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Sunday Salon

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Targeting creative, house-proud individuals between 25-55, who value good design and are seeking accessible art to enhance their living space.

Audience Type

  • B2C
  • Art enthusiasts, Homeowners

Needs – Primary Buying Considerations

  • Quality and unique artwork
  • Affordability
  • Easy and straightforward buying process
  • Expert guidance and suggestions

Demographics

  • Age Range: 25-55
  • Gender: Not specified
  • Geography: Primarily based in Australia (inferred from business URL), but can be global due to online nature of the business
  • Income Level: Medium
  • Profession: Professionals in creative fields

Psychographics

  • Lifestyle: Interested in interior design, art, fashion
  • What they value: Aesthetics, Creative expression, Quality
  • Pain Points: Difficulty in finding and affording good art, Uncertainty on where to start buying art
  • Buying Behavior: Online, Values expert suggestion

Secondary Target Market

  • Art collectors interested in emerging artists. Although not directly specified, this group may find value in Sunday Salon's offerings due to their focus on up and coming talent and transparent pricing.

2. My Message to My Target Audience

Refined Elevator Pitch

  • Sunday Salon brings the beauty and joy of owning quality art to those who feel daunted by traditional art-buying channels. We curate promising and accessible talent, ensuring our patrons can enrich their spaces with significant art without feeling excluded or overwhelmed.

Understanding Their Pain Points

  • Difficulty in accessing and understanding the traditional art world
  • Lack of confidence in selecting and investing in emerging artists
  • Struggle to find affordable quality art to enhance their living spaces

Transformation

  • Confidence in owning and understanding art
  • Emotional satisfaction from enriching personal spaces with beauty and creativity
  • Pride in investing in talent and building a personal art collection

Unique Selling Proposition (USP)

  • Simplifies the art-buying experience with transparency and accessibility
  • Credible curation of up-and-coming artists
  • Affordable pricing under $5k, with an option for limited edition prints at $250

Brand Values & One-Liners

  • "We make quality art accessible for everyone."
  • "Unearthing emerging talent for your home."
  • "Invest in art without the intimidation."

Tone

  • Sunday Salon's voice is friendly, accessible, and credible, with an undercurrent of sophistication. We strive to make our customers feel supported, enlightened, and proud.

Hero Text Idea

  • Flag Text: Australia's Premier Online Art Curator
  • Main Headline: Discover Emerging Art Talent
  • Sub Headline: Begin your art journey with us – we make it approachable, easy, and most of all, enjoyable.
  • CTA: Start Your Collection Today

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

Website

  • Ensure website is optimized for mobile as well as desktop
  • Track conversions such as add-to-cart, initiate checkout, transactions
  • Improve website loading time and UX to provide a seamless shopping experience

Social Media

  • Instagram: Post once daily focusing on artist features, new arrivals, and behind-the-scenes
  • Instagram stories: Utilize for more casual interactions, teasers, and community building efforts
  • Facebook: Share blog posts and curated content weekly
  • Consider exploring TikTok for artist features and art unboxing experiences

Paid Advertising

  • Utilize Google Shopping and Google Display ad campaigns to reach art enthusiasts
  • Instagram and Facebook ads to leverage potential customer base
  • Retargeting campaigns to reach users who have visited the website or engaged with the social media content

Content Recommendations

  • Blog posts on 'Top Emerging Artists to Watch', 'Art Investing 101', and 'A Guide to Starting Your Art Collection'
  • Instagram Reels featuring artists and their creation process
  • Behind-the-scenes videos featuring art packaging and handling

Partnerships & Outreach

  • Collaborate with local interior designers and homeware stores for cross-promotion
  • Partner with local art studios or art schools for new talent discovery
  • Collaborate with lifestyle influencers for art showcase and reviews

SEO and Content

  • Optimize product listings with relevant keywords
  • Develop a blog to share art-related content and improve organic visibility
  • Leverage long-tail keywords such as 'affordable emerging artists' or 'quality art under $5k'

Offline and Local Media

  • Participate in local art fairs and exhibitions
  • Partner with local businesses to display artwork
  • Organize pop-up galleries in target neighborhoods

Online Events

  • Host virtual art exhibitions or product launches
  • Consider webinars on art collection or investing in art

Cold Outreach

  • Email newsletters highlighting new art drops, artist features, and art investment tips
  • Conduct outreach to relevant blogs and magazines for features
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • 'Art Buying 101' PDF Guide: A comprehensive, easy-to-understand guide for beginners.
  • 'Emerging Artists to Watch' eBook: A curated list with artist profiles, future potentials, and price ranges.
  • 'Art Investment Calculator': An interactive tool for customers to calculate probable return on investment.

