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Lead Generation and Demand Generation: What’s the Difference?

Ryan Chute
Ryan Chute
May 17, 2022
Lead Generation and Demand Generation: What’s the Difference?

Think of the most popular restaurant in your city, the one where you've got to make a reservation because there is never an open table. Do you see it in your mind? That restaurant most likely hasn't been advertised in years. Their happy customers are their only marketing department. A wise advertising wizard by the name of Roy H. Williams once said:

"Advertising is a tax we pay for not being remarkable.”

So how do we become remarkable? How do we get to the point of success where our customers are advertising for us?One strategy many thriving businesses use is demand generation. Nope, not lead generation — demand generation. At this point, you may be wondering "what the heck is that?" In this article, we'll go over everything you need to know about demand generation and how it’s different from lead generation so your business can start reaping the benefits.

What is Demand Generation?

Demand generation is a data-driven marketing strategy that uses the inbound methodology to surge awareness and engagement throughout the entire buyer and customer lifecycle. This process' primary focus is on revenue creation and can become the most lucrative when executed through an single unified marketing strategy. A true demand generation strategy considers every touchpoint in the buyer’s journey — all the way from the first time they become aware of your product to when they (hopefully) become a lifelong customer and advocate. Building a demand generation strategy can take a lot of experimentation. If you want to skip the costly steps, Wizard of Ads® can help! Our team of marketing professionals has demand generation down to a science. We have the know-how, experience, and tenacity to bring your demand generation strategy to life in a way that will increase leads and conversions, generate sales — and most importantly — boost ROI. Book a call with us today to learn more!

Demand Gen vs. Lead Gen

Demand generation and lead generation are two important concepts in marketing. Though they are similar, there are some key differences between the two. Demand generation is focused on building demand or interest in a product or service. This can be done through various marketing campaigns, such as advertising, public relations, or even word-of-mouth marketing. Lead generation, on the other hand, is focused on collecting information about potential customers and turning them into leads. This IS done through digital advertising tactics, including PPC, funnels, and online form submissions.

The Demand Generation Funnel

The Demand Generation Funnel

Now that you understand the key differences between lead gen and demand gen, let's take a journey through the demand generation funnel so that you can see how it all comes together.

Awareness

At the top of the funnel is awareness. In order for someone to eventually become a paying customer, they first need to be aware that your product or service actually exists. This way, when potential customers are finally ready to buy, they will already have a positive association with your brand.

Research

The next stage in the demand generation funnel is research. Prospects should now be researching their options and trying to learn more about their potential purchase. If you can provide helpful information that prospects can use to make better purchasing decisions, they will be more likely to do business with you. By creating informative content, you can build trust and credibility with your audience, which will eventually lead to a sale.

Consideration

In the consideration stage, buyers have done enough research, and now they are evaluating options and comparing vendors. At this point, they are looking for more specific information that will help them make their decision. During this stage, your goal is to educate the buyer about your product or service and position yourself as the best solution to their problem. As buyers move through the consideration stage, they will begin to narrow down their options and make a decision on which company they believe offers the most value with the product or service they need.

Purchase

At the purchase stage, your potential customers are ready to buy. They've done their research and they know what they want. Your job is to make it easy for them to buy from you. There are a few things you can do to make this happen:

  1. Make sure your website is easy to navigate and that it has a clear call-to-action (CTA). Your CTA should be visible and obvious, and it should be easy for potential customers to find the product or service they're looking for.
  2. Offer multiple payment options. The more options you offer, the more likely it is that potential customers will find a payment method that works for them.
  3. Offer discounts or promotions. This can be a great way to entice potential customers who are on the fence about making a purchase.
  4. Provide excellent customer service. If potential customers have any questions or concerns, they should be able to reach someone who can help them.
  5. Make it easy to return items. No one likes dealing with returns, but it's important to offer this option in case potential customers are not satisfied with their purchase.

By following these tips, you can make the purchase stage of the demand generation process go smoothly and increase your chances of making a sale.

Knowing the Concept and Fundamentals

Knowing the Concept and Fundamentals

The demand generation funnel is a huge part of gaining new leads, but it's nothing without fully understanding the [key concepts and fundamentals](https://www.newbreedrevenue.com/blog/what-is-demand-generation#:~:text=Demand generation is a data,through an integrated tech stack). To hit a home run with your online leads, make sure you are familiar with these concepts:

Brand awareness

So at this point, we know the role brand awareness plays in demand generation, but what are the methods you can use to properly showcase your brand?You can start by building a strong brand identity. Create a message that exudes who your company is, what you stand for, and how you want to be perceived. You'll need to consider your target audience, what aesthetics represent your company well, and what type of voice you want to use when communicating with others. Other methods include identifying buyer personas, a process to help you zero in on the types of leads you want and the content they're interested in, as well as thought leadership, or creating content that establishes you and your company as experts in your field. You can also use social media, events, and PR to get your brand out there. No matter what method you use, the important thing is to be consistent with your messaging and design. Your goal is to make sure that when people see your brand, they instantly think of the values and qualities that you represent.

