Lean Marketing

Before
(Prospect)

1. My Target Market

Primary Target Market Summary

The primary target market is a 60-year-old woman who enjoys sewing and is seeking ways to create items she's proud of, either for herself or as gifts for others.

Audience Type

B2C
Hobbyists, DIY enthusiasts

Needs – Primary Buying Considerations

Quality sewing fabric and machines
Community and educational resources

Demographics

Age Range: 50-70
Gender: Female
Geography: United States
Income Level: Middle to upper middle class
Profession: Retired or part-time employed

Psychographics

Lifestyle: Enjoys sewing, craft, and DIY activities
What they value: Quality, inclusivity, community
Pain Points: Finding quality sewing materials, fitting into the sewing community
Buying Behavior: Research before buying, price conscious

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

Primary Decision Maker: The customer
Secondary Decision Influencers: Likes, shares, and comments from the online community
Support Roles: Family members and friends

2. My Message to My Target Audience

Refined Elevator Pitch

The Confident Stitch empowers nascent and experienced crafters to create projects they can be proud of, through a supportive community, top-notch education, and high-quality materials, instilling an enduring sense of accomplishment.

Understanding Their Pain Points

Lack of sewing knowledge and skills
Feeling isolated in their crafting journey
Difficulty finding good quality sewing materials

Transformation

Own handmade items they’re proud of
Feel more confident and skilled in sewing
Belong to a supportive community of like-minded individuals

Unique Selling Proposition (USP)

Comprehensive in-store and online education
Accessible to all, regardless of skill level
Inclusive space with a community feel

Brand Values & One-Liners

Empowering crafters, one stitch at a time
Sew it yourself, but never alone
Quality materials for proud creations

Tone

The brand tone is warm, encouraging, and empowering. It evokes feelings of accomplishment, inclusion, and camaraderie.

Hero Text Idea

Flag Text: Crafting Excellence in the US
Main Headline: Empowering Crafters to Create with Confidence
Sub Headline: Join our inclusive community, hone your skills, and start creating your dream projects today.
CTA: Start Your Sewing Adventure Now

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

Website

Improve mobile-friendly design to cater to users who browse on their devices.
Use Wordpress plugins to track site user behaviour and click through rates.

Social Media

Instagram: Two daily posts featuring finished products, DIY processes, and sewing tips.
Facebook: Share blog posts, event updates, and customer reviews.

Paid Advertising

Google Ads: Keyword targeted ads focusing on 'sewing classes', 'quality sewing materials'.
Facebook Ads: Target older women interested in sewing and crafts within the US.

Content Recommendations

Regular blog posts with how-to guides, sewing tips, and inspiring sewing stories.

Podcasts

Appearance opportunities on 'Sewing Theory', 'Thread Cult', and 'Stitchery Stories'

Publications

Feature in 'Threads Magazine', 'Sew News', and 'Love Sewing' for extended reach.

Partnerships & Outreach

Partner with independent sewing tutors and offer in-store or online classes.

SEO and Content

Prioritize key phrases including 'quality sewing materials', 'sewing classes', 'sewing community'.

Offline and Local Media

Sponsor local sewing and crafting events, offer discount vouchers or free sewing classes.

Online Events

Host webinars or live sessions for sewing classes or sewing machine demonstrations.

Online Networking

Actively participate in Facebook groups and forums such as 'Quilting Board' and 'The Sewing Place'.

Cold Outreach

Reach out to hobbyist sewing blogs or local crafting communities for collaborations.

During
(Lead)

1. My Lead Capture System

Lead Magnet

'10 Essential Tips for Beginners' Free PDF Guide
'Quiz: What Sewing Project Should You Start Next?''
'Sewing Machine Buying Guide for All Skill Levels'

Tripwire Offer

Discounted Beginner's Sewing Kit
First Sewing Class at a Reduced Price
Special Price on First Fabric Purchase

Welcome Sequence

First email: Welcome message and lead magnet delivery
Second email: Introduction to the business and its offerings
Third email: Tripwire offer
Fourth email: Highlighting community elements like classes or events

Segmentation

Segment based on user interaction with emails (opens, clicks, purchases)
Segment based on preferred lead magnet

Chatbot and Automation

Implement chatbot for immediate lead magnet delivery
Automate message for abandoned cart recovery in Mailchimp

2. My Lead Nurturing System

Marketing CRM

Current platform: Mailchimp
Automation capabilities: Email follow-ups, segmentation, behavioral tracking
Recommended improvements or replacements: ActiveCampaign for its superior automation features

Sales CRM

Current platform: None
Pipeline tracking or handoff process: Consider using Pipedrive. It's more affordable for small businesses and has great features for pipeline tracking
Recommended upgrades: Implement a CRM to automate sales tracking and improve customer outreach

Automated Follow-Ups

Post-opt-in: Welcome email with a brief introduction and a free 'sewing tips for beginners' PDF
Abandoned cart: Reminder email after 24 hours, with a 10% discount if they complete the purchase
Reactivation: Offer-specific emails to lapsed subscribers at 90, 120, and 150 days of inactivity

