(Paid Advertising)

Ad Analysis: A Dollar A Person A Year

Ryan Chute
Ryan Chute
November 7, 2022
Ad Analysis: A Dollar A Person A Year

Let's talk about ad analysis. "Why should I care? I'm the business owner. I’ll leave that to my marketing department." Any home service business, whether you sell HVAC or do plumbing, relies on some form of advertising. Agree? Writing ad copy is more than just promoting your brand. Advertisements have been etched deeply in the culture of society that we've become numb to it. Now, do you want ads that become your market's passing whim or ads that actually shatter the Sea of Sameness? Exactly. That's why ad analysis is essential, to know which works and which doesn't. Ad analysis is a powerful tool to improve your advertising messages and put you at the top. Otherwise, stop wondering why your ads have a negative ROI. Ad analysis is your friend, and it can boost your revenue when implemented correctly. You want that, right? If that's your stand, keep reading.

Saliency (Relevance of an Ad Copy)

In the world of ad analysis, saliency refers to how relevant or appealing an ad is to its intended audience. Writing ad copy is not as easy as it seems. It should be framed from the angle of what your audiences want to hear, not what you want to say. To this end, advertisers often use various tactics, this includes:

  • Targeting specific demographics
  • Incorporating popular cultural references
  • Using persuasive language
  • Employing attention-grabbing imagery

All of these techniques are used to increase the saliency of their ads. However, advertisers need to strike a balance. This means using these tactics while ensuring the relevance of the ad with the solution being promoted. Now that we’ve established what saliency is, the deeper question we must answer is: why is learning it important? The answer is simple. Whenever you publish ads, your focus should be making a mark on your audience. This is where ad analysis comes in. If your ads only become static in the background, then you're wasting valuable money. Capturing a space in your customer's long-term memory takes both saliency and repetition. In other words, your need to publish relevant ads that reach your target market repeatedly. That's what Wizard of Ads® aims to bring to the table. When you work with us, you can expect salient advertising that speaks the language of your target audience. If that's what you want, book a call and we'll get you started.

A Dollar A Person A Year

A Dollar A Person A Year

So salience and repetition are the two ingredients you need for successful ads. By success, we mean, the ads actually sink into the psyche and subconscious of your audience. It's easy to wrap our heads around the salience part because that’s the exact reason for ad analysis. But how many repetitions exactly does it take to get a message across? Through his extensive experience in radio advertising, Roy H. Williams has an answer for that. He argues, the entire process takes a person about three times, within seven nights, every seven nights, for a year. That's equivalent to 156 times in 52 weeks. You’re probably thinking about the towering costs to cover your market, but Roy’s computation might surprise you. According to him, it would only cost a dollar per person, per year. Of course, there's a catch. Roy H. Williams emphasizes that the ads have to be well-crafted and audience-focused in order for them to work effectively. This is where ad analysis becomes even more relevant. Analyzing the performance of your ads helps you align the message with your audience. Here are 5 aspects you must keep in mind:

  1. You will target the same person 156 times for a year UNLESS the impact quotient of your ads is exemplary. This means that your ads exceed the relevance and credibility of your competitor's ads. Why? Because...
  2. Increasing the saliency of your advertisements reduces the number of repetitions it takes to sink in. A healthy dose of ad analysis to see what works and what doesn't help in this regard.
  3. Count every person you reach. As residential home service providers, you don't need a tightly targeted demographic. Keep in mind that all households and businesses experience household breakdowns ever so often. That’s why targeting a wide range of people is better – like casting a net for a huge number of fish.
  4. This "one dollar one person one year" guideline will be rejected by most advertising professionals. They will crunch the numbers for its absurdity, without considering that it's possible depending on the ad. Ad analysis enables campaigns to become successful – reaching a wide audience and generating sales leads.
  5. In TV or radio advertising, never purchase a broad rotator (6 am to 11 pm). In Roy H. Williams' experience, you'll only reach 1/3 or 1/4 of the people you were promised.

A dollar a person a year is not a scientifically proven guideline for sure. However, it's the product of the experience of a radio ad-smith. Certainly, it will be different in the case of Facebook advertising or even PPC ads. The point is that salient ads have the capacity to penetrate your market's psyche with less cost. Ad analysis does that. So, next time you're planning a marketing campaign, consider doing ad analysis. Admittedly, it may not be glamorous or shiny. However, it's a reliable, tried-and-true method to ensure the success of your ad campaign, especially amidst today's number of ads.

