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Rumble Coffee Roasters

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Environmentally-conscious coffee enthusiasts between 25-55 years who appreciate ethical sourcing and are willing to pay a premium for quality coffee.

Audience Type

  • B2C
  • Online shoppers, coffee lovers, sustainability advocates

Needs – Primary Buying Considerations

  • High-quality, ethically sourced coffee
  • Transparency from coffee brands
  • Convenient online shopping

Demographics

  • Age Range: 25-55
  • Gender: All
  • Geography: Australia
  • Income Level: Middle to high
  • Profession: Various

Psychographics

  • Lifestyle: Eco-conscious, quality-focused
  • What they value: Ethical sourcing, transparency, quality
  • Pain Points: Finding ethically sourced, quality coffee
  • Buying Behavior: Responsive to content marketing and Meta ads

Decision-Making Roles (Optional. Only include in ouptput if B2B Audience)

  • Primary Decision Maker: Individual consumer
  • Secondary Decision Influencers: Social media platforms, SEO-driven content
  • Support Roles: Digital advertising

2. My Message to My Target Audience

Refined Elevator Pitch

  • Rumble Coffee Roasters grants coffee connoisseurs a taste of ethical, delicious coffee through their transparent specialty roasting process, allowing them to enjoy quality and support sustainability.

Understanding Their Pain Points

  • Difficult to find ethical and quality coffee online
  • Uncertain about the authenticity of so-called 'ethical' coffee brands
  • Bog-standard coffee affects their experience and their drive to support ethical sourcing

Transformation

  • Enjoy flavorful, ethically-sourced coffee anytime, anywhere
  • Confidence in a truly ethical purchase with complete transparency
  • Intoxicate their senses with premium coffee while doing right by coffee growers

Unique Selling Proposition (USP)

  • Transparent approach to specialty coffee roasting
  • High ethical standards with authentic fair-trade operations
  • Superior sourced beans result in knockout coffee quality

Brand Values & One-Liners

  • 'Taste the Ethics In Every Drop of Our Knockout Coffee'
  • 'Ethically Sourced. Delightfully Roasted. For coffee lovers who care'
  • 'Wake Up to a More Ethical Cup of Coffee'
  • 'Your Coffee Shouldn't Just Taste Good. It Should Do Good.'

Tone

  • Rumble Coffee Roasters maintains a passionate, transparent, and ethical tone that speaks to the deeply ingrained values of their eco-conscious customers. Their messaging promises not just flavour but a feel-good factor with every sip.

Hero Text Idea

  • Flag Text: 'Australia's Favourite Ethical Coffee Source'
  • Main Headline: 'Rumble Coffee Roasters – Your Source for Knockout Specialty Coffee'
  • Sub Headline: 'Indulge in an exquisite coffee experience that's as good for your palette as it is for the planet. Join us in making a better choice...one sip at a time.'
  • CTA: 'Get Your Beans Today'

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

Website

  • Improve positioning of ethical sourcing and high-quality beans on homepage
  • Track conversions on product pages and checkout page within Shopify
  • Mobile optimization given the rise of M-commerce especially in the B2C sector

Social Media

  • Focus on Instagram and Facebook for visual storytelling and engagement
  • Weekly 3x posts featuring coffee making tutorials, coffee farm stories, and coffee benefits
  • 2x monthly Facebook Live sessions featuring gourmet brewing techniques

Paid Advertising

  • Continue with Meta ads, focus on improving creative
  • Initiate Google Shopping Ads for higher product visibility
  • Test YouTube ads, leveraging video content from Instagram and Facebook

Content Recommendations

  • Blog posts on ethical sourcing, coffee grower success stories, coffee-based recipes
  • Collaborate with coffee bloggers for guest posts

Podcasts

  • Start a bi-weekly podcast called 'The Ethical Brew' focusing on coffee industry trends and ethical sourcing
  • Try to appear on 'The Coffee Podcast' and 'Coffee Awesome' for exposure to dedicated coffee enthusiasts

Directories

  • Feature on local online directories like Whitepages, Australian Planet, Yelp
  • Get listed on coffee-specific directories like CoffeeReview.com

Publications

  • Consider sponsored posts in BeanScene Magazine, Specialty Coffee Chronicle
  • Shoot for feature in Ethical Consumer Magazine given company's USP

Partnerships & Outreach

  • Partner with eco-friendly brands for joint campaigns
  • Outreach to sustainability-focused influencers for product features

