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Marketing Plan with Quote

Inventors, Product Marketers: Get Real Help, Real Fast!  View Marketing Plan Pricing…

Are you marketing a new product?

Yea?  So…

Are you stuck?  Need help?  Want real, useful answers to a few tough marketing questions?

Do you need a marketing plan?  A real marketing plan that shows you what actions you need to take right now, and later, in what order?

What is a marketing plan of action?

And what does it cost?

Here’s your chance to find out in real-life terms. With pricing for marketing services.

We’ve asked Jeffrey Dobkin for a quote.  He’s answered both of these questions.

Here’s an actual quote from master market Jeffrey Dobkin:

“Thanks for the opportunity to quote your marketing requirements. 

I’m happy to answer a few marketing, media and distribution questions.

I’ve included a price schedule for my services at the bottom of this quote, so my billing is very transparent.

Frankly, I’m not that cheap.  If you think I’m expensive, wait until you see what a shitty marketing plan costs you. Wow.

My marketing plans and writings are drawn from my heavy marketing experience from over a 30 year career serving clients in the top level of their fields.

Over the years I’ve gone into more than 1,000 firms and queried owners, presidents and marketing managers about their marketing when figuring out my own plan of action for their firms.

No one bats 1000%, but if parts of a plan I wrote worked for 980 firms, I figure it will probably work for you.

Plans I write are of the highest technical calibre and written specifically to each firm’s budget.  They are very very effective.

And realistic.  So if you call me and say “I want to reach a million dollars in sales in 6 months!” and have a $10,000 budget, that’s not realistic.  I’ll let you know that.

But we can talk, and figure out what is realistic.”

Marketing Plan Pricing:

My open billing rate is $250/hour, but most of my packaged services are priced way less.

For example, a letter takes me about 8 to 10 hours to write, design and edit — a process that happens over 3 or four days.

Writing sale letters costs start at $850, which translates to slightly under $100/hour for this kind of project.

Tightly written, deeper researched and more focused letters take more time and subsequently cost more.

Letters are always a part of my marketing plans because they are so focused and effective.

With a properly drafted letter you can reach the President of American Airlines and have your letter sit on his desk.  In marketing, it doesn’t get any better than that…

Action items necessary for your initial marketing plan: A comprehensive plan of PR and marketing letters.

Press releases and cover letters.

Whether your marketing plan budget is $1,000, $10,000 or $10,000,000 you need a great press release program.

For retail products you need both trade press releases and consumer press releases.

Trade press releases talk about ‘in-store high-turnover rate’ and your ‘attractive retail packaging.’

Consumer press releases talk about the product features and benefits and why consumers should buy one.

Each of these series of press releases are sent to different segments of the markets in your plan.

For example, if you are marketing a High-Tech item (because your product goes into a computer), you’ll get a strong additional advantage from a separate press release published to the various High-Tech markets.  With a high-tech oriented press release you can get into some particularly upscale magazines… if you do it right.  There are about 500 different magazines published and sent to people for the computer industry. Each month.

Every press release is sent with a great cover letter, or… you’re doing it wrong.

So, you’ll also need cover letters to go with each press release.

Cover letters sent with press releases don’t say “Hey, here’s a press release!”  Editors can see that.

Effective cover letters are personalized to each editor.

They contain additional information that we couldn’t fit into the one-page press release.  If written correctly, editors will often pick up additional copy points from a cover letter.

The cover letter also adds credibility to your package – we can say things like, “Thanks for speaking with me on the phone.  Nice talking to you.” even if it wasn’t.  Or “All order are shipped same-day as received.” which we didn’t have room to say in the press release.  This adds credibility to our firm.  And “Besides the red one we offer in the press release, our product is available in blue, black, yellow and green.”  A cover letter should be included with every press release.

Photograph

You’ll need a great photograph.  No, I mean a G-R-E-A-T photograph!

For the top magazines, we should send a sample along with the press release and cover letter.

