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Brand Loyalty and the Chamber of Secrets

Ryan Chute
Ryan Chute
May 7, 2022
Brand Loyalty and the Chamber of Secrets

Think of brand loyalty as the treasure you and your wizard friends seek to find in the depths of the Chamber of Secrets. After all, every marketer strives for it. A customer base that returns again and again, regardless of changes in competition or product offerings. And there are many ways to enter the Chamber of Secrets (some more difficult than others). Just as there are many ways to build brand loyalty among your customers. You can offer rewards programs, unbeatable customer service, or simply a solution head-and-shoulders above the competition. However you do it, the goal is always the same. The psychology of branding is creating an emotional connection between your customer and brand that goes beyond simple transactions. When your customers are loyal to your brand, they become advocates, recommending you to their friends and family. They become your brand ambassadors, promoting you even when times get tough (or when the product is unavailable).

Brand Loyalty Definition

Brand loyalty is defined as a customer's preference for a particular brand in comparison to other brands. Their preference can be based on several factors, including quality, price, style, and reputation. Brand loyalty is vital to businesses because it can lead to repeat business and positive word-of-mouth recommendations. Brand loyalty can be created by giving customers a sense of community or by offering incentives. For example, a business might offer loyalty rewards, such as discounts or free merchandise, to customers who make repeat purchases. Businesses need to consider how to encourage customers to remain loyal to their brand. With that, it’s also crucial for companies to realize creating strong brand loyalty among customers can be challenging for even the largest corporations. It can seem like an impossible goal for smaller businesses with limited budgets and marketing resources. But the effort is certainly worth it. Loyal customers are more likely to stay customers long term and recommend your products or services to others. It's also worth the effort because it can lead to long-term customer relationships. And long-term customer relationships are what you want to cultivate! Are you looking to cultivate long-term relationships with your customers without having to do all of the heavy liftings? Then we Wizard of Ads® are the ones for you. We specialize in creating customer relationships for our clients that are built to last. Book a call with us today.

Brand Loyalty vs. Customer Loyalty

At its core, brand loyalty refers to a consumer's commitment to a particular product or company. In other words, they are loyal to the brand itself – not necessarily the specific product or service that it offers. Brand loyalists will often make purchases based on preference alone and stand firmly behind brands they enjoy. This is in contrast with customer loyalty, which refers specifically to an individual's relationship with a particular business or product category. Customer loyalists tend to be more pragmatic in their purchases. They also have established behaviors surrounding what they like and don't like about the products or services they use regularly. For example, say someone likes certain restaurants in a city. They may be loyal to one restaurant because they’ve been going there for years. They are also comfortable with the food and atmosphere.

However, let’s say a different restaurant opens up nearby with similar prices but the more appealing decor and better service. This person might switch their brand loyalty to the new restaurant. These two types of loyalty can coexist within an individual consumer. Brands create customer loyalty which in turn creates brand loyalty. Loyal customers are often more supportive of the brands they like. It is important to note, however, that brand loyalty tends to be more superficial than customer loyalty. A customer can be very loyal to a brand. But let’s say this time that the brand raises its prices or makes a change that the customer doesn't like. That customer will likely switch to a different brand. Brand loyalty is often more fickle than customer loyalty. At the end of the day, most consumers will base their choices on what’s best for them. That’s true regardless of the brand and consumer loyalty involved in their purchase decision.

The Secret of Customer Loyalty

The Secret of Customer Loyalty

It's no secret that customer loyalty is crucial to businesses. After all, loyal customers are the ones who keep coming back, time and time again. They're also more likely to spend more money with a company over time. However, there is a mysticism surrounding how to obtain customer loyalty. In reality, there is no one answer or surefire method to achieve it. Many different actions and interactions that a company has with its customers cause customer loyalty. So, let's creep toward customer loyalty's Chamber of Secrets.

Make It Exciting!

First and foremost, you need to make customers excited about your product or service. If they're not, then they won't be loyal to you, no matter how wonderful your customer service is. Customers need to have that boost in oxytocin. And guess what? Excitement is all about that. The brain releases oxytocin when we feel happy, excited, and even when we're falling in love. While it may seem like a strange concept, you need to make your customers fall in love with your company. One way to do this is by providing an experience that's worth raving about. For example, Apple designs its stores to be an experience. The sleek lines, the carefully curated products, and the helpful staff all work together to create an enjoyable environment that makes people want to come back. Think about it: If you're not excited about a product or service, why would you want to use it again? You wouldn't. And that's the same way your customers feel. To get them excited, make sure you're offering something new and innovative. This could be a new take on an old product, or something unique that no one else is offering. It needs to solve a problem that your customer has and make their life easier in some way.

