(Paid Advertising)

Who Is Your Customer?

Ryan Chute
Ryan Chute
September 1, 2022
Who Is Your Customer?

"Ask the wrong question, and you will get the wrong answer." — Roy H. Williams

As a business, one of the most important questions you can ask yourself is, "Who is my customer?" Knowing the answer to, “who is your customer”, is essential to understanding how to sell them your product or service. There are a few different ways to define your customer. The first step is to define your target market. You can do it by looking at age, gender, location, and interests. Once you have a general idea of your target market, start narrowing down your search for who the customer is. One way you can do this is to bring in buyer personas. Buyer personas are based on actual research and data and are fictional figurines of your ideal customers. Use buyer personas to determine your customers’ wants and to help you understand them better. Who is your customer? Look at your competition. See who they target and what kind of clients and customers they attract. That can give you some insights into who your customers might be. Finally, you can also use surveys and customer feedback to get a better understanding of who is your customer. Ask them questions about their needs and wants and see what they say. This information can be invaluable in helping you determine who is your customer. Remember, understanding who is your customer and knowing your customer is essential to selling them your product or service. Take time to do the research, and you'll be able to target your marketing efforts better and attract possible clients. If you can do this, you'll be well on your way to building a successful customer intelligence strategy.

Definition of Customer

Your main customer is the person that buys your product or service. When defining your customer, this one is pretty straightforward and one that most businesses use. However, you need to go beyond this simple definition to craft a top-notch customer intelligence strategy. You must understand what motivates your customers or clients and what they want from a product or service. Clients are motivated by their underlying felt needs. People are further motivated to remove pain and pursue pleasure. These are known as pain and pleasure points. Knowing what motivates your customers can help you create a customer intelligence strategy that resonates with them profoundly. It can also help you identify opportunities to improve your product or service. Understand what motivates your customers and what they're looking for deep down. Then you can start creating products and services that appeal to them. That will help you increase your sales and grow your business. Read that again. What is that? That is Wizard of Ads™. Ryan Chute is a marketing strategist in the home services industry. When you're ready to talk business, book a call.

An Imaginary Customer

An Imaginary Customer

Ask any businessperson, "Who is your customer?"They often believe, usually with great clarity, a singular customer profile they've conjured up. It is the person they think about when making business decisions. Often, this person resembles the business owner with shocking similarity. "He’s a 50 year old homeowner with a stay at home wife looking to spend as little money as possible on stuff they don’t want to have to pay for."The problem with this line of thinking is that it leads to all kinds of weak business choices. It teaches you to think about your products and services in terms of how they appeal to one specific customer. Instead, they should be thinking of how their products and services benefit the broadest range of people possible. We don’t ask business owners, "Who is your customer”? The question should focus on the plural of "customer." It doesn't, though. That's because you're not asking the right question. Ask the businessperson, "Who are your customers?" and you start to get to the right answers. Now the business owner is forced to think about their entire customer base. They must think of them as a group of individuals with specific wants and needs. And that's how it should be!Your customers are not all the same. They have different desires, different budgets, and different levels of knowledge about your product or service. It's your job to determine how to appeal to all of them.

The Average Customer

Now I'm sure you're about to tell me that that 25-year-old single mother is just the average customer. That's not true, either. Your average customer is the composite of all your different customers. In other words, she's an imaginary person who represents your customer base's characteristics.

Dr. Neil Postman

New York University's Dr. Neil Postman wrote this paraphrased piece on the existing biases relating to the questions we ask."We must keep in mind the story of the statistician. He drowned while trying to wade across a river with an average depth of four feet. That is to say; our culture reveres statistics. And we can never be sure what nonsense will lodge in people's heads. Even the most straightforward question, the question is not, and never can be unbiased. The structure of any question is as devoid of neutrality as its content. The form of a question may ease our way or pose obstacles. Or, when even slightly altered, it may generate antithetical answers. That was in the case of the two priests. Being unsure if it was permissible to smoke and pray simultaneously, they wrote to the Pope for a definitive answer. One priest asked, 'Is it permissible to smoke while praying?' He was told it is not since prayer should focus one's full attention. The other priest asked if it was permissible to pray while smoking. And he was told that it is since it is always proper to pray."What Dr. Postman means is that the way we frame our questions will determine the answers we get. The message: be careful how you phrase your questions, because that will determine the outcome. When it comes to marketing research, one of the most important questions you can ask is not, "Who is your customer"? Rather, it is, “who are your customers”? It may seem like a subtle difference, but the answer will be fundamentally different. Depending on the response, it will lead to either more of the wrong customers or not enough customers in general. Did you define your customer too narrowly? Then you may be missing out on potential customers who could benefit from your stuff. For example, you sell plumbing repairs to older homeowners. You miss out on younger buyers that live in apartments who will eventually own a home. Did you define your customer too broadly? While this can become an issue with expensive digital marketing, it isn’t a thing with mass media marketing.

