By Dan S. Kennedy

Let's accept it--the company global this present day is not anything love it used to be ten years in the past. advertising and marketing budgets are tighter, shoppers are extra skeptical, and social media has replaced ceaselessly the best way we seek advice from our buyers. during this re-creation of his bestselling the final word advertising Plan, specialist Dan S. Kennedy integrates such instruments as social media advertising, networking, and strategic memberships right into a whole plan that would improve your shopper base with out breaking your finances. choked with up to date examples, advertising suggestions, and contributions from specialists, Kennedy indicates you the way to catapult your organization to the innovative.

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Extra info for The Ultimate Marketing Plan: Target Your Audience! Get Out Your Message! Build Your Brand! 4th Edition

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Because it is generally easier and simpler to convey value in marketing tangibles than intangibles, one of the cleverest paths to a USP is to productize services. A great example comes from a tremendously successful Glazer-Kennedy Insider’s Circle™ Member, Grant Miller, owner of Sun Your Buns, a chain of tanning salons in Pennsylvania. S. MARKETING TO THE AFFLUENT LETTER (one of several different marketing newsletters published by Glazer-Kennedy Insider’s Circle™. For more information, refer to the back of this book) in the Bonus Chapters at the back of this book, because he demonstrates what having a complete Ultimate Marketing Plan is all about.

A great example comes from a tremendously successful Glazer-Kennedy Insider’s Circle™ Member, Grant Miller, owner of Sun Your Buns, a chain of tanning salons in Pennsylvania. S. MARKETING TO THE AFFLUENT LETTER (one of several different marketing newsletters published by Glazer-Kennedy Insider’s Circle™. For more information, refer to the back of this book) in the Bonus Chapters at the back of this book, because he demonstrates what having a complete Ultimate Marketing Plan is all about. On the following pages, however, I’ll just briefly describe his productization strategy and show you one example—his membership offerings.

In taking such an approach, you have to believe the circumstances of the moment are an opportunity, with at least several years’ life to them, and a way to come out of the backside of those circumstances with a business flexible enough for long-term success. The other is to get into a business based on timing factors. Recently, I entered into a complicated, three-way consulting relationship with a marketing expert in the financial services industry, Matt Zagula, and a fast-growth annuity field sales organization of about 1,000 agents but primed to double in size, Advisors Excel, specifically because of timing and trends.

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