# CMO plan: WIT New-Car Free Paint Correction (Diwali 2026)

**Goal:** fill 30 bays (10 per studio) with new cars worth ₹15 lakh+, then turn those visits into ceramic / PPF / Gold sales at the car.
**Why this offer:** a free correction gets the right car into our light. The owner sees his own paint before and after, and the
coating conversation starts itself. The ₹15 lakh gate keeps the free slots for owners who can buy protection.

## The machine
| Step | What | Where | Status |
|---|---|---|---|
| 1. Ad | 8 image concepts (4:5 + 9:16), 4 video ads, Meta copy | /review/ads/, /review/videos/ | built, drafts |
| 2. Landing page, door A | VSL page: video → 2 questions → details | /v/krng/ /v/hnkd/ /v/sdpt/ | live on preview domain |
| 2. Landing page, door B | WITSI chat (labelled AI): 2 questions → details | /c/krng/ /c/hnkd/ /c/sdpt/ | live on preview domain |
| 3. Qualify | "New vehicle recently?" + "Worth more than ₹15 lakh?" Any No → polite exit, no lead saved | both doors + server check | tested |
| 4. Scarcity | Real counter: first 10 per studio, read from the CRM; then waitlist | page + CRM | tested |
| 5. CRM | Lead lands in that studio's WIT Lead Desk list (leads.washintime.com), note says slot X of 10 | Supabase fn `wit-offer-leads` | tested (sandbox) |
| 6. Speed to lead | Studio phones ring ("🎆 HOT lead") the second a lead lands; call within 5 min | Web Push, same as Meta leads | wired |
| 7. Tracking | Pixel PageView / ViewContent / Qualified / NotEligible / Lead + Conversions API Lead (same event id) | pixel 1856400822441029 | pixel tested; CAPI waits for token |
| 8. Visit | Torch test before/after under lights → Golden Offer script (ceramic, PPF, Gold) | journey kit counter script | exists |

## Campaign (all PAUSED, details in campaign/CAMPAIGN.md)
- Ad account "WIT KNR 2021 one perfume", objective Leads (website), event Lead.
- 3 ad sets, one per studio, 15 km radius, 24–60, Advantage+ placements, suggested ₹400/day each.
- 4 ads per ad set: torch test + Diwali gift, each to the VSL door and the chat door (clean door A/B).
- Bench: ₹3,000-free, pooja stains, ₹15L+ only, before/after, 10 slots, Telugu (after Praneet reads it).
- Optional Instant Form backup ad set with the same 2 questions (auto-syncs into the desk today).

## Rules
- Kill an ad at ₹600 spend with 0 qualified leads. Kill a door if its cost per qualified lead is 2x the other after ₹1,500 per studio.
- When a studio's 10 slots are full, pause that ad set (page switches to waitlist by itself).
- Estimate (no data yet): ₹150–300 per qualified lead → roughly ₹2–3k per studio to fill 10 slots. If a studio fills in a day, raise the cap or
  move the budget to PDI/PDP next.

## What staff do (send to each studio)
1. Turn on 🔔 alerts in the Lead Desk on the phone that's always on.
2. Call every 🎆 lead within 5 minutes. Script: "Hi {name}, WIT {studio} here, you claimed the free paint correction for your
   {car}. When can you bring it in? It takes about half a day."
3. At the visit: torch test on the bonnet before, correct, torch test after, show the owner. Then the Golden Offer walk-round.
4. Mark the desk stage: Visit booked → Came to studio → Booked/paid. Mark junk as Fake (frees the slot).

## Go-live checklist (nothing is on until Nik says "daddy go live")
- [ ] Nik approves ads, pages, videos (review hub)
- [ ] Praneet reads the Telugu lines
- [ ] CAPI token pasted into Vault `wit_capi_token` (Events Manager → pixel → Settings → Generate access token)
- [ ] Facebook Page + Instagram IDs into bulk-import.csv
- [ ] Optional: move pages to washintime.com/offer/ (needs OK, live domain)
- [ ] Studios turn on 🔔 alerts; one real test lead per studio, then delete it
- [ ] Import CSV into Ads Manager (PAUSED), check radius + images, then switch on