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Behavioral Retargeting: Bring The Right Folks Back In

Ryan Chute
Ryan Chute
July 8, 2022
Behavioral Retargeting: Bring The Right Folks Back In

Have you browsed an e-commerce website, checked out a product, and then realized it wasn’t the right time, only to find the same item on a Facebook ad? Been there? Nope, it’s not the universe telling you to splurge on that designer wallpaper. What you experienced was a savvy online marketing strategy called behavioral retargeting. Companies can use retargeting platforms to display the same ads to people who expressed interest but didn’t convert. In the same way that you’ve experienced behavioral retargeting in the past, you can do the same for your prospects too! Bring your hot leads back into your grip using retargeting ads! Here, you’ll learn everything there is to know about behavioral retargeting and how residential home service businesses can use it.

You’ve Been Retargeted - What Triggers That_

You’ve Been Retargeted - What Triggers That?

In the simplest sense, behavioral retargeting is the act of publishing ads that target a user’s previous online behavior or internet actions. When people visit your website but do not convert, it’s not the end of the world. Retargeting ads can be used to convince people who expressed an interest in your products or services to return and take action. People want ads that speak to their interests, and behavioral retargeting does that. Nowadays, there are countless media that you can use to retarget personalized ads. However, if there’s one golden nugget I acquired from Roy H. Williams, it’s that: _“The media doesn’t make the message work. The message makes the media work.” If your ads don’t convert, it’s not the media’s fault. It’s the message. Content will always remain superior regardless of what platform you display your ads. That said, the best solution is always to craft a remarkable, irresistible, delicious ad that makes targets bite their lip on the first encounter. Remember, the right ads will always come through. If you find your ads not working as well as you’d hoped, behavioral retargeting may be the extra nudge to convert leads. Let’s dig in further to wrap our nuggets around behavioral retargeting better for your business. At Wizard of Ads®, we help residential home service companies retarget their ads to skyrocket conversions. Interested? Book a call.

Remarketing vs Retargeting: Similar, Yet Different

Remarketing… Retargeting…You may possibly have heard of these two terms used interchangeably and asked, what the heck’s the difference? Well, they’re pretty similar in the sense that both have a singular goal: convert previous engagers. Retargeting is most often attributed to displaying online ads targeting users who had previous interactions with your site without purchasing. This can occur in one or both channels:

  1. On-site; and
  2. Off-site events

On-site behavioral retargeting means targeting individuals who have previously visited your website. Whether they had interactions with your list of products or services, or they made some desirable actions, so long as they haven’t completed a sale. This can happen in a variety of ways:

  • Retarget people with ads showing a specific product they interacted with but didn’t complete the sale.
  • Retarget based on how users reached your website or landing page. The entry point may be social media ads, a Google search, or other inbound-leading events.
  • Retarget people on your mailing list who have exhibited some interest in your company (otherwise known as hot leads) but haven’t yet been converted into buying customers.

You can set up the parameters above on various platforms like Google Ads, Facebook, Google Analytics, etc. Off-site behavioral retargeting, on the other hand, focuses on interactions with your business through non-domain channels. Meaning, they haven’t visited your website yet but have engaged with your business from other platforms. With the rise of social media, audience interactions are no longer limited to domains and brand-own channels. Facebook has picked up on this and set up off-site interactions so companies can target ads based on how users engage with their business through the social media giant. In other words, if someone interacted with your business page, events, and other Facebook-enabled features, you can retarget them with ads to push them further down the conversion funnel. Remarketing is about re-engaging customers and previous buyers via email. For example, emailing a customer to avail of another home service proposal or upselling them with a unique offer are common examples of remarketing. It can also be used to remind a person of their previous purchase history. Essentially, remarketing tactics are more focused on email campaigns, postcards, and other tactics that reach out to individuals who have already had successful past engagements with your brand. Unlike regular email campaigns, however, this strategy can take the form of paid ads as well. Nowadays, both retargeting and remarketing terms are interchangeably used to denote one thing. What matters is that both are viable options for businesses like residential home service contractors.

The Sweet Cookie

The Sweet Cookie

How does behavioral retargeting work? What’s the mechanism enabling this marketing machinery? It’s cookies! Yes, cookies… No… Not the chocolate chip ones gram-gram used to make… Cookies are small identifying files created by the websites that you visit. In the past, these cookies were only intended to make website revisiting much easier and improve the user experience by saving browsing information. For example, keeping you signed in on certain websites, remembering your site preferences, and providing you with relevant content. Nowadays, cookies have evolved as a marketing tool. They’re mostly utilized to provide companies with valuable information on how they can target individuals showing interest in a particular niche. In a nutshell, when an individual checks the products or services you offer on your website, you can track the user for behavioral retargeting. You may send them an email if they provided it to you or retargeting pushes regarding products or services that piqued their curiosity, thereby encouraging the user to convert.

