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Vivo Red Light Therapy

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Health-conscious adults aged 30–70 seeking science-based wellness solutions for improved sleep, energy, skin health, and recovery.

Audience Type

  • B2C
  • Health-conscious adults, professionals, athletes, therapists, biohackers

Needs – Primary Buying Considerations

  • Efficacy of the product backed by scientific evidence
  • Safety and reliability of the devices
  • High-quality, long-term results

Demographics

  • Age Range: 30-70
  • Gender: Both male and female
  • Geography: Global with a specific emphasis on NL & BE (as indicated by free shipping)
  • Income Level: High (product price range $101 - $500)
  • Profession: Professionals, athletes, therapists, biohackers

Psychographics

  • Lifestyle: Active, health-conscious, proactive about wellness
  • Value: Scientifically based products, high-quality and safe devices
  • Pain Points: Seeking improvements in sleep, energy, skin health, and recovery
  • Buying Behavior: Research-oriented, consults educational content and product guides before purchase
  • Decision-Making Process: Primarily influenced by scientific research and quality of products

2. My Message to My Target Audience

Refined Elevator Pitch

  • Vivo Red Light Therapy supplies wellness-focused adults with professional-grade red light therapy devices offering enhanced sleep, energy, and recovery. We combine scientific precision with home safety, helping users enhance their health without hype or guesswork.

Understanding Their Pain Points

  • Inconsistent energy and recovery
  • Facing the impact of aging and tiredness
  • Difficulty finding effective, science-backed wellness solutions

Transformation

  • Improved sleep, faster recovery, and natural energy boost
  • Feel renewed, rejuvenated, and ready every day
  • Transition from feeling tired and sluggish to energized and vibrant

Unique Selling Proposition (USP)

  • Focused on safety and precision, not hype
  • EMF-safe, flicker-free, and scientifically calibrated devices
  • Delivers long-term home use and professional-grade results

Brand Values & One-Liners

  • 'Science before hype, wellness in every wave'
  • 'Your home haven for holistic health'
  • 'Feel the difference, with Vivo Red Light Therapy'

Tone

  • Our brand communicates with authority, empathy, and reassurance. We inspire trust through clear, honest communication and foster a feeling of empowerment and well-being amongst our users.

Hero Text Idea

  • Flag Text: 'Elevate Your Health, Naturally'
  • Main Headline: 'Scientifically-Backed Red Light Therapy Devices'
  • Sub Headline: 'Experience enhanced energy, sleep, and recovery with our advanced photobiomodulation technology. Feel the difference with Vivo.'
  • CTA: 'Discover Your Device Now'

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

Website

  • Optimize Wix website for mobile responsiveness
  • Incorporate tracking for structured events such as 'Add To Cart' or 'Purchase'
  • Install heat maps to understand user behaviour

Social Media

  • Monthly 16 posts on Instagram highlighting product applications and customer testimonials
  • Weekly 2 YouTube videos explaining the science behind product and tutorials
  • Bi-weekly LinkedIn posts targeting health professionals

Paid Advertising

  • Google Search Ads focusing on long-tail health-conscious keywords
  • Retargeting Ads on Facebook & Instagram for cart abandoners

Content Recommendations

  • Blog posts on incorporating therapy into daily routines
  • Interview features with athletes or wellness experts using the product

Podcasts

  • Appear on wellness focused podcasts such as 'BioHackers Lab' or 'The Wellness Mama'

Directories

  • Listings in health & wellness online directories like Healthline or Everyday Health

Publications

  • Place articles in Forbes Wellness, Health.com, Shape

Partnerships & Outreach

  • Collaboration with complementary wellness product companies for cross-promotions
  • Partnership with fitness centers or yoga studios for in-place therapy sessions

SEO & Content

  • Optimize site and blog content for keywords related to red light therapy

Offline & Local Media

  • Sponsoring local wellness events or marathons with value-added services

Online Events

  • Host webinars explaining the product usage and benefits

Online Networking

  • Engage in health and wellness specific Reddit forums or Facebook groups

Cold Outreach

  • Email marketing campaigns targeting health conscious consumer base
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • 'The Science of Photobiomodulation' eBook
  • 'Quiz: Find Your Perfect Light Therapy Device'
  • 'Dosage Calculator: Personalized Treatment Guide'

Tripwire Offer

  • Limited-time discount on first purchase
  • Bundle deals on complementary products
  • Free additional year of warranty

Welcome Sequence

  • Welcome email appreciating and confirming the lead
  • Follow-up email providing a free educational resource about red light therapy
  • Third email focusing on unique selling points of the product

Segmentation

  • Segment based on preferred device type, identified through quiz result
  • Segment based on customer engagement with emails
  • Segment based on purchasing behavior (single vs. repeat purchases)

Chatbot and Automation

  • Deploy a chatbot on Wix site to assist in product queries
  • Use chatbot for basic lead information collection 24/7
  • Automate email responses for common customer queries

2. My Lead Nurturing System

Marketing CRM

  • Current platform: Unspecified Custom CRM
  • Recommended improvement: Shift to HubSpot for better marketing automation capabilities

Sales CRM

  • Use Salesflare to maintain the pipeline and handoff processes

Automated Follow-Ups

  • Post-purchase follow-up emails sharing usage instructions and additional resources
  • Abandoned cart reminders with a small discount to instigate purchase
  • Activate dormant customers using special offers or new research insights

