TLM Agency, Inc. Marketing and Sales Strategies

The TLM Agency, Inc. plans to maximize sales by offering discounts and prizes to loyal customers. The company will require a CMO, CTO, and CFO along with 30 employees and five outside sales agents. Employees will receive training on a monthly basis, and new hires will get one-week on-the-job training. The agency aims to generate $15,000 in initial months by securing 10 customers. The sales goal is to attract 10 customers in the first six months, growing the number with each passing month.

Business Plan

Table of Contents
Introduction......................................................................................................................................4
Description.......................................................................................................................................4
Demographic description.............................................................................................................4
Consumer: Louis CK................................................................................................................4
Business: Soundtracker Company............................................................................................4
Geographical description.............................................................................................................4
Psychographic description...........................................................................................................5
Lifestyle description.....................................................................................................................5
Purchasing pattern description.....................................................................................................5
Market size and trends.....................................................................................................................5
Target market...................................................................................................................................6
Market description.......................................................................................................................6
Market size and trends.................................................................................................................6
Target customers..........................................................................................................................6
Market readiness..........................................................................................................................6
Strategic opportunities.................................................................................................................6
Competition.....................................................................................................................................7
Customer perception factors........................................................................................................7
Competitive analysis: Internal operational factors........................................................................12
Market share distribution...............................................................................................................13
Differentiation................................................................................................................................15
Future competition and barrier to entry.........................................................................................16
Key competitors.........................................................................................................................16
Other competitors.......................................................................................................................16
Competitive positions................................................................................................................17
Advantages over competition.....................................................................................................18
Future competition and their barriers to entry...........................................................................19
Strategic opportunities...............................................................................................................20
Marketing plan and sales strategy..................................................................................................22

The Five F’s...............................................................................................................................22
Expressing the message through various areas..........................................................................23
Marketing Vehicles....................................................................................................................24
Marketing Tactics......................................................................................................................26
Sales Force and Sales Tactics....................................................................................................26
Strategic opportunities...................................................................................................................27
Sales Process and Productivity......................................................................................................27
Customer Identification.................................................................................................................28
Customer needs..............................................................................................................................28
Sales Productivity..........................................................................................................................29

Introduction
In this present paper, we will discuss the competition and differentiation of TLM Agency, Inc.
which is marketing and advertisement agency that is specialized in fashion, entertainment, and
brand identity. The company is located in Washington, DC and it was founded by Tanesha L.
Matthews in the year 2016. The company is mainly focusing on developing brand image in the
eyes of the customers through campaigns and special events. The target audience of the company
is mainly corporate business, individual business, and entertainment companies. The company
provides advertisement, public rations and marketing services to the target audience. The
company aims to provide complete marketing solution which helps to create brand awareness
that directly boost the sales volume of the company within the specific period of time. The need
of marketing agency for entertainment industry is determined in Washington, DC in order to
provide marketing solutions to the company so TLM Agency, Inc. is established to fulfill the
need of target audience.
Description
Demographic description
Consumer: Louis CK
Louis CK is a famous celebrity in Washington DC which has done advertisement for one famous
clothing store. He has done B.A. in philosophy from Earlham College and J.D. from Georgetown
University. His professional experience includes experience in film industry and five years of
modeling experience.

Business: Soundtracker Company
Soundtracker is the geosocial networking mobile music streaming App Company which lies
under the entertainment industry and it is privately held company. The company was founded in
the year 2008 and the total employees of the company are twenty. The company was originated
in the United State and there is no branch. The company is owned by Daniele Calabrese and
headquarter is in Washington, DC. The company has 1.3 Million users which show that the
company has wide revenue.
Geographical description
The company serves in the Washington, DC, Maryland and Virginia area and the majority of
population is urban as the company mainly provide campaigning, public relations, special events,
and other marketing solutions for the entertainment industry and corporate business. There are
various client locations district center, strip center, mall, Business Park, and others as the
entertainment companies and corporate business are located in such locations. The climate
condition of Washington, DC is normal as there are two distinct climate zones. In summers
maximum temperature is 26 degree Celsius and in winters seldom gesso below 8 degree Celsius
(Gassert et al., 2013).
Psychographic description
The target audience are mainly entertainment industry, fashion, and corporate which are status
seeking and trend setters so they require huge attention of consumers due to which huge
marketing campaigning and advertisement is required by entertainment industry in order to
develop brand image in the eyes of the consumers (Pavelka et al., 2013). Our customers are

