In the fast-paced world of marketing, where trends come and go, it is rare to witness the resurgence of a legendary empire. However, that is exactly what has happened with the remarkable story of the reemergence of a once-thriving company known as Kennedy Inner Circle (KIC).
Under the ownership of Bill Glazer, the company experienced unprecedented success, attracting renowned speakers like Russell Brunson and hosting events that catered to their esteemed members. Unfortunately, mismanagement and offensive practices led to a decline in the company’s fortunes after Glazer sold it. But hope was not lost.
Enter Adam Witty, who saw the untapped potential and acquired the struggling empire. With a strategic approach and a vision for the future, Witty initiated a gradual relaunch.
This article will delve into the various tactics employed to revive the company, including a revamped newsletter inspired by Glazer’s approach, the implementation of book funnels to attract new customers, and the introduction of a prestigious diamond-level membership.
The future holds even greater promise, with plans to launch a marketing consulting certification program and create innovative front ends to entice entrepreneurs. By embracing innovation and adapting to the ever-evolving marketing landscape, this legendary empire is once again poised for success.
Key Takeaways
- The company, formerly known as GKIC, experienced a decline in size and eventually died under the mismanagement of new owners.
- Adam Witty acquired the struggling company and decided to relaunch it gradually, starting with a new version of the newsletter inspired by Bill Glazer’s approach.
- The newsletter business has been profitable and has already paid for itself, with a focus on scaling it faster and developing book funnels to attract new customers.
- The future plans include launching a diamond level and high ticket level membership, considering a marketing consulting certification program, and using Dan Kennedy’s teachings to create non-Russell based front ends and promote ClickFunnels.
Company History
The company’s history includes its acquisition by Bill Glazer and subsequent rebranding as GKIC, the establishment of the Kennedy Inner Circle in 1996, and the introduction of different membership levels for customers.
Under Bill Glazer’s ownership, the company focused on acquisition strategies and member retention techniques. One notable acquisition strategy was the implementation of the ‘Most Incredible Free Gift Ever’ offer, or MIFKEY, to attract new customers.
Additionally, the company introduced different membership levels such as gold, diamond, peak performer, platinum, and titanium, which allowed customers to access various benefits based on their membership level. To enhance member retention, events were organized where speakers were introduced based on their membership level.
However, after Bill Glazer sold the company, the new owners mismanaged it and offended existing members, resulting in a decline in size and eventually the demise of the company.
Acquisition and Relaunch
Acquired and revitalized, the renowned marketing entity has undergone a remarkable transformation, emerging once again as a force to be reckoned with in the industry. With a strategic acquisition strategy, the struggling company found new life under the leadership of Adam Witty. Recognizing the potential in the business, Witty reached out to a speaker who shared his vision for the company’s revival. Together, they decided to keep the acquisition a secret until the highly anticipated Funnel Hacking Live event.
Evaluating the business, they carefully planned a gradual relaunch, focusing on scaling the newsletter and developing book funnels to attract new customers. This innovative approach has already proven successful, with the newsletter business becoming profitable and paying for itself.
The future holds exciting prospects, including the launch of diamond-level and high ticket-level memberships, as well as the possibility of a marketing consulting certification program. Through these endeavors, the marketing empire is poised to continue its resurgence and attract entrepreneurs with its non-Russell based front ends.
New Newsletter Approach
Under the new leadership, the marketing entity has implemented a fresh approach to its newsletter, focusing on valuable marketing information and the creation of two newsletters per month.
This new strategy aims to enhance subscriber engagement and provide a diverse range of content. By delivering newsletters that are 20 to 50 pages long, packed with valuable marketing insights and strategies, the company aims to captivate and educate its audience.
This approach not only provides subscribers with a wealth of knowledge, but also demonstrates the company’s commitment to delivering high-quality content. By diversifying the content and offering a variety of topics, the marketing entity ensures that subscribers have access to a wide range of valuable information, allowing them to stay informed and continuously improve their marketing skills.
This innovative approach is designed to attract and retain subscribers who are seeking cutting-edge marketing strategies and techniques.
Scaling the Newsletter
To expand the reach and impact of the newsletter, the company is actively focusing on strategies to scale its distribution and increase its subscriber base.
This includes implementing various subscriber growth strategies to attract a wider audience and increase the number of people receiving the newsletter. The company is leveraging innovative techniques to capture the attention of potential subscribers and entice them to sign up for the newsletter.
They are utilizing targeted marketing campaigns, social media advertising, and strategic partnerships to reach new audiences and promote the value of the newsletter. Additionally, the company is exploring opportunities to collaborate with influencers and thought leaders in the marketing industry to further expand their subscriber base.
By employing these strategies, the company aims to rapidly grow its subscriber count and establish the newsletter as a go-to resource for marketing professionals seeking innovative insights and strategies.
Book Funnels and Collaboration
The company is actively exploring the implementation of book funnels and potential collaborations with other industry experts to enhance the reach and impact of their newsletter.
By adopting collaborative marketing strategies and leveraging book funnels for growth, the company aims to attract new customers and expand its audience.
Book funnels offer a unique opportunity to showcase the expertise and knowledge of the company’s team, while also providing valuable content to readers.
Through collaborations with other industry experts, the company can tap into new networks and reach a wider audience.
This strategy not only brings fresh perspectives and innovative ideas to the newsletter, but also creates new opportunities for partnerships and joint ventures.
By embracing these collaborative marketing strategies and utilizing book funnels effectively, the company can continue to scale its operations and maximize its impact in the industry.
Diamond-Level Membership Benefits
One of the key advantages of the diamond-level membership is the exclusive access to a monthly master class conducted by renowned marketer Dan Kennedy, offering valuable insights and strategies for entrepreneurs. This master class provides an opportunity for members to learn directly from Kennedy himself, gaining access to his wealth of knowledge and expertise in the field of marketing.
