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TTB Media & Consulting Inc.

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Before (Prospect)

1. My Target Market

Primary Target Market Summary

  • Ideal customers are female owners of cheerleading gyms and dance studios in Canada, focused on boosting revenues through efficient marketing.

Audience Type

  • B2B
  • Dance and cheerleading studios

Industries (if B2B)

  • Fitness and Recreational Sports Centers

Needs – Primary Buying Considerations

  • Effective marketing services to increase class enrollments
  • Easy-to-use business systems
  • Detailed and understandable reporting on marketing investments

Demographics

  • Age Range: 35-60
  • Gender: Female
  • Geography: Canada
  • Income Level: $50,000 - $500,000 in business revenue
  • Profession: Gym or Dance Studio Owner
  • Business Size: Small businesses

Psychographics

  • Lifestyle: Activity-oriented, business management focused
  • What they value: Business growth, results-oriented solutions
  • Pain Points: Struggle to fill class enrollments, unclear ROI on marketing spend
  • Buying Behavior: Value industry expertise and Canadian focus
  • Decision-Making Roles:
  • Primary Decision Maker: Business owner
  • Secondary Decision Influencers: N/A
  • Support Roles: N/A

2. My Message to My Target Audience

Refined Elevator Pitch

  • TTB Media & Consulting eases the struggle of cheerleading gyms and dance studios, providing expert-driven marketing and business systems to proliferate their classes, boost revenue, and streamline their understanding of financial spend and outcomes.

Understanding Their Pain Points

  • Difficulty filling classes and programs
  • Limited understanding of marketing spend and outcomes
  • Inconsistent revenue generation

Transformation

  • Consistent and improved revenue streams
  • Simplified understanding of marketing expenditure and results
  • Sold-out and waitlisted classes and programs

Unique Selling Proposition (USP)

  • Expertise driven by Canadian industry experience
  • Complete, ready-to-use business systems
  • Personalized 1:1 support and access to marketing directors

Brand Values & One-Liners

  • 'Bolstering your success with our expertise'
  • 'Marketing mastery for dance studios and cheerleading gyms'
  • 'Turning empty classes into waitlisted programs'

Tone

  • Our tone is inspiring and supportive, embodying the cheerleader in all of us. We want our clients to feel motivated, trust in their potential for success, and value our partnership as a pillar for their growth.

Hero Text Idea

  • Flag Text: 'Canadian Cheer & Dance Marketing Specialists'
  • Main Headline: 'Empowering Cheer Gyms and Dance Studios with Expert Marketing'
  • Sub Headline: 'Transform your classes from under-booked to waitlisted. Experience better understanding of your marketing spend and elevate your revenue.'
  • CTA: 'Start Your Transformation Today'

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

Website

  • Optimizing the WordPress site for mobile, considering that most owners might use their phones to browse
  • Setup Google Analytics conversion tracking for the low barrier offers and business growth audit
  • Implement SEO optimizing strategies such as keyword-rich content for cheerleading and dance studios marketing

Social Media

  • LinkedIn: Bi-weekly posts highlighting success stories and industry insights
  • Instagram: Daily posts providing tips for class marketing; weekly Stories showing behind the scenes
  • Facebook: Weekly posts about company updates and client testimonials

Paid Advertising

  • Google Ads: Use keywords targeting owners of cheerleading gyms and dance studios in Canada
  • Facebook Ads: Create awareness ads targeting 35 - 60 years old females who own dancing studios

Content Recommendations

  • Case studies of successful marketing campaigns for similar businesses
  • Blog posts about trends in dance and cheerleading studio marketing

Podcasts

  • Appear on industry-specific podcasts like 'Dance Studio Amplified' and 'Cheerleading Worlds'

Directories

  • Enroll the business in local business directories in Canada
  • Get enlisted in online directories for fitness and recreational sports centers

Publications

  • Collaborate with magazines read by the target audience like 'Inside Cheerleading' and 'Dance Studio Life'

