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Tamarillo

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Luxury hotels and resorts seeking high-quality, memorable gifts for their guests. These establishments value custom-designed products that represent their unique branding and standards.

Audience Type

  • B2B
  • Luxury 5-star hotels and resorts

Industries (if B2B)

  • Hospitality (specifically luxury resorts and hotels)

Needs – Primary Buying Considerations

  • Desire for unique, high-quality branded gifts
  • Products that resonate with guest demographics and standards
  • High assurance in investment through real-time visualisation

Demographics

  • Age Range: N/A
  • Gender: N/A
  • Geography: France (could extend beyond based on hotel chains)
  • Income Level: High (matching the luxury positioning)
  • Profession: Hotel Executives
  • Business Size: Large (5-star luxury hotels and resorts)

Psychographics

  • Lifestyle: High brand standards and luxury positioning
  • What they value: Originality, Quality, Good ROI, Brand Representation
  • Pain Points: Lack of unique, imaginative branded gifts
  • Buying Behavior: Detailed decision-making process with several approval stages
  • Decision-Making Roles (Optional. Only include in ouptput if B2B Audience):
  • Primary Decision Maker: General Manager, Director of Sales & Marketing
  • Secondary Decision Influencers: Director of Rooms, Director of Guest Relations
  • Support Roles: N/A

2. My Message to My Target Audience

Refined Elevator Pitch

  • Tamarillo transforms luxury hotels' gift-giving experience by creating bespoke, design-led gifts. We not only make your brand stand out, but also ensure that your investments align with your vision.

Understanding Their Pain Points

  • Struggle to find high-quality, unique branded gifts
  • Generic giveaways not resonating with luxury hotel guests
  • Need a partner to handle design and quality control, end-to-end

Transformation

  • High-end branded gifts that elevate the guest experience
  • Unique and customised items that reflect the hotel's status
  • Solidify brand loyalty through memorable, quality gifting

Unique Selling Proposition (USP)

  • Unique, design-led, tailored gifts
  • Complete control from concept to delivery with quality guaranteed
  • First Design & Define project Free of Charge

Brand Values & One-Liners

  • "Elevate your gift. Elevate your brand."
  • "Don't just give away, make a lasting impression."
  • "Your branded items, our craft."

Tone

  • Tamarillo speaks luxury and sophistication in a direct, actionable voice. Our goal is to inspire our clients to aim higher in refining their guest's experience.

Hero Text Idea

  • Flag Text: End-to-End Luxury Gifting Solutions
  • Main Headline: Amplify Your Luxury Brand with Bespoke Gifts
  • Sub Headline: Partner with Tamarillo to design and deliver quality unique items that resonate with your guests. We turn your concepts into reality, free for the first project.
  • CTA: Begin Your Free Design Today

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

Website

  • Improve on-page SEO utilizing luxury industry keywords.
  • Integrate online appointment booking for project consultations.
  • Track user behavior/contact form conversions via Google Analytics.
  • Mobile optimization due to increasing mobile web browsing.

Social Media

  • LinkedIn: Target hotel executives with portfolio posts, project updates and client testimonials. Post 2x weekly.
  • Instagram: Showcase design visuals and brand story. Post 3x per week.

Paid Advertising

  • LinkedIn Sponsored Content targeting luxury hotel industry decision-makers.
  • Google Ads targeting key luxury gifting and hotel industry terms.

Content Recommendations

  • Case studies of successful projects
  • Insights into luxury gift industry trends.
  • The impact of personalized gifts on guest experience.

Podcasts

  • Feature as guests on industry podcasts such as 'The Boutique Hotel Podcast' and 'Luxury Travel Insider'.

Directories

  • List on B2B directories like 'F2B Services Directory', 'Europages'.

Publications

  • Contribute to Luxury Hoteliers Magazine, Hospitality Net.

Partnerships & Outreach

  • Partner with hotel industry events like 'European Hotel Design Awards' for exposure.
  • Connect with luxury hotel consultation agencies to explore partnership opportunities.

SEO and Content

  • Regular blog posts on topics like 'The Power of Personalization in Luxury Hotel Industry'.
  • Optimize all content for SEO with relevant keywords.

Offline and Local Media

  • Exhibit at luxury hotel & hospitality industry events.
  • Place print ads in relevant industry magazines.