How many times a day do we see TV ads_

How Many Times a Day Do We See TV Ads?

Did you know that most people will have viewed two million TV commercials in a lifetime? That's a lot, those same ads will keep on playing for eternity even when you switch the TV off. Advertisements plague our entire existence. From TV cereals to billboards down to food wrappers, our world is surrounded by ads. Red Crow Marketing says the average American adult is exposed to around 4,000-10,000 advertisements per day. This includes not only TV ads, but also ads on websites, social media, billboards, and so much more. With all those ads constantly bombarding us, standing out and making an impact on viewers is nearly impossible. In fact, among those digits, people only "notice" less than a hundred ads a week. Take note of the keyword: notice. Not remember, not recall, only notice. Only a tiny fraction of these will be remembered in a week. For people in the advertising industry, this is a constant struggle. After all, what sort of ROI do you expect to receive without any sort of impact on the viewer? Advertisements are meant to grab attention, and yet we often don't even notice them. How can an ad stand out in a sea of five thousand others? Improve your advertising through ad analysis. This can help advertisers understand how their ads are being perceived and improve their saliency in a crowded marketplace. Now let's get down to business, how should we analyze ads?

Some Useful Questions When Analyzing Ads

Some Useful Questions When Analyzing Ads

Advertisements are infused into every aspect of our lives. We're so used to advertising that it's no longer viewed today as a means to an end (purchase). Ads are no longer branches of entertainment, rather, we have reached a point where ads became white noise. Ads attempt to become a projection of how our lives ‘should be’. For instance:

  • Sexy people in ads represent our sexiness
  • Laughing people in ads represent our happiness
  • Successful people in ads represent our success

In other words, ads hope to be a seductive mirror for people to view and interpret reality. Ads are a false misrepresentation of our ideal selves. As emphasized by Naomi Klein, a cultural critic: Powerful and influential brands attempt to develop relationships with consumers through advertising. A connection that resonates completely with people's sense of self to the extent of slavery for these brands. Advertising, therefore, is no longer a means to an end but a powerful force that molds our sense of self. That's why having a critical eye is necessary. In our topic’s context, your advertising should be impactful enough that you become the most desired brand in the industry. Pour in as much salience, reliability, and credibility all at once that your ads become irresistible. When people encounter a home service need, you become their gold standard. If your ads are not yet at that level, ad analysis could help. Here are some questions to ask when analyzing your ads:

  • Who appears in the ad?

Do you feature a celebrity or the business owner? Featuring well-known personalities that are relevant to your business creates a powerful ripple effect. If unfamiliar, that's okay. Consider also the expressions of the people featured in the ad. Are they smiling, laughing, or expressionless? These dispositions can convey various emotions and either make or break your advertising.

  • What is the setting of the ad?

The scene and other peripheral elements must all be coherent with the ad being presented. For instance, fantastical music won't work for a rather somber-themed ad.

  • Who is the audience for the ad?

Targeting is always important for business owners because it helps trim down advertising costs and limit the scope to relevant people. However, this is NOT AS IMPORTANT for residential home services.

Why? Because no one has any idea when an AC or a drain pipe will break. Targeting limits your scope to a specific audience. Every other people within your service area may encounter those same problems.

  • How language and conversation are used in the ad?

The language used should match the audience being targeted. Advertisements for luxury services like pools or exterior design often use sophisticated and elegant language.

Moreover, is your ads hitting the right spot in your customer's pain and pleasure points? Are your words addressing their underlying felt needs? Consider all of these.

  • How is pathos (emotions and desires) used in the ad?

Here's a secret. Every buying decision is made from the part of the brain that exclusively feels and has no faculty for words. Pulling the right emotional levers can get you a sale. Just don’t stray too far from your message and ensure those emotions play significant parts in the ad.

  • Is there race, ethnicity, gender, class, and sexuality presented in the ad?

These are powerful elements to insert in advertisements but their relevance should be carefully considered. The last thing your want is to look like a business that virtue signals audiences. It's the message that counts, these are only peripherals you can use to reinforce that message.

