Lean Marketing

Before
(Prospect)

1. My Target Market

Primary Target Market Summary

Studio MilenaP targets adults, primarily aged 40 and above, experiencing a personal re-evaluation of their lifestyle and loves. They appreciate artwork, empathetic experiences, and deeply value spending quality time with loved ones and themselves.

Audience Type

B2C
Predominantly middle-aged and elderly individuals, parents or grandparents

Needs – Primary Buying Considerations

Desire for personal or family portrait sessions
Value for the beauty of sentiment
Enjoyment during the portrait session

Demographics

Age Range: 40 and above
Gender: Both Male and Female
Geography: France, particularly residents who have recently moved from large cities to smaller towns
Income Level: Middle to upper income bracket
Profession: Not specified but socio-economic status implied

Psychographics

Lifestyle: Embracing personal growth or transition, with a strong focus on emotional values
What they value: Beauty, trust, empathy, family, and quality time
Pain Points: Perceived lack of personal time, lack of family souvenirs or heirlooms
Buying Behavior: Seeks personalized and empathetic services, willing to invest in quality

Secondary Target Market

Parents or grandparents aged 50-60 with grown-up children or grandchildren. They care deeply about family memories and generational bonds, and have the capacity to invest in quality time and services that preserve these values.

2. My Message to My Target Audience

Refined Elevator Pitch

Studio MilenaP offers exquisite personal portrait sessions to mature beauty-appreciators, using her unique enthusiasm and trust-building approach, to enable them to savour life's beautiful moments, every day.

Understanding Their Pain Points

The struggle to find personal fulfillment and slow life's pace
In a stage of reflection and self-questioning
The challenge of preserving lifetime memories and documenting familial bonds

Transformation

Creating tangible lifelong mementos of personal and family relationships
Feelings of happiness, self-appreciation, personal, and family connection,
Personal and familial history frozen in time, to be cherished every day

Unique Selling Proposition (USP)

A proprietary blend of enthusiasm and trust creates unique portrait sessions
Results in portraits that not only capture beauty but also the unseen bonds
Empathic and charismatic approach makes her different from common photographers

Brand Values & One-Liners

"Uncover beauty through kindness."
"Quality time, captured forever."
"Find yourself in a frame."

Tone

The brand's tone is earnest and vibrant, echoing MilenaP's own positive and enthusiastic spirit. It communicates warmth and endearment, inspiring customers to trust and enjoy the process.

Hero Text Idea

Flag Text: "France's Hidden Gem"
Main Headline: "Creating Timeless Portraits for the Quality Time Cherishers"
Sub Headline: "Studio MilenaP captures your wonderful stories, transforming fleeting moments into lifelong memories and beautiful décor."
CTA: "Book Your Personalized Photography Session Today"

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

Website

Optimize Squarespace website for SEO with keyword-rich updates
Track conversions from inquiry form fill-outs and gallery views
Prioritize mobile-friendly design for middle-aged target audience

Social Media

Prioritize Facebook and Instagram due to demographic fit
Post behind-the-scenes and sample portraits 3x per week
Launch bi-weekly Instagram stories showcasing the photo session process

Paid Advertising

Run local targeting Google, Facebook, and Instagram ads highlighting services
Use Google Search ads focused on keywords like 'portrait photographer France'

Content Recommendations

Blog posts on 'Importance of family portraits', 'Creating timeless family heirlooms through photography'

Podcasts

Partner with local podcasts focused on personal growth and lifestyle to sponsor episodes

Directories

List Studio MilenaP on photography and local directories like Yelp, The Knot, etc

Publications

Pitch story ideas to local newspapers and magazines about recent portraiture projects

Partnerships & Outreach

Form partnerships with local businesses (like home decor stores) to offer package deals
Reach out to local influencers for collaboration in exchange for photography services

SEO and Content

Focus on local SEO keywords like 'portrait photography in [Town/City]'
Create blog content to rank for keywords related to family and personal portraiture

Offline and Local Media

Attend local events to network, sponsor events focused on lifestyle and personal growth
Design and distribute eye-catching flyers at local businesses