The 7 Touchpoints of Conversion - Does it Still Work?

How much communication does it take to convert a cold audience into a buying customer? This is the age-old question, dating back to the advent of the first advertisement during the prehistoric era when barbarian marketing specialists would scribble sales messages on birch bark and drawings on cave walls. In marketing, the ‘Rule of 7’ is an age-old maxim developed in the 1930s that says it takes an average of 7 interactions or exposures to convert a customer. This was created by the movie industry as, according to research, potential moviegoers need to see a movie poster at least 7 times before they’re convinced to watch the flick. Here’s the catch: now movie trailers exist :)The Rule of 7 was conceived in a time when TV, radio, and internet advertising didn’t include movie trailers. So does the Rule of 7 still hold up? Pretty much! In more recent research it was determined that a person must interact with your brand 6 times before it becomes a thread in their perceptual fabric. The better the message, the brighter the thread. The more frequent the thread, the more retention of your brand when it comes time for them to need your thing. Many marketers believe otherwise. Some say 10, others 13, there are those that even claim 26. People are becoming more and more inundated and desensitized by the ads they see every single day. These marketers get paid by how much you spend, making it their prerogative to convince you of this. The reality is that their message sucks and isn’t supported by other marketing efforts that do most of the heavy lifting. So how many touchpoints does it take for you? What are the most important ones to focus on? According to research, your touchpoints (all interactions whether on your website, mass media ads, SERPs, or social media) must be tied closely to your brand message. Companies that establish a single unified marketing strategy have more than 50% percent higher ROI on marketing tactics. Whenever you develop any marketing assets, remember three things:

  1. Get the message right first.
  2. Fit the right message onto the channel’s canvas.
  3. Buy as much reach at the correct frequency as you can afford.

As you start building the customer journey, the initial goal is to get the right content on the channels that will get you the right frequency for as many people as you can afford to reach. Use metrics and data to see which channels deliver the best ROI. Use professional writers to develop the right message. Get a Media Buyer to buy your media properly. All of these will help you craft the best marketing assets you can use for future behavioral retargeting strategies. Once you do, you’ll begin guiding your prospects down the customer journey more effectively than ever before. Each content nudges them little by little into a qualified prospect and ultimately, a full-fledge buyer.

How Can You Bring the Right Folks Back?

If done right, behavioral retargeting strategies can be effective in pulling customers back to your content channels and re-enticing them with your story and values. Rather than spending your ad budget on a cold audience, why not re-engage warm leads, instead? Here are some of the most common behavioral retargeting tactics.

Display Ads

Using display ads, you can target past visitors or engagers with advertisements when they browse other websites. By purchasing display ads from Google, your advertisement will appear on applicable websites that your lead visits, including game apps, and pre-roll. This retargeting strategy helps businesses craft general yet second-looker ads that encourage individuals to revisit your website for conversion. While the ads are typically “general” in nature, any killer display ad can still remind past visitors of their unfinished business with your website. Alternatively, if you managed to get the visitor’s personal information like the email address, you may choose to take the re-engagement up a notch using email retargeting, for a higher success rate!

Email Retargeting

Email Retargeting

Look at it this way. The mere fact that they gave their email address to your site says a lot about their engagement level. Tickle them in the right spots and you may just get the “yes” you’ve been looking for. Enter — email retargeting. In this age of countless messaging platforms, email remains the most personal and professional. Having their email gives you a way to personally appeal to them to facilitate conversion talk. Infuse your emails with the data you know about them. By tracking what users do on your site and when they visit you most often, you can integrate a personal touch. Just like how stores remind consumers who abandon their cart right before check-out. You can do the same with your audience. Say if you’re a home service contractor who also builds an email list from visitors, feel free to send promotional material to encourage users to hire your services.

Social Media Retargeting

Social media retargeting means flashing ads on social media giants like Facebook, Twitter, Instagram, etc. These marketing assets, including brand ads, and your business page will be visible to leads who previously engaged with your company. This allows you to connect with potential customers where they spend a huge chunk of their time. And with the billions of people lurking around Facebook, you have a wide audience to:

  • Reach
  • Attract
  • Engage
  • Remind

… of the products or services you have to offer! Plus, don’t forget the shareable nature of social media. If you publish killer content, you may just get additional shares. This is all free word-of-mouth marketing. Behavioral retargeting may seem daunting at first, but with some effort, digging deep into how it works, and optimizing your retargeted ads to continue the original conversation that first caught their attention, you will win in your industry and bring the right folks back in!At the end of the day, getting a “yes” on your very first ad is ideal, but you’ll catch more fish with consistency than hope. Residential home service contractors looking for killer ads, Wizard of Ads® are your assassins. Book a call.

(Online)
(Offline)
(Sales Funnel Optimization)
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 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 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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