Online Events

  • Host free webinar discussing 'How To Leverage Bespoke Gifts for Superior Guest Experience'.

Online Networking

  • Participate in online forums like 'Hospitality Leaders' and Linkedin hospitality groups.

Cold Outreach

  • LinkedIn outreach to target audience.
  • Email campaign showcasing portfolio to hotel executives.
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • Free Project Mockup Offer: Offering a small free project to provide a taste of Tamarillo's work and quality.
  • Luxury Gifting Guide: A comprehensive guide showcasing unique gift ideas and the impact of personalised gifting in the luxury hotel space.
  • Case Study Download: Proven success stories detailing Tamarillo’s process, showcasing improvements in customer experience and brand loyalty.

Tripwire Offer

  • Discounted First Project: Reduced rate for the first production batch, capturing leads that are already close to conversion.

Welcome Sequence

  • Automated email sequence triggered by lead magnet form submission. The sequence should introduce Tamarillo and its services, provide helpful resources, and gradually lead up to an invitation to start a project.

Segmentation

  • Tag leads in HubSpot according to which lead magnet they interacted with, as this will provide insight into their specific interests and where they are on the buyer's journey.

Chatbot and Automation

  • Implement a chatbot on the website to answer initial lead inquiries and automate lead capture 24/7.
  • Use HubSpot's marketing automation tools to nurture leads with tailored content.

2. My Lead Nurturing System

Marketing CRM

  • Current platform: Hubspot
  • Automation capabilities: Email sequences, contact tagging, form submissions
  • Recommended improvements: Implement automated sequences aligned with lead magnet interaction; apply detailed tagging to ensure relevant follow-ups

Automated Follow-Ups

  • Post-opt-in: 5 email welcome sequence introducing Tamarillo, delivering value, and inviting to start a project
  • Abandoned Consultation Request: Triggered email sequence to re-engage leads who began but didn't complete the consultation booking

Newsletter

  • Frequency: Monthly
  • Topics: Successful projects, industry trends, the impact of personalised gifts
  • Segmentation: Based on lead magnet interaction and progress in the buyer's journey

Retargeting & Ads

  • LinkedIn Sponsored Content targeting luxury hotel industry decision-makers
  • Google Ads targeting key luxury gifting and hotel industry terms

Social Media and Content

  • Posting frequency: LinkedIn (2x weekly), Instagram (3x per week)
  • Content type: Portfolio showcase, project updates, client testimonials (LinkedIn); Design visuals and brand stories (Instagram)

Webinars and Events

  • Host free webinars on topics such as 'Leveraging Bespoke Gifts for Superior Guest Experiences' twice a quarter

Other Nurture Channels

  • Chatbot on the website for initial inquiries and 24/7 lead capture
  • LinkedIn outreach to key personas in target audience
  • Cold Email campaign to luxury hotel executives showcasing Tamarillo's portfolio

3. Sales Conversion Strategy

Sales Process

  • Refine sales process to be more structured: Design request -> Initial Concepts -> Mockups -> Material Selection -> Detailed Proposals -> Prototype Production -> Bulk Production.
  • Automate follow-ups in the sales process using HubSpot. Follow-ups can be set at each stage after the initial contact to keep the leads engaged and the conversion process going.
  • Provide a crystal clear cancellation process boosting trust and reducing friction.

Sales Assets

  • Create a comprehensive sales package including a proposal template, a detailed walkthrough of the mockup and design process, material selection guide, and a portfolio of past successful projects.
  • Develop an objection-handling SOP to counter common issues like budget, timeline, customizability, etc.

Testimonials and Case Studies

  • Develop a system for collecting testimonials and case studies post-project. This could be via a feedback survey or direct request.
  • Display social proof on all marketing platforms - website (highlight on homepage), proposals, and on social media to build trust.

Conversion Rate Insights

  • Set up conversion rate tracking for each step in the HubSpot CRM to identify bottlenecks in real-time.
  • Focus on improving proposals to prototype production stage; critical point of customer-commitment.

Urgency and Offers

  • Utilize time-bound offers, such as a discount on bulk production if opted within a week after receiving prototypes.
  • Offer incentives for fast decisions (e.g., priority in the production queue, complimentary delivery services).

