What was the goal?

Emotion Weddings, a nationwide wedding photography studio, aimed to transform its business model from a chain of 6 studios to an online e-commerce store catering to all of Australia. The ultimate goal was to scale the business in the United States.

The challenge involved pivoting from a physical studio model to an online e-commerce store, necessitating a shift in marketing and sales processes. The objective was to streamline operations through automation, reducing human interaction while enhancing the Customer Experience (CX). The refined CX played a pivotal role in shortening the sales cycle and generating rapid revenue. The impact of COVID-19 added an additional layer of complexity, causing a loss in investment due to weddings being deemed illegal for two years.

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Solution

To address these challenges, I spearheaded a transformative initiative leveraging automation, MarTech, and AI to streamline marketing and sales processes. This involved developing a comprehensive marketing strategy tailored to six key marketing personas. The initiative included a complete website rebuild and the creation of traditional and digital marketing programs. The goal was to create a seamless CX that promoted brand continuity and instilled trust.

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Results

The initiative successfully achieved the original proof of concept KPIs quickly. Despite the challenges posed by COVID-19, the refined CX and streamlined processes contributed to rapid revenue generation at launch. The brand went from concept to launch in 12 months, with a part-time commitment of 20 hours a week. The transformative initiative positioned Emotion Weddings as a successful online e-commerce store, showcasing adaptability and resilience in the face of industry challenges. Covid-19 made wedding illegal for just over 2 years in AUS. This had a substantial impact on the project.

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