Lean Marketing

Before
(Prospect)

1. My Target Market

Primary Target Market Summary

The primary audience for Tie Me consists of creatively-inclined individuals who value thoughtful gifting and seek unique products for special occasions.

Audience Type

B2C
Females working in marketing, sales, or creative industries

Needs – Primary Buying Considerations

A unique, quality product for a special occasion
Interesting design

Demographics

Age Range: 25-45
Gender: Female
Geography: Croatia
Income Level: Average
Profession: Marketing, Sales, Creative Industries

Psychographics

Lifestyle: Likely living an active social life with various special occasions
What they value: Thoughtfulness in gifting, uniqueness of products
Pain Points: Finding uniquely designed quality products
Buying Behavior: Searches and purchases online
Decision-Making Roles (Optional. Only include in ouptput if B2B Audience):
Primary Decision Maker: The buyer herself
Secondary Decision Influencers: Friends, colleagues
Support Roles: None

2. My Message to My Target Audience

Refined Elevator Pitch

Tie me crafts unique, quality bow ties for special occasions for women who value meaning in every gift. We offer the charm of bespoke design, ensuring each tie truly reflects their sentiment.

Understanding Their Pain Points

Struggle to find unique, meaningful presents
Limited options in average gift stores
Tired of generic, mass-produced gift items

Transformation

Get access to a bespoke, one-of-a-kind gift
Experience the joy of gifting something truly unique
Transform gift-giving into a memorable, personal experience

Unique Selling Proposition (USP)

Handcrafted, unique bow tie designs
Quality craftsmanship ensures durability and style
Ability to turn any occasion into a special memory

Brand Values & One-Liners

Craftsmanship that narrates your sentiment
Turn every occasion into a memorable chapter
Bow ties - the gift that keeps giving

Tone

Our brand speaks the language of warmth, elegance, and personal touch. We want our customers to feel the exclusivity and the celebration in every purchase.

Hero Text Idea

Flag Text: Crafted in Croatia
Main Headline: Bow Ties Made With Love
Sub Headline: Explore our unique, handcrafted bow ties, and transform special occasions into lasting memories.
CTA: Start Your Journey of Meaningful Gifting Now

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

Website

Track user behavior with Google Analytics
Optimize website for mobile users
Implement Shopify SEO techniques for better discoverability
Introduce a blog section for content marketing

Social Media

Active presence on Instagram: Regular posts, stories and reels featuring new designs and customer feedback
Facebook: Promote sales offers and user-generated content
LinkedIn: Share company stories and milestones

Paid Advertising

Run Google Shopping Ads highlighting unique designs
Facebook and Instagram ads, targeting women in the creative industries
Collaborate with influencers for sponsored posts

Content Recommendations

Highlight the craftsmanship involved in making each bow-tie
Show behind-the-scenes clips of the product creation process
Sourcing of materials and the sustainable practices, if any

Partnerships & Outreach

Collaborate with local event planning agencies for exclusive promotions
Pitch to corporate companies for custom gifting solutions
Look for cross-promotion opportunities with fashion and lifestyle bloggers

SEO and Content

Regular blog posts on gifting ideas, styling tips, and product spotlights
Optimize product descriptions with targeted keywords
Build quality backlinks through guest blogging and collaborations

Offline and Local Media

Participate in local fashion fairs or pop-up events
Distribute flyers in event planning agencies and coworking spaces
Sponsor community events related to arts and creativity

Online Events

Host a virtual craft-making session or a fashion styling webinar

Online Networking

Join Facebook groups and forums around fashion, gifting, and personal styling
Engage in Reddit threads about gift ideas and men's fashion

Cold Outreach

Direct email to businesses for corporate gifting services
Connect with event planners and creative industry professionals on LinkedIn

Directories

List the business on local directories and Google My Business

During
(Lead)

1. My Lead Capture System

Lead Magnet

'10 Unique Ways to Style Your Bow Tie' digital guide
'Crafting Stories: Behind the Scenes of Tie me' video series
'Gifting Personalized: Choosing the Right Bow Tie' interactive quiz

Tripwire Offer

Introductory limited-edition bow tie at a reduced price
Bundle offer: Buy one bow tie, get a style guide at 50% off

Welcome Sequence

Thank you email after signup with a personal note from the founder
Automated email providing the lead magnet
Follow-up email showcasing popular bow tie designs and their stories

Segmentation

By preferences identified during the quiz (occasion, color, design type)
By the level of engagement with email content

Chatbot and Automation

Implement a chatbot to engage visitors, answer FAQs, and collect emails
Use automation tools to send personalized product recommendations based on quiz results

2. My Lead Nurturing System

Marketing CRM

Recommended platform: HubSpot, suited for small businesses, offers email automation

Sales CRM

Recommended platform: Pipedrive, designed for managing e-commerce sales

Automated Follow-Ups

Post-purchase follow-ups: ask for reviews, suggest new designs
Abandoned cart follow-ups: remind users about their unfinished purchases