Online Events

Host online webinars on 'The importance of family portraiture, capturing and preserving cherished moments'

Online Networking

Join regional Facebook and Reddit groups for networking, share work samples

Cold Outreach

Reach out to potential clients via email, offering a portrait session discount for first-time customers

During
(Lead)

1. My Lead Capture System

Lead Magnet

'5 Points to Consider when Choosing a Portrait Photographer' e-Guide
Personal Style Quiz resulting in a PDF 'Your Portrait Style Guide'
Preview Gallery of past artworks with a free 'Creating Personal Timeless Moments' e-Book

Tripwire Offer

Mini-Portrait Session: A short, low-cost photo session
Pricing Special: Initial consultation at discounted rate
Limited Time Offer: Seasonal portrait session at a special price

Welcome Sequence

Welcome email introducing Studio MilenaP with links to the blog and gallery
Follow-up email sharing behind-the-scenes photoshoot information, including client testimonials
Third email sharing the Story of MilenaP, her passion for photography, and approach

Segmentation

Tag leads into segments for personal or family portrait interests
Flag potential and repeat clients for specific promotional campaigns
Bucket leads by source (website form, Facebook, paid ad)

Chatbot and Automation

Implement Squarespace chatbot to answer FAQs and capture lead data
Systemize email follow-ups after queries or bookings
Automate lead categorization and tagging in CRM

2. My Lead Nurturing System

Marketing CRM

Not explicitly mentioned, consider utilizing a CRM like HubSpot for better lead nurture and automation capabilities

Sales CRM

The business might benefit from integrating a sales CRM like Pipedrive to visually manage its sales pipeline and increase conversions

Automated Follow-Ups

Post-opt-in: Welcome email providing an introduction to Studio MilenaP and links to the portfolio
Post-session: Follow-up email thanking clients for their time and asking for a review/testimonial
Reactivation: Semi-annual email check-in with previous clients offering a session discount to encourage repeat business

Newsletter

Monthly frequency
Topics: sneak-preview of recent photo sessions, photography tips, general updates

Retargeting & Ads

Platform: Facebook and Instagram targeting those who visited the website but did not convert

Social Media and Content

Post 3x weekly highlighting recent sessions, behind-the-scenes, and client testimonials
Prioritize Facebook and Instagram platforms for their demographic compatibility

Webinars and Events

Offer 'The Art of Emotional Portrait Photography' webinar quarterly to add value to prospects and pull in new leads

Other Nurture Channels

Regular Blog: Post a short piece bi-weekly on topics from the 'importance of personal photos' to 'how-to prepare for your portrait session'
Use SMS follow-ups post-session to request a review or testimonial from satisfied clients

3. Sales Conversion Strategy

Sales Process

Simplify booking process for customers with an online scheduling tool
Utilize CRM for follow-ups and appointment reminders
Streamline proposal and payment process with integrated invoicing solution

Sales Assets

Develop guided script for initial customer calls focussing on empathy and enthusiasm
Create a visually compelling pitch deck showcasing previous works
Put together a step-by-step SOP for each stage of the sales journey

Testimonials and Case Studies

Collect and showcase customer testimonials on website and marketing materials
Develop case studies featuring transformation stories of prior customers

Conversion Rate Insights

Analyze website and social media traffic to identify conversion rates
Set goals for conversion rate improvement

Urgency and Offers

Implement seasonal promotional offers (e.g., holiday or summer-themed shoots)
Offer 'Quick Decision' discounts for bookings made within a certain timeframe

Guarantees and Risk Reversal

Introduce a 100% Satisfaction Guarantee or 'Love It or Leave It' policy
Boost trust with transparent pricing and no hidden charges

Shock and Awe

Send thank you notes or small branded gifts post-session
Offer a custom printed 'Preview' of their session after booking

After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

Sent a personalised "Thank You" message post-booking.
Forwarded an elegantly designed Welcome Kit, including instructions and tips to prepare for their session.
A pre-session consultation call to explore and understand their desires.
Provided a timeline for what to expect throughout their journey.

