2-Tiered Service Program Helps Firm Reach High-End and Mass-Market Clients

When Robert Middleton first launched Action Plan Marketing in 1987 he faced a challenge common to many service business owners: how to most effectively book his billable hours. He was offering marketing counsel to service business owners, helping them develop marketing programs and materials, and was charging by the session.

To make better use of his time and increase his earnings, he developed a two-tiered approach. He created a program for high-end clients who could afford to work with him intensively one on one for a year, and a more mass-market, low-priced marketing club to provide resources for a wider audience.

By targeting his best prospects and selling a larger program, Middleton has been able to maximize the earning power of his time. His upcoming Marketing Mastery Program is full, and his lower-end Marketing Club has approximately 750 members who subscribe at $29 per month, grossing more than $200,000 per year.

Read the complete case study to learn more about Action Plan's marketing programs and the success the firm has achieved since implementing them.