Tripwire Offer

  • Limited Edition Print: Low-cost art prints to attract new customers.
  • Express Art Consultation: A quick, low-commitment service for art selection advice.
  • Art Sampler: A roundup of mini-prints from different artists, available for a discounted price.

Welcome Sequence

  • Initial Thank You email: Acknowledge lead with gratitude and offer links to explore curated collections.
  • Email 2: Share about the company culture, our unique curation process and commitment to emerging artists.
  • Email 3: Share Art Buying 101 Guide and encourage social sharing.

Segmentation

  • By Interest/Art Style: Classify leads based on the art styles they prefer to better tailor the content.
  • By Price Range: Segment leads based on their preferred spend on art for customized recommendations.
  • New vs. Returning: Prioritize regular customers with exclusive releases and offers.

CRM and Automation

  • Introduce a CRM to better track, nurture, and engage leads.
  • Automate Email Blasts: For new art drops, special offers, and news.
  • Abandoned Cart Reminders: Encourage completion of purchase with personalized emails.

Chatbot and Automation

  • Introduce a simple AI-powered chatbot to help visitors navigate the site, answer their queries, and collect information for lead generation.
  • Use chatbot to recommend art pieces based on preference.

2. My Lead Nurturing System

Marketing CRM

  • Recommended platform: ActiveCampaign due to a seamless Shopify integration, automation capabilities, and affordability.

Sales CRM

  • Suggest using Shopify's built-in CRM feature first to understand needs, then consider upgrading to a dedicated CRM based on growth needs.

Automated Follow-Ups

  • Email sequences: Post-opt-in welcoming, reactivation for inactives, abandoned cart reminders.
  • SMS follow-ups for cart abandonment.

Newsletter

  • Frequency: Monthly.
  • Topics: New art drops, artist interviews, art-buying guides, and interior design inspiration.

Retargeting & Ads

  • Use Facebook and Google Ads for retargeting, focusing on those who visited the site but didn't make a purchase.

Social Media and Content

  • Posting frequency: Daily for Instagram, weekly for Facebook.
  • Content type: Artist features, behind-the-scenes stories, user-generated content.

Webinars and Events

  • Quarterly art appreciation webinars with featured artists.
  • Social media live unboxing events for new art drops.

Other Nurture Channels

  • Chatbot on the website for instant engagement and lead capture.
  • Automated SMS updates for opted-in users with new releases and limited deals.

3. Sales Conversion Strategy

Sales Process

  • Reify the checkout process on the website to reduce friction and abandon cart rate
  • Automate post-purchase follow-up with thank you message and request for reviews
  • Introduce a live chat feature on the website for instant prospect queries and guidance

Sales Assets

  • Create a standardized proposal for partnerships with brands, artists, and influencers
  • Develop curated collection pitches to be used on social media and newsletters
  • Formulate scripts to handle objections related to pricing, authenticity, and perceived value of art

Testimonials and Case Studies

  • Request testimonials from happy customers and display prominently on the website and social media
  • Create case studies showcasing transformation of home spaces with Sunday Salon's art
  • Feature customer stories on blog and newsletters for relatability and trust-building

Conversion Rate Insights

  • Setup tracking for conversion funnel on the website using Google Analytics
  • Set goal to improve conversion rate by 15% this year, focusing on cart abandon and bounce rates
  • Monthly conversion analysis to identify friction points and areas of improvement

Urgency and Offers

  • Introduce seasonal offers and discounts around holidays or art-related events
  • Use messaging such as 'limited edition prints' and 'only a few left' to invoke urgency
  • Implement early-bird discounts for new art releases to incentivize prompt checkout

Guarantees and Risk Reversal

  • Offer a money-back guarantee on art pieces returned within a specified time period
  • Assure customers of quality checks, authenticity, and secure packaging of the art
  • Highlight the free art consulting service as a value add and confidence booster

Shock and Awe

  • Send a personalized thank you note with each art piece purchased
  • Surprise repeat customers with a small freebie such as a miniature art print or artist sketchbook
  • Organize free virtual artist meet-and-greet for customers who spend above a certain threshold
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Welcome email with a personalized message explaining the curation process and what to expect.
  • Follow-up with an onboarding email with a link to an introductory video that explains how to navigate the website and make a purchase.

