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Riverside Inn Bed and Breakfast

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Individuals or couples planning for weddings and looking for an affordable, unique venue. Additionally, those interested in B&B stays in Warsaw.

Audience Type

  • B2C
  • Engaged couples or couples planning to get married
  • Solo travelers or couples seeking B&B stays

Needs – Primary Buying Considerations

  • Affordable Wedding packages
  • Unique, picturesque marriage venue
  • Comfortable B&B accommodation

Demographics

  • Age Range: 20-40 (Primary group for couples planning weddings)
  • Gender: Both
  • Geography: Mostly local, but may include those traveling to the Ark Encounter
  • Income Level: Medium

Psychographics

  • Lifestyle: Couples planning a wedding, or individuals/couples planning a getaway
  • What they value: Unforgettable experiences, comfort, good value for money
  • Pain Points: Finding an affordable, distinctive and pleasant wedding venue and/or B&B accommodation
  • Buying Behavior: Seek value packages, price conscious

Secondary Target Market (if applicable)

  • Visitors to the Ark Encounter looking for nearby comfortable and affordable accommodation
  • Age range: All ages
  • Income Level: Medium
  • Buying Behavior: Looks for value deals, makes booking decisions based on convenience and proximity to Ark Encounter
  • Pain Points: Finding a comfortable, affordable and conveniently located B&B near the Ark Encounter

2. My Message to My Target Audience

Refined Elevator Pitch

  • Riverside Inn Bed and Breakfast offers couples memorable wedding experiences and comfortable B&B stays amidst the serene aesthetics of the countryside, so they can create splendid moments that last a lifetime.

Understanding Their Pain Points

  • Planning a wedding venue that encapsulates an unforgettable experience.
  • Potential guests seeking unique yet comfortable accommodation.
  • Complexities involved in coordinating B&B stays and wedding logistics.

Transformation

  • A seamless, memorable wedding experience in a picturesque setting.
  • A peaceful getaway in our cozy B&B.
  • Hassle-free planning and coordination of weddings and B&B stays.

Unique Selling Proposition (USP)

  • An enchanting countryside setting for weddings and stays.
  • Exclusive wedding packages designed to cater a variety of needs.
  • Seamless booking, coordination, and support exceeding standard offerings.

Brand Values & One-Liners

  • "Riverside Inn, where happily ever after begins."
  • "Making wedding dreams come true in a countryside wonder."
  • "Comfort and elegance meet in our Bed and Breakfast stays."

Tone

  • Riverside Inn reflects a personality of warmth, elegance, and sincerity, aspiring to inspire feelings of joy, comfort, and satisfaction in our guests.

Hero Text Idea

  • Flag Text: Dream Countryside Weddings and Stays
  • Main Headline: Unforgettable Wedding & Cozy B&B, all at Riverside Inn
  • Sub Headline: Experience an enchanted wedding and enjoy elegant countryside stays designed to gift you memories for a lifetime.
  • CTA: Book Your Dream Wedding Now

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

Website

  • Continue with WordPress for website management, it gives you flexibility and control
  • Track conversions such as 'Contact us' form submissions and 'Book now' clicks
  • Focus on both desktop and mobile interfaces as weddings and B&B bookings are often researched on both

Social Media

  • Focus on Instagram and Pinterest due to their visual appeal; post highlights of weddings and B&B stays with scenic images
  • Have a weekly posting frequency
  • Launch a Facebook page to run targeted ads and engage with local community

Paid Advertising

  • Consider Google Ads to target keywords related to 'wedding venue' and 'B&Bs'
  • Use Meta Ads for demographic targeting, focusing on engaged couples in the local area

Content Recommendations

  • Blog posts about successful weddings held at Riverside, behind-the-scenes preparations
  • Highlight unique features of the B&B in blogs

Directories

  • Get listed on local business directories, especially wedding directories like The Knot and WeddingWire
  • Promote on B&B directories like Airbnb and Booking.com

Publications

  • Seek out feature stories in local newspapers and lifestyle magazines

Partnerships & Outreach

  • Partner with local wedding planners and travel agencies
  • Approach events companies for potential joint ventures