“I’ve never met a business owner whose advertising failed because they were reaching the wrong people.” — Roy H. Williams

The best thing you can do when you define your customer is to target them with brilliant copy. Start with universal truths speaking to their underlying felt needs, then narrow it down by speaking to their pain and pleasure points. For example, if you sell lawn care products, a good starting point would be to market to all homeowners in your city. From there, you can narrow it down further. Target homeowners with your copy by speaking about how you save them money, energy, and time. Then speak to them about how their lawn will be admired by all, allowing them to win best lawn in the HOA annual content. Then tell them how you remove the shame of an unkempt lawn, and the guilt of an ever growing honey-do list. The more specific you can be when defining your customer, the easier it will be to market to them.

Loftus _ Palmer Experiment

Loftus & Palmer Experiment

In his 1999 book, "Essentials of Human Memory", Dr. Alan Baddeley reports the Loftus & Palmer experiment. In the experiment, two groups watch two cars collide in a video. Group one was asked, "How fast were the cars going when they smashed into each other?" The answers averaged 40.8 miles per hour (MPH), and the viewers also said they saw broken glass. Group two was asked, "How fast were the cars going when they made contact?" The answers for this group averaged 31.8 MPH, and they did not remember the broken glass.

"Control the question, and you control the mental image it conjures."

— Roy H. Williams

Fishing with a Hook vs. Fishing with a Net

"Proponents of hyper-targeting are quick to say, 'You're using the shotgun approach. I believe in putting the customer in the crosshairs of a rifle.'

But we're not hunting just one customer, are we? Hyper-targeters believe in fishing with a hook. But for best results, I suggest you find a net."

— Roy H. Williams

When putting together your marketing strategy, it's important to consider who your customer is. It seems like a simple concept, but it's one that often gets overcooked. If you don't know who your customer is, you won't be able to market to them effectively. There are two main approaches to marketing: hyper-targeting and mass marketing. Hyper-targeting is when you focus on a particular group of people. You might target people based on age, gender, location, interests or other factors. The idea is by targeting a specific group, you'll be able to reach them more efficiently with your marketing message. On the other hand, mass marketing is trying to reach as many people as you’re able to with your message. It is done through advertising channels such as TV, radio, and billboards. Even if only a tiny percentage of people are interested in what you're selling, it's still far more efficient with the right frequency and message. So which approach should you take? The research tells us that 60% to 70% of your marketing should be focused on telling a compelling story to as many people as you can afford to reach at the right frequency. The remaining 30% to 40% should be spent on sales activation lead generation in the places the majority of your customers are looking for your services. If you are looking for long-term growth and exponential profitable growth, stirring emotions and engaging them when they are not interested in your services is essential. The fundamental dynamics of emotion are built into our emotion, and hyper-targeting simply doesn’t reach the volume of people you need to grow your business. The most important thing is to ensure you're reaching out to your target customer in the most effective way possible. This means you need to get your frequency correct with a powerful message. By understanding who your customer is and tailoring your marketing approach accordingly, you'll be well on your way to exponential success.

Target Customers According to Buying Motives

Target Customers According to Buying Motives

So, do you really want your business to grow?Then don't target age, education, income, or gender. This is the magic trick, the big reveal: Look at buying motives. Stop asking, "Who is my customer"? Start asking, "Why does my customer buy my product? What do we do for them emotionally"?You could flip a coin or take Roy's advice: "I suggest you find a net."That's the secret sauce to writing awesome ad copy for customers. That's the question that lands the wide net you've been casting. Chances are you're in the home services industry and need help with your brand-building marketing strategy. Great. You're in the right place. Book a call with Ryan Chute of Wizard of Ads™ today.

“A brand without trust is just a product.” — David Ogilvy

And products always become commoditized that are easily replaced.

(Lead Gen)
(Who Is Your Customer)
Ryan Chute
Ryan Chute

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

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Frequently asked questions

Questions? We’ve got answers.