industry leader which require complete marketing solution in order create brand awareness
among their customers.
Lifestyle description
Customers
The target audience includes celebrities and entertainment industry so their family size is small,
vacation choices are mainly, exotic beaches, luxury resorts, island, and nightlife. The mainly
watch television shows of famous personalities, their favorite websites are social media websites
such as twitter, hobbies to read novels and other books, they are affiliated from entertainment
industry, and they owned luxury cars.
Business
They are mainly entertainment companies which are at initial stage and require huge marketing
and campaigning in order to create brand awareness. The employee relations are string and they
generally don’t have trade association membership, business products include music albums,
entertainment channels, and others. The workforce type is adults who are enthusiastic and
aggressively work towards the mission and vision of the company. Management style is
autocratic.
Purchasing pattern description
The target audience includes celebrities and entertainment companies which require marketing
campaigning and specialized events in order to develop brand awareness among the target
audience. The company works within entertainment industry so their purchasing pattern is
regular as they are regular purchasers. They purchase more than twice in a month and their
interval between purchases is short. They are quick decision makers and their motivation for

continues use in quality of products and services (Poti et al., 2015). They learnt about products
and services from social media and them generally do online purchase. They use products at time
of need and requirement, they use products in a customized manner, and a method of payment is
cashless.
Market size and trends
The size of target market covers the whole entertainment industry and celebrities which requires
entertainment marketing in order to develop brand awareness among their audience. The annual
growth rate of the target market is 1.44% in the last several years (Gereffi et al., 2014). There
are major changes which have seen in the past few years such as use of innovative technologies
in developing brand awareness among the target audience. High quality of products and services
in a customized manner with affordable prices are affecting the ability to afford products and
services. Social values such as equity, democracy, and human dignity are affecting the use of
marketing services among the target audience.
Target market
Market description
The target market of the company includes celebrities and entertainment companies as the
company is majorly focusing on entertainment industry in Washington, DC, Virginia, and
Maryland. The company serves urban density which includes celebrities, famous personalities,
and entertainment companies that requires marketing solution in order to develop brand image in
the eyes of the customers. The business locations of the company include business district, strip

center, mall, and others. The climatic conditions of Washington have two distinct climatic zones
which include summer and winters.
Market size and trends
The market size has grown in the past five years as the marketing media is required by the target
audience in order to develop brand awareness which enable to boost the sales volume of the
company. As the number of celebrities and entertainment companies has been increased in the
Washington DC so market size of the company increases.
Target customers
The target audience of the company includes celebrities and entertainment companies as it is
mainly focusing on entertainment industry. The celebrities and entertainment industry requires
marketing agencies which provides campaigning, advertisement, public relations, and complete
marketing solution in order to develop brand image in the eyes of the customers (Plummer et al.,
1974).
Market readiness
According to the reports, the industry has grown in the past five years and the industry has grown
by 1% in the year 2016 as the report shows that the entertainment industries has spent 44.2
Billion in the marketing campaigns. According to the United States Census Bureau, the revenue
per capita has increased by 36.6% and economic growth has been increased by 20.5%
(Advertising Agencies in the US: Market Research Report, 2017)
Strategic opportunities
The Company has determined the needs of marketing companies who has provide entertainment

advertisement for the entertainment companies and celebrities in the Washington DC. As there
are many companies in Washington who are providing corporate marketing solution and there is
a lack of experience workers who are providing effective campaigning and advertisement in
entertainment industry. So the company will fulfill the need of marketing agency in Washington
DC who provides effective advertisement for celebrities and entertainment companies within the
entertainment industries.
Competition
There is a high competition in the market as the competitors are providing high quality of
products and services to its target audience. The entertainment industry requires marketing
companies which provide entertainment advertisement in order to develop brand image in the
eyes of the customers.
Customer perception factors
Factor Max.
points
( 1-10)
Your
Company
TLM
Agency,
Inc.
Competitor
:
Match
marketing
group
Competito
r:
GMR
marketing
Competito
r:
Critical
mass

