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William The Fourth Cruises

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Before
(Prospect)

1. My Target Market

Primary Target Market Summary

  • Adults aged 25-55, local or visiting, who seek a unique heritage cruise experience on a beautiful harbour.

Audience Type

  • B2C
  • Locals and tourists

Needs – Primary Buying Considerations

  • Unique, heritage-based experiences
  • Opportunities to explore a working harbour
  • Availability of fine food and wine

Demographics

  • Age Range: 25-55
  • Gender: Not specified
  • Geography: Locals and visitors to Newcastle, Australia
  • Income Level: Mid to high (able to afford what could be considered a luxury experience)
  • Profession: Not specified

Psychographics

  • Lifestyle: Interest in history, culture, luxury experience, leisure activities
  • What they value: Unique experiences, heritage, quality food and wine
  • Pain Points: Accessing unique local experiences, finding quality leisure activities
  • Buying Behavior: Online booking via website

Secondary Target Market (only if applicable)

  • Not specified

2. My Message to My Target Audience

Refined Elevator Pitch

  • William The Fourth Cruises delivers a unique experience to locals and visitors aged 25-55, offering them a chance to enjoy the Newcastle harbour aboard a vintage Australian cargo ship replica, complete with fine food and wine, for an unforgettable journey into history.

Understanding Their Pain Points

  • Scarcity of unique and meaningful leisure experiences
  • Stuck in the cycle of typical tourist activities
  • Lack of authentic cultural and historical experiences

Transformation

  • Immersed in a historical journey along the Newcastle harbour
  • Deepened connection with Australia's maritime history
  • Life-enriching experiences that go beyond the ordinary

Unique Selling Proposition (USP)

  • The only authentic replica of an early Australian-built cargo ship
  • Deluxe onboard dining experience
  • Dominating the leisure activities market with a unique historical experience

Brand Values & One-Liners

  • 'Sail into History with William The Fourth Cruises'
  • 'Experience Heritage on Waves'
  • 'Dine, Wine & Rewind in Time'

Tone

  • William The Fourth Cruises conveys an excited and nostalgic tone, aiming to evoke feelings of connection, adventure, and appreciation for Australia’s historical heritage.

Hero Text Idea

  • Flag Text: 'Unlock Australia’s Maritime Heritage'
  • Main Headline: 'Sail into History with William The Fourth'
  • Sub Headline: 'Embark on an Unforgettable Journey in the Authentic Replica of an Early Australian Cargo Ship. Taste Australia’s Fine Wines and Cuisine as You Cruise the Beautiful Newcastle Harbour.'
  • CTA: 'Set Sail Now'

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

Website

  • Track visitor flow from landing to booking
  • Optimize for mobile; high likelihood of mobile traffic from tourists

Social Media

  • Facebook and Instagram: Most likely platforms for target audience
  • Instagram posts 3x per week showcasing cruise experience

Paid Advertising

  • Facebook Ads targeting 25-55 age group in Newcastle and nearby regions
  • Google Ads targeting terms like 'heritage cruise', 'Newcastle harbour tour'

SEO and Content

  • Blog posts on maritime history, the ship's story
  • Optimize website for keywords like 'Newcastle Harbour cruise', 'heritage ship Australia'

Offline and Local Media

  • Local radio ads promoting cruises
  • Posters at tourist spots

Partnerships & Outreach

  • Partnerships with local travel agencies, hotels
  • Sponsor local events to increase brand visibility

Online Forums

  • Presence on travel forums like TripAdvisor, Lonely Planet

Directories

  • Listing on tourism directories like TouristLink, TravelAustralia

In-person Events

  • Participation in Newcastle's local festivals, cultural events

Content Recommendations

  • Behind-the-scenes crew stories
  • Highlighted historical facts in social posts

Publications

  • Features in local travel magazines like Australian Traveller, Holidays for Couples
During
(Lead)

1. My Lead Capture System

Lead Magnet

  • 'A Guide to Maritime Collectables: How to Start Your Collection'
  • 'Top 10 Hidden Gems of Newcastle Harbour'
  • 'Australia's Maritime Heritage: An Illustrated Timeline'

Tripwire Offer

  • Reduced price sunset cruise
  • Special price couple's package with dinner
  • 'History Lovers' Pass: Package of 3 different historical tours

Welcome Sequence

  • Welcome email with lead magnet
  • Follow-up email introducing the team
  • Email highlighting popular cruises
  • Exclusive offer email

Segmentation

  • 'History buffs': Leads specifically interested in history
  • 'Leisure cruisers': Leads attracted by unique leisure activity
  • 'Culinary Enthusiasts': Leads interested in fine dining experience

Chatbot and Automation

  • Chatbot that suggests cruises based on visitor interests
  • Automation to send follow-up emails post-cruise, with discount on next booking

2. My Lead Nurturing System

Marketing CRM

  • Currently using unidentified CRM
  • Suggest migrating to HubSpot's Marketing Hub for better automation
  • HubSpot can help with personalized email automation, ad targeting, social media management.

