Who are your best prospects? This marketing secret may surprise you.

Growing your business is a constant challenge. Prospecting and finding new customers is as critical as the work that you do. It raises the obvious question, who should you be marketing to, and where can you get the best return?

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Helping a Manufacturer Find a National Distributor

contractor-hat-boxWe were recently contracted by an Italian manufacturer to help find a distributor for their new product. Here’s how we helped CDR build a presence in the United States.

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FOR IMMEDIATE RELEASE: CDR selects Capital Letters Marketing to be North American Representative

FROM: Chris Hippler, Capital Letters Marketing

SOURCE: Gabriele Casini, CDR

ANN ARBOR, MI, November 8, 2015 – Gabriele Casini, Sales And Marketing Manager for CDR, announced that Capital Letters will be the CDR North American representative.

“CDR is a great company,” said Chris Hippler, President of Capital Letters Marketing. “We’re honored to help them build a stronger presence in the United States and throughout North America.”

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The Italian Job: New Capital Letters Client


In March, I attended SNAXPO 2015, the snappy name for the annual convention of the Snack Food Assocation (SFA).  Our client, Crystal Filtration, was hosting at their booth the global launch of the FoodLab Touch, a new food analyzer.

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Is Your Website Mobile Friendly?


With the proliferation of mobile devices, websites that are not optimized for mobile – mobile friendly – are not truly serving the needs of their audience.

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The Growing Role of Mobile Search

The growing role of mobile in search
Mobile has exploded as one of the dominant forces that influence how people search for and purchase goods and services.

According to Google , roughly 70% of users make a phone call directly from their mobile device after performing a search. With Google call-only campaigns in AdWords, your business can take advantage of that traffic and use it to get the phone ringing.

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Marketing is Yin to Sales Yang

One of the essential truths of business is that marketing and sales must compliment each other to be truly effective. They are opposite sides of the same coin; the yin to the others yang.

In its simplest form, marketing must effectively communicate key messages to generate leads; sales must continue that process and convert the leads to sales.

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Marketing Tool Box

As a successful business, you have your ‘tools of the trade’ for getting the job done.  Why shouldn’t the same be true when it comes to promoting your business to potential new customers?  Here are five things that all businesses should have in their marketing tool box.

Have a Marketing Plan

The baseball great Yogi Berra once said “if you don’t know where you are going, you’ll end up some place else”.  That’s powerful advice for a business’s marketing plan because if you don’t know where you’re going, how will you know when you get there?  The first thing companies should have in their marketing tool box is a plan.  This should be a set of well-defined and realistic goals, written down on paper, with tangible deadlines.  Running a marketing plan in this way helps ensure that results are actually achieved and visions realized.

Company Website

About 5-10 years ago, having a website was more of a novelty for many B2B companies.  At most it was a fancy brochure for supplying phone numbers and location information for a web-savvy few.  In 2016 the landscape has changed.  While organizations and the brand persona’s they portray may seem the same on the outside, the members of these organizations are younger and more inclined to use the internet than ever before.

In other words, having a well-built and informative website has become a standard for doing business.  Even companies that rely mostly on referrals and routine contract renewals are starting to see that having a website is an essential piece of the marketing picture.

A Solid Customer Database

Good data is key to marketing a business effectively.  Another important tool in your business’s marketing tool box is a clean customer database.  This means complete name, address, phone number, email and other data that can be used to send marketing messages on a regular basis.

There are many ways to collect data like this but the real challenge is in keeping it organized and up to date.  Make sure information is cleaned on a regular basis by updating phone numbers, emails and other pieces of data.  Depending on where you get your customer information, it is also helpful to make sure the people you marketing to are a part of your target audience.


Printed information about the value you bring to your customers is always important to have.  Up to date, informative literature in the form of printed marketing collateral helps make your business look professional.  Businesses can also get a lot of mileage out of these materials at trade shows, using them in mailers, passing them out at client meetings and other venues.


What your customers and clients are saying about you can be extremely powerful for potential customers.  People within organizations often do research on the companies they plan to do business with.  Testimonials offer a trust factor that can’t be matched by clever marketing messages and other content produced by a business.

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Want to build your business? Our new marketing class can help.

When you want to expand into a new territory, prospect for new clients, or introduce new services, determining the marketing strategy plays a critical role.

With so many print and online options to choose from, how do you know what will deliver the best ROI? A new class I’m teaching through CAMTEC may answer some of your questions.

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Cabinet Makers Association selects Capital Letters

The Cabinet Makers Association (CMA) Board of Directors voted unanimously to retain the services of Capital Letters to help strengthen the CMA brand and build membership nationwide.

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