Don Nichols, CEO
Don Nichols, CEO of Yes, Marketing, inc. was the former VP of Marketing
for Barefoot Grass Lawn Service until the spring of 1997 when TruGreen
ChemLawn acquired Barefoot.
At Yes, marketing, inc. Mr. Nichols oversees all aspects of market research
and develops creative strategies used to promote the company's expanding
client base. He is a graduate of The Ohio State University with postgraduate
work in business and marketing. He has served on the board of the Mid-Ohio
Direct Marketing Association and was its president in 1993.
During his 18 year tenure at Barefoot Grass Lawn Service, he helped increase
revenue from $2 million in 1980 to over $125 million in 1997.
Mr. Nichols was the first marketing professional in the Green Industry to develop a computer selection model, based on statistical regression analysis of all variables available, to more effectively target prospects most likely to buy lawn care services. In addition, he helped build and maintain a prospect database of over 20 million names and addresses. He was also among the first to statistically prove the effectiveness of cable television advertising.
Mr. Nichols is a board member of The Legacy for Children Foundation, and a frequent speaker at many Direct Marketing conferences including PLANET and the OTF. He has also served as a guest lecturer at The Ohio State University and Columbus State College.
Don Nichols is also an accomplished musician and recently released a new CD titled "Wishes & Dreams."
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