Ad analysis is all about refining your advertisements to significantly spike their impact quotient. Salient ads are your best weapons if you want to drive sales and build a strong brand image. While you may not achieve "a dollar a person a year" in advertising, you make sure it's dang near close. The more salient the ads, the less you have to pay before it sinks in. The question is: are you up for analyzing your ads? If not, Wizard of Ads® can help you. We have been a part of refining the ad campaigns of countless residential home service businesses. That means we can also make sure your ads check out. Conversely, if you're entirely dissatisfied with your ads, our team is able to write your killer salient ads for you. All it takes is booking a call.

(Online)
(Offline)
(Scientific Advertisements)
Ryan Chute
Ryan Chute

Helping small businesses become BIG brands with a holistic marketing strategy that speaks the same language across all sales and marketing channels.

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Frequently asked questions

Questions? We’ve got answers.

Who does the Wizard of Ads® for Services work with?

Wizard of Ads® for Services work with healthy and growing businesses hungry to grow by multiples, like you.

You are ready, willing, and able to grow your business. You are open to change and are seeking a distinctive angle of approach to gain the time and attention of a too-busy public.

You know that lasting relationships take time, patience, and good energy to nurture and cultivate. We carefully enter into every arrangement with the intention of working with you for as long as you own your business. You prefer lasting partnerships.

You are already a solid operator. You have successfully grown your business and appreciate the impact the right brand story will have to get to the next level in your operation. You know a strong relational message takes time to gain momentum, but it’s worth the one-time short-term discomfort for the long-term gains.

Marketing cannot fix a failing business.

We accelerate what’s already happening in a business. If your business is on the rocks, marketing will only speed up the inevitable.  

You’re focused on lasting change that leads to exponential, profitable growth, not just sales at any cost. Intuitively, you know that communication that enhances every element of your customer's experience and your employee's culture is the key to your success.

Our advertising model works best for services who have a long purchase cycle and sell a more expensive product like jewelry, furniture, luxury products, and automotive.

How does the Wizard of Ads® for Services charge?

Traditional full service marketing agencies are designed to capture the greatest amount of revenue from a client, regardless of results. Every last item is billed and expensed to the client. Typical agency fees can represent a whopping 55% of the entire advertising budget. That means a $5 million dollar advertising budget, you would spend $2.75 million on agency fees.

Think of Wizard of Ads® for Services as the Anti-Agency.

Our income is not tied to your advertising budget. Our income is exclusively tied to your growth. Our goal is to maximize your advertising impact with the lowest reasonable spend. This allows you to spend only what is necessary or to put extra horsepower into aggressively growing in your market.

The genius of this model is that it perfectly aligns our motivations as true partners for exponential profitable growth without the pain of being unaffordable. Ultimately, we are confident in taking the risk of being underpaid in the first few years because we know the results always speak for themselves.

Next, we do not accept commissions, referral fees, kickbacks, or other compensation from any service providers we recommend or engage for production work. Most agencies do. This includes the 15% agency commission for media buying. This approach is considerably different from the compensation plan employed by most advertising agencies, as it eliminates any potential conflicts of interest and allows us to focus our entire attention on helping you grow your business profitably as a true partner. For example, a $500,000 annual media buy would involve a $75,000 commission that we would have removed directly from your media providers' invoices.

This is the perfect pricing model for services who sell goods with a long purchase cycle.

By tying ourselves to gross revenue, we only have one motivation. Your motivation. We have no motivation to convince you to spend more money on marketing than what is necessary, and since we are a variable expense to sales, we NEVER become too expensive to have us on your team.

In almost every case, we end up lowering the amount of money you spend. We will stay within your planned marketing budget, including your media spend, production, and our Annual Fee. Add on the fact that you get any and all commissions back for media buys and various services provided by outside providers, and you will actually save money having us on your team.

Don’t forget, we have the largest buying power in North America for media buying, meaning for every dollar you spend buying media, we only spend 27 cents on average. This stretches your reach, impact, and frequency in a way no other agency (or yourself) can achieve on your own, saving you hundreds of thousands of dollars, eventually millions, every single year.

Clients who heed our advice and embrace our Marketing Strategy quickly add $1 million in incremental revenue to their business, making your investment a smart bet and a bit of a no-brainer.  

There is no longer any guesswork, hope, or fear that our marketing strategies are going to work. If our client’s are able to abandon any limiting beliefs about marketing, deliver operational excellence, and play the long game, our marketing strategy will accelerate their profitable growth.

Wizard of Ads® for Services pricing model is based solely on the top line revenue of your company. It consists of an Upfront Fee and an Annual Fee. These fees are inclusive of scheduled travel, services, and all other expenditures as outlined in the Consulting Agreement.

