive more business during off-peak hours.

Welcome Sequence

  • Welcome Email: Thank new patrons for signing up, give an overview of the loyalty program and introduce the brand story.
  • Birthday reminder: An automated email campaign reminding the customer of their forthcoming birthday freebie.

Segmentation

  • Families with children: Special offers and events that cater to kids and parents.
  • Young Adults: Promotion featuring quirky flavors and late-night hours for an older audience.

Chatbot and Automation

  • Use a simple chatbot on Facebook Messenger to handle inquiries like opening hours or location and deliver automated replies.
  • Use an automated email system to manage the loyalty program and birthday offers.

CRM or Tech Improvements

  • Implement simple CRM software like Hubspot to store and segment customer data effectively.
  • Use an email marketing platform such as Mailchimp to carry out automation sequences.

2. My Lead Nurturing System

Marketing CRM

  • Proposed platform: HubSpot CRM
  • Automation capabilities: Email automation, customer segmentation, tracking customer interactions

Sales CRM

  • Since there's no sales team and customers transact at the brick-and-mortar outlet, no need for a Sales CRM

Automated Follow-Ups

  • Type: Post opt-in for birthday offer, loyalty program notifications
  • Triggers: Sign-up, earning loyalty points, upcoming birthday

Newsletter

  • Frequency: Monthly newsletter
  • Topics: Upcoming events, special offers, featured customer stories, new ice cream flavors
  • Segmentation: Families with children vs Young Adults

Retargeting & Ads

  • Platforms: Instagram Stories, Google Adwords
  • Goals: Increase brand awareness, drive more store visits

Social Media and Content

  • Posting frequency: 3 times a week on Instagram and Facebook
  • Content type: Images and videos showcasing the product and the unique store atmosphere

Other Nurture Channels

  • Chatbot: Use a simple chatbot on Facebook Messenger for basic inquiries
  • Automated emails: Birthday reminders, personalised recommendations based on past purchases (flavours, items), loyalty program updates

3. Sales Conversion Strategy

Sales Process

  • Maintain friendly, helpful staff for warm customer greeting
  • Train staff to upsell and suggest add-ons during customer order
  • Install digital signage showing flavors and options, reduces ordering confusion
  • Implement a loyalty program, encouraging repeat visits

Sales Assets

  • Design clear, compelling in-store signage displaying products and prices
  • Develop a standard script for staff to handle customer inquiries effectively
  • Create a seasonal promotional calendar to keep engagement high year-round

Testimonials and Case Studies

  • Encourage customers to share their experiences on social media or Google Reviews
  • Regularly highlight positive reviews in-store and through social media

Conversion Rate Insights

  • Track the average daily customers, customer spend, and repeat customer visits
  • Experiment with menu items and pricing to optimize profitability

Urgency and Offers

  • Introduce limited-time flavors or special family packages to encourage quick purchase
  • Use holidays, seasons, and local events as opportunities for promotions

Guarantees and Risk Reversal

  • Offer a satisfaction guarantee - free replacement or refund if not satisfied
  • Provide free samples to assure customers about flavor choices

Shock and Awe

  • Birthday club: Free ice cream for registered customer's birthdays
  • Random customer appreciation days with surprise discounts or gifts
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Welcome them with a friendly greeting as they enter the shop.
  • Handing over a token for their first visit with a short thank you note written on it.

Communication Cadence

  • Monthly email newsletters featuring new flavors or events.
  • Occasional social media posts announcing promotions, flavor updates, behind the scenes, and fun facts about the ice cream making process.

Client Education

  • Colorful, engaging in-store panel detailing the history of Petersen's Ice Cream.
  • Interactive display on how good quality ice cream is made.
  • Regular posts on social media educating about different ice cream flavors.

Personalized Touches

  • Birthday announcements and special treats for members who have shared their birthday information.
  • Customer of the Month recognition on social media with photo (with permission) and short story.

Visuals and Documentation

  • Photos of families enjoying their ice cream treat on social media (with permission) to showcase the family-friendly atmosphere and high product enjoyment.
  • Cute, nostalgic menu design that enhances the brand experience.

Feedback and Proactive Support

  • Customer satisfaction polls on social media.
  • Immediate response to feedback, whether positive or negative.
  • Proactive addressing any issue that might arise during their visit.

Guarantee or Promise

  • A guarantee of the ultimate family ice cream parlor experience.
  • Promise of consistent great taste and friendly service.

Operational Excellence

  • Highly trained staff for friendly and efficient service.
  • Regular maintenance of cleanliness, interior decor and overall aesthetic appeal.
  • Consistent checks on stock to avoid 'out of stock' situations.

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Launch a punch card system: Customers get a free scoop for every ten purchased
  • Offer prepaid discount cards good for a fixed number of scoops or sundaes

Upsells & Cross-Sells

  • Add a menu section for premium flavors with slightly higher prices
  • Promote add-ons at the point of sale like special toppings, baked goods, or bottled drinks
  • Suggest pint or quart take-home containers of the customer's favorite flavors

Bundling & Packaging

  • Create family ice cream packages that offer savings over individual items
  • Offer themed party packages for birthdays or other celebrations that include ice cream, balloons, and games

Loyalty & Retention Programs

  • Establish a loyalty program where customers earn points on each purchase, redeemable for free or discounted items
  • Offer a small discount for customers who bring their Petersen's Ice Cream reusable cups or containers

Custom Services and Personalization

  • Offer personalized birthday club offers where members get free ice cream on their birthday

Pricing Strategy

  • Introduce value-based pricing for premium flavors or unique sundaes

Customer Data and Insights

  • Implement a simple CRM or loyalty app to track customer purchases, preferences, and rewards

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • 'Bring a Friend' discount: Recurring customers get a 10% discount for bringing a new customer
  • New customer discount: Referred individuals get a 5% discount on their first purchase

Shareable Assets

  • Social media posts: 'Tag a friend' posts encouraging sharing and tagging family and friends
  • 'Refer & Earn' flyers at cash counter: Can be handed over with receipts or inserted in takeaway bags

Timing and Triggers

  • After purchase: Cashier informs the customers about the referral scheme during billing
  • Social Media posts: Schedule regular posts about referral scheme

Client Success Stories

  • Share testimonials on social media: Ask loyal customers to share their feedback on experiences with families
  • Use them in-store: Display printed testimonials as decorative framed images

Referral Contests

  • Quarterly 'Biggest Ice Cream Fan' contest: Offering free ice cream for a month for the customer with highest referrals

Partner or Affiliate Programs

  • Local business partnerships: Tie-up with local businesses (toy shops, book stores etc.) for cross-promotion

Thank-You Experience

  • Loyal Referrer Acknowledgment: Annual thank-you note and a small related gift like a ‘Petersen’s Mug’ or 'Ice Cream Kit' for customers generating most referrals

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