Product/Service
Features
9 The
company
provides
public
relations,
special
events and
specializat
ion in
hospitality
, fashion,
entertainm
ent, and
brand
identity.
9
The
company
provides
branding,
social
media,
public
relations,
marketing
strategy,
digital
marketing,
and print.
8
The
company
provide
branding,
digital
marketing,
integrated
marketing,,
video
production,
design
services,
web site
design, and
branding.
7
The
company
provides
advertising
campaigns,
event
planning,
social
media
marketing,
public
relations,
branding,
and direct
mail.
8.5
Purchase Price
9 The
company
provides
standard
rate on
The
company
uses market
penetration
price
The
company
use high
prices
strategy as
The price
range is
between
$50- $500.

hourly
basis
which
varies
from
$125-$500
and
standard
monthly
rate is
$500 per
month.
8
strategy in
order to
attract large
number of
customers.
The
minimum
purchase
price is
$150.
9
the
company
has good
brand
image in
the eyes of
the
customers.
The
minimum
purchase
price is
$250.
7
9
Indirect/
Peripheral Costs
7 The
indirect
cost of
running
the
company
includes
indirect
labor cost,
The indirect
cost
includes
telephone
expense,
administrati
ve expense,
and other
miscellaneo
The indirect
costs
include
salary,
wages, and
administrati
ve
expenses.
The
indirect
cost
includes
salary,
equipments
, and other
miscellane
ous

salary of
employees
.
7
us expense.
8
8 expenses.
9
Quality
8 The
company
provides
high
quality of
innovative
services to
the target
audience.
8
The
company
provides
advanced
technology
marketing
strategy
services in
order to
boost the
sales
volume of
the client
company.
8
The
company
customized
services
with
creative and
high quality
services to
the target
audience.
7
The
company
provides
acceptable
quality of
services to
the target
audience.
9
Durability/
Maintenance
7 The
company
maintains
The
company
has strong
The
company
has average
The
company
provide

its
services
through
review
plan.
7
maintenance
plan.
8
maintenanc
e plan.
6
creative
plan in
order to
maintain
quality of
services.
9
Image/Style/
Design
8 The
company
design
entertainm
ent
advertise
ment and
campaigni
ng in a
creative
design.
7
The
designing of
marketing
services is
highly
innovative.
8
The
designing
of services
is highly
customized.
7
The
designing
of
marketing
services is
developed
by high
skilled
professiona
ls.
8
Perceived Value
7 The
company
is working
The
Company
has high
The
perceived
value of
The
perceive
value of

towards
the
networkin
g
developm
ent in
order to
maintain
high
perceived
value.
7
perceived
value as it
operated
worldwide
and satisfies
customer
needs with
innovative
services.
8
brand is
modern.
brand is
high.
Brand
Recognition
7 The brand
recognitio
n is
moderate
as it is the
startup
company.
The
company
has high
brand
recognition
as it
operates
worldwide.
The
company
has average
brand
recognition.
The
company
has high
customer
base in
Washingto
n.
Customer
Relationships
8 The
company
The
company
The
company
The
company

is working
towards
the
developm
ent of
string
relationshi
p with
customers.
8
has high
customer
base
globally.
8
has average
customer
relationship
within
Washington
.
8
has strong
customer
base within
Washingto
n.
9
Location
10 The
company
operates
in
Washingto
n, DC,
Maryland
and
Virginia
areas.
9
The
company
operates
worldwide.
10
The
company
operates
within the
metro
politician
areas of
Washington
DC.
8
The
company
operates
worldwide.
9

