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Consumer Behaviour's Reliance on Today's Social Media

Ryan Chute
Ryan Chute
July 19, 2022
Consumer Behaviour's Reliance on Today's Social Media

For many people, scrolling Facebook, chatting over Twitter, and surfing Instagram is now part of the daily routine. Our social media today is a result of all twists and turns we’ve endured over the pandemic. It has forced businesses to rely more readily on social media channels to communicate and engage with their customers. Today, social media apps are some of the leading tools making up a relevant portion of income streams from both large and small businesses. Moreover, social media statistics reveal that social media has the ability to influence consumer behavior to a brand’s advantage._How?_In this article, discover how consumer behavior relies on social media today and how you can leverage your residential home service business to consumers on social media apps.

A Social Media Dependent Society

Deep down, underneath the calm exteriors, people are driven by one inextinguishable desire to belong. Social media, in one way or another, appeals to the inherent desire for belonging by enabling people to create an online persona that projects their ideal self. Through social media sites, you can be up-to-date with the latest trending news. You can also upload posts and stories that entertain your target audience, aligning your brand identity with their personal identity, and giving them a sense of belonging with your tribe (brand). On the flip side, we cannot downplay the negative effects of social media. It has created a window to access and covet other people’s lives, breeding an even stronger desire to keep up with the Joneses. This is a big reason why businesses thrive on social media. Social commerce allows businesses to meet consumers where they already are, at the peak of their whims and fancy. For this reason, social media today is no longer merely about connections but also conversions. Businesses have infiltrated social media networks because of how fast the market grows within each platform. A company that doesn't include social media in its digital marketing strategy is ignoring an inexpensive, practical, and quick way to reach half of humanity. Calling society social media dependent is a bold claim but current data indicates it’s a hard truth. Let’s explore the numbers below:

How many people use social media today?

Compared to previous years, 2022 has marked the era where more than half of the world’s population uses social media. According to Datareportal, 58.4 percent of the world’s population is on social media today. That number accounts for 4.62 billion people around the world. Within only a year, social media users have bumped up by a staggering 424 million who spend two hours and 27 minutes daily across seven social media platforms, on average. With that in mind, it’s likely that the majority of your prospects in the residential home service industry belong to those numbers. According to Deloitte, 40 percent of users utilize social media to find home improvement providers. That accounts for 1.8 billion people worldwide.

How do social media users connect with brands?

In many ways, social media is comparable to TV and radio. First of all, it doesn’t cost a dime for consumers to watch or listen to commercials in your social media feeds. Secondly, it’s the brands that want to be featured who shoulder the heaviest advertising costs. The real trick to winning on social media today is entertainment. Entertainment is the currency of a too-busy public, and on social media, people are looking to decompress from their busy lives and have a chuckle. This makes social media advertising particularly important when it comes to your overall marketing strategy. Social media sites are governed by patented algorithms that control the information every user receives. Brands can use advertisements to reach out to their market. Alternatively, you can use behavioral retargeted ads to recapture the attention of users who expressed interest in your products and services but didn’t convert. This is helpful because SproutSocial says one in three customers prefer social media to learn about brands moving forward. The numbers make it clear that social media has become a pillar in today’s society, not only for social circles but even for businesses. If you want your residential home service to dominate social media today, Wizard of Ads™ has the chops to make that happen. Book a call.

Generational Consumer Behavior in Social Media

Generational Consumer Behavior in Social Media

Social media today offers countless opportunities to tailor-fit your products and services to the right customers. However, comprehensive demographic data is required to define your target audiences. Every generation has its respective nuances that determine how people will interact with your brand and it’s imperative to know these subtle details if you want to maximize your social media advertising efforts.

Generation Z

Born: 1997 onwardsAge range: 18-24**Who are they?**Generation Z, otherwise known as Gen Z or Zoomers, are the most digitally native among all generations. Given their youth, most of the people belonging to this category have had social media interaction for almost half of their lives. For this reason, they are tech-proficient, 66 percent say social media is a vital component of their day-to-day living. However, unlike other generations who prioritize connecting with family and friends, Gen Z primarily uses social media platforms as a pastime. Despite that, I do urge residential home service businesses not to sleep on the tech-savvy generation. They will be the huge drivers of the social media landscape in the years to come.**Consumer Behavior in Social Media?**Given Gen Z’s proclivity to social media today, they expect brands to be in step with them. It’s very important for this generation to have initial online interaction before storefront transactions. According to the SproutSocial findings, 76 percent of Gen Z say that social media allows them to interact with brands. Seventy-eight percent report that social media helps them discover new businesses. Unlike other generations on the list, Gen Z people are fully aware of how businesses use their personal information. For this reason, 64 percent expect businesses on social media today to craft more personalized experiences to appeal to them better. They suggest that companies should analyze their posts, activities, and previous interactions to create a “level of familiarity” with them. In other words, the majority of Gen Z’s are relational buyers who value affinity prior to purchase.**What does this mean for residential home service businesses?**The best way to appeal to Gen Z is through ads or posts that spark engagement or interactions. Your aim is to involve them in relevant conversations surrounding your niche. This may not be so easy in the residential home service since you’re selling a grudge purchase. Nevertheless, maintaining active interaction with this group is the key to winning their loyalty. Work on your buying experience by being more active in responding to questions, comments, or messages. Make this the forefront of your strategy and you will win Gen Zers over.