Newsletter

Frequency: Weekly
Topics or content pillars: Latest blog posts, new fabrics/sewing machines in stock, upcoming events/classes, customer features or testimonials
Segmentation: Hobbyist, beginners, advanced sewers, those interested in classes

Retargeting & Ads

Meta remarketing (Facebook & Instagram): Showcase customer testimonials, class highlights, or new product arrivals
Google Ads: Optimize for keywords related to sewing, sewing machines, and sewing classes

Social Media and Content

Posting frequency: Twice daily on Instagram, daily on Facebook
Content type or campaign focus: Highlight current inventory, provide sewing tips and inspiration, spotlight community members and their projects

Webinars and Events

Suggested cadence: Monthly online sewing classes announced through newsletter and social media
Purpose: Tutorial for beginners, advanced classes for experienced sewers, spotlight new sewing machines or premium fabrics

Other Nurture Channels

SMS: Promotions and event reminders
Chatbot: Use Tidio to facilitate basic customer service inquiries and lead generation
WhatsApp: Sending personalized follow-ups and answering customer queries

3. Sales Conversion Strategy

Sales Process

Maintain contact with leads through regular, informative emails
Offer free online classes or tips-and-tricks videos to nurture leads
After each email, prompt for a purchase with a relevant offer
Make purchase process frictionless by ensuring mobile friendly checkout

Sales Assets

Create a repeat purchase email series for customers who bought once
Develop a tutorial series to demonstrate the use of products
Update Checkout Page with trust seals and easy navigation hints

Testimonials and Case Studies

Include customer reviews and testimonials on website and marketing materials
Send follow-up emails after purchase asking for reviews
Feature best customer projects on social media

Conversion Rate Insights

Use Mailchimp's analytics to track email open rates and CTA click rates
Aim to continually improve click-through and conversion rates

Urgency and Offers

Introduce limited-time holiday promotions aiming at gift purchases
Share last-minute deals on overstocked or seasonal fabrics
Offer fast checkout incentives, like free expedited shipping for large orders

Guarantees and Risk Reversal

Guarantee satisfaction or full refund for any issues
Support exchange of products if colors or textures don't match expectations
Provide free repair services for sewing machines within the warranty period

Shock and Awe

Send regular customers surprise discounts or free samples
Reward referrals with discounts or freebies for both referee and referred
Deliver personal thank you note with first purchase

After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

Welcome email outlining how to get the most from The Confident Stitch services.
Provide a 'Sewing 101' guide to kick-start their journey.

Communication Cadence

Weekly emails with educational content and product highlights.
Regular social media updates to maintain engagement.

Client Education

Regular tips and tricks videos.
Introduction and advanced guides to better use sewing machines.
Webinars interviewing experienced sewers.

Personalized Touches

Birthday discount code sent via email.
Personal thank you note for first order made.
Small gift (like sewing supplies) included in every third order.

Visuals and Documentation

Showcasing before-and-after transformations from client projects.

Feedback and Proactive Support

Request customer feedback after every purchase.
Follow up emails or calls if issues remain unresolved beyond three days.

Guarantee or Promise

30-day 'No Quibble' returns policy for peace of mind.

Operational Excellence

Standards for packaging—neat, branded, and secure.
Timely order status updates—confirmation, dispatch and delivery.

2. How I Increase Customer Lifetime Value

Renewals & Contracts

Implement a subscription model for fabrics, threads or sewing kits

Upsells & Cross-Sells

Offer premium sewing machines or tools as an upgrade
Recommend complimentary fabrics or threads
Introduce expert-led sewing classes as a cross-sell

Bundling & Packaging

Create themed sewing kits (Beginner, Advanced, etc.)
Bundle sewing classes with materials for a complete package

Loyalty & Retention Programs

Introduce a point system for purchases that can be redeemed in-store
Create a loyalty club offering exclusive tutorials and discounts

Custom Services and Personalization

Personalized fabric selection consultations
On-demand sewing advice or guidance for an added fee

Pricing Strategy

Provide discounts for bulk purchases or long-term memberships
Consider value-based pricing for unique, high-quality materials

Customer Data and Insights

Use Mailchimp CRM to track customer purchasing behavior
Use insights to identify fabrics, patterns, and materials popular among customers

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

Offer a 10% discount on the next purchase for referrers
Give a $10 dollar coupon for the referee's first purchase

Shareable Assets

Create pre-made social media posts about unique sewing projects
Make printable referral cards for in-store customers

Timing and Triggers

Ask for referrals after a chat interaction ends positively
Prompt the referral incentive after a customer completes a purchase

Client Success Stories

Collect and share customer before and after sewing project photos
Share customer testimonials highlighting the community aspect

Referral Contests

Quarterly 'Refer a Friend' contest with a sewing machine as the prize

Partner or Affiliate Programs

Collaborate with local DIY or craft clubs and offer exclusive discounts

Thank-You Experience

Reward top referrers with free sewing tutorial spots or workshops
Send personalized thank you notes with discount codes

The Confident Stitch

Your 1-Page Marketing Plan is Ready!