SEO and Content

  • Optimize website content for local SEO, focusing on terms like 'wedding venue in Warsaw' and 'B&B near Ark Encounter'
  • Continually update blog with relevant keywords to maintain organic visibility

Offline and Local Media

  • Sponsor local wedding fairs and tourism events
  • Produce well-designed flyers to distribute in local establishments

Online Events

  • Host online virtual tours of the wedding venue and B&B on your website and social media channels

Online Networking

  • Join local wedding planning and B&B forums to promote Riverside Inn

Cold Outreach

  • Target engaged couples in Warsaw area via email marketing
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • 'Wedding Planning Checklist': A comprehensive guide to planning a wedding
  • 'Breathtaking Wedding Venues' eBook: Showcasing Riverside's wedding venue in detail
  • 'Experience Riverside': An immersive video tour of the B&B

Tripwire Offer

  • 'Early Bird Wedding Package': Limited frequent discount offer
  • 'Weekday B&B Stay': Discounts on non-peak days

Welcome Sequence

  • Welcome email introducing Riverside Inn with links to lead magnets
  • Follow up email featuring testimonial stories and a link to book a tour
  • Subsequent emails highlighting wedding packages, B&B features with call to action

Segmentation

  • Tags for wedding prospects based on readiness: exploring, planning, ready to book
  • Tags for B&B guests: first-time visitor, regular, corporate

Chatbot and Automation

  • Chatbot to answer frequently asked questions, suggest lead magnets, and capture emails
  • Automate follow-ups based on user engagement with emails and site visits to increase conversions

2. My Lead Nurturing System

Marketing CRM

  • Continue using GoHighLevel
  • Leverage its automation capabilities for follow-ups and retention sequences
  • Monitor and improve based on the analytics provided

Sales CRM

  • Given the business scale and process, continue using GoHighLevel
  • Maintain a detailed pipeline tracking and note the stage of each lead

Automated Follow-Ups

  • Initial follow-up immediately post opt-in
  • Subsequent follow-ups after 2 days, and then weekly for those who have not converted
  • Follow-up sequences for abandoned bookings

Newsletter

  • Bi-weekly frequency
  • Topics: Wedding planning tips, Featured weddings at Riverside Inn, Seasonal promotions for B&B stays
  • Segments: Engaged couples, B&B potential guests, and previous customers

Retargeting & Ads

  • Meta remarketing to target website visitors and those who abandon booking
  • Google Ads targeting phrases like 'B&B near me' and 'wedding venues'

Social Media and Content

  • Posting at least twice a week
  • Content type: High-quality images of wedding venue and B&B, Testimonials from past clients

Webinars and Events

  • Monthly virtual open house - showcasing different parts of Riverside Inn, giving a virtual tour

Other Nurture Channels

  • SMS confirmations for bookings and reminders for upcoming stays or events
  • Chatbot on the website to answer common questions and facilitate bookings

3. Sales Conversion Strategy

Sales Process

  • Standardize the sales process involving onsite tours for weddings with pre-defined stages
  • Establish automated and personalized follow-up sequences using GoHighLevel CRM
  • Measure success at each stage for constant process refinement and improvement

Sales Assets

  • Develop a comprehensive sales script that addresses common questions and concerns
  • Create a visually appealing, informative proposal for wedding packages, emphasizing uniqueness
  • Develop a detailed SOP for the sales process to ensure consistency

Testimonials and Case Studies

  • Request testimonials from happy clients after their wedding or stay, collecting both written reviews and video testimonials
  • Showcase testimonials prominently on the website and in sales materials
  • Develop case studies of successful weddings hosted at Riverside Inn to showcase expertise and venue potential

Conversion Rate Insights

  • Regularly track conversion rates at each stage of the sales process
  • Strand focus on improving stages with the lowest conversion rates
  • Aim to achieve a conversion rate goal set at a desirable number

