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Relational and Transactional Ads: The Perfect Combination

Ryan Chute
Ryan Chute
July 22, 2022
Relational and Transactional Ads: The Perfect Combination

As a business owner, you're always looking for ways to improve your advertising and marketing techniques. To this end, one important distinction you should clearly specify is between relational and transactional ads. Relational advertising, as the name suggests, focuses on being relatable with a customer's sentiment, while transactional ads lean towards cheapest price and lowest barrier to entry. While both marketing approaches have their merits, what you ultimately choose will depend on your business goals. Do you want a quick sale or do you prefer building a solid customer base you can retarget for future transactions? Relational ads are more effective in the long run, especially for businesses in the residential home services industry, but that doesn’t suggest you should abandon transactional ads. This is because customers are more likely to hire your services again if they feel like you care about them as people, not just as a potential revenue source. In this article, we'll explore everything you need to know about transactional and relational advertising: from its origins, and history, then down to their perfect combination to ensure steady year-over-year growth. Let's dig in.

Hippocrates on Information-Gathering and Decision-Making

Hippocrates on Information-Gathering and Decision-Making

Hippocrates believed that the body was primarily made up of humors or bodily fluids, which are blood, phlegm, yellow bile, and black bile. According to his teachings, how humans gather information or make decisions are dictated by the imbalances of the four humors. The excess or lack thereof of each bodily fluid influences the expression of our humanistic moods, emotions, personalities, and behaviors, including people's susceptibility to diseases. Throughout history, many academics like Empedocles, Alcmaeon, and Galen, and also screenwriters like Shakespeare have all built on the belief that Hippocrates originally theorized. These personalities have all been instrumental in affirming, codifying, honoring, and personifying Hippocrates' four temperaments, which are now known as:

  • Sanguine
  • Choleric
  • Melancholic
  • Phlegmatic

You might be thinking, "what does this have to do with my business?" Well, you may not know this but business has more to do with psychology than anything else. Remember that securing a sale demands an alignment of beliefs between you and your customers. That’s why knowing your audience’s temperaments should be a part of your marketing approach. A clear understanding of your prospect's personalities, respective preferences, and approaches to decision-making will ultimately help you influence their behavior and guide them to your desired outcome. This enables you to frame your campaigns in a relational advertising tone, helping you connect with prospects on a deeper level which builds a long-lasting relationship with customers.

Shakespeare and the Full Range of Human Behaviors

Among all playwrights of old, only Shakespeare came close to expressing the full range of human behaviors in his plays. Literature has never produced a character as rich and humanly recognizable as those created by William Shakespeare. He accomplished this feat by following and abiding by Hippocrates' theory and beliefs on the four temperaments. It's truly mind-boggling how Shakespeare understood human personality better than the rest of us considering his only basis was Hippocrates' teachings. Shakespeare wove these temperaments into his plays in order to create characters that people from all walks of life could identify with. In doing so, he has given us a timeless gift that will continue to entertain audiences for generations to come. Despite the theory of bodily humors heavily being discarded in the scientific community nowadays, there's wisdom in Shakespeare's example: For business owners, the four temperaments enable us to recognize our customer’s respective stories and craft a better and more personal experience through relational advertising that speaks to our prospect’s felt needs. The four temperaments sanguine, choleric, melancholic, and phlegmatic are each expressed through different characteristics. For example, cholerics are known to value results over relationships, but they are also open to building professional ties if businesses can provide the results they want. As a residential home service business, you can connect with choleric people by stressing the importance of quality workmanship and speedy results in your advertising. Sanguines, on the other hand, are people-oriented and love to socialize. They’re often drawn to businesses that offer a personal touch and relational customer service. As a business owner, you can appeal to sanguine prospects by highlighting your company’s friendly atmosphere and commitment to great customer service. The point is, while relational advertising may seem like a new concept, it is actually based on an age-old idea. By understanding the 4 temperaments, you can create ads that resonate with your target audience on a deeper level, increasing the chances that they will take action. Want to link your way of thinking to your customer’s mindset? Book a call with Ryan Chute of Wizard of Ads® and he’ll Professor X your way into your prospect’s psyche.

