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Visual Search: Best Way To Be Findable?

What’s the second largest search engine on earth? Nope. It’s not YouTube. It’s Google Images.

Ryan Chute
Ryan Chute
June 30, 2022
Visual Search: Best Way To Be Findable?

What’s the second largest search engine on earth? Nope. It’s not YouTube. It’s Google Images.

As the online world becomes increasingly competitive, businesses need to be findable by their target audiences. One of the best ways to ensure your business is visible online is through visual search, a type of search engine that allows users to perform an image search instead of using keywords.

That means if someone is looking for a product or service that you offer, they can simply enter an image into a Google search, and your business will come up as a result.

There are many benefits to using visual search for your business. For one, it helps increase your visibility online and makes it easier for potential customers to find you. In addition, it can also help improve your website’s search engine optimization (SEO).

One of the best ways to ensure your business’s visual content is visible online is to make sure you use high-quality images. That means that your images should be clear, sharp, and free of any distracting elements. You can use the Google camera icon to take high-quality photos of your products or services, or use a professional photographer. Then you’ll want to store your camera images in Google Photos.

My Google Photos is a cloud-based storage service offering users unlimited storage for their photos and videos. In addition to providing a convenient place to store and share images, Google Photos can also help you boost your business’s visual search ranking. When you upload photos to Google Photos, you can include keywords and descriptions that will help Google index your images and make them more visible in image search results.

Another great way to improve your company’s visual search visibility is to use social media. Platforms such as Facebook, Twitter, and Instagram allow users to share images, which can help increase your reach and expose your brand to new audiences.

Finally, you can also use paid advertising to improve your visual search visibility. Google Ads allows you to place ads on Google Images and can be targeted to specific keywords and search queries. While cost is associated with this approach, it can be an effective way to reach potential customers who actively search by image for the products or services that you offer.

As you can see, you can improve your business’s visual search visibility in several ways. Taking time to optimize your images and use social media and paid advertising ensures your business is seen by more potential customers online.

Visual Search The Origins

Visual Search: The Origins

We can trace the origins of visual search back to 1967 when Sperling conducted his famous [partial report experiment](https://psych.hanover.edu/javatest/cle/Cognition_js/exp/partialReport.html#:~:text=Partial report is an experimental, single glance%2C if you will.). In this study, participants were presented with an array of 12 letters arranged in a 3×4 grid. After the letters disappeared, participants heard a tone that indicated whether they should report the content. The content included either the entire array (the target), the left-most half (the probe), or the right-most half (the distractor).

When asked to report the target, participants could correctly recall an average of about nine out of 12 letters. However, when asked to report the probe or distractor, they could only correctly remember an average of about four out of six letters. These results suggested that the left-most and right-most halves of the array were encoded in separate memory stores.

The finding that separate memory stores encode the left-most and right-most halves of an array has important implications for our understanding of attention. For instance, it suggests when we are looking for something in a cluttered environment, we may need to search both the left and right sides of our visual field to find it.

Additionally, this finding provides insight into why it can be so difficult to remember where we put something down when distracted. If the item was on the right side of the room, we may only recall it if we search the right side of the room and vice versa.

When searching for items in a search display, research goes far back to the late 1970s, when Anne Treisman and colleagues first proposed the features integration theory. This theory suggests that when we first see an object, we process its features (e.g., color, shape) separately. Then we integrate these features into a single perception of it.

For example, if you were looking for your friend in a crowd, you might first look for someone who is roughly the same height, then you might look for someone with the same hair color. You might recognize your friend by their unique combination of the two.

Over the years, many studies have supported the features integration theory. However, one key finding emerging is that it can be hard to find an object when its features are not clearly defined, or it’s not within our field of view.

Do you run a residential home services business? Do you need help focusing on the features of your product or service? Do you want to gain the attention of your customers? Then you need to book a call with Wizard of Ads® today!

Parallel Searches

When we search for an object, we often conduct what is known as a parallel search. That means we look at many different ones simultaneously and compare them to the target. Studies have shown that when we conduct a parallel search, our eyes tend to dart back and forth between objects rather than fixate on one for an extended period.

Serial Searches

If you were looking for a specific type of object, such as a bright blue plunger, you would likely use a serial search. In this case, you would scan the environment from left to right (or vice versa), looking at each object carefully until you found matching profile pics of your target.

Studies have shown that when we conduct a serial search, our eyes tend to fixate on each object for an extended time without moving to others. It’s likely because we are trying to carefully examine each object to see if it meets our search criteria.