Partnerships & Outreach

  • Partner with Canadian fitness agencies for joint seminars
  • Network with fitness instructors and renowned cheerleaders

SEO and Content

  • Focus on keywords like 'cheerleading gym marketing' and 'dance studio customer acquisition'

Offline and Local Media

  • Sponsor local cheerleading and dance events
  • Distribute flyers in fitness centers and recreational sports facilities

Online Events

  • Organize webinars to educate about effective marketing strategies

Online Networking

  • Join Facebook groups and Reddit communities dedicated to cheerleading and dance studio ownership

Cold Outreach

  • Reach out to newly opened dance studios or struggling cheerleading gyms in Canada via email
During (Lead)

1. My Lead Capture System

Lead Magnet

  • '7 Effective Ways to Sell Out Your Classes' eBook
  • Social Media Strategy Webinar
  • Marketing ROI Calculator

Tripwire Offer

  • $49 Introductory Marketing Audit
  • $99 Marketing Materials Health Check

Welcome Sequence

  • Automated email with lead magnet download
  • Follow-up email with tripwire offer
  • Further engagement via monthly newsletter

Segmentation

  • Tag leads in ActiveCampaign by industry (cheer gym, dance studio)
  • Label by engagement level with content

Chatbot and Automation

  • Install chatbot on site for lead qualification
  • Use chatbot to offer lead magnet and capture email addresses

2. My Lead Nurturing System

Marketing CRM

  • Current platform: Active Campaign
  • Automation capabilities: Tagging, segmentation, event tracking, automation sequences
  • Recommended improvements: Utilize lead scoring, expand use of tags for detailed segmentation

Sales CRM

  • Recommended platform: HubSpot as it integrates well with Active Campaign and is suitable for small businesses
  • Pipeline tracking process: Capture leads from FB ads, categorize by level of engagement, track conversions

Automated Follow-Ups

  • Post Facebook ad opt-in: An introduction email with relevant info about TTB Media
  • Abandoned lead: A reminder email after 3 days of no activity, followed by reactivation email after 7 days
  • Frequency: Weekly newsletters, monthly special offers

Newsletter

  • Frequency: Weekly
  • Content pillars: Success stories of cheer gyms and dance studios, marketing tips specific to these industries, industry news and updates

Retargeting & Ads

  • Facebook Ads: Retarget website visitors and email list, awareness ads for the target demographic
  • Google Ads: Focus on searchers looking for marketing help for cheer gyms/dance studios

Social Media and Content

  • Posting frequency: Daily on Instagram, bi-weekly on LinkedIn, weekly on Facebook
  • Content type: Tips, success stories, behind-the-scenes at TTB Media, insightful industry updates

Webinars and Events

  • Suggested cadence: Monthly webinars on marketing for cheer gyms/dance studios
  • Networking at cheerleading coaches conferences

Other Nurture Channels

  • Install chatbot on the website to assist with lead qualification
  • SMS for critical reminders or limited time offers
  • WhatsApp for personal conversations with high-value leads

3. Sales Conversion Strategy

Sales Process

  • Refine the lead generation strategy via Facebook ads, ensuring targeting aligns with primary customers
  • Improve email automation system, consider personalization and A/B testing for efficiency
  • Standardize business growth audit sales process, ensuring clarity and value proposition
  • Automate follow-up reminders ensuring no leads fall through the cracks.

Sales Assets

  • Develop a standardized sales script centering around core benefits and unique selling proposition
  • Create a sales proposal template that succinctly highlights the benefits to dance and cheerleading studios
  • Develop a comprehensive pitch deck for larger scale sales efforts or partnerships

Testimonials and Case Studies

  • Regularly request testimonials from satisfied clients, incentivizing if necessary
  • Showcase testimonials prominently on website and in email marketing campaigns
  • Create case studies for successful client projects, highlight in sales pitches and on website

Conversion Rate Insights

  • Utilize CRM's analytics alongside Google Analytics for thorough conversion tracking
  • Establish specific conversion rate goals and track progress over time
  • Continually identify and address weak areas in conversion funnel

