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Royal Garage Co.

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Homeowners aged 35-70 seeking comprehensive solutions for garage renovation.

Audience Type

  • B2C

Needs – Primary Buying Considerations

  • One-stop garage transformation solutions
  • Convenience of hassle-free, hands-off packages
  • Assurance of lifetime warranties

Demographics

  • Age Range: 35-70
  • Gender: Both
  • Geography: Not specified
  • Income Level: Mid to high (indicative of disposable income)
  • Profession: Not specified

Psychographics

  • Lifestyle: Homeowners valuing clean, organized spaces
  • What they value: Convenience, quality, reliability
  • Pain Points: Cluttered, underutilized garages
  • Buying Behavior: Seeks value in robust service packages

Secondary Target Market

  • Small commercial and industrial businesses seeking floor coating services

2. My Message to My Target Audience

Refined Elevator Pitch

  • Royal Garage Co. provides homeowners with a unique one-stop solution, transforming cluttered garages into optimized spaces through specialized floor coatings and storage solutions, so they can feel organized, proud, and stress-free.

Understanding Their Pain Points

  • The challenge of a cluttered, disorganized garage
  • Frustrations in trying to find time and resources to clean and organize
  • Dissatisfaction with the current state of their garage

Transformation

  • A bright, clean and versatile garage space
  • Feeling relieved, proud, and in control
  • An extension of the home that’s enjoyable to use and adds value

Unique Selling Proposition (USP)

  • Comprehensive, bespoke garage makeovers
  • Hands-off packages and convenient project management via customer portal
  • Expertise in both residential, commercial and industrial floor coatings

Brand Values & One-Liners

  • 'Transforming clutter to clarity, one garage at a time.'
  • 'From chaos to a crown-worthy garage space.'
  • 'Your one-stop shop for complete garage makeovers.'

Tone

  • Royal Garage Co. embodies a friendly, reliable and efficient tone. We aim to make customers feel understood, supported, and excited about their garage transformation.

Hero Text Idea

  • Flag Text: 'Revamping Garages across [Region]'
  • Main Headline: 'Royal Garage Co: Your Kingdom Awaits.'
  • Sub Headline: 'Take control with our complete, hands-off garage makeovers. Transform from clutter to clarity and elevate your garage to kingdom status.'
  • CTA: 'Book Your Free Estimate Today'

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

Website

  • Optimize Wordpress site for mobile viewing
  • Track conversions for 'Free Estimates' requests
  • Use heatmaps to analyze user behavior and improve design

Social Media

  • Use Instagram to showcase transformations (3x weekly)
  • Share tips for garage organization on Pinterest (1x weekly)
  • Use Facebook for local ads to target homeowners (2x weekly)

Paid Advertising

  • Continue with Google ads focusing on 'garage renovation' and 'floor coating' keywords
  • Use Facebook ads to target homeowners based on demographics and interests

Content Recommendations

  • Blog posts on garage transformations and its impact on home value
  • How-to guides for maintaining floor coatings

Directories

  • List business on Home Renovation Directories like Houzz and HomeAdvisor
  • Consider local business directories for added visibility

Partnerships & Outreach

  • Collaborate with local real estate agents for referrals
  • Partner with home decor stores for mutual promotions

SEO and Content

  • Optimize website and blog posts for targeted keywords (garage renovation, floor coatings, etc.)
  • Use local SEO techniques to rank higher in local searches

Offline and Local Media

  • Use wrapped vehicles as traveling billboards
  • Consider sponsoring local events or sports teams
  • Use direct mail to target high-income neighborhoods in the service area

Online Events

  • Host a webinar on 'The Value of a Renovated Garage'

Cold Outreach

  • Use LinkedIn to connect with real estate agents or property managers for collaboration possibilities
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • 'The Garage Organization Guide: Secrets to Decluttering your Garage'
  • 'Top 10 Garage Makeover Transformations eBook'
  • 'Garage Value Estimator: How much does a renovated garage add to your home value?'

Tripwire Offer

  • Basic Garage Assessment service for a nominal fee
  • Special discount on first coating service
  • Introductory DIY Workshop explaining the process of garage transformation

Welcome Sequence

  • Welcome email with an introduction to Royal Garage Co. and its values
  • Follow-up Email showcasing past transformations
  • 3rd Email, outlining the renovation process
  • 4th email with a special discount or incentive

Segmentation

  • Tag leads based on area of interest (full makeover, floor coating, storage organization)
  • Segment based on geographic location to offer localized advice or deals

Chatbot and Automation

  • Implement chatbot on website to handle basic inquiries and schedule free estimates
  • Use automation to trigger follow-up emails after estimate completion

2. My Lead Nurturing System

Marketing CRM

  • Current platform: Not specified
  • Recommended: Hubspot due to its versatility, automation capabilities, and third-party integrations with Wordpress

Sales CRM

  • Current platform: Not Specified
  • Recommended: Zoho CRM, a cost-effective solution that can integrate seamlessly with various marketing platforms

