(Marketing Strategy)

Advertising Landscape of 2022: What's Beyond?

Ryan Chute
Ryan Chute
June 4, 2022
Advertising Landscape of 2022: What's Beyond?

If the past few years have taught us anything, it's that predicting the future is a fool's errand. But despite the inherent risk, the siren song of tomorrow is too strong to resist. So we researched what some of the sharpest minds in the advertising landscape think the next year has in store for us. The big theme that emerged is that the advertising industry is on the cusp of radical change. It will be driven by the continued atomization of media and the ongoing development of new technologies. It will run on the ever-changing relationships between brands, consumers, and platforms.2022 will be a year of reckoning for many in the industry. The changes that have been brewing for years will finally come to a head, and those who haven't adapted will find themselves struggling to keep up.

Post-Covid Scenario

Post-Covid Scenario

When we talk about an advertising landscape, we mean the current state of the industry. We also mean where marketers allocated their budgets and what they spend that money on. That can be measured by analyzing marketing spend or the total amount of money spent on advertising by all marketers in a given period. It's no secret that the Covid-19 pandemic has had a profound impact on just about every aspect of our lives. How we work, play, and even shop has changed dramatically in recent months. And as we begin to emerge from this global crisis, many of these changes will likely become permanent. This new normal will significantly impact the advertising landscape, too. In fact, the advertising landscape is set to drastically change in a post-Covid world. With people spending more time than ever online, and with smarter budgets, many brands are turning away from digital advertising as the sole means to get their message across. The traditional marketing landscape offers many advantages over digital advertising techniques. That includes a business's ability to talk to much larger audiences at the right frequency for effective retention and recall, with the right message, not just track disappointing results of an overtargeted audience. Since more and more companies move into the digital space, the competition for attention will only increase, and therefore the costs per click. That means advertisers need to be smart about how they allocate their budget, online, and offline, to drive meaningful results. Therefore, as an advertiser, you need to know what matters most to your most desirable prospects. Specifically, understanding what your target audience cares about most in life regarding comfort, safely, and savings. The EY Future Consumer Index conducted five waves of research with 14,500 individuals in 20 countries since the pandemic began. They identified five different cohorts of consumers. They include those who care first and foremost about:

  • Affordability: About one-third (or 32 percent) of consumers care first and foremost about affordability. When you have a brand that nobody has heard of, the only comparison is price. If you have no mass media advertising or an advertising plan that lacks in frequency, reach, or a meaningful message, you are competing on PPC with no differentiation aside from your Google Reviews, just like everyone else.
  • Health: A quarter of consumers (or 25 percent) care about their health first. They protect their and their family’s health by choosing products and services they trust to be safe. That means improving the air they breath and the water they consume actually matters. This is a huge case for duct cleaning, air scrubbers, and water treatment solutions.
  • Planet: About 16 percent of consumers care about the planet first. These consumers do this by trying to minimize their impact on the environment. They are also prone to buy from brands that reflect their beliefs. This means that those variable speed motors and high efficiency blowers are a reasonable option for many people.
  • Society: About 15 percent of consumers care about society first. They work together for the greater good and only buy from organizations they find to be honest and transparent. What you do in and for your community matters. Being a good corporate citizen, respecting seniors and soldiers, and taking an active role in a cause help align you with these like-minded individuals.
  • Experience: About 12 percent of consumers care about their experiences first. These consumers believe in living in the moment to make the most of life. That makes them more open to new products, brands, and experiences. Delivering a world-class buying experience costs money. When you do a great job for your customers, especially on the small stuff, you earn their loyalty, trust, and word of mouth advertising.