Words of Bonding

John Adams once said, "I believe there is among our people a fund of wisdom, integrity, and humanity which will preserve their happiness." What he meant when he said that was that people are generally good at heart and will do what is right if they have the information to make good decisions. These words of bonding between customer and company still stand today. The key to having a successful business is making sure your customers are happy. And one way to do that is by developing loyalty among them. Businesses often think that the key to keeping customers is offering them the best deals or the lowest prices. But what Adams understood is that people want more than just a good deal. They want to feel like they're being treated fairly and with respect. The best way to create loyalty, then, is not through discounts or gimmicks but by building trust and demonstrating integrity. When customers feel like they can trust you, they'll be more likely to stick with you even when better deals come along. You can't buy loyalty. You have to earn it. To earn loyalty, you need to give your customers a reason to stick with you through thick and thin. There are many ways to develop loyalty. Some of the most effective include providing excellent customer service and offering quality products and services. You want to be consistent in your interactions with customers, too.

Can You Measure Brand Loyalty

Can You Measure Brand Loyalty?

Yes, you can measure brand loyalty by using brand loyalty marketing. That type of marketing uses surveys and customer data to track how often customers return to purchase your product or service. It checks how likely they are to recommend your brand to others. Brand loyalty marketing can help you assess which marketing campaigns are most effective in driving repeat business and customer recommendations. Additionally, brand loyalty marketing can give you insights into what product or service elements are most important to your customers. That allows you to focus on delivering an exceptional customer experience. There's also a proposed model for measuring brand loyalty. It includes involvement, price worthiness, emotional value, social value, brand trust, satisfaction, commitment, and repeat purchase.

Involvement

Involvement refers to how engaged your customers are with your brand. Track customer interactions, such as social media activity or email open rates, and customer satisfaction ratings or reviews to measure this.

Functional Value

Functional value refers to how well your products or services meet your customers' needs. You can measure it by tracking customer satisfaction, repeat purchase rates, customer reviews, and ratings.

Price Worthiness

Price worthiness measures how satisfied your customers are with the price or value they receive from your products or services. Measure this by tracking customer satisfaction ratings, repeat purchase rates, and customer reviews.

Emotional Value

Emotional value measures how much your customers love your brand on an emotional level. Measure this by looking at things like levels of trust, commitment, and satisfaction with your brand. You can track this by looking at social media sentiment, word-of-mouth marketing referrals, and customer reviews.

Social Value

Social value captures how much your customers feel a sense of community and belonging around your brand. The things you can measure here include customer engagement on social media platforms and referral rates from friends who use your product or service.

Brand Trust

Brand trust measures how much confidence people have in your brand. Track this by looking at customer satisfaction, complaint rates, and net promoter scores (NPS).

Satisfaction

Satisfaction is a more general measure of customer satisfaction with your brand. You can track this by looking at things like NPS scores and review ratings on popular review sites like Yelp or Amazon.

Commitment

Commitment shows how much people are willing to invest in your brand. You can track this by looking at customer lifetime value, retention rates, and repeat purchase rates.

Repeat Purchase

The repeat purchase measures how often customers buy from you again after their initial purchase. It can be a valuable metric for assessing brand loyalty, as it shows how likely people are to continue doing business with you. Ultimately, building brand loyalty is about earning the trust and confidence of your customers. Pay attention to these key markers of brand loyalty. You can be certain that your customers will continue to find value far into the future.

4 Secrets to Brand Loyalty

4 Secrets to Brand Loyalty

There are four secrets to brand loyalty. Make your employees happy, prioritize customer service, provide on-time delivery, and recognize and correct mistakes.

  • Make Your Employees Happy – Your employees are your brand ambassadors. If they're not happy, it will show in their interactions with customers.

Brand psychology extends to your employees. If they believe in your brand, they will be more likely to go the extra mile for customers and instill loyalty in them. Make sure you're doing everything you can to keep them happy. That means offering competitive pay and benefits, providing opportunities for advancement, and showing appreciation for a job well done.

  • Prioritize Customer Service – Customer service is key to maintaining brand loyalty. Your customers should feel valued and appreciated, not like a number.

Great customer service means taking the time to listen to your customers. Understand their needs, and go above and beyond to meet those needs. It's also important to act quickly when there's a problem and make things right. Customers will remember how you made them feel during their customer service experience, so it's crucial to create a positive one.

  • On-Time Delivery – If you want to keep your customers happy, you need to make sure their orders arrive on time. That means having an efficient order fulfillment process in place and working with reliable shipping partners.

Customers like knowing they can rely on your brand to deliver their orders quickly and reliably. And they will be much more likely to stay loyal. After all, nobody wants to deal with missed deadlines or shipping delays. With a strong commitment to timely delivery, you can create an exceptional customer experience. The kind that keeps your customers coming back for more.

  • Recognize and Correct Mistakes – We all make mistakes from time to time. But when you're running a business, it's crucial to recognize your mistakes and correct them as quickly as possible. Customers will appreciate your efforts to right the wrong. And they'll be more likely to stick with your brand in the future.

Furthermore, addressing customer concerns shows that you're interested in providing a positive experience. And that's essential for building brand loyalty. When it comes to brand loyalty, you need to know how to address your customers. But sometimes, brands feel stuck or unsure of how to reach their customers in any way. If that’s you, don’t hesitate to get in touch with Wizard of Ads®. We’re experts when it comes to the customer experience. We know how to create brand loyalty that'll keep your customers coming back to you.

(Online)
(Offline)
(Branding)
(Brand Loyalty)
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 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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