Millennials

Born: 1980-1996Age range: 25-40**Who are they?**Although Millennials are born the closest to Gen Z’s, their consumer behavior varies significantly when navigating through social media today. Most information regarding them is plagued with obsolete stereotypes, so don’t be confused. The majority don’t primarily use social media to kill time like the tech-savvy bunch. Rather, 61 percent use social media today to reach family, friends, and colleagues. Only 51 percent use social media platforms as pastimes, while 47 percent use it to discover new trends. Forty-three percent use it to know the latest news. The best way to describe Millennials is that most are starting to navigate through adulthood. This includes every nitty-gritty detail that comes along with it: work milestones, parenting, property-owning, household management, etc.**Consumer Behavior in Social Media?**Since Millennials are slowly dipping their toes into adulthood, they value businesses to be instrumental in their major life decisions. Compared to other generations, Millennials approach their careers, family, and future differently and it shows in their social media behavior. Since they prioritize making the best choices, they’re keen to join online communities and interact with other customers or with your business to know they’re in the right hands.**What does this mean for residential home service businesses?**A Millennial, say, with a new property, will be particular in selecting the business they’ll trust for their HVAC installation. Assurance also matters so much for Millennials and this can be challenging for residential home service providers. The best course of action to appeal to Millennials is to build your own online community via social media today. I see this benefiting your brand in three ways:

  1. Previous customers can share their past experiences working with your business. They can post pictures, upload videos, and testify to how your brand has helped them. In other words, free word-of-mouth marketing.
  2. You gain a free space where you can present the newest services or limited-time offers to encourage your previous customers to repurchase.
  3. You get a higher chance of tipping the scales into a sale once non-consumer Millennials part of your community validates the legitimacy and effectiveness of your services.

Generation X

Generation X

Born: 1965-1979Age range: 41-56**Who are they?**Have you heard of Gen X before? Not too many have, but we are the small group in between the Boomers and Millennials. Don’t sleep on us just because we’re small in number. We may be the best customers you can get for your residential home service business. Despite our small size, Generation X accounts for a large proportion of users in social media today and we’re not slowing down. According to research, 74 percent of Gen X users see social media as a vital pillar in their daily lives. Among the social media platforms, Youtube and Facebook are their most preferred apps through and through. This means they are likely to stick with these social channels for years to come. With that in mind, casting your net over these sites will give you better odds with Gen X prospects.**Consumer Behavior in Social Media?**Compared to Millennials, Gen X’ers use social media platforms more habitually. They average around six hours and 58 minutes of social media usage per week. The latch key generation is also known as the counter-culture generation because of their penchant for independence and smart purchase decisions. Gen X’ers are more likely to fall under the category of Transactional Shoppers. This means they care about the ROI, logic, and product research to make their final decision. According to studies, 56 percent of Gen X consumers discover new brands through social media. **Sixty-eight percent base their purchases on online reviews. What does this mean for residential home service businesses?**If you wish to target GEN X’ers, the best course of action is to acknowledge what motivates them the most– independence. Allowing them to dive deep and learn more about your residential home service business will help them develop their final purchase decision. In other words, whatever educates them, excites them. Keep their excitement at an all-time high by providing resources, videos, tutorials, and in-depth explanations that illustrate how your brand can solve their felt needs (money, energy, and time). You will want to cover your solutions’ features and benefits too, and how these elements can give them the advantage they’re looking for. Convincing customer reviews are another method for capturing the hearts of Gen X’ers. Similar to Millennials, fostering an online community where they can interact with other customers will facilitate them to choose you over competitors. Moreover, work on your local SEO strategies to ensure better odds if they decide to check your Google Business Profile listing. Finally, DIY videos that explain how users at home can troubleshoot, say, a minor plumbing problem demonstrate your care for customers. You can use videos like this to your advantage when targeting Gen X’ers. Edutainment is the name of the game.