Delivery Time
10 The
company
has
minimum
7 days
delivery
time
which
helps to
provide
competitiv
e
advantage
to the
company.
10
The
company
has 10-15
days
delivery
time.
9
The
company
has 12-15
days
delivery
time.
8
The
company
has 8-12
days
delivery
time.
9
Convenience of
Use
10 The
company
provide as
per the
needs and
demands
of the
The
company
provides
customized
services as
per the need
and demand
The
company
provides
flexible
services.
The
company
provides
services
which are
adjusted in
the cultural

customers. of
customers.
environme
nt of clients
company.
Credit Policies
10 The
company
has credit
policies.
10
The
company
has credit
policies.
9
The
company
has credit
policies.
8
The
company
has credit
policies.
10
Customer
Service
10 The
company
provides
wide
range of
customer
services.
10
The
company
provides
satisfied
customer
services.
10
The
company
provides
innovative
customer
service.
9
The
company
provides
excellent
customer
services.
10
Social
Consciousness
10 The
company
is highly
social
conscious.
The
company is
social
conscious
due to
The
company is
not very
social
conscious
The
company
has highly
social
conscious

9 which it
maintains
good
relationship
with
customers.
9
as it does
not take
any actions
in order to
develop
healthy
relationship
with
clients.
8
as it
develop
effective
strategies
to develop
high
relationship
with
employees.
8.5
Total Points:
130
109 112 91 108
Comments: The
company
has
performed
well.
The
company
has ranked
highest.
The
company
needs to
improve its
strategies.
The
company is
also
performing
better.
Competitive analysis: Internal operational factors
The competitive analysis is conducted among the company and three competitors who are
providing similar products and services to the target audience. The competitive analysis helps to

determine the competitive advantage which enables to develop effective strategy in order to
stand among the competitors within the same industry. The factors on the basis of which internal
operational factors are analyzed includes financial resources, marketing program, technological
competence, access to distribution, access to suppliers, economies of scale, operational
efficiencies, sales structure, product line breath, strategic partnership, company morale,
regulations, trademark, and ability to innovate.
Factor Max.
points
( 1-10)
Your
Company
TLM
Agency,
Inc.
Competitor
:
Match
marketing
group
Competito
r:
GMR
marketing
Competito
r:
Critical
mass
Financial
Resources
9 8 9 7 8
Marketing
Budget/Program
9 9 8 7 9
Technological
Competence
10 9 10 8 10
Access to
Distribution
9 8 9 7 9

Access to
Suppliers
10 9 9 9 9
Economies of
Scale
10 8 8 8 10
Operational
Efficiencies
9 9 9 7 9
Sales Structure/
Competence
9 8 9 7 8
Product Line
Breadth
10 9 8 7 10
Strategic
Partnerships
10 9 10 8 10
Company
Morale/
Personnel
10 8 9 7 10
Certification/
Regulation
10 10 10 9 8
Patents/
Trademarks
10 10 9 9 7

Ability to
Innovate
10 10 10 7 10
Total Points:
135 124 127 107 127
Comments: The
company
needs to
improve
its internal
operating
factors.
The internal
operating
factors are
working in
an effective
manner.
The
company
needs to
improve its
internal
operating
factors in
order to
improve its
performanc
e.
The
internal
operating
factors are
working in
an effective
manner.
Market share distribution

Competitor
Estimated Share of Market Market Share (is it increasing
or decreasing?)
Match marketing
group
35.4 Increase
Critical mass 39.7 Increase
There are two major competitors, namely, match marketing group and critical mass which have
large market share in the marketing and advertisement industry. The market share of both the
companies, namely, match marketing group and critical mass has been increased in the past three
years. Overall competition has been increased as the competitors are providing high quality of
innovative marketing services to the target audience which boosts the sales volume of the clients
company. It also increases consumer’s expectations from the companies.
Following are the explanation of three market leaders, namely, critical mass, match marketing
group, and GMR marketing key characteristics and competitive advantage:
Market Leader(s) Key Characteristics Competitive Advantages
1.
Critical mass.
The company provide long term
sustainable plan in order to boost
the sales volume of the company.
The company use innovative
integrated programs by using
unique methodology.
2. The company provides unique The company provides