Who does the Wizard of Ads® for Contractors work with?

Wizard of Ads® for Contractors work with healthy and growing Residential Home Service Contractors hungry to grow by multiples, like you.

You are ready, willing, and able to grow your business. You are open to change and are seeking a distinctive angle of approach to gain the time and attention of a too-busy public.

You know that lasting relationships take time, patience, and good energy to nurture and cultivate. We carefully enter into every arrangement with the intention of working with you for as long as you own your business. You prefer lasting partnerships.

You are already a solid operator. You have successfully grown your business and appreciate the impact the right brand story will have to get to the next level in your operation. You know a strong relational message takes time to gain momentum, but it’s worth the one-time short-term discomfort for the long-term gains.

Marketing cannot fix a failing business.

We accelerate what’s already happening in a business. If your business is on the rocks, marketing will only speed up the inevitable.  

You’re focused on lasting change that leads to exponential, profitable growth, not just sales at any cost. Intuitively, you know that communication that enhances every element of your customer's experience and your employee's culture is the key to your success.

How does the Wizard of Ads® for Contractors charge?

Traditional marketing agencies are designed to capture the greatest amount of revenue from a client, regardless of results. Every last item is billed and expensed to the client. Typical agency fees can represent a whopping 55% of the entire advertising budget. That means a $5 million dollar advertising budget, you would spend $2.75 million on agency fees.

Think of Wizard of Ads® for Contractors as the Anti-Agency.

Our income is not tied to your advertising budget. Our income is exclusively tied to your growth. Our goal is to maximize your advertising impact with the lowest reasonable spend. This allows you to spend only what is necessary or to put extra horsepower into aggressively growing in your market.

The genius of this model is that it perfectly aligns our motivations as true partners for exponential profitable growth without the pain of being unaffordable. Ultimately, we are confident in taking the risk of being underpaid in the first few years because we know the results always speak for themselves.

Next, we do not accept commissions, referral fees, kickbacks, or other compensation from any service providers we recommend or engage for production work. Most agencies do. This includes the 15% agency commission for media buying. This approach is considerably different from the compensation plan employed by most advertising agencies, as it eliminates any potential conflicts of interest and allows us to focus our entire attention on helping you grow your business profitably as a true partner. For example, a $500,000 annual media buy would involve a $75,000 commission that we would have removed directly from your media providers' invoices.

This is the perfect pricing model for Residential Home Services.

By tying ourselves to gross revenue, we only have one motivation. Your motivation. We have no motivation to convince you to spend more money on marketing than what is necessary, and since we are a variable expense to sales, we NEVER become too expensive to have us on your team.

In almost every case, we end up lowering the amount of money you spend. We will stay within your planned marketing budget, including your media spend, production, and our Annual Fee. Add on the fact that you get any and all commissions back for media buys and various services provided by outside providers, and you will actually save money having us on your team.

Don’t forget, we have the largest buying power in North America for media buying, meaning for every dollar you spend buying media, we only spend 27 cents on average. This stretches your reach, impact, and frequency in a way no other agency (or yourself) can achieve on your own, saving you hundreds of thousands of dollars, eventually millions, every single year.

Clients who heed our advice and embrace our Marketing Strategy quickly add $1 million in incremental revenue to their business, making your investment a smart bet and a bit of a no-brainer.  

There is no longer any guesswork, hope, or fear that our marketing strategies are going to work. If our client’s are able to abandon any limiting beliefs about marketing, deliver operational excellence, and play the long game, our marketing strategy will accelerate their profitable growth.

Wizard of Ads® for Contractors pricing model is based solely on the topline revenue of your company. It consists of an Upfront Fee and an Annual Fee. These fees are inclusive of scheduled travel, services, and all other expenditures as outlined in the Consulting Agreement.

The Upfront Fee covers the intensive Uncovery Process, the first year’s Media Buy, the Creative Process, and the Market Research while the Annual Fee goes toward implementation, ongoing creative and consulting, and next year's media buy. You get a team of 3.5 people, with direct access to a top tier Creative Lead and Media Buyer, and on-demand access to me as your Master Strategist. You will also have a full-time Account Manager keeping everything on track.

While the upfront does have an initial pinch, it is easy to amortize the investment over the many years we will be working together to grow your business. Wizard of Ads® retain clients for 10 years, on average. The sale of the business is the number one reason for termination. We actively terminate the bottom 1% of clients who are unwilling or unable to follow our strategies.