However, serial searches can be very time-consuming, especially if there are many objects in the environment. For this reason, we often use parallel searches when looking for something in our everyday lives.

The Users

You can segment visual search users differently, but some common ways are by industry, business type, and use case.

Some industries that use visual search include:

  • Retail: To better serve customers, eCommerce retailers can use image recognition. For example, shoppers on Amazon can take a photo of an item they want, and Amazon will show similar products.
  • Travel and hospitality: hotels and airlines can use it to allow customers to find specific types of rooms, environments, or flights.
  • Marketing and advertising: companies can use it to show targeted ads to potential customers. For example, if someone searches for an air conditioner on Google, they may see ads for air conditioners from different suppliers.
  • HVAC: Homeowners use it to find HVAC specific parts, products, and how-to repairs.

Companies can use visual search in many different ways to better serve their customers and businesses. Some of the most common uses include retail, travel and hospitality, marketing and advertising, education, manufacturing, and health care. With so many different applications, it is clear that it’s a powerful tool to use in several industries.

AI at Work

As businesses strive to keep up with the ever-changing landscape of technology, many are turning to artificial intelligence (AI) to help them stay ahead of the curve. You can use AI in many ways, from chatbots that provide customer support to predictive analytics that help businesses make better decisions. One area where AI has major impact and power, quite literally, is in the realm of visual search.

This technology relies on machine learning, a type of AI that can adapt and improve over time. It enables visual search engines to understand the content of an image and its context.

Visual Search vs. Image Search

As mentioned above, visual search is a type of image search that relies on machine learning to understand the content of an image and its context. This understanding allows visual search engines to provide relevant results when users search for an image.

Image search, on the other hand, simply returns pictures that match the keywords used in the search. Image search results are often less relevant than visual search results because they don’t consider the image’s context.

Visual Search in Marketing

Visual Search in Marketing

Visual search transforms the world of marketing. Going from a text-based search engine like Google to a different visual search engine like Pinterest is a game-changer.

Marketers can now target their audience based on the images they share and the content they are interested in. This type of targeting was not possible with image search because it didn’t consider the context of an image.

For example, let’s say you’re a plumber and want to target customers searching for leaky faucets. You could create an ad that appears when people search for images of faucets.

This ad would be much more relevant to the searcher than a traditional text ad, and it would be prime for turning into a click.

With visual search, you can take a picture of the item and search for similar products. It’s much more effective than traditional image search, which would simply return images of the same product.

There are several visual search engines for marketers, such as Google Lens and Pinterest.

Google Lens

Google Lens is a visual search engine built into the Google app. Use it to identify objects, landmarks, and other items in picture format. This search engine improves visual search by allowing users to search for related images and products.

You can use Google Lens to find similar products by taking a picture of the item and then searching for similar images. It’s also much more effective than traditional image search.

Google Lens also improves ads and product pages by allowing users to see related items and products. This search engine is still in its early stages but has great potential for marketing purposes.

Pinterest

Pinterest is another visual search engine to use for product discovery. It allows users to take pictures of items and search for similar products. Pinterest also offers a Shop the Look feature, allowing users to buy products featured in Pins.

To use Pinterest for visual search, you can download the app and take a picture of the item you’re interested in. You can then use the Pinterest search bar to find similar products.

If you’re a retailer, you can create Pins that feature your products, too. Users can share these Pins, which can help increase your reach and brand awareness.

For example, if you’re a landscaping business, you could create a Pin that features one of your landscaping projects. Users could share this Pin, which would help increase your reach and brand awareness.

Marketing with Visual Search – Work Smarter, Not Harder

Marketing with Visual Search – Work Smarter, Not Harder

Visual search makes marketing smarter. With marketing, we are always trying to find new ways of showing our product or service in the best light and to the right people. But with visual search, you can do both those things more efficiently.

Visual search also means you can work smarter, not harder. It improves the SEO process, helping you target the right customers effortlessly. It also improves advertisements because you can target ads more specifically to what a customer is searching for.

In other words, visual search makes marketing easier and more effective. And that’s why you should be using it in your business.

Wizard of Ads® is in tune with visual search. We can help you get started with it and show you how to search an image. We are happy to teach you how to use visual search effectively in your business. Book a call to learn more!

(Branding)
(Lead Gen)
(Visual Search)
(Modern Seo)
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, 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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