Match marketing
group
solution in order to improve
return on investment.
marketing strategy and
advices which fits into the
cultural environment of the
clients company that provide
competitive advantage to the
company.
3.
GMR marketing
The company provide designing,
developing and maintain of
brands through providing quality
of digital marketing services.
The company has a team of
high professional talented
team members which provide
excellent creative solutions
to their clients in order to
provide competitive
advantage to the company.
Differentiation
It can be stated that the TLM Agency, Inc. differentiates the services in a great number of ways.
Further, the company offers complete services of public relations, marketing and advertising.
Also, the company specialized in the fashion, entertainment, brand and corporate identity and the
hospitality. The agency aims to develop an experience which goes beneath the expectations by
creating an effective strategy of marketing and the advertising by identifying the requirements of

the customers and satisfying them by offering the best and high quality services. Moreover, the
company is located in the area of Washington (Davis, A. 2013). The services of the company
will be relied on the client’s efforts of advertising, campaigns, size and the budgets of marketing.
Furthermore, the company will offer affordable prices as compared to the competitors and the
prices will be fixed depending on the project. The standard rate which is offered by the company
is $125 per hour and the price is fixed.Further, the prices for the services of public relations will
vary from the $125 to $500 per hour according to the scope and the size of the client. It can be
stated that the company mainly differentiates in the prices of the product. The motive of the
company is to satisfy the customers by offering affordable and the high quality services.
Whereas, competitors are focuses on the maximization of the profitability rather than focusing on
the satisfaction level of the customers. Also, the company targets the customers through the
platform of social media in order to promote their services and interact with the customers.
Further, the feedback of the customers will be taken seriously as it is a start-up and the feedback
will help in improving the services. The competitors ignore this essential feedback to an extent
which impacts on the sales volume of the company.
Future competition and barrier to entry
It is being observed that the TLM Agency, Inc. has a tough competition in the market of US.
There are various companies in the country which offer similar services to the customers in order
to maximize profitability and achieve sustainability. Further, this section will give the overview
of the complete landscape of the competitors. The company is mainly targeting entertainment

industry so it requires huge financial capital in order to provide high quality of services to the
target audience which acts as a barrier for the company.
Key competitors
The other competitors of the TLM Agency, Inc. are Match marketing group and the Critical
mass. Further, the Match marketing group is the activation and the marketing agency which
operates in Canada and US and the company offers services in retail branding, analytics, digital
merchandising and services ("MatchMG", 2017). On the other hand, the Critical mass is the
leading agency of digitalization and it has created the network across the globe ("critical mass",
2017). The company got complete control on the market in the year 2015. Moreover, the target
of TLM Agency, Inc. is to beat both these companies by becoming competitive enough to attain
the sustainability along with the maximization of profitability.
Other competitors
It is observed that the other competitors of the TLM Agency, Inc. are Gyro and the GMR
marketing as they offer the similar services to the customers and they are competitive enough to
some extent only as they are not a threat to the company("GMR Marketing | A Global
Engagement Marketing Agency", 2017). Further, Gyro is the integrated network of marketing
who works in the sector of B2B(Gyro: The First Full-Service, 2017). It provides the great range
of the services which includes direct, traditional and the digital marketing, public relation,
branding and the design along with the promotional activities. GMR marketing also offers