The Upfront Fee covers the intensive Uncovery Process, the first year’s Media Buy, the Creative Process, and the Market Research while the Annual Fee goes toward implementation, ongoing creative and consulting, and next year's media buy. You get a team of 3.5 people, with direct access to a top tier Creative Lead and Media Buyer, and on-demand access to me as your Master Strategist. You will also have a full-time Account Manager keeping everything on track.

While the upfront does have an initial pinch, it is easy to amortize the investment over the many years we will be working together to grow your business. Wizard of Ads® retain clients for 10 years, on average. The sale of the business is the number one reason for termination. We actively terminate the bottom 1% of clients who are unwilling or unable to follow our strategies.

Wizard of Ads® for Services believes that all rewards should be directly correlated to the success of our clients. This means that the Wizard of Ads® for Services only receives a raise when the company achieves growth. For example, if your gross sales for the year have increased by 25%, the Annual Fee you pay us in the following year will also be increased by 25%. Likewise, if your gross sales decrease, our Annual Fee will decrease by the same percentage during the following year.

This is an exceptionally easy and fair way to track and reward success. This model was developed by Wizard of Ads® over 35 years ago and has served us well because it serves our clients well.

As a rule of thumb, we take the risk of working for considerably less than our actual value in the first few years as we help accelerate growth. This means you need to be willing to pay us exceptionally well when you start doing even better.

When should I engage The Wizard of Ads® for Services?

There are four key revenue stages for engagement with the Wizard of Ads® for Services.

  1. Under $3.6 million in revenue
  2. Between $3.6 and $10 million in revenue
  3. Between $10 and $20 million in revenue
  4. Over $20 million in revenue

Under $3.6 million in revenue is an investment in your brand. This will serve you well in establishing your brand story early on and help you with your name, logo, and truck wrap design. It's easier to create pictures from a story than it is to make a story based on pre-drawn pictures. You'll be glad you did. Everyone on a fast path to growth is.

Most clients start with Wizard of Ads® for Services between $3.6 and $10 million in revenue. They have often seen a natural ceiling with their leads for demand service and are looking for ways to push past the ceiling. This can only be done with a properly executed brand strategy, specifically in mass media with a sticky story.

Between $10 and $20 million in revenue, Wizard of Ads® for Services has some natural economies of scale. This is a sweet spot where Wizard of Ads® for Services can offer some added value in getting the ball rolling.

Over $20 million in revenue is actually the lowest cost point of entry as a percentage of revenue, but not the cheapest time to start with the Wizard of Ads® for Services. Leveraging all economies of scale aside, we have been left out of the upside along the way, so engaging when over $20 million in revenue means we have to mend a lot of fences damaged along the way. This is also where clients see significant savings in their media buys and production costs.

There are also three market sizes to consider.

  • Primary Markets are the top 50 cities in America.
  • Secondary Markets are the smaller cities in America.
  • Tertiary Markets are the more rural trade areas in America.

When considering an engagement with The Wizard of Ads® for Services, consider what size market you are in. For example, a $3.6 million company in a Primary Market will struggle to get the necessary reach needed to make a splash. You either have to be more patient than a larger company or spend more money to accelerate your reach.

Alternatively, a $5 million company in a Secondary Market will look like a pretty darn big fish in a medium-sized pond.

A $20 Million company in a Primary Market will feel like a $50 million company using our strategies to potential customers.

The key to remember is that the earlier you start with the Wizard of Ads® for Services, the lower the investment to get started. As they say, the best time to plant a tree was 20 years ago. The second best time is today.

Are production costs included in your fees?

Offline, the Wizard of Ads® for Services Creative Lead will create the ad copy, cast the voice actors, source the production house, direct the performance, pick the music bed, manage all the edits, and provide you with the completed ad for final approval before sending to air on your behalf. This is included in our fees.

You pay for the production house, actors, royalty-free music, and jingles directly to avoid any potential for markups, commissions, or management fees.

We have many friends in the industry that give our clients good deals due to the large volume of work we provide them. We will introduce you to them.

Online, the Wizard of Ads® for Services Digital Lead will either coordinate production in-house or work with your preferred digital vendors. The scope of work will be determined and fees will reflect the scope of work to be done.

How long before a brand-forward strategy starts working?