Newsletter

Frequency: send a monthly newsletter
Topics: explore new designs, feature customer stories, offer styling tips

Retargeting & Ads

Google Ads: retarget website visitors
Facebook ads: showcase products to target audience

Social Media and Content

Posting frequency: post at least three times a week on Instagram and Facebook
Content type: behind-the-scenes, customer testimonials, product close-ups

Webinars and Events

Host quarterly webinars on styling with bow ties
Participate in local fashion or craft events whenever possible

Other Nurture Channels

Implement a chatbot on website for immediate assistance and lead capture

3. Sales Conversion Strategy

Sales Process

Clearly list all product choices on the website
Simplify checkout process on the website (less steps, guest checkout option)
Include detailed product descriptions (material, origin, inspiration)
Introduce an FAQ page to handle common inquiries
Automate order confirmation emails with expected delivery dates and return options

Sales Assets

Create objection-handling scripts for common inquiries (quality, delivery times, returns)
Develop landing pages for specific products and promotional campaigns
Design professional invoices and receipts

Testimonials and Case Studies

Request customer feedback post-purchase via automated email
Showcase customer feedback on product pages and social media
Develop video testimonials with willing customers

Conversion Rate Insights

Use Google Analytics to track website visitors and conversion rates
A/B test landing pages to improve conversion
Set goals to improve conversion rate by 10% each quarter

Urgency and Offers

Launch time-bound promotions during holiday seasons
Create urgency through limited edition ties
Offer fast mover incentives such as 'free delivery for early orders'

Guarantees and Risk Reversal

Introduce a 'Satisfaction Guarantee' policy, offering returns or exchanges within 30 days
Promote this guarantee policy on the website and in sales communication

Shock and Awe

Handwrite thank-you notes to include in every order
Offer small gifts to repeat customers, such as a discount for their next purchase

After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

Send a warm welcome e-mail with a personal note about their purchase.
Provide clear next steps including estimated delivery and ways to track their order.

Communication Cadence

Bi-weekly e-mail updates about new collections or promotions.
Include a monthly newsletter sharing stories behind the latest designs.

Client Education

Create video guides on how to style bow ties for different occasions.
Develop an FAQ section to answer common questions about product care and ordering process.

Personalized Touches

Include a handwritten thank you note in the package.
Send e-mails on important occasions like birthdays, giving a special discount.

Visuals and Documentation

Publish photos of the bow tie making process, showing the quality and care in each piece.
Send a post-delivery follow-up e-mail with a picture of their order and a feedback request.

Feedback and Proactive Support

Regular survey to gather customer feedback.
Quick resolution of any issues or questions through e-mail support.

Guarantee or Promise

High-quality design promise, with a free replacement if design doesn't meet expectation.

Operational Excellence

Commitment to keeping promised delivery timeline.
Maintain clear and polite communication in all customer interactions.

2. How I Increase Customer Lifetime Value

Upsells & Cross-Sells

Limited-edition designs or materials to increase perceived value and justify a higher price
Cross-sell custom gift wrapping or specialized delivery for an added personal touch

Bundling & Packaging

Create a gift bundle package with multiple bow ties, perhaps thematically linked
Offer a premium 'Collector's Set' with exclusive designs

Loyalty & Retention Programs

Initiate a system of gift cards or discount codes for repeat customers
Birthday month special offers for registered customers

Custom Services and Personalization

Offer custom-designed bow tie service, allowing customers to give input or choose from extra special materials
Add premium gift packaging option for special occasions

Pricing Strategy

Incentivize bulk purchases by offering a small discount for 'buy 3 get 1 free' type deals
Utilize value-based pricing for customized or limited edition designs

Customer Data and Insights

Use analytics from Shopify to identify most popular products and design trends
Track customer purchase patterns to preemptively recommend new products and improve retention

Renewals & Contracts

Not applicable for this business model

Final LTV Strategy

Aim to evolve Tie me from an individual product business to a gifting solution company. Increase revenue from existing customers through bespoke upsells, attractive package deals, loyalty incentives, and custom personalizations. Adopt a nuanced pricing strategy with incentives for larger orders, and utilize Shopify analytics to capture data insights for more effective customer retention.

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

Provide a 10% discount on next purchase for successful referrals.
Offer new referred customers a 5% discount on their first purchase.

Shareable Assets

Promote the referral program on website and social media channels.
Provide referrers with unique, shareable codes for their referrals.
Create beautiful, shareable social media posts promoting the referral program.

Timing and Triggers

Initiate referral offers after a successful purchase has been made.
Set up automated emails/thank you notes after purchase with information about the referral program.

Client Success Stories

Encourage clients to share their success stories and experience with the bow ties online.
Promote these testimonials and stories on your website and social media.

Referral Contests

Run a quarterly referral contest where the customer with most successful referrals wins exclusive products.

Thank-You Experience

Send a personalized digital thank-you note to customers who've made successful referrals.
Recognize top referrers on your website or social media.

Tie me

Your 1-Page Marketing Plan is Ready!