technology driven services and deals in sports, lifestyle, entertainment, etc. Both the company
provides services at the higher prices to attain the sustainability and remain competitive.
Competitive positions
Name of the
competitor
Rank and market
share
Strengths Weaknesses
Match marketing
group
The company is
ranked 8th in the list
of age agency and the
market share of the
company is 35.4
percent.
1. Offers services in
retail branding,
analytics, digital
merchandising and
services.
2. The company
operates in eight
distinct branches in
Canada and US and it
provides services
accordingly.
1. The company is
having strict
environment for the
employees and
doesn’t welcome the
diversity.
2. The growth chart
of the company is not
stable as it get
impacted due to the
changes in the
internal environment
of the company.
Critical mass The company is
ranked 6th in the list
of age agency and the
market share of the
1. The leading agency
of digitalization and
it has created the
network across the
1.The company is not
able to retain the
employees for a
longer period of time

company is 39.7
percent.
globe.
2. The company
acquired various
agencies like the
Hanger and the
digital shop of
London.
due to its rigid
policies and the
regulations.
2. The company do
not use the new and
innovative tools of
marketing in order to
promote the services
to a great level.
Advantages over competition
The advantages of the TLM Agency, Inc. over the competition are given below which would
help the company to be competitive enough to achieve sustainability and competitive edge along
with the generation of revenues to a great extent.
 The TLM Agency, Inc. uses the innovative and the modern tools of marketing along with
the traditional methods in order to promote the services and make the target customers
aware about the marketing, advertising and the public relation services.
 The TLM Agency, Inc. believes in differentiation of the products and services in
comparison to the competitors to attract greater segment of the customers in order to
influence them to avail the high quality and satisfactory services to the customers to
further hold a strong market share.

 The TLM Agency, Inc. will have a great environment for the employees and welcome the
diversity in order to retain the talented employees.
 The TLM Agency, Inc. provides the fixed prices to the customers according to the
requirement and the scope of their campaigns which are easily affordable.
Future competition and their barriers to entry
It can be stated that the TLM Agency, Inc. might get impacted from the future completion like
the required substantial expertise, problems in operations, lack of suppliers and the distributors,
etc. Furthermore, the company might face these factors as the barriers in order to enter the
market of marketing strategy and the advertisement to provide the innovative and technology
driven services to the customers (Guth, D. W., & Marsh, C. 2016). Moreover, the company has
to remain competitive enough in order to provide tough competition to the new entrants. The
table shows the extent of factors of effectiveness in order to understand the impact of the factors
on the TLM Agency, Inc. in depth. The company needs to proves its skills in the industry
through developing network with professionals in order to build brand image in the eyes of the
competitors which is another challenge for the company.
Extent of factor of effectiveness-
Type of Barrier to
Entry High Medium Low None
How Long
Effective?
To some
extent

Patents 
High Costs for start-
ups
 To some
extent
Substantial Expertise
Required
 To great
extent
Manufacturing and
Engineering
Problems
 To great
extent
Lack of distributors
or Suppliers
 To great
extent
Restrictive
Regulation and
licensing
 To great
extent
Market Saturation  To great
extent
Trademarks  To some
extent
Other  To some
extent

Strategic opportunities
The TLM Agency, Inc. will capitalize on the weaknesses of the competitors through targeting the
customers relying on the essential variables such as gender, age, location of geography, behavior
of purchasing, education and income. It is being observed that one of the key competitor lack
presence on the platform of social media in order to interact with the customers to a great extent.
Moreover, the other competitor is not having adequate environment for the employees in order to
retain them. The TLM Agency, Inc. will focus on this aspect also and will attempt to create a
good working environment for the diverse employees. The retention strategy of the company is
effective which provides competitive advantage to the company. There is lack of marketing
agencies in entertainment industry so the company helps to fulfill the need of marketing agency
in entertainment industry in order to develop brand image of entertainment company and
celebrities among the target audience.