In approximately three months of activation, we’ll just be getting live on air. In six months (3 months on air), you’ll be getting anecdotal feedback from people that you are being heard, but there will be no direct line to revenue.

After 6 months on the air, you’ll think you made the biggest mistake of your life signing up for this branding nonsense. After 9 months on the air (12 months in) you’ll see the light at the end of the tunnel.

At 12 full months on the air, you’ll know why you did this branding thing. Two years from now, we'll be clinking champagne flutes as you wonder why you didn’t do this sooner.

How long before we’re live?

The general guideline is 70-120 days, depending on the level of production needed and if there is a name change to your business.

This includes an onsite visit, a deep dive into research, and getting things created, negotiated, approved, produced, and live on the air.

  • Uncovery - 15-30 days based on travel. 1-2 days onsite.
  • Research - 30-60 days based on the scope of work.
  • Creative and Media Buy Process - 45 to 60 days
  • Offline Production - 15 days for radio. 30 - 60 days for television.
  • Online Production (if switching) - 60 days

This means planning for roughly 90 to 120 days in the proper development and production of a completely unique Marketing Strategy before anything hits the airwaves.

Are you exclusive?

Creatively, yes. During the term of this Agreement, all Creative Partners assigned to your Account shall not engage, directly or indirectly, as an employee, officer, manager, partner, consultant, agent, owner, or in any other capacity, in any competition of the client, including any company engaged in marketing consulting.

For clarity, the Creative Partner is defined as the individual Wizard of Ads® Partners who is responsible for creating your creative strategy and ongoing creative copy. Competition is defined as companies that engage in the same industry and business units (e.g., Furniture, Automotive, etc.) as you. The market area is defined as the area where the marketing message naturally reaches through DMA or 60 miles from the city center of the client's service area(s).

Naturally, we exclude any potential future competition in markets where you are not currently active at the date of signing.

We do not limit Media Buyers in any market. Media Buyers get better deals for larger volumes, making it beneficial for the client to have the Media Buyer available to do as many buys as possible to secure the best deals on the client’s behalf.

Do you do digital marketing?

Wizard of Ads® for Services can provide a host of digital marketing solutions for services. Wizard of Ads® has specialized Partners that provide digital services that serve services effectively. Under no circumstances will digital marketing services be offered without Wizard of Ads® for Services core solution.

It is most likely that Wizard of Ads® for Services will work with your existing digital partners and suppliers. If you do not have a reliable digital provider, we would be happy to introduce you to a number of great providers that play nice with Wizards.

Do you do jingles?

Wizard of Ads® for Services can assist you in getting a jingle for your business. Like any other tactical element of a marketing strategy, we do not produce a jingle for the sake of a jingle.

If you do not have a story or a strategic reason to have a jingle...or an ad campaign to tie it to, do not waste your hard-earned money on a jingle. You are wasting your time and money.

When you do build a single unified marketing strategy that incorporates a jingle for a specific (often scientific) reason, we have a Jingle Wizard who has studied the art and science of jingle design.

He will score you an original, royalty-free jingle, including professional singers, musicians, and producers. He will not knock off a generic jingle from a publicly available music bed that sounds like everyone else's jingle.

Your jingle will serve a very specific reason and produce a very specific result. Have you guessed how much we love jingles yet?

Who owns the copyrights?

Wizard of Ads® for Services owns copyrights for two very specific reasons. We also provide a fair use clause in all contracts to ensure you are in no way limited to the access of your creative works, whether you are working with us or not.

The first reason we own your copyright is to ensure that we do not have to go up against our own creative works in other markets we serve. This means you are not allowed to lend, give, borrow, tweak, rent, lease, or sell your creative works to any other company at any time.

The second reason we own your copyright is that we can establish a one-time value for your creative works in the event that someone steals the content. Upon selling you the copyrights, you can go after the perpetrator for theft and make a considerable bounty in a slam dunk case.

Here is how Wizard of Ads® word the fair use of your copyright for as long as your business is in operation:

All writing and/or marketing materials we create for you are not works-for-hire. Wizard of Ads® for Services hereby irrevocably grants you, and your successors in interest, the non-exclusive, royalty-free, non-transferable, and worldwide right to use the Works in connection with the marketing of your business pursuant to the Marketing Strategy for so long as your business is operational.
How do I measure brand results?