Sales CRM

  • Zoho CRM could work well post-migration to HubSpot's Marketing Hub
  • Zoho offers automated workflows, pipeline management, contact management

Automated Follow-Ups

  • Automated email post-booking confirmation
  • Follow-up email with discount offer a week after cruise
  • Reactivation email to prior customers after 6 months of inactivity

Newsletter

  • Monthly frequency
  • Topics: Upcoming cruises, crew stories, maritime history

Retargeting & Ads

  • Facebook Ads targeting people who visited the website but didn't book
  • Google Display Network retargeting for similar reasons

Social Media and Content

  • Instagram posts 4x per week featuring cruise images, food, and smiling passengers
  • Bi-weekly blog posts on maritime history, crew profiles

Webinars and Events

  • Bi-annual webinars on maritime history, introduces prospects to brand story
  • Local event sponsorship for brand visibility

Other Nurture Channels

  • Use of Tars chatbot for website visitors
  • SMS reminders for upcoming cruises for customers who have booked

3. Sales Conversion Strategy

Sales Process

  • Streamline website navigation to simplify cruise selection process
  • Highlight booking button prominently on all site pages
  • Introduce a 'Live Chat' feature to assist with booking queries and reduce friction
  • Automate email follow-ups for abandoned bookings

Sales Assets

  • Create an SOP for handling typical customer queries
  • Develop a script for addressing common booking objections
  • Design eye-catching e-brochures detailing cruise features

Testimonials and Case Studies

  • Request testimonials post-cruise and showcase on website and social media
  • Develop detailed case studies from memorable cruises and feature on the site

Conversion Rate Insights

  • Set up Google Analytics tracking to monitor conversion rates from visits to bookings
  • Conduct regular A/B tests on booking page design

Urgency and Offers

  • Promote seasonal and holiday specials to create urgency
  • Send automated reminders for early bird discounts for frequent cruises

Guarantees and Risk Reversal

  • Implement flexible refund policies for cancellations due to weather
  • Assure secure online payment methods to build trust

Shock and Awe

  • Surprise gift for early bookings e.g., a free bottle of local wine on board
  • Send personalized thank-you note post-cruise
After
(Customer)

1. How I Deliver a World Class Experience

Onboarding Experience

  • Cruise booking confirmation email with welcome message and short history of the ship.
  • Virtual tour video of the ship sent via email.
  • Cruise preparation and what to expect guide.

Communication Cadence

  • Bi-monthly newsletters featuring upcoming cruises, history snippets, and customer stories.
  • Pre-cruise reminder emails with safety and weather information.

Client Education

  • Online knowledge hub with FAQs, historical info about the ship, and Newcastle harbour.
  • Brief history lecture onboard before the cruise starts.

Personalized Touches

  • Birthday customers enjoy a boat's whistle salute, and a special dessert onboard.
  • Surprise handwritten notes in food baskets.
  • Special pin for repeat customers.

Visuals and Documentation

  • 'Before and After' cruise photos emailed post cruise.
  • Onboard photoshoot option with vintage attire.

Feedback and Proactive Support

  • Post-cruise feedback email with an incentive for filling it out.
  • Dedicated support team available pre, during, and post cruise.

Guarantee or Promise

  • Rain check policy for cruises impacted by weather conditions.
  • Guarantee of historical authenticity and quality of food and beverages served.

Operational Excellence

  • Strict adherence to cruise schedule.
  • Regular maintenance and neat appearance of the ship.
  • Efficient crew communication and courtesy.

2. How I Increase Customer Lifetime Value

Renewals & Contracts

  • Introduce monthly/annual pass for unlimited access to regular cruises
  • Offer renewals with a discounted rate for passes

Upsells & Cross-Sells

  • Introduce premium cruises offering upscale dining options
  • Package cruise tickets with merchandising products (model ships, books, etc.)

Bundling & Packaging

  • Bundle regular and premium cruise tickets together for exclusive package deals
  • Offer all-in-one family and group packages for local businesses and tourists

Loyalty & Retention Programs

  • Start a 'Harbour Club' reward program where frequent cruisers collect points toward discounts
  • Send birthday offers or anniversary discounts to increase customer loyalty

Custom Services and Personalization

  • Offer exclusive private charter services for events or gatherings
  • Create a personalized cruise experience package based on previous bookings

Pricing Strategy

  • Standardize prices while offering flexibility for loyalty members
  • Offer limited-period promotional pricing during off-peak times

Customer Data and Insights

  • Implement advanced customer tracking to identify repeat customers and their preferences
  • Monitor customer feedback to adjust services and enhance customer experience

3. How I Orchestrate And Stimulate Referrals

Referral Incentives

  • 15% off next cruise for both referrer and referee
  • Coupon for onboard dining for successful referrals

Shareable Assets

  • Shareable social posts with beautiful photos of the cruise experience
  • Customizable email templates thanking for the past cruise and inviting to share the experience

Timing and Triggers

  • Automated email request for referrals one week after cruise experience
  • Staff members trained to ask for referrals during the disembarkation of satisfied customers

Client Success Stories

  • Dedicated section in newsletter and website for customer testimonials and experiences
  • Gather stories via post-cruise survey

Referral Contests

  • Quarterly draw for a free luxury cruise for customers who referred friends

Partner or Affiliate Programs

  • Partner with local hotels and travel agencies offering commissions for successful referrals

Thank-You Experience

  • Send handwritten thank-you notes to top referrers
  • Acknowledge top referrers on social media and onboard announcements

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