Communication Cadence

Bi-weekly updates via e-mail providing client exclusive tips and insights on portrait photography.
Calls/texts for immediate interaction (session time, rescheduling, delivery updates).
Personalised videos demonstrating the behind-the-scenes of post-production work.
An email post-session summarizing the day and next steps in the process.

Client Education

Emailed guides providing tips for preparing for the portrait session.
A FAQ section on the website for commonly asked questions.
Short tutorial videos explaining the process behind the creation of their portraits.
Blog posts featuring previous clients' experiences and their portrait reveal.

Personalized Touches

Sent out birthday wishes and small digital gifts, tailored around their artistic taste.
Celebrated anniversary of their portrait session with a kind email reminiscing the event.
Sent handwritten ‘Thank You’ notes post-delivery/installation, expressing gratitude for their trust.
Quick check-in calls post-session to ensure their comfort and satisfaction.

Visuals and Documentation

Shared exclusive 'before and after' transformation photos, showing the translation of moments into portraits.
Sent an end-of-session report summarizing the day and providing a preview of their portraits.
Provided progress updates on the editing and framing process of their chosen portraits.

Feedback and Proactive Support

Emailed post-session surveys to solicit feedback for improvement.
Opened a dedicated helpline for immediate queries and support.
Regularly checked in on clients for their comfort and satisfaction throughout the process.

Guarantee or Promise

A Studio MilenaP “delighted or repeat” guarantee for all sessions.
A risk-free policy with free rescheduling for any reason.
Promised the delivery of portraits which not only captures beauty but also the unseen bonds.

Operational Excellence

Pledged punctuality and time-respect for all appointments.
Maintained a clean and comfortable studio environment.
Set high standards for communication, ensuring clarity, proactiveness and warmth.
Promised a flexible schedule, allowing clients to choose ideal times for their sessions.

2. How I Increase Customer Lifetime Value

Renewals & Contracts

Offer annual contracts for scheduled portrait sessions
Institutionalize repeat photo sessions, capturing customers at different life stages

Upsells & Cross-Sells

Add-on service for custom framing options
Upsell home/office delivery and installation of framed portraits
Cross-sell personalized photo books compiling chosen portraits

Bundling & Packaging

Bundle two or more portrait sessions in a discounted package
Create family packages including individual portraits, couple shots, and group photos

Loyalty & Retention Programs

Implement a referral program that offers discounts on future sessions
Create a loyalty program offering discounted yearly portrait sessions to frequent customers

Custom Services and Personalization

Offer fully tailored sessions (place, theme, props) as high-price tier
Upon request, provide sessions tailored for special occasions (anniversaries, milestones)

Pricing Strategy

Offer substantial discounts on long-term contracts
Seasonal discounts on portrait sessions (e.g., major holidays, birthdays)

Customer Data and Insights

Use CRM to track order frequency and spending patterns for tailored rewards/offers
Identify high-value customers via CRM to target personalized deals

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

Offer a future session discount for every successfully referred customer
Exclusive offers for newly referred customers, like a free mini photo session

Shareable Assets

Pre-designed social media posts celebrating beautiful portrait moments
Unique referral codes that can be easily shared digitally or printed on business cards

Timing and Triggers

Ask for referrals after a successful photography session, while emotions are high
Auto-email reminder 2 weeks after session asking if they know anyone who would enjoy a similar experience

Client Success Stories

Regularly feature customer testimonials and their portrait stories on website and social media
Request video testimonials for a more authentic and compelling referral tool

Referral Contests

Quarterly referral contest with a premium portrait session as the prize
Regular shoutouts for top referrers across social media platforms

Partner or Affiliate Programs

Local influencer partnerships to promote referral program and photography services
Affiliate program with tracking system for business partners (like interior decorators or event planners)

Thank-You Experience

Handwritten notes appreciating the referral's effort and impact
Special recognition for top referrers, like a feature in the studio's 'Hall of Fame'

Studio MilenaP

Your 1-Page Marketing Plan is Ready!