Automated Follow-Ups

  • Types: quotation follow-ups, booking confirmations, project updates and reminders
  • Triggers: Post-estimate, pre-project start, mid-project, post-project

Newsletter

  • Frequency: Monthly
  • Topics: garage organization tips, showcasing recent transformations, customer testimonials
  • Segmentation: based on service interest (full garage makeover or floor coating)

Retargeting & Ads

  • Platforms: Google and Facebook Ads for retargeting lost leads or inactive users
  • Goals: Drive re-engagements and bookings

Social Media and Content

  • Frequency: At least weekly
  • Content: Before and after transformations, DIY tips, customer testimonies

Webinars and Events

  • Cadence: Quarterly webinars on garage renovation and organization ideas

Other Nurture Channels

  • SMS: Appointment reminders, project updates, or special promotions
  • Chatbot: 24/7 support on website, addressing basic inquiries, scheduling estimates

3. Sales Conversion Strategy

Sales Process

  • Maintain CRM for automated estimates, contracts, and invoices
  • Enhance CRM with regular follow-up reminders and event/action triggers
  • Simplify contract approval process

Sales Assets

  • Develop SOPs for full garage makeovers and floor coatings
  • Design a robust proposal template highlighting lifetime warranties and hands-off packages
  • Prepare objection-handling scripts for cost and disruption concerns

Testimonials and Case Studies

  • Encourage customers to leave testimonials via CRM post-project completion
  • Create case studies showcasing transformations, to be displayed on website and social media

Conversion Rate Insights

  • Track conversion rate from free estimates to paid contracts
  • Prioritize reducing the gap between estimates and contracts

Urgency and Offers

  • Introduce quarterly promotions tied to seasonal needs (summer cleanup, winter storage)
  • Promote same day-quote service for floor coating enquiries

Guarantees and Risk Reversal

  • Highlight lifetime warranty in proposals and on the website

Shock and Awe

  • Send a Royal Garage Co. branded token for contract signed customers
  • Develop a referral program incentivizing existing customers to refer new clients
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Welcome email with personal note from the project manager
  • A copy of garage transformation guide with tips and checklist

Communication Cadence

  • Bi-weekly project update call or email
  • Notification of job completion with photos of before and after

Client Education

  • FAQ section on the website covering common queries
  • How-to videos for maintaining the new garage space

Personalized Touches

  • Birthday greetings and annual 'garage anniversary' check-ins
  • Personalized keychain or garage opener with company logo

Visuals and Documentation

  • Before and after photos of each project
  • Coating and storage solutions documentation

Feedback and Proactive Support

  • Post-project survey to capture feedback
  • A designated support person to resolve issues within 24 hours

Guarantee or Promise

  • Life-time warranty on selected services
  • Money-back guarantee if initial estimate exceeds final project cost

Operational Excellence

  • On-time project completion standards
  • Uniformed staff with professional demeanor and clear communication

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Offer renewal incentives for additional areas such as basements, patios, or commercial spaces
  • Create maintenance contracts for floor coatings re-touching or cleaning services

Upsells & Cross-Sells

  • Upsell premium floor coating options or exclusive design patterns
  • Cross-sell organization and storage solutions after floor coatings
  • Offer 'Complete Garage Transformation' package with integrated storage solutions

Bundling & Packaging

  • Bundle floor coatings with storage solution installations for a full garage transformation package
  • Provide tiered garage makeover packages (basic, premium, luxury) to cater to varied budgets

Loyalty & Retention Programs

  • Introduce a Referral Program: offer discounts on future services for referrals leading to new customers
  • Develop a loyalty program where large project customers get annual floor coating touch-ups at a discounted rate

Custom Services and Personalization

  • Offer custom floor designs or personalized storage installations for an extra fee
  • Allow customers to pick and choose services for a custom garage makeover package

Pricing Strategy

  • Offer a discount for customers purchasing the complete garage transformation package
  • Provide financing options or installment payment plans to make services more affordable

Customer Data and Insights

  • Analize CRM data to identify patterns and previous customers who might be interested in new services
  • Track customer satisfaction and identify churn reasons through regular follow-ups and surveys

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Offer 10% discount on next service for both referrer and referred.
  • Incentivize with a face-value gift card for every successful referral.

Shareable Assets

  • Create pre-made 'garage transformation' posts showcasing before and after images for social media.
  • Develop 'Refer a Friend' landing page with details about the referral program and benefits.

Timing and Triggers

  • Request referral post-project completion, when customer satisfaction is high.
  • Automate referral request email two weeks after project completion.

Client Success Stories

  • Establish a 'Spotlight Story' series featuring testimonials from satisfied clients.
  • Share customer stories and transformations on website and social platforms.

Referral Contests

  • Run bi-yearly 'Get Organized' referral contests with attractive prizes for most referrals.

Partner or Affiliate Programs

  • Partner with local businesses, offer them special discounts for customer referrals.

Thank-You Experience

  • Send a thank you note/ small gift for every successful referral.
  • Celebrate top referrers on the business's social media platforms.

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