(Paid Advertising)

Advertising History 101

Ryan Chute
Ryan Chute
April 4, 2022
Advertising History 101

From ancient Egypt's papyrus scrolls to the TikTok ads we see today, the history of advertising is as long and varied as the products and services that have been advertised. Some of the earliest known examples of advertising are found in China, where wall posters were used to advertise everything from tea to footbinding. In ancient Greece and Rome, tavern owners hung signs advertising their wares, and in medieval Europe, towns were filled with signs advertising inns, blacksmiths and other businesses. All the major advertising mediums that we use today have their roots in older, more traditional forms of advertising. Now, advertising is more ubiquitous than ever, with companies spending billions of dollars each year to reach consumers through TV, radio, print, digital, and outdoor advertising. And while the world of advertising has changed dramatically over the years, one thing remains the same: the goal of advertising is to sell products and services to consumers. In this article, we will time travel through advertising history— from ads in the 1800s, 1900s advertisements and even more modern ads today and explore some of the most iconic advertisers that paved the way for the industry as we know it today.

Who Really Started Advertising?

Although the record of the first written ad can be traced as far back as the Egyptians, the term "advertising" was coined from a pamphlet published in Venice in 1566 by Andrea Alciato. However, advertising history as we know it today didn't start to take off until the late 19th century with the advent of new technologies like mass printing and photography. Not long after that, advertising became a full-fledged industry in its own right. In its early days, the purpose of advertising was mostly to promote things like books, medicines and other products that were sold directly to consumers. But as businesses started to sell more and more products and services, they began using advertising to reach a wider audience. By the early 20th century, advertising had become an important part of the American economy. And it has only grown in importance since then. Today, modern advertising is a multi-billion dollar industry that touches nearly every aspect of our lives. So who really started advertising? It's hard to say for sure. But we do know that advertising has been around for centuries. And it's only going to become more and more prevalent in the years to come. At Wizard of Ads®, we know everything there is to know about advertising. And we can help you create advertising that works for your business. Contact us today to learn more!

Very First Advertisement

What Was the Very First Advertisement?

As we mentioned, the Egyptians were the first to use advertising, way back in 2000 BCE. This form of advertising took the form of papyrus scrolls that were posted in public places like temples, containing information about goods and services that were available, as well as prices. But in regards to digital advertising, we’ll share with you the first historical advertisements that were ever made through video, radio, and online platforms.

Radio ad - WEAF

The first radio advertising spot aired on August 28, 1922 on station WEAF in New York City. The advertising campaign was for the Queensboro Realty Company and advertised apartments for rent in the Queensboro area of New York City. The advertisement aired during a broadcast of a Harvard-Yale football game. This particular broadcast was picked for the advertising spot because it was believed that potential renters would be interested in the game and would be more likely to remember the advertisement. The Queensboro Realty Company was so pleased with the results of the ad that they continued to air spots on WEAF throughout the year. In fact, radio advertising became so popular that by 1926, nearly 60 percent of all advertising revenue in the United States came from radio ads. This historic moment marked the beginning of a new era in advertising, as businesses could now reach a mass audience with their message via the airwaves. Radio advertising quickly became popular, and by 1925 over 5,000 commercial radio stations were broadcasting across the United States. Radio advertising continued to grow in popularity throughout the years and is still used today as a popular advertising medium. It is estimated that over $17 billion is spent on radio advertising each year in the United States alone.

Video ad - Bulova

In 1941, Bulova aired the first television commercial in America. The ad featured a simple, yet powerful message: "America runs on Bulova time." The commercial was an instant success and helped to establish Bulova as a household name. The company was founded in 1875 by Joseph Bulova, and it wasn't long before they were making a name for themselves in the world of advertising. One of their first big advertising campaigns was in 1926 when they ran a series of ads in the New York Times that featured a picture of the world's tallest building at the time, the Empire State Building. The ads were so successful that they helped put Bulova on the map as one of the leading watch brands in the world. Today, Bulova is still known for its innovative advertising campaigns. The company has produced commercials that feature some of the most iconic figures in American history, including John F. Kennedy and Muhammad Ali. Bulova's advertising has helped to shape the way we think about time, and its products are some of the most sought-after in the world.

