(Marketing Strategy)

Brand Experience and Its Future

Ryan Chute
Ryan Chute
April 25, 2022
Brand Experience and Its Future

Over the past few years, brand experiences have made leaps and bounds into new territory. In the past, branding was all about creating a solid visual identity that would be recognizable and memorable. Today, brands are focusing on creating experiences that are engaging and impactful. Brand experience design takes many forms, but they all share one common goal: connecting with customers on a personal level. There are many factors that contribute to the evolution of brand experience. One of the most important aspects to pay attention to is the rise of digital media. Digital media has made it possible for brands to reach a global audience with ease. It has also created new opportunities for brands to interact with their customers. With the help of social media, brands can now create two-way conversations with their customers. This interaction is critical for building relationships and solidifying brand loyalty for years to come.

What Exactly is Brand Experience

What Exactly is Brand Experience?

Brand experience encompasses the ability your brand has to connect with your customers and evoke emotion. It’s true what they say: “You never get a second chance to make a first impression.” Your customer’s first impression of your brand will shape the way they interact with it. It’s crucial to remember that you’ll never be able to appeal to everyone. No matter what niche or industry you’re in, there’s always someone who will have a negative perception of your brand. Whether that means hatred for a cookie brand that isn’t gluten-free… Or a dislike for a car brand according to a bicycle enthusiast, it’s simply inevitable. The good news? You don’t have to please every customer that comes across your brand to provide a great experience. Customer experience branding is all about focus. You need to focus on your target market and what they want from your brand. This can be accomplished in several ways, but it all comes down to identifying and understanding your customer’s needs and desires. Ready to take your home service company branding to the next level? Our marketing experts at Wizard of Ads® have all the tools you need to build an unforgettable brand. Book a call with us to get started!

Brand Experience vs. Customer Experience

Most companies think brand experience and customer experience are the same. In actuality, they’re two separate concepts. Understanding the difference between the two will allow you to improve customer experience and your brand overall. When it comes to the customer experience, there are four factors to take into account.

  • Product: The product itself is at the forefront of the customer experience. How does it compare to similar products on the market? Does it have a strong brand identity that resonates with customers? If they don’t connect with it, they won’t buy it.
  • Features/Benefits: Features and benefits go hand in hand with the product. Features refer to the product from a descriptive perspective—think of this as the exterior. Benefits are a level deeper—what do those features do for your customer? How does the product solve their problem or make their life better?
  • Pricing: The price of the product is another integral part of the customer experience. Price can positively or negatively impact sales. Lower prices mean higher accessibility for a variety of customers but could indicate lower value. As the price increases, the perceived value rises with it, and the percentage of affordability to consumers decreases.
  • Digital Experience: This last element refers to the customer’s interactions with a brand or company through digital channels. This can include a brand's website, mobile app, social media platforms, and any other online touchpoints. A positive digital customer experience is essential for building customer loyalty and driving sales.

Every business needs to provide a great customer experience, whether they’re product or service-based. But, if the branding doesn’t go beyond that, it can be easy for a brand to be forgettable. Brand experience, on the other hand, appeals to the emotions and senses of the consumer. Here are the critical components to consider:

Perception

Perception includes how every aspect of a brand interacts with the consumer’s senses. The combination of visual elements, the brand colors, and even the brand voice impacts how the brand is perceived.

Participation

Inclusivity and immersion are crucial to an effective brand. If your customers aren’t able to interact and be part of the brand, they could lose interest altogether. Consumers want to know they’re valued and their opinion matters.

Personalization

Personalization

Personalizing your brand is another great way to create an experience. Create marketing campaigns that close the gap and connect with your customers. Use the way they engage with your brand on social media to gain valuable insight into what they might need.

Prioritization

Focusing on creating a brand experience that works for everyone can only hurt more than help. Be intentional about the factors you focus on, optimizing them as you collect data and your business grows. Remember, different metrics work for different brands. Consider what works for you and, most importantly, your customers.

Consumers’ Conceptions of Brand Experience

The way consumers view your brand can make or break your success. If you don’t make a point to consider your customers in everything you do, it’ll be hard to succeed. Based on a 2009 study published by the American Marketing Association, there are four major brand dimensions that the consumer encounters.

Sensory

The first dimension involves the five senses: sight, touch, taste, smell, and sound. Marketing campaigns have the ability to affect consumers at a deeper level, even if they don’t use all five. Understanding the different methods you can use to communicate with your audience is key to building a memorable experience and keep the audience engaged. How is a sensory experience achieved? The use of compelling, interesting visuals is the most impactful method. What emotions do the colors in your brand evoke? Does your brand voice resonate with your customers? How do your products make people feel? Let’s take a look at an example of what sensory reactions a specific company evoked for consumers.

Apple

Arguably one of the biggest technology giants of this generation, Apple is an extremely recognizable brand. Apple's sleek products and evolving tech help it stand out against competitors. So how do consumers perceive them?