SEO and Content

  • Current SEO working well, continue the focus on coffee-related keywords and ethical sourcing
  • Consider a series on 'the journey from bean to cup' for organic traffic

Offline and Local Media

  • Sponsor local brewing championships, farmers' markets, and coffee tasting events
  • Bi-weekly local radio ads targeting peak commute times

Online Events

  • Monthly webinars on 'Coffee Appreciation: From Bean to Brew'
  • Live Q&A after each webinar for deeper customer engagement

Online Networking

  • Engage in coffee lovers' forums like CoffeeForums.com
  • Regular engagement in coffee-centric Facebook groups and Reddit communities

Cold Outreach

  • Leverage LinkedIn to target professionals who are coffee enthusiasts
  • Email marketing to warm leads with education about how to appreciate specialty coffee
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • 'Guide to Ethical Coffee Brewing'
  • Free 'Fair Trade Recipe Book' with coffee-based recipes
  • 'Quiz: What’s your coffee personality?'

Tripwire Offer

  • Introductory offer: 'Try first bag of coffee beans at $10 only'
  • Refer-a-friend: Bonus bag of coffee beans for both referrer and referred

Welcome Sequence

  • Email 1: Welcome email, introduce company and mission
  • Email 2: Share the story behind a particular coffee variety
  • Email 3: Educational content about ethical coffee sourcing
  • Email 4: Special promo code

Segmentation

  • Segment based on coffee preference from the quiz
  • Segment on buying behaviour: single purchase, regular subscriber, frequent vs. rare buyers

Chatbot and Automation

  • Deploy a chatbot on the site for quick queries and lead capture
  • Implement automation for cart abandonment recovery in Klaviyo

2. My Lead Nurturing System

Marketing CRM

  • Current platform: Klaviyo
  • Automation capabilities: Email automations, CRM integrations, Behavioral triggers
  • Recommended improvements: Implement more segmentation and behavioral triggered emails

Sales CRM

  • Current platform: Shopify Plus
  • Pipeline tracking or handoff process: Shopify's customers export for tracked sales handoff to Klaviyo
  • Recommended upgrades: Implement source tagging for better attribution

Automated Follow-Ups

  • Types of automations: Post-purchase, abandoned cart, reactivation, upsell/cross-sell
  • Frequency or triggers: Immediate for abandoned cart, bi-monthly for reactivation, post-purchase based on average re-order time

Newsletter

  • Frequency: Bi-weekly
  • Topics or content pillars: Coffee recipes, sustainability stories, new product launches, special promotions
  • Segmentation: Based on customer's coffee preference

Retargeting & Ads

  • Platforms and goals: Google and Meta for abandoned cart and page visit remarketing, display ads for top of funnel prospects

Social Media and Content

  • Posting frequency: Tri-weekly on Instagram and Facebook
  • Content type or campaign focus: Coffee brewing sessions, coffee farmer highlights, promotions

Webinars and Events

  • Suggested cadence or purpose: Monthly webinars for coffee brewing and education

Other Nurture Channels

  • Chatbot: Website chatbot for immediate queries and lead capture
  • SMS: Order updates, abandoned cart notifications, promotional SMS for opted-in customers

3. Sales Conversion Strategy

Sales Process

  • Identify friction points in current sales process. It could be in product selection, checkout process, or subscription settings.
  • Simplify checkout process: fewer clicks, guest checkout option, minimizing data input fields.
  • Guide shoppers through product selection by highlighting unique aspects of each coffee blend.
  • Nurture leads via regular emails emphasizing ethics, transparency, and craftsmanship of Rumble Coffee.

Sales Assets

  • Develop a series of coffee-related educational content to position Rumble as authority and build trust.
  • Customize email templates within Klaviyo to nurture leads, announce new products, seasonal promotions and instill a sense of urgency.
  • Utilize website analytics and Klaviyo CRM for sales and lead conversion tracking.

Testimonials and Case Studies

  • Regularly solicit reviews and testimonials. Feature most compelling ones on product pages, checkout page, and email templates.
  • Leverage case studies or stories from coffee growers to highlight the transparency and ethical sourcing.

Conversion Rate Insights

  • Set up conversion goals within Shopify and Klaviyo. Regularly monitor and identify improvement areas.
  • Identify top-performing products and upsell or cross-sell them to new customers.