Now knowing this data, imagine an advertising landscape post-covid scenario. Which of the above groups do you think will be most heavily marketed to?All things being equal, it will always come down to price. The real question is, what are you going to do to not make things equal?For example, let's say you're an Plumber. If you only advertise online, you don’t have the ability to be any different than any of the other Plumbers in your town. You have to put more emphasis on those who prioritize affordability to get the biggest share of market, right? On the other hand, if you had a successful mass media campaign that had you winning the heart of your prospects before they even need your services, not only are you now talking to the entire marketplace, but you also stand out online where they go to find your phone number or online scheduler. No price sensitivity. No unrealistic expectations. Just good customers looking for the things you promise in your ads. Covid-19 has expedited the way we consume information. Advertisers will need to consider these changes when planning their post-covid marketing strategies. No matter what you're selling, it's vital to have an offline presence that drives your tribe to your online presence. The ones who are doing the best job are the ones with the best message with the greatest reach, at the right frequency. When those interested parties go looking for their services online, they stand 600 feet above the competition and win the clicks with ease. As time goes on and brands better endear themselves to their marketplace, the paid clicks get replaced with direct searches. Feeling overwhelmed on how to get started? Wizard of Ads® will help. We know how to disrupt a marketplace with a message that matters, turning you into a household name. Sit back while we strategize for you. Book a call.

Trends Shaping the Advertising Landscape in 2022 and Beyond

Trends Shaping the Advertising Landscape in 2022 and Beyond

Advertising technology trends that will shape the advertising landscape in 2022 and beyond include the following:

Video Content

Video content will make its way to the forefront of the content queue. Our insider at Instagram told us in a recent Partner Meeting that Instagram Reels now is given preferential treatment over static images being posted on the website to combat the explosive growth of TikTok. YouTube has followed up with a somewhat lame attempt called YouTube Shorts, while Facebook is grasping at straws to incorporate Reels into their news feeds. Highly engaging and memorable ad formats will be the star of the 2022 show. Video will continue to increase in popularity as a content format, with short-form video ads becoming more prevalent. As digital platforms become more sophisticated, we will see a shift towards interactive and personalized advertising experiences. That could include 360-degree videos, choose your own adventure interaction, virtual reality (VR), and augmented reality (AR).

Rekindled Interest in Audio Content

There's also been a rekindled interest in audio content. Podcast ads, in particular, are on the rise as more people listen to them on their commute or while doing chores. What most business owners lose sight of is the monstrous volume of listeners still tuning into local radio stations and the nightly local news and live sports on television. To stay ahead of the curve, brands need to be prepared to experiment with new formats and technologies, in addition to, but not in lieu of proven mainstream mass medias that still hold the lion’s share of listeners. Keep an eye on emerging platforms and trends so you can adapt your strategies when the time, and data, are right. It's also important to remember that, no matter what changes we see in the landscape, the principles of good advertising will remain the same. That means creating entertaining content that resonates with your target audience. “Entertainment is the currency of a too busy public.” -Roy H. Williams

On-Brand eCommerce

What else is on the horizon of the advertising landscape in 2022? The answer may be more on-brand eCommerce. We've already seen a shift towards this with the rise of platforms like TikTok, Instagram, and Pinterest. Both platforms are visually-based and highly effective for promoting products and services. This trend is only going to continue in the coming years as people consume more content through social media channels. As a result, brands need to focus on creating strong visual stories that stand out on a crowded feed. They should also make sure their website and product pages are optimized for mobile so that potential customers can easily purchase items they see advertised. Have you ever read a J. Peterman product description?

Connected TV (CTV)

Connected TV (CTV) will become increasingly important and the future of television advertisement. This includes cable television set-top boxes (STB), Over-the-top (OTT) and streaming services like Prime and Hulu. This channel allows brands to target specific audiences with targeted ads. The key is to make sure that the ads are creative and interesting enough to capture attention in the first 2-3 seconds. While very challenging to spark an impulse purchase for externally-triggered, grudge purchases like plumbing repairs, there is a case to be had for leveraging the emotional response from an internally-triggered identity, purpose, or adventure action, like getting a better job at your fine establishment.

