About Kathleen Turner

Kathleen Turner (Kathy Yeaton), MBA, President of i2s Advantage (formerly Marketing & Research Partners, based in Dallas Texas), helps Fortune 500 and start-up organizations create and sustain a competitive advantage and build value. Kathleen is a frequent writer and speaker in numerous associations. Contact Kathleen for other articles or more information at 214-632-0183, via email KatTurn@gmail.com, or visit i2S Advantage online at www.i2sadv.com.
Author Archive | Kathleen Turner
elevator

Elevate Your Practice in 30 Seconds

(Reprinted from Legal Marketing Association Strategies) People listen for their reasons, not yours. ~ Peter Ducker What is a “30-second Commercial?” A “30 second commercial” or “elevator speech” is a brief, targeted and emotionally impactful explanation of what you do. Effective commercials grab the attention of your audience, motivate them to ask more and can […]

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survey

Designing Effective Survey Instruments

Today law firm marketers, executive directors and managing partners are experiencing the power of marketing research. According to a 2001 study by Concord, MA. based Expertise Marketing, professional service firms that conduct formal market research report they are two to nearly five times more effective at attracting and retaining clients. The goal of any research […]

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laddering

Creating Demand – Laddering

“Marketing is the art of making someone want something you have” – The Internet Nonprofit Center (1999) Understanding consumer or client needs and values is key to making someone want what you have. This article provides a simple, practical approach to understanding what your client’s value. For marketers, achieving a positive purchase decision depends on […]

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know-v3

KNOW

Environmental trends, key performance indicators, consumer and shopper insights, the competition

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plan-v2

PLAN

Generate and select strategic alternatives and innovative solutions

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GoExecute-Final

GO/EXECUTE

“A unexecuted, well-crafted plan is just a wish; a competitive advantage is only established when the plan is implemented.” ~Kathleen Turner

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MonitorAdapt-final

MONITOR & ADAPT

Steady overall growth can be the outcome from i2S’s model.

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strategy

Creative Strategy

We use the following creaive brief when helping clients design and test creative. Strategy Brief and Creative Work Plan Brand: _________________________ Date: _________________________ Target Audience Primary Demographics: Psychographics: Secondary (if applicable) Demographics: Psychographics: Competitive Framework Description of major competitors and positions could even incorporate shares. Discuss possible opportunities and challenges presented in competitive environment. Positioning Statement […]

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ToolBox

Are You Using All the Tools in Your Toolbox?

(Reprinted from Legal Marketing Association Strategies) As marketers, marketing partners and managing partners, our job is to identify and satisfy our clients’ needs and wants. Marketers have at their disposal a number of tools to accomplish these goals: Communication strategies, pricing strategies and new product and service development are just a few ways we help […]

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Turf

Protecting Your Turf

Ideally, line extensions should extend the brand’s franchise (Reach), increase volume of usage (Frequency) and minimize cannibalization (Duplication). TURF is a product line extension model based on media concepts of reach and frequency. The application of these measurements in TURF provides an estimate of market potential (Reach and Frequency) which allows the marketing manager to […]

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