Kaplan Group specializes in targeting direct response media
campaigns with non-traditional promotions and advertisement
via radio and television. The company uses direct response
and driving leads thru unconventional sources using cross
platform media events, which allows the company to customize
solutions for business needs. TKG brings Hollywood to the
businesses arena by incorporating top celebrity talent into
promotional spots and connecting a unique relationship between
companies and well-known entertainers.
In 2003 Congress enacted the Do Not Call List, which simply
prohibited telemarketing from calling people’s homes.
Thanks to Kaplan’s background in law, he was able
to plan for the future. He developed a revolutionary new
marketing plan where consumers would “call him, instead
of him calling them.”
Consolidated Media was formed. To test Kaplan’s theory
of “reverse telemarketing”, the company started
buying substantial time on major radio stations. Consolidated
Media made substantial inroads to top celebrity spokespersons
including; David Faustino, Tanya Roberts, Bernie Kopell,
Roseanne Barr, George Wallace, Dawn Wells, Joan Rivers,
Barry Williams, and Buzz Aldrin. William Shatner also climbed
on board; he promoted his new book and invited people to
a book signing in the Lobby of the Tahiti Village, which
cross-promoted Kaplan’s resort.
In 2006 Consolidated Media was contracted to promote a film
starring Chevy Chase, Penelope Ann Miller and Armand Assante
called “Funny Money”. The cross promotion was
enormously successful. The premier party was produced and
sponsored by Tahiti Village, which was an extremely large
advertiser on Clear Channel Radio, CBS Radio, Premier Radio,
and Westwood One. Consolidated Media was doing millions
of dollars a year in radio ads.
The same promotion was used for the 2008
film called “Deal” with Brett Harrison, Burt
Reynolds and Shannon Elizabeth. The actors went on the radio
and they promoted their movie with an invitation to Las
Vegas or Orlando, depending on the location of the radio
spot. The film received millions in promotional dollars
that they wouldn’t have otherwise had.
Kaplan was able to negotiate an almost unheard
of contract insuring category exclusivity with media giants
Clear Channel Radio, CBS Radio, Premier Radio and Westwood
One. The conglomerates agreed to give Consolidated Media
exclusive long-term agreements, which granted them nationwide
radio exclusivity in their category. With an exclusive,
Kaplan could lock in that they would do these advertisements
for many years to come. They had a great track record with
no listener complaints and the radio stations felt the company
was doing an excellent job of taking care of their listeners.
An agreement was reached after a great deal of negotiations
and was a great revenue source and ensured the programs
success without outside competition.