Marketing plan and sales strategy
The Five F’s
The five F’s for the sales strategy and the marketing plan of TLM Agency, Inc. are as follows:
 Functions
The TLM Agency, Inc. provides the complete services in marketing, advertising, special events
and the public relations and further specializes in hospitality, fashion, entertainment and the
brand and corporate identity.
 Finances
The prices of the services for marketing and advertising are fixed and it varies according to the
number of hours which are required. Further, the prices for the services of public relations are
relied on the client’s scope and the prices ranges from the $125 to $500 per hour and the standard
price for the retainer on monthly basis is $500.
 Freedom
The TLM Agency, Inc. has the freedom to transform the services to the new and positive ways.
The value of marketing and advertising is being measured through the return on investment. The
company has the complete freedom to meet the expectations and the requirements of the
customers to the best possible extent.
 Feelings

The TLM Agency, Inc. feels that it is essential for a company to be customer-centered in order to
attain sustainable competitive edge and maximize the revenues by satisfying the requirements
and the expectations of the customers (McDONALD et al., 2016).
 Future
The mission of the TLM Agency, Inc. is to offer the results which will be oriented to marketing,
advertising and public relations which will be created to meet the objectives of the clients by
offering effective concepts of marketing and excelling at the services.
It can be stated that the messages of finances and the future are essential which will influence the
targeted market in order to avail the services as people make the comparison between the
products and services on the basis of the prices and whether the company is client-centered or
not because such kind of companies always provide high quality services at the affordable prices
in order to make the customers satisfied.
Expressing the message through various areas
It can be stated that it is essential to convey the message to the target audience in order to attract
them and retain them for a longer period of time. Furthermore, the message of the TLM Agency,
Inc. will be sent to the target customers through the slogan of the company which will
demonstrate that the company is customer-centered (Howard, W. 2016). Also, the design and the
graphics of the company’s website will clearly show that what services are being offered by the
TLM Agency, Inc. along with the prices with every highlighted service. Also, décor of the office
of the company will help the customers in order to identify that what services are being offered
by the company.

Marketing Vehicles
The estimated budget of the company is $50,000 and the marketing vehicle which is given below
will help in understanding the breakdown of the budget in order to run the business effectively
and efficiently.
Marketing Vehicle Specifics Frequency
(monthly
and
quarterly)
Cost per Year
Professional Assistance Assistance will be taken
during the initial 2 years only.
$800 $9600
Marketing/PR It will be continuously used by
the company till 2 years.
$150 $1800
Ad Agencies It will be continuously used by
the company till 2 years.
$200 $2400
Direct Mail Agency It will be continuously used by
the company till 2 years.
$80 $960
Graphic Design/Web It will be continuously used by
the company till 2 years.
$370 $4440
Brochures/Flyers It will be used during the 1st $300 $3600

year only.
Signs/Billboards It will be used during the 1st
year only.
$100 $1200
Merchandising Displays It will be continuously used
by the company.
200 $2400
Sampling/Premiums It will be used during the 1st
year only.
$120 $1440
Media Advertising It will be continuously used
by the company.
$700 $8400
Print (newspapers, etc.) It will be used for initial three
months.
$250 $3000
TV and Radio It will be used for initial three
months.
$200 $2400
Online It will be continuously used by
the company.
$200 $2400
Other Media It will be continuously used by
the company.
$50 $600
Phone Directories It will be done once in every
six months.
$130 $1560
Advertising Specialties It will be done once in every $130 $1560

six months.
Direct Mail It will be done once in every
six months.
$190 $1560
Website It will be continuously done
by the company.
$500 $1560
Develop./Programming It will be continuously done by
the company.
$250 $3000
Maintenance/Hosting It will be continuously done by
the company.
$250 $3000
Trade Shows It will be done once in every
six months.
$600 $7200
Fees and Setup It will be done once in every six
months.
$200 $2400
Travel/Shipping It will be done once in every six
months.
$200 $2400
Exhibits/Signs It will be done once in every six
months.
$200 $2400
PR Activities/Materials It will be done every month. $140 $1680

