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Rusty Raven

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Rusty Raven primarily targets women aged 35–64, who value individuality, creativity, and local businesses. They prefer authenticity over mass-produced products and enjoy exploring independent shops for unique, engaging items.

Audience Type

  • B2C
  • Women seeking unique, handcrafted, and unusual gifts
  • Local business supporters
  • Artisans seeking collaborations

Industries (if B2B)

N/A

Needs – Primary Buying Considerations

  • Desire for unique, handcrafted items
  • Inclination towards supporting local businesses
  • Appreciation of humorous, quirky, and authentic shopping experience

Demographics

  • Age Range: 35-64 (primary), 25-34 (secondary)
  • Gender: Primarily Women
  • Geography: United States
  • Income Level: Middle
  • Profession: Diverse

Psychographics

  • Lifestyle: Values personalized, authentic shopping experiences
  • What they value: Individuality, creativity, support for local businesses
  • Pain Points: Generic, mass-produced products
  • Buying Behavior: Values authenticity, willing to pay for unique items
  • Decision-Making Roles: Majority purchase decisions are individual

Secondary Target Market

  • Younger adults aged 25–34 are a secondary target, drawn by social media engagement and desire for unique items. This group is more receptive to online shopping.

2. My Message to My Target Audience

Refined Elevator Pitch

  • Rusty Raven provides an immersive and unique shopping experience for customers seeking one-of-a-kind, artisan gifts. Through our humour-infused, handcrafted inventory and local partnerships, we provide a community-driven platform for discovery and connection.

Understanding Their Pain Points

  • Difficulty finding unique, handcrafted items
  • Discontent with generic, mass-produced products
  • Yearning for engaging, personalized shopping experiences

Transformation

  • Discover artisan products embodying individuality and creativity
  • Foster connections with local businesses and creators
  • Transform shopping from a mundane task to an entertainment and discovery adventure

Unique Selling Proposition (USP)

  • Blend of humor, handcrafted goods, and local artistry
  • Constantly rotating and enriching inventory
  • Engagement with local artisans and small-batch creators

Brand Values & One-Liners

  • “Standing out in a world of similarity.”
  • “Fostering community through unique artisan products.”
  • “Every visit is a new discovery.”

Tone

  • The Rusty Raven tone is warm, inviting, and humor-laced. We aim to make our customers feel welcome, intrigued, and entertained during their shopping journey.

Hero Text Idea

  • Flag Text: Unleash Your Individuality
  • Main Headline: Discover Handcrafted, One-of-a-kind Gifts
  • Sub Headline: Connect with the local artists behind our products and transform your shopping experience into an exciting adventure.
  • CTA: Start Discovering Today!

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

Website

  • Continue using a custom-built website
  • Track ‘Add to Cart’, ‘Initiate Checkout’ and ‘Purchase’ events
  • Mobile-first optimization given the younger demographic's preference for mobile browsing

Social Media

  • Instagram: daily posts featuring product highlights, stories with behind the scenes content, weekly reels
  • Facebook: Twice weekly posts - product teasers, customer testimonials
  • Pinterest: Regular pinning of product images, DIY craft ideas

Paid Advertising

  • Google Ads: Create shopping campaigns promoting best-sellers
  • Meta (Instagram and Facebook): Leverage dynamic product ads targeting website visitors

Content Recommendations

  • Blog posts about featured artisans, the creation process of products, 'how to' guides for DIY projects

Directories

  • Enlist on Yelp, Google My Business, and local business directories

Publications

  • Seek features in local newspapers like 'The Seattle Times'
  • Approach lifestyle blogs like 'The Everygirl', 'Apartment Therapy'

Partnerships & Outreach

  • Collaborate with local artists for product creation
  • Network at local craft fairs to discover new artists

SEO and Content

  • Launch a blog focusing on artisanal craft, decorations; optimize content for SEO

Offline and Local Media

  • Participate in local craft fairs, art festivals
  • Distribute flyers in high foot traffic areas

Online Events

  • Host artist sessions/masterclasses on IG live

Online Networking

  • Engage in Facebook Groups like 'Crafts & DIY Projects'

Cold Outreach

  • Reach out to local influencers for collaborations via Instagram direct messages, emails
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • Downloadable DIY Art Crafts Guide
  • All-Access Pass to Online Artist Masterclasses
  • Craft Quiz: What Kind of Artisan Are You?

Tripwire Offer

  • Special Discount on First Online Purchase
  • Mystery Item Included in First Order
  • Exclusive Member-Only Artisanal Soap Bar with First Purchase

Welcome Sequence

  • Welcome Email with Introduction and Offer Details
  • Follow-up Email Highlighting Artisan Stories & Unique Products
  • Third Email with Invitation to Join Loyalty Program

Segmentation

  • Tag Leads by Purchase History (Type of Artisan Products)
  • Segment Leads by Engagement Level (Email Opens, Clicks)
  • Categorize Leads by Interests (Recent Searches, Wishlist)

Chatbot and Automation

  • Implement Chatbot for 24/7 Customer Support
  • Automate Birthday Coupons to Loyal Customers
  • Set Up Abandoned Cart Reminders

2. My Lead Nurturing System

Marketing CRM

  • Current platform: Not specified
  • Automation capabilities: Not specified, but needed for ongoing nurture sequences, reactivation campaigns, and customer segmentation.
  • Recommended improvements or replacements: Consider ActiveCampaign or HubSpot for ecommerce-friendly automations and customer segmentation.

Sales CRM

  • Given the nature and size of Rusty Raven, a separate Sales CRM doesn't seem necessary. Instead, make full use of the marketing CRM for customer and sales data.