Urgency and Offers

  • Create seasonal offers on wedding packages during popular marriage seasons
  • Introduce limited time offers or early bird discounts on wedding bookings and B&B stays
  • Develop messaging around the exclusivity of dates and limited availability to induce bookings

Guarantees and Risk Reversal

  • Offer a satisfaction guarantee for B&B stays to build trust with prospects
  • Build in a flexible cancellation policy to lower the risk and make it easier for prospects to confirm bookings

“Shock and Awe”

  • Send a personalized thank you note or complimentary gift to clients post their onsite tour
  • Create a Surprise-and-Delight campaign providing unexpected benefits for clients who reach certain milestones in the booking process
  • Send B&B guests a small welcome gift or basket upon check-in to create a memorable, positive impression from the get-go.
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • A warm, personalized welcome email to each guest upon booking, sharing unique aspects of the stay.
  • Surprise welcome amenities such as handmade local treats in the rooms during check-in.

Communication Cadence

  • Regular pre-stay emails with guest itinerary, weather forecasts, local attractions.
  • Event briefing calls to finalize wedding arrangements and answer queries.

Client Education

  • Detailed guides emailed to guests on check-in/out processes, amenities, local attractions.
  • Training videos on website demonstrating room enjoyments, highlighting the property.

Personalized Touches

  • Birthday or anniversary recognition with surprise room decor or free breakfast for celebrants.
  • Handwritten thank-you notes left in rooms post-checkout with a request for online review.

Visuals and Documentation

  • Before and after setup photos of wedding venue, a keepsake emailed to couples.
  • Regular progress updates sent to wedding clients as event planning proceeds.

Feedback and Proactive Support

  • Post-stay surveys emailed to guests for gathering feedback and improving service.
  • Proactive support with a dedicated staff member available on-premises for immediate need.

Guarantee or Promise

  • A 'love it or we make it right' promise highlighted on all booking materials.
  • Reassuring cancellation policies disclosed upfront to provide risk-free booking.

Operational Excellence

  • Flexible room booking timings aligned with guest travel plans.
  • Clear communication standards with prompt responses to every customer query.

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Offer anniversary renewal specials for couples who wed at Riverside Inn

Upsells & Cross-Sells

  • Add-on packages of personalized wedding decor or honeymoon B&B packages
  • Cross-sell event planning/coordination services for optimal wedding implementation

Bundling & Packaging

  • Create multiple price-tiered wedding packages including B&B stays
  • Offer combined wedding and B&B stay comprehensive packages for out-of-town guests

Loyalty & Retention Programs

  • Introduce a loyalty points program for repeat B&B guests or referrals resulting in successful bookings

Custom Services and Personalization

  • Offer customized wedding themes or personalized B&B packages based on customer preferences

Pricing Strategy

  • Incentives for booking B&B stays along with wedding venue
  • Seasonal discounts for B&B stays, especially during off-peak wedding seasons

Customer Data and Insights

  • Implement tracking systems for B&B occupancy rates to identify opportunities for promotions during off-peak times
  • Use CRM to collect customer feedback for continuous improvement and personalized marketing

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Offer a 'Refer a Friend' discount of 10% on their next B&B booking
  • Provide a $50 cash reward for every booked wedding referral
  • Give exclusive wedding package upgrades to referees at no additional cost

Shareable Assets

  • Create digital referral cards for email and social media sharing
  • Develop a landing page with couples' success stories and a 'Refer a Friend' section
  • Use photo-rich social media posts with 'Tag a Friend' campaigns

Timing and Triggers

  • Send an automated email or message asking for referrals after wedding guests checked out of the B&B
  • Create a casual moment during the wedding venue tour to mention the referral program

Client Success Stories

  • Collect video testimonials from happy couples and share on website and social media
  • Promote stories of couples who discovered Riverside Inn through referrals

Referral Contests

  • Host a 'Wedding of the Year' contest where the couple with the most referrals wins a getaway package

Partner or Affiliate Programs

  • Partner with local businesses to offer additional wedding services, earning a portion of referral-based bookings

Thank-You Experience

  • Send handwritten thank you notes and a small gift like a bottle of local wine to top referrers

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