Informal
Marketing/Networking
It will be done in every two
months.
$360 $4320
Memberships/Meetings It will be done in every two
months.
$120 $1440
Entertainment It will be done in every two
months.
$140 $1680
Other It will be done once in every six
months.
$100 $1200
Total $4,270 $46,080
Marketing Tactics
It can be stated that the sales can be maximized to the present customers by offering them some
discounts to around 5 percent or 10 percent if they will use the services once in a month. Also,
they will be offered with some prizes in order to develop a strong relation with the customers
along with the base of customer loyalty (Moriarty,2014). Further, we will be having positive and
a strong relation with the strategic partners in order to promote our services and target the larger
segment of customers to further achieve sustainability and maximizing the sales and the revenues
to a greater extent.
Sales Force and Sales Tactics

The company will require CMO, CTO and the CFO in order to run the activities of theTLM
Agency, Inc. effectively and efficiently. Further, the company will require around 30 employees
and will be equally divided under the teams of CTO, CMO and CFO. Also, the company will
require five agents as the outside representatives of sale in order to carry out the business
effectively. It is being decided that the responsibilities will be divided among the employees on
the basis of the line of the services to further satisfy the customers according to their expectations
and the requirements. Initially, the sales personnel are not getting any additional responsibilities
apart from the sales but as the company will grow they will also get the opportunity to grow.
Furthermore, the personnel will get the commission according to their performance and it will
vary according to the achieved goals and the targets. The employees will get minimum 10
percent hike in the salary as the incentive and minimum 15 percent hike as the bonus. Further,
the sales personnel will be reimbursed for the activities which will be related to their job like
travelling. The personnel will be supervised by the managers of their respective teams. The
training will be given to the employees on the monthly basis and the new employees would be
given on the job training for a period of one week.
Strategic opportunities
There are various strategic opportunities for the TLM Agency, Inc. as the company will use the
platform of social media in order to target the customers and make them aware about the
services. Further, the promotional activities will help in creating great awareness among the
customers because it is being observed that the competitors do not use the promotional activities
to a great extent and this shows the advantage for the TLM Agency, Inc. to attain the

sustainability by increasing revenues and attracting the great number of customers and also
developing a great environment for the employees in order to retain them.
Sales Process and Productivity
It is being stated that the TLM Agency, Inc. will provide the services through online and the
transaction will take place when the customer will confirm the services and further download a
digital copy. Furthermore, the customers will be navigated to the final mode of payment on the
website with the help of the signs and they will be able to see the prices of the services of
marketing, public relations, advertising and the special agents on the website only (Smith, R. D.
2013). Moreover, it will be ensured that the process of sale becomes easy for the customers so
that the productivity of the services can be increased to a great extent along with the
maximization of revenues.
Customer Identification
The TLM Agency, Inc. will identify the customers by promoting the activities on the platform of
social media and through other promotional activities like the advertisements in the newspapers,
TV, etc. in order to make contacts and the networks during the initial stage of the business.
Moreover, the cold calling would not be used in any case as we will be influencing the customers
by showing them our work and will attract them by offering the services at the affordable prices
to satisfy them according to their requirements and the expectations. Further, the questionnaire

will be filled from the customer’s end in order to know their level of interest towards the
marketing strategy and the advertising company.
Customer needs
The potential customer of the company will be contacted by the employee who will be handling
his project and the potential customer will be contacted thrice before he or she will be discarded
completely from the list of the TLM Agency, Inc. Furthermore, the potential customers will be
contacted on the weekly in order to remain connected with them and the present customers will
be contacted once in two days in order to follow up with them and the customers will be
contacted by one of the employee whose team will be handling the project of that particular
customer.
Sales Productivity
It can be stated that the company TLM Agency, Inc. is expecting to generate $15,000 in the
initial months by achieving the goals of the sales. Further, the sales goal will be to attract 10
customers during the initial months of the business and the number will grow after each passing
month (Wilcox et al., 2015). On average the customer will be contacted thrice before securing
the final sale. Further, the calls and the e-mails will be handled by the team of eight persons who
will be handling the queries and re-directing the calls to the team who will be handing the
particular projects of the customers. The credits will be checked by the management of the TLM
Agency, Inc. and the confirmation will also be done by them only.

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