Online ad - AT&T

It is widely accepted that the first online ad was placed in 1994 by AT&T on HotWired.com, which was then a popular website for tech-savvy individuals. The ad was a simple banner that read "Have you ever clicked your mouse right here?" with a button that said, "You will." When clicked, the button took users to a page that offered more information on AT&T's long-distance services. While this ad may seem primitive by today's standards, it was a groundbreaking moment in advertising history. It proved that advertising could be effective on the internet, and opened the door for the billions of online ads that are now served every day. AT&T was not the only company to experiment with online advertising in the early days of the internet. In 1996, Microsoft launched its own advertising platform, called MSN AdCenter. This platform allowed advertisers to place text-based ads on Microsoft's popular MSN portal.

Famous People in Advertising History

Famous People in Advertising History

Advertising history is full of famous people who have made a significant impact on the industry. Here are just a few of the most famous names in advertising history.

Johannes Gutenberg

Johannes Gutenberg is considered by many to be the “Father of Advertising.” He invented the printing press in the 15th century, which made it possible to mass-produce printed materials. This was a major breakthrough for advertising, as it allowed businesses to reach a much wider audience with their messages. Gutenberg's invention had a profound impact on advertising and society as a whole. It ushered in a new era of mass communication and helped to spread ideas and information more quickly and efficiently than ever before. Advertising became an important tool for businesses to promote their products and services, and it continues to play a vital role in today's economy.

Phineas Taylor Barnum

Phineas Taylor Barnum (1810-1891) was an American showman, businessman and politician who founded the Barnum & Bailey Circus. He is also known for popularizing the phrase "the Greatest Show on Earth." Born in Bethel, Connecticut, Barnum began his career as a showman in 1835, when he purchased Scudder's American Museum in New York City. The museum featured curiosities, scientific oddities, and wax figures. In 1841, Barnum partnered with James Anthony Bailey to create "The Greatest Show on Earth," which toured the United States and Europe. The circus featured acrobats, animals, clowns, and other performers. In 1888, Barnum merged his circus with Bailey's, creating the "Barnum & Bailey Circus."

Mary Wells Lawrence

Mary Wells Lawrence, born in 1928 is one of the most important people in advertising history. She was the first female advertising executive and played a major role in shaping advertising as we know it today. Lawrence got her start in advertising when she was just out of college. She landed a job at J. Walter Thompson, one of the largest advertising agencies at the time. There, she worked on accounts for some of the biggest names in business, including Procter & Gamble and General Foods. In 1966, Lawrence left J. Walter Thompson to start her own advertising agency, Wells Rich Greene. The agency quickly made a name for itself with its creative and innovative approach to advertising. Some of its most famous campaigns included the "I Love New York" tourism campaign and the "Plop, plop, fizz, fizz, oh what a relief it is" jingle for Alka-Seltzer.

David Ogilvy

David Ogilvy (1911-1999) was a British-born advertising executive who, like Gutenberg is often referred to as the "Father of Advertising." He is credited with helping to create some of the most iconic and successful advertising campaigns in history. His advertising agency, Ogilvy & Mather, is one of the largest and most successful in the world. Ogilvy's advertising philosophy was based on the belief that advertising should be creative and persuasive, but also honest and informative. He believed that ads should be designed to appeal to the intellect as well as emotions. Ogilvy's campaigns were often controversial and pushed the boundaries of what was acceptable at the time. However, his techniques proved to be highly effective and his campaigns are still studied and used by advertising professionals today.

Ethan Zuckerman

Ethan Zuckerman, born in 1973, is an advertising executive, best known for his work with the advertising company, Crispin Porter + Bogusky. Some of Zuckerman's most famous campaigns include the Truth advertising campaign against smoking and the Burger King "Subservient Chicken" campaign. Zuckerman has also been involved in several controversies, such as the use of sex in advertising, and the manipulation of user data by advertising companies. Despite these controversies, Zuckerman is considered one of the most successful advertising executives of his generation due to his creativity and the way he took risks with his campaigns.

