Marketing success story: Mar-E-Lynn The Clown LLC.When it comes to marketing, Marilyn Knapp doesn't believe in clowning around. Knapp is the owner of Mar-E-Lynn The Clown LLC (Logical Link Control) See "LANs" under data link protocol. LLC - Logical Link Control , a Southfield-based business that provides clowns
Famous [1][2]
adj. Not being burdened by trouble, worry, or care; happy and carefree. See Synonyms at glad1. light event you can name. With a limited budget, Knapp successfully developed a creative marketing plan for her small home-based enterprise that has paid big dividends in terms of new business (up 22 percent in just one year), referrals (up 6 percent) and repeat business (up 4 percent). Knapp's first step was developing a Web presence at www.aclown.com, in 1999. In January 2001, Knapp enlisted her business manager, Dwight Fish, to take photos at each of her events. To give her clients a visual--and lasting--record of their event, she provides an 8-by-10 autographed au·to·graph n. 1. A person's own signature or handwriting. 2. A manuscript in the author's handwriting. tr.v. au·to·graphed, au·to·graph·ing, au·to·graphs 1. photo of herself and the guest of honor. Photos (typically 70 to 90) taken at the event are burned to a CD and provided to her clients in a specially designed case. "Marketing through the Ameritech Yellow Pages, having a Website and joining the Detroit Regional Chamber are important marketing tools," says Knapp. "Utilizing photos on a CD provides the client with a personalized per·son·al·ize tr.v. per·son·al·ized, per·son·al·iz·ing, per·son·al·iz·es 1. To take (a general remark or characterization) in a personal manner. 2. To attribute human or personal qualities to; personify. record of their event. These marketing tools set me apart from others in my profession." An unexpected business opportunity has developed from Knapp's marketing plan. In the fourth quarter of 2001 she started a subsidiary called Event Photos by Mar-E-Lynn The Clown LLC, which takes and prints 8-by-10 photos on-site in minutes. She expects the new business to increase her total gross sales Gross Sales A measure of overall sales that isn't adjusted for customer discounts or returns, calculated simply by adding all sales invoices, and not including operating expenses, cost of goods sold, payment of taxes, or any other charge. more than 100 percent during its first complete year in business. Mar-E-Lynn The Clown LLC was one of the finalists in the marketing category in the Detroit Regional Chamber's first annual Best Practices contest. Do you have a business success story you'd like to share with the Detroiter? E-mail cmead@detroitchamher.com with details. |
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