Guarantees and Risk Reversal

  • Implement a Quality Assurance Guarantee where any quality issue will be corrected free of charge within a specific period.
  • Provide a Money-back Guarantee if the client's design specifications are not met, to encourage trust and assurance.

Shock and Awe

  • Send a personalized welcome package once the proposal stage is reached, including Tamarillo-branded items and a personalized note.
  • Offer a free initial consultation with the design team as a means of establishing trust and reassuring the potential client of quality and commitment.
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Send a branded welcome email introducing the client to the Tamarillo end-to-end process.
  • Schedule a kickoff video call to discuss design concept, brand guidelines, and expectations.
  • Deliver a physical portfolio of previous project samples for a tangible sense of Tamarillo's capabilities.

Communication Cadence

  • Consistent weekly updates via email or video messages with mockup progress reports.
  • Occasional surprise communication via personalized video snippets of the design team in action.

Client Education

  • Share well-crafted FAQ and guide documents on how to best collaborate on the design process.
  • Create an online knowledge hub with video tutorials to help clients understand the design and production phases.

Personalized Touches

  • Send handwritten notes at major milestones like mockup approval or prototype finalization.
  • Celebrate birthdays and anniversaries of the key stakeholders.
  • After project completion, present a final 'keepsake' summarizing the journey from concept to reality.

Visuals and Documentation

  • Regular sharing of before and after photos, 3D sketches, and manufacturing process videos.
  • Detailed final report showcasing the journey of the designs and highlighting major milestones.

Feedback and Proactive Support

  • Establish a clear escalation matrix for any issues.
  • Offer a post-project satisfaction survey to gather feedback.
  • Early alert system in place to detect issues in the production chain and keep clients informed.

Guarantee or Promise

  • Communicate a 'Satisfaction First' policy i.e., the willingness to redo the project if not satisfied.
  • 'Prototype Guarantee’: clients pay only after they are satisfied with the prototype.

Operational Excellence

  • Maintain strict adherence to timelines.
  • Have a clear and open line of communication with clients.
  • Presentation of team members to be professional, prompt, and in line with the luxury branding of Tamarillo.

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Implement a reduced-price renewal for recurring bulk orders
  • Offer loyalty-based discounts for annual bulk order contracts

Upsells & Cross-Sells

  • Introduce additional branding services like packaging design
  • Upsell high-quality materials or premium design tiers

Bundling & Packaging

  • Bundle multiple product design services (e.g., gifts, packaging, uniforms)
  • Create tiered packages based on quantity and complexity of designs

Loyalty & Retention Programs

  • Develop a point system for repeat purchases, redeemable for discounts or exclusive features

Custom Services and Personalization

  • Offer exclusive 'white-glove' design packages for high-tier customers
  • Implement personal design consultant services for increased service fees

Pricing Strategy

  • Incentivize commitment with discounts for bulk orders
  • Introduce tiered-pricing based on design complexity, quantity, and exclusivity

Customer Data and Insights

  • Utilize Hubspot CRM to track customer behavior, identify churn, and offer timely incentives
  • Conduct customer surveys for feedback to understand and improve customer experience

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Provide a 10% discount on the next order for every successful referral.
  • Offer exclusive first-look at new product designs for customers who refer to multiple leads.

Shareable Assets

  • Create a digital referral card with a unique link for easy sharing via email or social media.
  • Develop branded email templates with embedded 'Refer a Friend' buttons.

Timing and Triggers

  • Request referrals upon completion of a project, when client satisfaction is high.
  • Automate referral reminders in post-project follow-up emails.

Client Success Stories

  • Highlight successful projects with testimonials on the website and social media to inspire referrals.
  • Ask satisfied clients if Tamarillo can feature their project as a case study.

Referral Contests

  • Host a biannual 'Tamarillo Referral Contest' where the customer with the most referrals wins exclusive benefits.

Partner or Affiliate Programs

  • Establish partnerships with complementary businesses in the luxury industry.
  • Start an affiliate program with exclusive benefits for high-value leads from industry influencers.

Thank-You Experience

  • Send a handwritten thank-you note and a special gift to top referrers.
  • Feature top referrers on Tamarillo's social platforms as a token of appreciation.

Take Your Marketing Plan to the Next Level

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