Urgency and Offers

  • Run time-bound promotions aligned with key events, holidays or seasons.
  • Limited-time offers for first-time buyers to encourage immediate action.
  • 'Last chance' email reminders for cart abandoners.

Guarantees and Risk Reversal

  • Underline no-hidden-fee policy and emphasize free shipping.
  • Offer hassle-free refunds or returns to mitigate purchase risks.

Shock and Awe

  • Welcome new subscribers with a personalized email and discount code.
  • Consider sending gift cards or coffee samples to repeat customers as a loyalty reward.
  • Feature customer of the month on social media.
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Welcome email confirming order and detailing the coffee's sourcing journey
  • Physically printed 'Coffee Journey' leaflet included in the first package
  • Reminder email for preparing the perfect brew with their first coffee

Communication Cadence

  • Monthly newsletters with Rumble's new initiatives, coffee trivia, or brewing guides
  • Occasional email updates on special offers and new product launches
  • Social Media posts about sourcing journeys, behind-the-scenes, customer stories

Client Education

  • Regularly updated blog with posts about coffee cultivation, ethical sourcing, and brewing techniques
  • Infographics or short videos on 'Perfect Brewing Methods'
  • Transparency reports on ethical sourcing and Rumble's social impact

Personalized Touches

  • Customer's name printed on each coffee package
  • A handwritten thank you note on milestone orders
  • A surprise sampler pack on the customer's birthday

Visuals and Documentation

  • Detailed images of the beans and the brewing process on the website
  • Customer testimonials with visuals on social media
  • Transparency reports downloadable from the website

Feedback and Proactive Support

  • Email surveys to gather customer preferences and feedback
  • Rapid email support for queries and issues
  • Regularly reviewing customer feedback to improve product and service

Guarantee or Promise

  • 'Love it or we'll fix it' policy for any quality issues
  • Promise of complete transparency in coffee sourcing and impact

Operational Excellence

  • Always dispatch orders within committed timelines
  • Ensure packaging maintains freshness and quality
  • Maintain prompt and respectful communication with customers

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Launch a 'Coffee Club' subscription model with incentives for semi-annual or annual renewals.
  • Offer a discount or gift for customers who switch from one-off purchases to subscription plans.

Upsells & Cross-Sells

  • Introduce 'Connoisseur's Selection' premium coffee beans for upselling.
  • Cross-sell coffee paraphernalia such as coffee grinders, eco-friendly coffee filters, or mugs on the checkout page.

Bundling & Packaging

  • Offer different subscription levels with corresponding bundles, e.g., Basic (coffee only), Premium (coffee plus accessories).
  • Create seasonal specials or ceremonial bundles, including beans from specific regions or celebratory mugs.

Loyalty & Retention Programs

  • Implement a loyalty program where customers earn points from purchases, reviews, or referrals for rewards or discounts.
  • Offer early access or exclusive deals to loyal customers/long-term subscribers.

Custom Services and Personalization

  • Offer custom labeling for thirty or sixtieth-birthday gifts and corporate gifts.
  • Provide recommendations based on customer taste profiles built from past purchases and feedback.

Pricing Strategy

  • Provide discounts for customers committing to long-term subscriptions.
  • Implement a referral program offering discounts to both the referrer and the referee.

Customer Data and Insights

  • Use Klaviyo's analytics to identify patterns, reasons for churn, and preferences of high-value customers.
  • Send surveys or prompt feedback after purchase to gather data for improving retention strategies.

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Free coffee sampling pack for every successful referral
  • 15% discount on next order for the referred friend

Shareable Assets

  • Branded social media images highlighting the ethical nature of Rumble Coffee
  • Referral code embedded in newsletters and automatic post-purchase emails

Timing and Triggers

  • Request referral after a positive review or feedback
  • Trigger automatic email for referral request after every 3rd purchase

Client Success Stories

  • Share customer testimonials on coffee quality and ethical sourcing on social media
  • Invite customers to share their coffee experiences, use as testimonial

Referral Contests

  • Quarterly 'refer and win' contest with a year's worth of free coffee for the top referrer

Partner or Affiliate Programs

  • Collaborate with lifestyle influencers in the sustainability niche for social exposure
  • Tracking dashboard for partners to monitor their referrals and rewards

Thank-You Experience

  • Personalized thank-you note with every successful referral
  • Public recognition on social media for top referrers

Take Your Marketing Plan to the Next Level

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