ARE YOU:

> Starting up? > Introducing a new product? > Trying to overtake, limit, or preclude competition? > Facing a declining market or market share? > Anticipating internal or external changes > Having difficulty coordinating disparate products or efforts? > A marketing department that could use some freshness or objectivity. > STUCK?

The Quickest Way to Elevate Sales

I have used the term “Elevate Sales” advisedly on my Home Page. The objective is to increase not only the number of sales but also the quality. In fact, in many cases, the key to increased sales is to expand the number of loyal customers and to intensify their loyalty (and purchases) than it is to merely conduct transactions.

The Key to Successful Marketing

It all starts with the market—customers, prospects, referrers, influence leaders, media, community, employees and colleagues. How does your company or service meet their needs—uniquely? Call it differentiation, positioning, USP, image, identity, brand or gzorninplatt, it’s the fountainhead from which the messaging flows.

Marketing Sub-Strategies

> Positioning	> Creative	> Internet
> Advertising	> Sales	> Public Relations

Marketing Tactics

> Viral	> Promotions	> Database
> Partnering	> Presentations	> Networking
> Online	> Trade Shows	> CRM
> Direct Response	> Guerilla	> Affinity
> Publicity	> Events	> Cause-related

Single Source Marketing

I usually help my clients by being a problem solver for a specific objective or acting as an outsourced marketing director. Or somewhere in between:

> Consultation	> Primary Research	> Concept Creation
> Project Management	> Secondary Research	> Business Writing
> Coaching	> Media Research/Planning	> Customer Questionnaires
> Jingle Writing & Playing	> TV & Radio concept and execution

Value Packages

Although it’s difficult to predetermine the scope of a totally customized service, here are three ways to establish parameters:

Marketing Communications Audit – Objective and informed review of all messages, intentional or unintentional, written, verbal, visual, or behavioral. Evaluations of strengths, weaknesses, inconsistencies, appropriateness, demographic or psychographic appeal, media value, etc. and recommendations on how to improve effectiveness and cost efficiency. Typically $1,500-$4,500. Please contact me for detail.

Pre-emptive Marketing - Find out what your customers really think. Refine your marketing message, avoid attrition, discover opportunities. How do your clients describe you to others? I will design, implement, and analyze the research. Please call to discuss.

Soup or Nuts or Soup to Nuts – Nuts does not refer to clients. I offer everything from simple consultation to acting as a virtual or outsourced Vice President of Marketing. Meet with me and I can propose specific parameters that will be the equivalent of a “bulk buy.” Contact me.

The best way to find out how to grow your business is to contact me.

Don Kaplan • 50 Sevinor Road, Marblehead, MA 01945
don@kaplanmarketing.com • 781-631-7070 • 781-631-7178- FAX
Copyright 2008