  • Sight & Touch: Consumers are thrilled with the way Apple products look and feel. With each generation of products, the appearance seems just as important as the specs. Releasing products that the customer actually enjoys will only encourage them to keep buying.
  • Feel: Consumers noted how Apple makes them feel like they’re smart or included in an intelligent community. The brand’s ability to improve the consumer’s perception of self will unquestionably stand the test of time. It was also recognized as intriguing, a brand that truly draws the audience in. This sentiment is indicative of the second branding dimension.

Affective

The second dimension is called affective. This has to do with feelings and sentiments that arise in the consumer in relation to the brand. How do your products make people feel? What memory does your brand stir up in consumers? Let’s take a look at another example.

MasterCard

When you think about credit or debit cards, MasterCard is likely one of the brands that come to mind. Consumers noted how the brand makes them reflect on the finer things in life. They also love how youthful it feels compared to other credit card brands. Creating experiences that affect the consumer in this way will point you towards success.

Intellectual

Intellectual experiences inspire customers to think and problem-solve. They invoke curiosity and truly engage the customer’s mind.

Home Depot

I’m sure everyone has had to build a piece of furniture at some point in their life. But depending on the brand, it can either be a proud moment, or a frustrating one. According to the study, consumers appreciated how comfortable they felt. Any type of home project requires tons of research, quick thinking, and even trial and error. Consumers noted feelings of confidence in their project after their encounter with the brand. Every customer interaction is a great opportunity to provide a positive experience.

Behavioral

The last brand dimension is based on how brands make consumers act. How do consumers interact with your brand? How do they talk about it? What kinds of behavior does it inspire in consumers? This behavior can take many forms. It might be something as simple as talking about the brand to friends and family. It could be wearing a piece of clothing with the brand’s logo on it. Or it could be something more extreme, like getting a tattoo of the brand’s logo. No matter what form it takes, behavior is often the most important indicator of how strong a brand is. That’s because behavior is proof that consumers are actually engaged with the brand on a personal level.

Nike

Nike is another global brand that likely everyone is aware of. With a signature logo and activewear style, Nike encourages consumers to be healthy. It was noted that the brand inspired one customer to work out, down to the way their store was set up. This shows that they really executed the experience they present to their customers in an effective way. So what were the results of this study? Consumers ultimately provided their individual conceptions of different brands. There was a trend of the way brands with a strong experience made consumers feel, compared to weaker brands. The stronger brands evoked sensations, feelings, and behaviors. They brought the experience into something more tangible and three-dimensional. On the other hand, the weaker brands abandoned the deeper connections entirely. Walmart, for example, was only recognized for its emphasis on low prices instead of regard for consumer feelings.

Brand Experience and it’s Future

Brand Experience and Its Future

The way brands interact with their customers has drastically changed over the past two and a half years. Pre-covid, brands excelled at the in-person experience with pop-ups and community events. When the covid pandemic hit, experiential marketing took a turn. The popularity of virtual experiences has soared. Offices moved to Zoom and WFH (work from home) lifestyles gained traction during lockdowns. People craved interactions that would remind them of what now seemed like a distant memory. Brands had to pivot entirely if they wanted to stay afloat. Thus began the “insperience” movement: bringing those physical experiences straight to your living room. VR and augmented reality has melded with industries like fashion, creating brand collabs that were unheard of before then. So what has this sudden change of pace helped brands achieve? For one, brands were now able to create virtual communities without limitations. Events were held at a capacity impossible in venues or stadiums. It increased brand reach by allowing every customer to participate from all over the world. The rise of reel videos and in-stream media forced brands to think outside the box. Brands were no longer confined to a specific type of customer interaction. The shift to digital experiences essentially leveled the playing field, giving brands a fresh slate to try something new.

The Future Is Here

As establishments begin to reopen, there’s no doubt the in-person experience will pick up again. But, post-covid, there’s also no doubt brands will make decisions a bit differently. The future of a mixed consumer experience is here. Brands will now have to master both in-person and online experiences to cater to every customer. Without it, there’s no way to keep up with the dawn of this new hybrid digital lifestyle. Pretty soon, we’ll all be walking around with VR headsets Ready Player One style. Brand experience is the way a brand makes its customers feel. It's about creating an emotional connection that goes beyond simply selling a product or service. Increasingly, businesses are realizing that brand experience is the future. In our increasingly connected world, customers have endless choices and they're not afraid to switch brands if they're not happy. So it's more important than ever for businesses to create an impactful brand that customers can connect with on a deeper level. There are lots of ways to create a great brand experience, but it all starts with knowing your customers and what they want. Once you know that, you can start creating experiences that will resonate with them and leave a lasting impression. It all starts with you contacting Wizard of Ads® today to bring the future of improved customer and brand experience to your business.

(Online)
(Offline)
(Branding)
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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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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