The 4 Basic Temperaments in Every Form of Storytelling

The 4 Basic Temperaments in Every Form of Storytelling

Since the imbalances of the bodily humors produced the 4 temperaments we all know and love, Hippocrates stressed that the balance and good mix of these humors defined good health and the ideal personality. This concept of complementary relationship among the four humors, and in turn the four temperaments, have been the explanation why Shakespeare's plays were the best and the golden standard of the world's most renowned TV shows. Shakespeare's Henry IV is described by some as the greatest literature of all time and the masterpiece of historical drama. It is also known to be the closest to the ideal humoral balance. The reason being each of the four main characters represented a specific temperament. King Henry IV himself exhibited melancholic qualities, Prince Hal had sanguine, Sir Harry Hotspur was choleric, and Sir John Falstaff showed phlegmatic qualities. In today's media, we see the same pattern among characters: Star Trek

  • Sanguine: Captain Kirk
  • Choleric: Spock
  • Melancholic: Scotty
  • Phlegmatic: Bones

Friends

  • Sanguine: Phoebe and Joey
  • Choleric: Monica
  • Melancholic: Ross
  • Phlegmatic: Rachel and Chandler

Seinfeld

  • Sanguine: Kramer
  • Choleric: Elaine
  • Melancholic: George
  • Phlegmatic: Jerry

Sex and The City

  • Sanguine: Samantha
  • Choleric: Miranda
  • Melancholic: Charlotte
  • Phlegmatic: Carrie

Schitt’s Creek

  • Sanguine: Moira
  • Choleric: Johnny
  • Melancholic: David
  • Phlegmatic: Alexis

Game of Thrones

  • Sanguine: Arya
  • Choleric: Sansa
  • Melancholic: Jon
  • Phlegmatic: Bran

This ethereal combination of the four temperaments is the cornerstone of a good novel, a hit TV show, and effective relational advertising — basically every type of long-term entertainment. Why? Because the interweaving of the four temperament's inevitable conflicts and persisting need for one another is the quality that keeps the storyline intriguing and interesting for audiences. Needless to say, if you want to build long-term relationships with your clients, craft relational advertisements that speak, complement, harmonize, augment, and enhance their temperament’s language. Sprinkle in the trifecta of a killer value proposition — meets their felt needs, caresses their pleasure points, and soothes their pain points — you successfully align their beliefs to yours.

The Perfect Combination of Ads for a Consistent Year-over-year Growth

The Perfect Combination of Ads for a Consistent Year-over-year Growth

As the world of advertising rapidly changes, so do the marketing techniques that companies use to reach and engage their target audiences. In order to stay ahead of the curve, it’s important to understand the different types of ads and how they can be used complementarily to create a successful ad campaign. For starters, relational advertising is a form of relationship marketing where your focus is on bonding with your customers. This sets the stage for your client's long-term brand loyalty and satisfaction. Transactional ads, on the other hand, are designed to generate a sale today. They establish a traditional relationship between brands and customers where the focus is simply selling a product or service. In other words, you're not in it for the long haul, you only want a quick buck (buyer’s perception). That's not to say transactional marketing isn't a good tactic. The strategy leans toward selling efficiency and increased volume in point-of-sale transactions which is the foremost priority of buy-and-sell businesses. However, for industries like the residential home service where customer retention and client membership are the lifeblood of your business, you need to establish a solid rapport with customers to thrive in the biz. While both types of ads have their place in a well-rounded marketing strategy, relational ads are often more effective in driving consistent year-over-year growth. That’s because they create an emotional connection with the customer that goes beyond the transaction. Think about it: when was the last time you repeatedly bought a product because you had a “transactional” relationship with a company? Probably never. While you’ve presumably made multiple purchases from businesses with whom you have a relational connection. Still, what are relationships if you don't get your customers moving to where your blow the wind? Relational advertising is meant to bond with customers, but the transactional ad is what activates the sale. Formulating a balanced recipe is what you need to do when crafting a killer ad campaign. Thankfully, we have the formula served on a silver platter for you, which is:*drumroll*

  • 2/3 Relational customer-bonding ads
  • 1/3 Transactional sales-activation ads

Every marketing campaign you develop must have this magical combination. After all, asking a big favor from a person whom you've built a meaningful relationship with is FAR easier than asking the same from a stranger. The key here is making the whole process holistic. Your relational advertising techniques must be supplemented by other touchpoints within your business like customer service. Here's an example: An HVAC contractor can produce relational ads that focus on the buying experience, customer satisfaction, and righting industry wrongs, while preserving the temperament-fit style and tone. Then, when the shoulder season rolls around and you’re scrambling to fill the appointment board, the business can switch to transactional ads that offer a value-add for scheduling an appointment or tune-up within the next 24 hours. The relational ads create top-of-mind awareness, build credibility, and establish the company as a trusted source for HVAC services. The transactional ads will then provide concrete, tangible reasons to choose your particular company over others. Of course, your ad campaigns will be unique to your residential home service business, but the general principle remains the same: 2/3 relational ads + 1/3 transactional ads = 1 successful marketing strategy. If you need professional guidance in concocting the perfect ad campaign, Ryan Chute from Wizard of Ads® is the expert who can blend your marketing strategy into a juicy beverage that hits the spot. Book a call.

(Online)
(Offline)
(Relational Advertising)
(Social Media Today)
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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