DK Solutions Goes National With Pinpoint Marketing Strategy

In a world full of Facebook advertisements and TV commercials, sales marketing firm DK Solutions is leveraging the power of old-school direct mail marketing.

The Florida-based firm is known for its blend of digital, print, and yes, even direct mail campaigns. Now, as DK Solutions celebrates its two-year anniversary, the firm is expanding nationwide, offering tailored sales marketing plans to all types of businesses without ever selling the same leads in the same industry.

"What makes DK Solutions unique is that we are able to go into so many different industries and remain exclusive to the companies that agree to work with us,” said Liran Kapoano, chief operating officer of DK Solutions. “That means that you get to benefit from our successful lead-generation identification system, and you’ll have a competitive advantage because you know that we will never sell your leads to competitors.”

Kapoano and CEO Joel Dickstein’s fine-tuned lead generation system comes from a combined 50 years of sales marketing experience, much of that time spent managing sales operations for well known brands such as Verizon, HBO, Comcast and many other Fortune 500 corporations. The “needle marketing” model, based on identifying the common thread between current and prospective customers, is informed by the lessons learned from five decades of work managing direct mail campaigns, retail operations, call centers, email marketing, search engine optimization and social media marketing.

DK Solutions then utilizes the marketing methods most likely to reach those customers, producing respondents which are much more likely to actually be interested in purchasing the product or service, therefore increasing sales and producing a much higher return on investment than a one-size-fits-all marketing campaign.

“Eighty percent of most marketing is going to people who will never buy,” said Kapoano. “Why waste your marketing money on someone who doesn’t want to buy your product or who isn’t in your target demographic? So instead of marketing to the haystack, where your product might filter down to the needles you want to reach, we just market directly to the needles.”

For Kapoano and Dickstein, defined marketing is not just about sheer numbers of people reached or creating a catchy tagline. It’s all about delivering the message right to the doorstep -- or mailbox, inbox or social media feed -- of the person most likely to buy.

“We build lists based on what those customers look like... all that information is available through data modeling, and we work with the biggest data suppliers in the country,” Kapoano said. “If you’re marketing to 10,000 people in the neighborhood but only 20 percent buy something, you wasted money marketing to the 80 percent who didn’t buy. You wouldn’t know that, though, unless you analyzed your data.”

The needle marketing strategy also involves a full analysis of the client’s entire marketing plan to determine what’s working and what could be improved. Once the initial review is complete, DK Solutions works with clients to formulate a new marketing plan which is flexible enough to incorporate any marketing medium - print, digital and direct mail included.

“When you develop a recipe, you create the combination of ingredients which creates the best-tasting dish,” Dickstein said. “The same is true for marketing -- every element in its right measurement is critical to producing the best results.”

Reaching prospects and getting to respond might require a method as old-school as direct mail marketing, which has its advantages in an oversaturated digital world, according to Kapoano.

“The problem with digital is that everyone is doing it,” Kapoano said. “It gets expensive, overcrowded and difficult to get your message out there… it’s easy to tune out ads online. There’s no spam button to keep mail from reaching your mailbox though.”

“A lot of people like to get mail in their hands -- look at it, touch it, read it,” Dickstein added, noting that the Baby Boomer population has partially driven this return to direct mailers. “Now that digital marketing is so expensive, the avenue to direct mail has opened up again.”

The end results speak for themselves. Clients report significant growth in response rates to marketing campaigns, reduced cost of acquisition, and better conversion rates on responders, because the audience is defined and the marketing plan hand-picked to be effective for those likely buyers.

“The bottom line is that we don’t want to waste your money,” Dickstein said. “When we come in, we don’t take your money and tell you that you’ll get A but instead receive B. We set expectations clearly and correctly from the beginning so you know exactly what you’ll receive when you invest your marketing budget with us.”

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ABOUT DK SOLUTIONS

DK Solutions is a boutique firm which specializes in sales, marketing and operations. The leadership team has more than 50 years of combined experience in nearly every industry and business type, including retail, contact center, e-commerce, not-for-profit, B2B sales and more. The firm’s unique perspective and proven track record of problem-solving and revenue generation -- $500 million and rising -- brings all businesses to the next level. Learn more at www.dksmo.com.