Kaplan Marketing

6

Geek or Luddite?

Feb 06 in Uncategorized Written by: Don Kaplan

People have always been defined by their relationships to other things – nature, weather, gods, family, etc. Today what was once a small aspect of life has become paramount – or close to it – technology. How do we use, resist, adapt, or obsess over the latest app or cell tablet or globot? The news media are so enraptured that in the place of world news, we now hear about every new app and every update of mobile phones on an almost daily basis. Many of them fade in importance within...
Continue Reading

1

Under The Influence: Protect Your Brand

Dec 28 in Uncategorized Written by: Don Kaplan

Everybody’s a critic. Funny -- but truer than ever. We know that word of mouth and posts on Face Book can make or break a business, so, we should make sure that our employees (e.g., receptionist, sales staff, delivery people), our place of business, products and services reflect our brand to the public. Of course, it’s difficult to monitor how a delivery person drives or the appearance of an outside sales person. Here are five pragmatic ways to make impressions positive – and possibly...
Continue Reading

0

Ingredient #5 – Don’t Let It Be

Dec 08 in marketing Written by: Don Kaplan

Four previous posts described simple but important steps that make a web site more effective. All of them were low or no cost and are available on my blog. Now that you have taken these steps and your website is fortified with these essentials, you’re ready to leverage your site. Remember that your objective was to convert visitors to your site into customers. Now go get more visitors. Email, mail, publicity, viral marketing, networking, blogging, LI, FB, Tw, cross-marketing, advertising...
Continue Reading

0

Ingredient #4 – Coax Comments

Nov 21 in Uncategorized Written by: Don Kaplan

REVIEW - FIVE INGREDIENTS for WEB DEVELOPMENT This is the fourth of five posts - each describing a simple but important step to make a web site more effective. These steps are too often omitted by webmasters. All the previous posts are available here on my blog. The fourth ingredient is to take measures to elicit comments and/or participation from your visitors. Encouraging comments is critical because it provides: Valuable and direct insight into your prospects’ needs and wants A means...
Continue Reading

0

Ingredient #3 – Follow the Footprints

Nov 06 in Uncategorized Written by: Don Kaplan

The goal of your website is to have visitors to your site respond -- with a phone call, email, or order/purchase. It’s unlikely that all your visitors will be converted to a sale or contact, but you can still gain valuable insights from visitor behavior. Analytics (e.g., Google Analytics) will reveal such valuable information as: keywords that brought them to your site how they moved through the site which pages they fled from and which they pages enthralled them where they come from when...
Continue Reading

0

Why the Red Sox Fall Was Like Unprofessional Marketing

Oct 27 in Uncategorized Written by: Don Kaplan

The most common errors I see in marketing are hauntingly similar to the inept performance of the disappointing Boston Red Sox this fall: Misplaced Focus -- relying on a few “star” initiatives to carry the load Inadequate preparation – jumping into an “opportunity” without really setting your objectives and expectations Lack of coordination – individuals not leveraging the synergy of the team Poor timing – failure to sustain effort, quitting at the wrong time Ineffective...
Continue Reading

0

Why a Website is Like Dating — Ingredient #2

Oct 12 in Uncategorized Written by: Don Kaplan

Here is the second and perhaps the simplest of 5 ingredients that can improve the response and results you get from your site. Relate. One of the objectives of sales and marketing is to build relationships. Relationships are built between people. Although the Courts and others have determined that “corporations are people”, relationships begin between people and then spread to companies. How can a visitor relate to people at your firm if they don’t know you are? The name and photo...
Continue Reading

0

Missing Ingredients for Web Chefs

Sep 28 in Uncategorized Written by: Don Kaplan

Webmasters are not marketers. Often their focus is technology and search engines. They don’t fully appreciate the needs or the importance of the prospect or website visitor. They may sometimes achieve their desired results (e.g., signups for newsletters) without nurturing the relationship necessary to turn a prospect into a customer. There are at least 5 ingredients you shouldn’t omit from the recipe for your site. Here is one such ingredient: Learn about your web visitor. Technology...
Continue Reading

2

NO NEWS is a GOOD NEWSletter

Aug 30 in marketing Written by: Don Kaplan

Before you embark on a newsletter campaign fraught with deadlines, dredging up words to fill space, and internal “discussions” regarding content and follow up, consider these questions: How many newsletters have you received in the last month or two? How many newsletters do you delete because you see that they are, in fact, newsletters? How many do you read? How many do you find valuable? If your numbers dwindle down to a precious few, then you should realize that, with notable exceptions...
Continue Reading

0

Similes For Smiles

Jun 17 in Uncategorized Written by: Don Kaplan

Here’s another way to look at content. You will laugh. Every year, English teachers from across the country can submit their collections of actual similes and metaphors found in high school essays. These excerpts are published each year to the amusement of teachers across the country. Last year's winners. Here are last year's winners. 1. Her face was a perfect oval, like a circle that had its two sides gently compressed by a Thigh Master. 2. His thoughts tumbled in his head, making and breaking...
Continue Reading

Pages:12 3 4 »

About Don Kaplan

Briefly, I started as a teacher (history, social science, constitutional law, etc.) and loved it. However, I promised myself that I wouldn’t limit myself to one definition in my epitaph. I wanted to keep informing, teaching, and writing. So I got into publishing penny savers, where I had to sell and create advertising to generate revenue. Customers liked the ads and asked me to do all their ads so I started my full service advertising agency Kaplan & Stuart Inc. Grew from one to ten people and represented hundreds of clients over a 10 year period. I supervised account service, wrote all the copy, directed the creative, and developed and produced TV and radio ads. In the early 90’s, I decided to expand the epitaph one more time and became a strategic marketing consultant.

DK4M BLog

Geek or Luddite?

Under The Influence: Protect Your Brand

Ingredient #5 – Don’t Let It Be

Ingredient #4 – Coax Comments

Ingredient #3 – Follow the Footprints

Why the Red Sox Fall Was Like Unprofessional Marketing

Why a Website is Like Dating — Ingredient #2

Missing Ingredients for Web Chefs

NO NEWS is a GOOD NEWSletter

Similes For Smiles

DK4M Blog

About Don Kaplan

Contact Us

Previous Posts

DK4M BLog

DK4M Blog

About Don Kaplan

Join Our Mailing List

Contact Us

Previous Posts