Baby Boomers

Born: 1946-1964Age range: 57-74**Who are they?**Baby boomers were the slowest to adopt social and only 40 percent believe that social media today is a relevant component of their lives. Nevertheless, the recent social distancing brought about by the pandemic led this generation to embrace social media as a means to communicate with family and friends. Similar to Gen X’ers, Boomers prefer established and popular platforms like Facebook. Experts project that this group will increase its usage of social media in the next 3 years. This is following the nearly doubled number of Boomer Facebook users in 2012 and 2019.**Consumer Behavior in Social Media?**Baby Boomers share similar similarities with other older generations when it comes to social media behavior. According to research, only a measly 35 percent of Boomers use social media today to discover new brands. That’s even though 48 percent report that social allows them to interact with companies. That said, Boomers are likely to stick with the social media platform they’re accustomed to, primarily Facebook as a brand discovery and communication medium. Taking Boomers beyond the awareness stage will take up time since data suggests that only 20 percent have finalized a sale from a social media platform. Most will choose physical interactions over online shopping.**What does this mean for residential home service businesses?**Social media today is still useful to provide Boomers with information when finalizing their final purchase decision. However, it’s not ideal to push them down the sales funnel online. You can make the biggest impact with your residential home service business when your campaigns complement their brick-and-mortar preferences. What this means is strengthening your local SEO performance through local SEO tools. You can win Boomers by publicizing your address, and contact details, and dominating the Google Map Pack and Google Local Service Ads ranking. While you can use your online presence to share timely store updates, offer value stacks, and post new products that will motivate Boomers to visit your office.

How Many Sales Are Made Through Social Media?

Social media influence can never be underestimated especially when we’re talking about sales. The reason why social media has become one of the frontrunners in sales is because of its accessibility and the unspoken mental gymnastics that push people to buy your products and services. In recent social commerce research from Business of Apps, they revealed that a whopping 82 percent of social media users made a purchase after seeing a product on social media. Another report from The Influencer Marketing Factory found that more people now prefer online shopping (40 percent) over in-store shopping (13 percent). Emarketer predicts that social commerce sales will grow to $56 billion in 2023 and boom into a staggering $80 billion industry by 2025. While the information above covers eCommerce more than residential home service businesses, we can infer that online transactions generally matter more in social media today. What this means for your residential home service industry is that you must pace up to meet your audience where they’re at. While the best sale you can make is an appointment, your first goal should be to endear yourself to your target audience so they feel they know, like, and trust you before they even need what you sell. It’s hard to imagine a life without social media, but eventually, the main competitive field could very well be within the social media platforms.

The Impact of Stories on Consumer Purchase Decisions

The Impact of Stories on Consumer Purchase Decisions

Social media is but a singular piece in the myriad of tools businesses use to sell their products and services. We have to keep in mind that using social media today as a means to leverage your businesses will not always reap rewards. The truth is, it’s just a medium — a communication channel. Roy H. Williams once said:_“The media doesn’t make the message work. The message makes the media work.”_Media platforms will remain platforms until you put them to work for you. If you want to influence your customer’s purchase decision, you need to craft impactful and moving stories and not ephemeral content. You heard it right, stories. Most consumers, even the radically ROI-driven Transactional Shoppers, like to think logic is what drives their purchase decision. Here’s the thing: it isn’t. We like to think we’re logical beings that weigh all relevant information prior to purchasing. However, research shows that all of our decisions, both major and minor, are made subconsciously with emotions, only being justified by logic once the decision has already been made. Persuading consumers to use your solutions means speaking their language. Focus on developing stories, high-quality content, and ads that make your prospects FEEL your products’ benefits. You also want them to EXPERIENCE how your solutions can give them the advantages they desire. Why?People make ALL their purchase decisions from the area of their brain that EXCLUSIVELY FEELS. A part that doesn’t listen to logic and doesn't have the faculty for words. That’s why helping your clients imagine your solutions through persuasive stories is your key to sales success on social media today. Your prospects are ripe for the picking, but sometimes, you need expert advice to show you the tools for the harvest. Book a call with Ryan Chute of Wizard of Ads™ if you want your residential home service to dominate social media today.

(Online)
(Offline)
(Social Media Today)
Ryan Chute
Ryan Chute

"My milkshake brings all the boys to the yard, And they're like, it's better than yours, Damn right it's better than yours, I can teach you, but I have to charge." -Kelis Yeah. This is what I do for Home Service Companies.

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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, manager, 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.

Ready to transform your world?

(do it - you
deserve this)