A write-up in a top magazine can sell thousands – and thousands – of products.  If we get into just one top-tier magazine it will have paid for this entire campaign, plus plus! And for all the samples you’ve sent.  Plus…

Press Release Mailing List

For the press release mailing list, we’d buy the magazine mailing lists from the Oxbridge Communications Media Finder (http://www.mediafinder.com/ – website.  The interface is extraordinarily clunky but they have all the magazines and editors names on tap.  I figure it will take me 3 to 6 hours for research depending on how deep (how many publications) you’d like to go to dig all the markets and magazines out.  Then: plus costs to buy and download the lists online.

Letters to Catalog Houses. Catalogs are a mainstay in all of my marketing plans.

Does your product fit into a catalog?

You’ll need a letter to go to catalog houses.  Additionally all the top catalogs should receive a sample with the cover letter.

The lesser catalogs – or if your product is expensive – can get a letter with an offer for us to send them a free sample.

No catalog will consider your product without seeing a sample, I’m pretty sure of that.

Finding all the catalogs that may include your product is easy with this directory:  http://www.greyhouse.com/marketing.htm  It’s what we use around here.

Of course the hard part is selecting the right catalogs. The physical part of sending the physical letters to all the catalogs that we think you can get in is a pain in the butt.

The results of a little extra time spent here can pay off really well. I’m guessing 3 – 5 hours to find catalogs in the printed directory, plus the names and addresses then need verified, then typed into a database – a time consuming procedure at best. I’ll inquire about online costs (none are given on their website) to see how hard it is to work with their online interface to give you an accurate quote.

Part of the marketing letters you’ll need is a cover letter that goes with a sample for premium and private label use.

Plus a letter that offers a sample for premium and private label.  This letter and catalog sell sheet asks who we should send a sample to.

The toughest part is figuring out which catalogs to send these letters and samples to.  This usually means phone calls – ugh.  I hope you have someone who can do this – while I’m very good at it, I hate making outbound soliciting phone calls and bill it at my highest corporate billing rate, $400/hr.  It’s still painful, but at least I get paid well for the task.

Other pages necessary for your marketing package: Price list.

Prices, quantity breaks, how many to a box, if a retail display is included, net weight. Also shows delivery times, packing, box dimensions, shipping weight.  Down and dirty – one page black and white, with photo.  This sheet serves you well to show you can and have been able to deliver in quantity.

Catalog sheet / retail brochure.

This sales sheet needs to be 4-color and highly visual.  Do you have a great, I mean a G-R-E-A-T photograph of your product?

A photo of your product in use?  And one of your product in its retail package?

Some things to think about when writing a marketing plan.

These are some of the written aspects of the marketing plan.

The real part of the marketing plan is done in the back room.

It’s called market research.

Finding and getting all the industry magazines, and reading them.

Learning what competitors are doing and at what prices.

Finding the MOST LIKELY TO PURCHASE people to market to them FIRST!

Comparing magazine advertising costs.

Some things to think about if this is a go-ahead plan of attack.

Lots more about marketing plans where this came from.  Just call to discuss.  This first call is always free.  610-642-1000 rings on my desk.

This bottom line: only exists based on your budget and requirements.  I wouldn’t write a $100,000 marketing plan if you had $10,000 in your marketing budget.  By the same token, I would’t write a $10,000 marketing plan if you had a $100,000 marketing budget.  My own charges are solely based on the number of hours I spend writing the plan.  You can figure a few consultations with a spend of $500 to $1,500, where you received explicit instructions of what you need to do. Or $5,000 for me to start doing it all for you…  First step, we need to talk and I’ll give you some exact figures to mull over.  Thanks.

We can discuss this along with an immediate plan of action.  You can select any part of a marketing plan, or pick and chose where you’d like to start.

Thanks again for the opportunity to quote.

Jeffrey Dobkin image

Jeffrey Dobkin

Jeffrey Dobkin is a heavily experienced marketer who can see a hole in you marketing plan from the parking lot.  He has written 5 books on marketing.  Call him to discuss what you’re doing right in your marketing and what you’re doing wrong – and how to increase your marketing effectiveness while lowering your costs.  610-642-1000 rings on his desk.