Inbound marketing

Inbound marketing is a demand generation strategy that focuses on creating and distributing content that attracts leads to your company's products or services. It is an important part of any overall marketing plan and can be particularly effective in driving sales. Some methods in inbound marketing are:

  • Search engine optimization (SEO): This means creating content that is keyword-rich and optimized for the search engines so that your target audience can easily find it when they are searching for information related to your product or service.
  • Social media: A strong branding presence on social media platforms like Twitter, Facebook, and LinkedIn can help you reach a wider audience and generate leads. By sharing your content with your social media followers, you can get more people to visit your website and learn more about your product or service.
  • Email marketing: By sending out monthly newsletters or targeted email campaigns, you can keep your customers and prospects informed about your latest offerings and generate more leads.
  • Lead generation: Once you have attracted more visitors to your website and increased your social media following, you can start generating new leads by asking people to sign up for your email list or contact you for more information.

Sales enablement

Sales enablement is a term used in business to describe the activities that facilitate the selling process and help salespeople be more effective. This strategy aims to provide salespeople with the right tools, training, and information so they can sell more effectively. It also involves processes and systems to help manage and track sales activity. Some methods of sales enablement include:

  • Providing salespeople with content such as product sheets, case studies, and brochures.
  • Offering training on products, services, and company processes.
  • Creating a central repository for sales materials.
  • Implementing systems to track customer interactions and activity.

Sales enablement is an important part of demand generation because it not only helps ensure that your salespeople can sell effectively and efficiently, but also gives them the confidence to perform well. When salespeople are properly equipped with the right tools and information, they’ll close more deals, generate more revenue for the company, and be genuine advocates for your brand.

Customer retention

Customer retention

As we all know, customer retention is key to any business' success. But what exactly is customer retention? Simply put, it's the ability of a company to keep its customers coming back for more. There are several different strategies that businesses can use to improve customer retention. Some common methods include offering loyalty programs, providing superior customer service, and creating a strong brand identity. You can also execute client marketing initiatives like customer win-backs and customer satisfaction surveys, generate upsells and renewals such as cross-sells and product bundling, or even just show your customers some appreciation with a handwritten thank you note. Of all of these methods, the most important are having a powerful brand story and an exceptional customer experience. Your brand and the value that you offer through a world-class buying experience are what sets you apart from your competitors, and it's what customers will remember long after their purchase. When you can build a loyal customer base, you’ll get free leads because they’ll do much more of the marketing work for you!

Level Up Your Demand Generation Campaign

If you want your demand generation strategy to be truly effective, you need to account for revenue operations (RevOps). This means aligning technologies, stakeholders, and business processes to fuel growth. The good news is that there are plenty of ways to do this, whether through an in-house RevOps team, a partner, or a combination of both. By taking advantage of all the resources at your disposal, you can ensure that your demand generation program is as efficient and effective as possible. Here are a few things to keep in mind when setting up your RevOps strategy:

  • Make sure your technologies are integrated and able to talk to each other. This will make it easier to track data and measure results.
  • Get buy-in from all stakeholders on the process and what success looks like. Everyone needs to be on the same page for this to work.
  • Define what your lead scoring criteria are and how leads will move through the funnel. This will help you prioritize opportunities and focus your efforts.
  • Set up reporting and analysis so you can identify any gaps in the funnel or pipeline. You need to be able to see where there are problems so you can fix them.
  • Train everyone on the process so they know how to use it and what their role is. No one can be left out or things will start to break down.
  • Follow up regularly to make sure the process is still working and that everyone is still on board. Things change, and you need to be able to adapt.

If you can do all of these things, you will be well on your way to setting up a strong foundation for revenue operations. This will pay off in the long run by helping you optimize your demand generation strategy and effectively attribute marketing's contribution to revenue.“Each of us is a point-of-contact with our customer, a channel of communication. When we use the brandable chunks – signature phrases – that were introduced in our mass-media ads and reinforced on our website; when each of us delivers the personality that we promised in our ads, we have channel alignment. When we fall short of this, we are guilty of bait-and-switch.” — Roy H. WilliamsChannel alignment is key to a successful Demand generation strategy, and we at Wizard of Ads™ have the tools you need to make sure your brand is delivering on its promises. If you’re feeling intimidated by all the changes in today’s marketing landscape, don’t worry — we can help. Book a call with us today and let us show you just how easy it can be to create a winning demand gen strategy for your business.

(Online)
(Offline)
(Lead Gen)
(Lead Generation)
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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