Tiger Savage

Much like her name, Tiger Savage is a fierce leading female in the world of advertising today. She was born in 1968 and became an advertising creative director responsible for the global advertising campaigns of many major brands. Her work has been recognized by some of the most prestigious advertising awards shows, including the Cannes Lions, Clio Awards and The One Show. Born in France, Savage moved to New York City in her twenties to pursue a career in advertising. She began her career as an art director at Saatchi & Saatchi, where she worked on campaigns for Toyota, Procter & Gamble and Pepsi. She later became a creative director at Ogilvy & Mather, where she oversaw campaigns for IBM, American Express, and Mattel. Savage is currently the Chief Creative Officer at TBWA\Chiat\Day New York. Under her leadership, the agency has created award-winning campaigns for Apple, Nissan, Gatorade and Absolut.

Salman Rushdie

Timeline of Online Advertising

  • 1970s – 1980s

The first online advertisements are created and are primarily used for commercial purposes, such as advertising products and services. These ads are usually text-based and static, with little to no visuals and did not allow for interactivity or animation. In 1971, one of the most prevalent ads airs called “I’d like to buy the world a Coke” and is considered one of the first global advertising campaigns. By the late 1970s, online advertising starts to take off as more businesses begin to see the potential of advertising to a wider audience via the internet. In the 80s, online advertising grows more sophisticated with the introduction of graphics and animation. This allows businesses to better capture the attention of users and convey their message more effectively.

  • 1990s – 2000s

The advertising industry begins to move online as new technologies emerge. The first banner ad appears on HotWired.com in 1994, and the first text ad appears on Craigslist in 1995. In 1996, Google launches its first advertising program, AdWords. With website usage becoming more of a commodity, pop-up ads also become popular and are used extensively by advertising companies. This causes many internet users to install pop-up blockers. Google AdWords is introduced, changing the landscape of online advertising and companies like Prodigy, HotWired and Global Network Navigator start offering advertising on their sites. By the end of the 90s, a new form of advertising known as “banner ad blindness” emerges where users begin to ignore banner ads that are placed on websites. This leads to marketers finding new ways to reach their target audiences, such as through search engine marketing (SEM) and search engine optimization (SEO).

  • 2000s – 2010s

The advertising industry continues to grow and evolve with the rise of digital media. Some of the most popular online advertising formats include banner ads, rich media ads and video ads. Websites like AOL, Microsoft, Yahoo!, Google, Facebook begin to emerge as advertising powerhouses. They allow for targeted advertising based on user data and browsing habits. Social media advertising becomes popular with the rise of platforms such as Facebook and Twitter. Advertisers can target users based on interests, demographics and even location. This era of advertising is marked by the rise of data-driven marketing. Advertisers can now collect vast amounts of data on users to better target their advertising.

  • 2020 – present

The advertising industry is in a state of change and flux. Online advertising is becoming more sophisticated, with new technologies and platforms emerging all the time. These new technologies consist of things like programmatic advertising, native advertising and big data. The industry is also starting to see consolidation, with the major players in online advertising becoming increasingly dominant. This is resulting in a more complex and opaque ecosystem, which is challenging for marketers and advertisers alike. At the same time, traditional advertising formats like TV, radio, and print are more important than ever to companies as the digital space becomes more and more cluttered, regulated, and expensive. . This means that digital advertising agencies and marketers cannot expect to retain 100% of the advertising budget as traditional formats and principles see a renossance. Marketers need to be constantly on the lookout for new trends and developments to keep ahead of the curve. Social media channels such as Facebook, Twitter, and LinkedIn have also become major advertising platforms in recent years. And with the rise of mobile devices, advertising is increasingly being delivered to consumers through apps and other mobile channels. So what's the takeaway from all of this? Advertising history is fascinating, and it reflects the state of technological advancement at the time.

The one thing that remains the same, is the psychology of people. Advertisers have had thousands of years of tests and experiments to figure out what makes people buy. It’s these principles that allow us to appeal to the hearts and minds of your audiance, not the media or technology you choose to use. “It’s the message that makes the media work, not the media that makes the message work.” - Roy H. WilliamsIt also shows how we've evolved as a culture and how advertising has shaped that evolution. But most importantly, if you want to make advertising history with your ads, it certainly helps to know who's paved the way to get us to where we are today. At Wizard of Ads®, we can help you make your ads as legendary as the pioneers we mentioned in this article. Our team knows how to target any market to get the leads you need to scale your business faster than ever before. Contact us today and let us show you what we can do!

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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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