Multimedia Campaigns-Media Mix

Multimedia Campaigns-Media Mix

As consumers' media consumption habits change, so does how they interact with advertising and the digital media landscape. To reach consumers where they are, brands often feel the need to create multimedia campaigns that combine various types of media. This is the number one mistake we correct at Wizard of Ads™ when developing the media buy and overarching marketing strategy. While omni-channel dominance is practical for multinational brands with limitless budgets, a small residential home service company is committing a costly mistake by trying to spread their advertising dollars around too much. Would you rather convince 10% of your market 100% of the way of 80% of your market 10% of the way? With over 35 years of proven results, we can tell you with confidence that if your frequency is wrong, you are wasting your money. Message first. Frequency second. As much reach as you can afford upto a specific threshold depending on the channel.

Mobile Device and Mobile App

As more and more people use mobile devices and apps, mobile device compatibility and advertisements on these platforms will become increasingly important. The mobile advertising landscape allows businesses to target consumers based on their location and interests. Expect a further and further departure from demographic targeting, cookie tracking, and retargeting as a result. Privacy and anonymity online are continuing to trend upward so be prepared to tell a better story to win those clicks.

Virtual Meetings/Events

With more people working remotely, there has been an increase in using virtual meetings and events. These provide brands with opportunities to connect with their target audiences without needing physical travel. Additionally, webinars can be cost-effective in generating leads and building brand awareness. Saying something that people care about and sponsoring events that resonate with your target audience will become more and more important win the hearts and minds of your potential clientele.

Rise of the Machine and AI Learning

Artificial intelligence (AI) will increasingly be used to create targeted and personalized advertising experiences. AI can be used to gather data about consumers’ preferences and behavior in lieu of cookies and other implied tracking methods. It can then be used to create targeted ad campaigns that are more likely to result in conversions. Consider captions, image alt tags and descriptions, and meta data when producing content. All of these will have a greater impact for searchability as AI and machine learning continues to evolve. Looking beyond 2022, it's clear that the advertising landscape will continue to evolve. Brands need to pay attention to the curve by investing in strong visuals, mobile optimization, and persuasive storytelling to remain successful. The devil truly is in the details when it comes to search, so be thorough and consistent in your presence and your processes. When it comes to telling powerful stories about your brand and getting you deep into the memory banks of your prospects Wizard of Ads® has award-winning talent to make your brand a household name. Book a call.

(Advertising Landscape)
(Digital Playbook)
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.

Share this:
subscribe for free stuff

Secret Formulas Periodical.

Rare, bizarre, and unexpected tools, tactics, and techniques for profitable persuasion beamed directly to your pocket periodically, without warning.

(No spam. No strings.
Let's grow your home
service business.)
Frequently asked questions

Questions? We’ve got answers.

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

Wizard of Ads® for Contractors work with healthy and growing Residential Home Service Contractors 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.

How does the Wizard of Ads® for Contractors charge?

Traditional 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 Contractors 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 Residential Home Services.

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 Contractors pricing model is based solely on the topline 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 Contractors believes that all rewards should be directly correlated to the success of our clients. This means that the Wizard of Ads® for Contractors 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 Contractors?

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

  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 Contractors 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 Contractors has some natural economies of scale. This is a sweet spot where Wizard of Ads® for Contractors 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 Contractors. 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 Contractors, 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 Contractors, 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?

The Wizard of Ads® for Contractors 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.

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., HVAC, Plumbing, 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?

In rare circumstances, Wizard of Ads® for Contractors will provide specific digital marketing solutions. Wizard of Ads® has very specific Partners that provide digital services that serve Residential Home Services effectively. Under no circumstances will digital marketing services be offered without Wizard of Ads® for Contractors' core solution.

It is most likely that Wizard of Ads® for Contractors 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 Contractors 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 Contractors owns your copyright 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 Contractors 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 Contractors tracks 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 contractors 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 nearly 200 home service clients and a book of strategic devices, tools, and tactics, this isn’t a guessing game for us. We know what to do to make your externally triggered grudge purchase appealing to your potential buyers. If you can deliver the goods, we can continue building 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 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.

Ready to transform your world?

(do it - you
deserve this)