Communication Cadence

  • Monthly newsletter showcasing new art drops, upcoming artists, and art buying tips.
  • Personalized emails when new artwork matches client interests, based on browser history, if applicable.
  • Occasional Instagram direct messages to dedicated followers promoting exclusive art pieces.

Client Education

  • A robust FAQ and 'Art Buying 101' section on the website, complete with video tutorials.
  • Regular blog posts with art buying tips, artist interviews, and art world news.
  • Webinars or IGTV featuring art talks, gallery tours, and tips for starting an art collection.

Personalized Touches

  • A handwritten thank you note included in the art delivery package, adding a personal touch.
  • Birthday emails containing a discount code for their next purchase.
  • Celebrate client art purchase anniversaries with an email showcasing new, similar pieces.

Visuals and Documentation

  • High-quality product photos and virtual galleries on the website.
  • Short inspirational video stories featuring artists on the platform.
  • Detailed art authenticity certificates and artist bios included in the art purchase.

Feedback and Proactive Support

  • A feedback email sent after every purchase, also addressing any issues or concerns proactively.
  • Annual customer satisfaction survey to capture a comprehensive view.
  • Regular prompts on the website and in emails to contact customer service for any queries.

Guarantee or Promise

  • A clear return policy mentioned on the website, providing peace of mind to the customers.
  • Promise of carefully curated, quality art from emerging artists at an affordable price.
  • Guarantee of exceptional customer service and transparency in all transactions.

Operational Excellence

  • Efficient online ordering process with multiple payment options.
  • Reliable and punctual delivery with tracking updates.
  • Standards for maintaining high quality in art curation and presentation.

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Introduce a subscription model for limited edition print releases.
  • Offer premium annual subscriptions that give early access to new art drops.

Upsells & Cross-Sells

  • Offer framing services as an upsell on print purchases.
  • Cross-sell art consultation services for customers making high-ticket purchases.

Bundling & Packaging

  • Bundle sets of prints together with a discount to encourage increased spending.
  • Create themed art packages (e.g., abstract, landscapes) to enhance shopping experience.

Loyalty & Retention Programs

  • Introduce a points-based rewards program where purchases earn points redeemable for discounts.
  • Create a VIP membership with benefits such as free shipping, art consultation, and exclusive previews.

Custom Services and Personalization

  • Offer personalized art recommendation service for premium customers.
  • Provide personalized print recommendations based on past purchases.

Pricing Strategy

  • Offer tiered pricing for prints based on size or exclusivity.
  • Provide discounts on consultations or framing services with purchase of high-ticket items.

Customer Data and Insights

  • Track customer purchase history to make personalized recommendations.
  • Analyze popular pieces or styles to inform future curation and marketing efforts.

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Offer a 10% discount for every successful referral
  • Give a unique 15% off voucher for the referee's first purchase

Shareable Assets

  • Create social post templates with unique referral codes for customers to share
  • Develop a special landing page explaining the referral program

Timing and Triggers

  • Ask for referrals after a customer's second purchase to ensure they're happy with the service
  • Automate referral reminder emails/calls after a client's successful purchase

Client Success Stories

  • Feature customer testimonials and 'art in home' pictures on social media and newsletters
  • Encourage customers to share their own 'art in home' stories for a chance to be featured

Referral Contests

  • Host bi-monthly contests rewarding the customer with most referrals a free print

Partner or Affiliate Programs

  • Partner with interior design blogs and influencers for special referral deals

Thank-You Experience

  • Send personalized gifts or thank-you notes to top referrers
  • Acknowledge top performing referrers in newsletter and social media channels

Take Your Marketing Plan to the Next Level

Now that you have your 1PMP, you've unlocked a FREE Marketing Clarity Call with my team.

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