Newsletter

  • Bi-weekly newsletter sharing latest research, customer testimonies, and new product updates
  • Content pillars: photobiomodulation science, product usage, and success stories

Retargeting & Ads

  • Retargeting using Meta Ads platform focusing on cart abandoners and idle subscribers
  • Google Ads specifically targeting queries related to red light therapy and its benefits

Social Media and Content

  • Weekly posting on Instagram and LinkedIn focusing on product benefits and user testimonials
  • Regular YouTube videos explaining product usage and the science behind it’s effectiveness

Webinars and Events

  • Conduct monthly webinars educating users on the applications and benefits of red light therapy

Other Nurture Channels

  • Utilize chatbots on the website for 24x7 customer interaction and query resolution
  • SMS reminders for upcoming webinars, new content additions, and special promotions

3. Sales Conversion Strategy

Sales Process

  • Incorporate Live Chat on the website for real-time interaction and conversion support
  • Initiate pop-ups for cart abandoners with a limited-time promotional code
  • Set up a post-purchase survey for buyer feedback
  • Automate pre-sales emails for customers inquiring about the product

Sales Assets

  • Create informative product video that explains the technology, benefits, and usage
  • Develop sales scripts for Live Chat support handling common queries and objections
  • SOP for managing order processing, shipment, and post-sales customer guidance

Testimonials and Case Studies

  • Institute a system in place to gather customer testimonials post-purchase
  • Highlight video testimonials on website and social media channels
  • Develop case studies showcasing the effectiveness of the devices
  • Display testimonials on product pages and during the checkout process

Conversion Rate Insights

  • Utilize Google Analytics and heat maps to understand customer interaction on the website
  • Regularly measure and analyze sales funnel and website conversion rate
  • Identify high-performing and underperforming elements for continuous improvement

Urgency and Offers

  • Implement limited-time offers or discounts promoting immediate purchase
  • Offer additional bonuses (like a complimentary consultation) for immediate purchases
  • Roll out seasonal sales campaigns with urgency messaging like "Limited Stock" or "Holiday Special"

Guarantees and Risk Reversal

  • Highlight '100% Money-Back Guarantee' on product pages and during the checkout process
  • Develop a '30-Day Free Trial' program for customers to experience the product risk-free

Shock and Awe

  • Send personalized thank you notes post-purchase
  • Include surprise gifts or discounts for repeat customers
  • Offer preferential support or early access to new products for loyal customers
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Welcome email for new customers with a helpful start guide
  • A quick-start video tutorial emailed to customers after purchase

Communication Cadence

  • Monthly newsletters with wellness tips and research updates
  • Quarterly personal email check-ins to gauge satisfaction

Client Education

  • Extensive online knowledge hub with how-to guide, FAQs, and device usage tips
  • Webinars with industry experts on the benefits and usage of red light therapy

Personalized Touches

  • A '1 Year with Vivo' anniversary email with special offers
  • Handwritten thank-you notes for high-value customers

Visuals and Documentation

  • Shared customer testimonials and transformation photos on social media
  • Detailed product and usage guides included with each purchase

Feedback and Proactive Support

  • Proactive survey every 6 months to gather feedback
  • Follow-up emails with top tips after customer service interaction

Guarantee or Promise

  • Extended warranty and 'no quibble' return policy
  • 'Love it or we'll make it right' service guarantee

Operational Excellence

  • Trained support team available via phone and email
  • Regular staff training on product knowledge and customer service excellence

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Introduce extended warranties for an additional cost
  • Offer an annual maintenance/ calibration for devices with a discount if opted at the time of initial purchase

Upsells & Cross-Sells

  • Introduce a range of accessory products like device stands, protective cases
  • Recommend complementary health products available on partner websites

Bundling & Packaging

  • Create tiered package offers including a device, accessories, and an extended warranty
  • Offer bundle pricing for buying two more devices together, potentially encouraging group buyers

Loyalty & Retention Programs

  • Start a loyalty points system where customers earn points for every purchase and referrals, redeemable on future purchases or exclusive services
  • Offer exclusive access to premium educational content with a special 'Vivo Plus' subscription

Custom Services and Personalization

  • Offer a white-glove delivery and setup service for an extra charge
  • Provide personal consulting services on device usage and wellness tips for premium customers

Pricing Strategy

  • Offer a small discount on immediate repeat purchase to increase the chance of bulk buying
  • Offer premium package deals at a higher price point including accessories, services and subscriptions

Customer Data and Insights

  • Use data analytics to identify frequent buyers, and offer targeted discounts and personalized suggestions
  • Track device usage through inbuilt software, if possible, to provide personalized lifestyle recommendations

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • 10% cash back for every new customer referral
  • 20% discount on next purchase for referees

Shareable Assets

  • Pre-made social media posts sharing benefits of red light therapy
  • Referral codes embedded in educational videos and blog posts
  • Branded referral cards shipped with every device

Timing and Triggers

  • Request referral after first follow-up email, post-purchase
  • Employees trained to ask for referrals during support calls after resolution

Client Success Stories

  • Monthly email to collect success stories
  • Feature 'Story of the Month' on website and social media

Referral Contests

  • Quarterly 'Refer and Win' contest with Vivo product prizes

Partner or Affiliate Programs

  • Collaborate with health bloggers for affiliate program
  • Provide unique tracking codes for affiliate tracking

Thank-You Experience

  • Top referrers receive a thank you note along with a free device accessory
  • Annual recognition of 'Top Referring Customer' on website and social media

Take Your Marketing Plan to the Next Level

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