Urgency and Offers

  • Introduce time-bound promotions related to seasonal dance/cheerleading events or enrollment periods
  • Use urgency-centered messaging in sales communications, focusing on the risk of not filling classes in time
  • Implement limited availability offers or early-bird discounts on business growth audits

Guarantees and Risk Reversal

  • Consider introductions of satisfaction guarantees or trial periods for your services
  • Clearly communicate the risk reversal to potential clients, alleviating apprehensions

Shock and Awe

  • Send unexpected gift cards or industry-related gifts to warm leads
  • Leverage personalized, unexpected communication methods (handwritten notes, personal videos) for high-value leads
After (Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Personalized welcome email from the Director with an overview of the services that will be provided
  • Welcome package including key contacts, next steps, and what to expect during their journey

Communication Cadence

  • Weekly email status updates on performance metrics
  • Monthly video call for a comprehensive progress review and Q&A session

Client Education

  • An online knowledge hub with FAQs, how-to guides, and video tutorials on utilizing business systems
  • Monthly training webinars on marketing techniques tailored for fitness and recreational centers

Personalized Touches

  • Birthday card sent via mail
  • Yearly business anniversary token of appreciation
  • Handwritten notes acknowledging key business milestones

Visuals and Documentation

  • Monthly report showcasing before-and-after metrics of marketing performance
  • Periodic progress recaps demonstrating the impact of marketing strategies

Feedback and Proactive Support

  • Regular customer satisfaction surveys
  • Dedicated support channel available via email, call, or instant message

Guarantee or Promise

  • 'Love it or leave it' policy after the first 30 days of services

Operational Excellence

  • Punctual communication with commitments made
  • Conducting any changes or updates in schedules with ample notice

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Implement annual contracts with a discount to encourage long-term commitment
  • Provide a renewal bonus, such as a free marketing audit or strategy session for the next year

Upsells & Cross-Sells

  • Recommend additional B2B services, such as webinar trainings, event planning assistance, or special promotion campaigns
  • Offer advanced analytics reports or tailored marketing strategies as high-ticket upsells

Bundling & Packaging

  • Bundle marketing services with business management systems for a complete solution package
  • Create tiers of service features, from basic to premium, to cater to different customer needs and budgets

Loyalty & Retention Programs

  • Develop a ‘refer a fellow studio’ program for discounts or free services
  • Create a point system where recurring services or purchases earn credits towards free or discounted services

Custom Services and Personalization

  • Increase personalization by offering custom-tailored marketing strategies
  • Offer a premium service tier with white-glove support, including direct access to a dedicated marketing director

Pricing Strategy

  • Provide tiered pricing with benefits to incentivize higher-commitment plans
  • Experiment with value-based pricing with emphasis on ROI for the client

Customer Data and Insights

  • Use Active Campaign to identify client engagement trends and uncover cross-sell or upsell opportunities
  • Analyze customer data for churn indicators and intervene with targeted communication or offers

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • Offer exclusive access to marketing resources for referring customers
  • Provide a free marketing consultation to referees

Shareable Assets

  • Digital 'Referral Pass' with unique codes for tracking
  • Social media post templates that referrers can use to promote

Timing and Triggers

  • Request referrals after successful class enrollment boosts
  • Train staff to mention referral program in end-of-month communications

Client Success Stories

  • Highlight successful class enrollment increases on social platforms
  • Feature customer testimonials sharing their positive experiences

Referral Contests

  • Organize quarterly 'Community Booster' challenges rewarding top referrers
  • Give shout-outs to winners on social media, newsletters

Partner or Affiliate Programs

  • Collab with affiliated gym equipment suppliers for referral cross-promotions
  • Develop Influencer partnerships with fitness influencers on Instagram

Thank-You Experience

  • Send handwritten thank-you notes with referral rewards
  • Feature top referrers on company website and social profiles

Take Your Marketing Plan to the Next Level

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