Automated Follow-Ups

  • Create an automated sequence for cart abandonment, reminding clients about their unfinished purchases.
  • Send automated post-purchase follow-ups, encouraging product reviews or user-generated content.
  • Set up a reactivation email sequence for customers who haven’t purchased or engaged in the last 90 days.

Newsletter

  • Frequency: Twice a month
  • Topics or content pillars: Behind-the-scenes profiles of featured artisans, sneak-peeks of new arrivals, DIY craft ideas, and testimonials.
  • Segmentation: Product preferences (based on browsing and purchasing history) and VIP customers.

Retargeting & Ads

  • Platforms and goals: Google Ads for driving traffic to the website, Instagram and Facebook for retargeting website visitors, and promoting new arrivals.

Social Media and Content

  • Posting frequency: Daily post to Instagram, twice a week on Facebook
  • Content type or campaign focus: Share photos and stories of featured products, artisans, and behind-the-scenes glimpses. Run occasional giveaway contests.

Webinars and Events

  • Host monthly "Meet the Artisan" webinars or IG Live sessions, giving customers a chance to interact with creators and learn about their work.
  • Plan quarterly online sales or promotional events tied to seasons or holidays.

Other Nurture Channels

  • Implement a Chatbot or Zendesk tool on the website to assist with common customer inquiries 24/7.
  • Consider SMS for time-sensitive notifications, such as special flash sales or cart abandonment reminders.
  • Engage customers in a loyalty program for additional discounts, early access to new products, or special events. Leverage email campaigns for announcement and ongoing communication.

3. Sales Conversion Strategy

Sales Process

  • Optimize website for reduced loading time
  • Include product reviews on product pages for social proof
  • Implement abandoned cart email sequence
  • Live chat support on website for instant query resolution

Sales Assets

  • Create product video demonstrations and embed on product pages
  • Develop FAQ section addressing common customer questions
  • Create bundles combining different products for an easy upsell

Testimonials and Case Studies

  • Encourage customers to leave reviews through post-purchase emails
  • Feature best reviews on website homepage and product pages
  • Periodically highlight customer success stories on social media

Conversion Rate Insights

  • Utilize website analytics to track checkout conversion rate
  • Perform A/B tests on product pages to improve conversion
  • Focus on reducing cart abandonment rate

Urgency and Offers

  • Introduce limited time flash sales to create urgency
  • Highlight scarcity of artisan products due to their unique nature
  • Offer 'Free Shipping' on orders above a certain amount

Guarantees and Risk Reversal

  • Implement a 30-day money back guarantee
  • Highlight secure checkout process to reduce security-based cart abandonment

Shock and Awe

  • Send personalized thank you emails post-purchase
  • Occasional customer rewards like gift cards on repeat purchases
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Personalized thank you email with attached e-brochure highlighting Rusty Raven's uniqueness.
  • Special discount code for next purchase included in welcome email.
  • Early access sneak peek into upcoming products.

Communication Cadence

  • Bi-weekly personalized email updates featuring new arrivals, deals, and artisan spotlights.
  • Monthly virtual catalog of unique products with micro-stories.
  • Reactivation emails for inactive customers.

Client Education

  • Detailed product descriptions, artisan bios, and creation process on the website.
  • Regular blog posts featuring local artisans and showcasing behind-the-scenes.
  • Video tutorials about gift wrapping and care instructions for products.

Personalized Touches

  • Exclusive birthday coupons sent via email.
  • Handwritten thank you note included in every package.
  • Customer anniversary celebration email with special discount.

Visuals and Documentation

  • Regular before-and-after restocking photos on social media.
  • Infographics showing product selection and local artisan involvement.

Feedback and Proactive Support

  • Online survey system for customer feedback.
  • Quick response support via email, phone, and social media DMs.
  • Proactive follow-up after delivery to check satisfaction.

Guarantee or Promise

  • Free returns and full refund within 30 days of purchase.
  • Guarantee of unique, one-of-a-kind items only.

Operational Excellence

  • Consistent, punctual shipping.
  • Clean, professional packaging with branded details.
  • High standard of customer interaction across all channels.

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Introduce gift card renewals with additional value for regular customers

Upsells & Cross-Sells

  • Offer additional artisan-made accessories as upsells
  • Cross-sell by recommending related products for a well-rounded gifting experience

Bundling & Packaging

  • Create handcrafted gift bundles for special occasions
  • Offer mystery box bundles including various artisan products

Loyalty & Retention Programs

  • Launch a reward point system for repeat purchases
  • Start a loyalty club with exclusive benefits and first access to new arrivals

Custom Services and Personalization

  • Offer gift customization options for a premium fee
  • Implement a special order service for products by favorite artisans

Pricing Strategy

  • Launch tiered discounts based on customer spending history
  • Offer limited-time 'flash sale' discounts to drive repeat purchases

Customer Data and Insights

  • Incorporate data tracking to identify frequently purchased items
  • Analyze customer behavior for personalized product recommendations

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Reward referrers with custom made artist designed cards, redeemable in-store and online
  • Offer referees discounts on curated gift boxes

Shareable Assets

  • Social media posts featuring artisan spotlights
  • E-gift referrals cards with unique referral codes
  • QR codes on physical promotional items directing to referral page

Timing and Triggers

  • Send email prompts for referrals after a successful purchase
  • Set up website pop-ups for referrals post-checkout

Client Success Stories

  • Share testimonials as social posts captioned 'Happy Shoppers at Rusty Raven'
  • Sensitize staff to collect and share customers' shopping experiences

Referral Contests

  • Monthly 'Raven's Pick' feature for most referrals, acknowledged on website & socials

Partner or Affiliate Programs

  • Collaborate with local artisans for referral programs
  • Set up an ambassador program targeting local influencers and craft enthusiasts

Thank-You Experience

  • Send personalized thank-you notes crafted by partner artisans
  • Recognize top referrers weekly on socials

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