In addition to the master class, diamond-level members also have access to Dan Kennedy’s search engine, which contains a vast collection of newsletters dating back to 1996. This extensive archive allows members to delve into Kennedy’s past teachings and stay updated with the latest marketing trends.
Furthermore, the diamond-level membership offers a unique concept called the ‘whole enchilada,’ where members unlock one or two courses per month, providing a comprehensive and continuous learning experience.
This combination of exclusive access, valuable resources, and continuous learning opportunities creates a sense of exclusivity and helps retain high-level members within the community.
Future Plans
In terms of future plans, the relaunched company is considering the launch of a diamond level and a high ticket level, expanding the membership options and providing even more exclusive benefits to its members.
One interesting statistic is that Dan Kennedy has a collection of 40 books, newsletters, and courses that can serve as non-Russell based front ends, offering a diverse range of educational resources for entrepreneurs. This presents a unique opportunity for the company to leverage these resources and further establish itself as a leader in the marketing industry.
Additionally, there is a consideration of launching a marketing consulting certification program based on Dan Kennedy’s teachings. This program would provide entrepreneurs with the opportunity to gain valuable insights and expertise from one of the industry’s most renowned figures.
By offering these non-Russell based front ends and the marketing consulting certification program, the company aims to attract a wider audience and establish itself as a go-to resource for entrepreneurs seeking innovative marketing strategies.
Call to Action
To encourage engagement and further growth, the relaunched company concludes the episode by urging listeners to take the following actions:
- Share the podcast episode with others
- Subscribe to the newsletter for behind-the-scenes updates
- Leave personal messages with questions on marketingsecrets.com for future updates on the Dan Kennedy business.
This call to action reflects the company’s strategic focus on increasing engagement and driving subscriptions.
By sharing the podcast episode with others, listeners can help spread awareness about the relaunch of the legendary marketing empire and attract more entrepreneurs to join the community.
Subscribing to the newsletter ensures that listeners stay updated on the latest marketing insights and strategies.
Leaving personal messages on marketingsecrets.com allows for direct interaction and the opportunity to have questions answered by the experts.
These actions will not only contribute to the growth of the company but also foster a sense of community and collaboration among like-minded individuals.
Frequently Asked Questions
How did Bill Glazer focus on acquiring and retaining customers during his ownership of the company?
During Bill Glazer’s ownership of the company, he focused on acquiring and retaining customers through various strategies.
One of his acquiring strategies involved offering a free gift called MIFKEY (Most Incredible Free Gift Ever) to attract new customers.
To retain customers, he implemented different membership levels such as gold, diamond, peak performer, platinum, and titanium, which labeled members based on their level.
Additionally, events introduced speakers according to their membership level, creating a sense of exclusivity.
These acquiring and retention techniques contributed to the company’s success under Glazer’s ownership.
What happened to the company after Bill Glazer sold it and no longer had to work?
Life after selling the company presented a series of challenges for the new owners. Once Bill Glazer sold the company and no longer had to work, the company began to decline in size and eventually died.
The new owners mismanaged the company and offended existing members, leading to a loss of customers. Additionally, the company struggled with leadership issues after Dan Kennedy’s health problems.
These challenges ultimately contributed to the downfall of the company.
Who acquired the struggling company and why did they have a difficult time running it?
The struggling company was acquired by Adam Witty, who faced several challenges in running it. One major challenge was dealing with the health issues of Dan Kennedy, a key figure in the company.
Additionally, Witty had difficulty maintaining the company’s existing audience and ensuring their loyalty to Kennedy’s content.
To address these challenges, Witty and a speaker, whose identity is undisclosed, decided to relaunch the company gradually. They implemented turnaround strategies such as creating a new version of the newsletter inspired by Bill Glazer’s approach and developing book funnels to attract new customers.
How did the speaker and Adam Witty decide to keep the acquisition of the company a secret until Funnel Hacking Live?
The decision to keep the acquisition of the company a secret until Funnel Hacking Live was a strategic move made by the speaker and Adam Witty. They recognized the importance of secrecy in building anticipation and generating buzz among their audience.
By unveiling the acquisition at a highly anticipated event like Funnel Hacking Live, they were able to create a sense of excitement and establish themselves as the new owners of this legendary marketing empire.
This calculated approach contributed to the marketing success and helped lay the foundation for the resurgence of the company.
What are some of the benefits of diamond-level membership and what is the ‘whole enchilada’ concept?
Diamond-level membership offers several benefits to members.
Firstly, members have access to a monthly master class conducted by Dan Kennedy himself, providing valuable insights and strategies for marketing success.
Additionally, diamond members gain exclusive access to Dan Kennedy’s search engine, which contains newsletters dating back to 1996, allowing them to tap into a wealth of knowledge and expertise.
Furthermore, the ‘whole enchilada’ concept provides diamond members with the opportunity to unlock one or two courses per month, enabling them to continuously expand their marketing skills and stay ahead of the curve.
Conclusion
In the vast landscape of marketing, an empire rises and falls, shaped by the hands of visionary leaders. The legendary marketing empire, once known as Kennedy Inner Circle, experienced a tumultuous journey, from prosperity under Bill Glazer to the depths of decline due to mismanagement.
However, like a phoenix rising from the ashes, the empire found a savior in Adam Witty, who saw the potential within its core. With careful relaunch strategies, such as the creation of a new newsletter and the introduction of diamond-level membership benefits, the empire is reclaiming its throne.
As it charts its future course, the empire aims to expand its reach through a marketing consulting certification program and innovative front ends. With each step, this empire stands as a testament to the power of resilience and reinvention.