There are a number of interesting ways to measure results. Some people like to get unique identifying telephone numbers, or create branded URLs that redirect to landing pages or the website. However, much of this is a waste of time and energy as it never tells the true story of the brand journey and how it affected the decision-making process.

Other indicators of brand effectiveness include tracking new customers, reactivated customers, or running a brand equity survey to get a sense of your share of mind. Digitally you will see direct search increase, which cannot be affected by anything digital, as well as branded keyword inquiries increase. You’ll, of course, need to get your digital people to add these to your campaigns if you hope to see an increase in conversions.

Wizard of Ads® for Services racks the simplest of indicators. Top line revenue. When your branding takes effect, and the company responds in kind from the phone call or form fill-on, top-line revenue will increase. Efficacy is plotted on a T12, and total lead volume from all sources is tracked.

12 things you should know before signing up.
  1. Quality relationships take time. Branding is a long-term strategy. That’s why most services do it wrong, or not at all. There is always a lag between the start of the new campaign and the time it takes your customers to connect the dots. You MUST BE READY, WILLING, AND ABLE to endure this lag period. In our experience, the lag is typically 6 to 9 months, depending on how competitive the marketplace is, your company’s reputation, your budget in relation to reach, and the eight uncontrollable environmental factors. During this time, we will be helping you implement a transition plan to ease the pain. The good news is that this lag only happens once.
  2. Decisions by Committee. We completely reject the notion of decisions by committee. We work with a single, courageous decision-maker. We welcome decision influencers, but we only look to the Owner for the final decision. All decision-makers and influencers must be involved in the Uncovery and Marketing Strategy Presentation if they want to offer input in the future. It is critical that we have a 100% fully approved plan that can be defended and championed by all leaders in the organization.  
  3. Proven Strategy. That means we are not the low-cost provider. With hundreds of service clients and a playbook of strategic devices, tools, and tactics, this isn’t a guessing game for us. We know what to do to make your goods and services appealing to potential buyers. If you can deliver the goods, we can  build the relationships. If you are uncomfortable with the idea that you are paying us less now so that you can pay us considerably more once revenues allow, please do not commit. We intend to be your true partners, in sickness and in health...so long as you own your business.
  4. Automatic Payments. Everything is on automatic payments. If you struggle with managing cash flow, figure that out in your business first. We accept all major credit cards and ACH payments.
  5. We Cause Problems. If you don’t have a capacity issue now, I promise you will in about 9 months. Let’s deal with recruitment out of the gate as part of your comprehensive marketing strategy.
  6. We Own the Copyrights. All writing and/or marketing materials we create for you are not works-for-hire. We irrevocably grant you, and your successors in interest, the non-exclusive, royalty-free, non-transferable, and worldwide right to use the Works in connection with the marketing of your business pursuant to the Marketing Strategy for so long as your business is operational.
  7. Brand Building. We will be steering you to limit the use of discounts, rebates, coupons, and sales to attract clients. We know this feels counterintuitive to many, and we will clarify our reasoning. Rest assured, we have considerable experience in creating similar offers that are not damaging to your profitability, your brand’s integrity, and your preferable long-term client relations.
  8. Creative Authority. We must have creative authority over the words. You can accept copy as written or reject it outright, but you cannot modify the words yourself. If you do not like something as written, we are happy to discuss it and make the necessary change to maintain the integrity and intention of the words chosen. Alternatively, we will scrap the concept and create new copy that you are happy to get behind 100%.
  9. Proprietary Algorithm. The media buy must be structured in a very specific way, including running a full 52-week schedule. It is based on brain chemistry, not P&Ls. Once we have committed to the buy, it’s important to avoid adjustments unless they are calculated additions.
  10. Knucklehead Factor. You should expect knuckleheads. For example, when you start running ads that are certain to get attention, you need the courage to continue running those ads, even when you receive complaints. We celebrate complaints. It means we’ve made people feel.
  11. Digital Weasels. In about three months from the time your advertising campaign hits the airways, your digital marketers will show you a marked increase in direct and organic traffic. Some Digital Marketers will mistakenly claim this success as their own. Done properly, you can continue to spend less and less on digital lead generation by increasing your branded keyword online presence.
  12. Annual Marketing Meetings. Travel permitting, we prefer to hold Annual Marketing Meetings (AMMs) outside your city. Years of experience have taught us that we get better results when decision-makers are outside their sphere of influence, away from the day-to-day distractions of the office.

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