Wizard of Ads® for Contractors believes that all rewards should be directly correlated to the success of our clients. This means that the Wizard of Ads® for Contractors only receives a raise when the company achieves growth. For example, if your gross sales for the year have increased by 25%, the Annual Fee you pay us in the following year will also be increased by 25%. Likewise, if your gross sales decrease, our Annual Fee will decrease by the same percentage during the following year.

This is an exceptionally easy and fair way to track and reward success. This model was developed by Wizard of Ads® over 35 years ago and has served us well because it serves our clients well.

As a rule of thumb, we take the risk of working for considerably less than our actual value in the first few years as we help accelerate growth. This means you need to be willing to pay us exceptionally well when you start doing even better.

When should I engage The Wizard of Ads® for Contractors?

There are four key revenue stages for engagement with the Wizard of Ads® for Contractors.

  1. Under $3.6 million in revenue
  2. Between $3.6 and $10 million in revenue
  3. Between $10 and $20 million in revenue
  4. Over $20 million in revenue

Under $3.6 million in revenue is an investment in your brand. This will serve you well in establishing your brand story early on and help you with your name, logo, and truck wrap design. It's easier to create pictures from a story than it is to make a story based on pre-drawn pictures. You'll be glad you did. Everyone on a fast path to growth is.

Most clients start with Wizard of Ads® for Contractors between $3.6 and $10 million in revenue. They have often seen a natural ceiling with their leads for demand service and are looking for ways to push past the ceiling. This can only be done with a properly executed brand strategy, specifically in mass media with a sticky story.

Between $10 and $20 million in revenue, Wizard of Ads® for Contractors has some natural economies of scale. This is a sweet spot where Wizard of Ads® for Contractors can offer some added value in getting the ball rolling.

Over $20 million in revenue is actually the lowest cost point of entry as a percentage of revenue, but not the cheapest time to start with the Wizard of Ads® for Contractors. Leveraging all economies of scale aside, we have been left out of the upside along the way, so engaging when over $20 million in revenue means we have to mend a lot of fences damaged along the way. This is also where clients see significant savings in their media buys and production costs.

There are also three market sizes to consider.

  • Primary Markets are the top 50 cities in America.
  • Secondary Markets are the smaller cities in America.
  • Tertiary Markets are the more rural trade areas in America.

When considering an engagement with The Wizard of Ads® for Contractors, consider what size market you are in. For example, a $3.6 million company in a Primary Market will struggle to get the necessary reach needed to make a splash. You either have to be more patient than a larger company or spend more money to accelerate your reach.

Alternatively, a $5 million company in a Secondary Market will look like a pretty darn big fish in a medium-sized pond.

A $20 Million company in a Primary Market will feel like a $50 million company using our strategies to potential customers.

The key to remember is that the earlier you start with the Wizard of Ads® for Contractors, the lower the investment to get started. As they say, the best time to plant a tree was 20 years ago. The second best time is today.

Are production costs included in your fees?

The Wizard of Ads® for Contractors Creative Lead will create the ad copy, cast the voice actors, source the production house, direct the performance, pick the music bed, manage all the edits, and provide you with the completed ad for final approval before sending to air on your behalf. This is included in our fees.

You pay for the production house, actors, royalty-free music, and jingles directly to avoid any potential for markups, commissions, or management fees.

We have many friends in the industry that give our clients good deals due to the large volume of work we provide them. We will introduce you to them.

How long before a brand-forward strategy starts working?

In approximately three months of activation, we’ll just be getting live on air. In six months (3 months on air), you’ll be getting anecdotal feedback from people that you are being heard, but there will be no direct line to revenue.

After 6 months on the air, you’ll think you made the biggest mistake of your life signing up for this branding nonsense. After 9 months on the air (12 months in) you’ll see the light at the end of the tunnel.

At 12 full months on the air, you’ll know why you did this branding thing. Two years from now, we'll be clinking champagne flutes as you wonder why you didn’t do this sooner.

How long before we’re live?

The general guideline is 70-120 days, depending on the level of production needed and if there is a name change to your business.

This includes an onsite visit, a deep dive into research, and getting things created, negotiated, approved, produced, and live on the air.

  • Uncovery - 15-30 days based on travel. 1-2 days onsite.
  • Research - 30-60 days based on the scope of work.
  • Creative and Media Buy Process - 45 to 60 days
  • Offline Production - 15 days for radio. 30 - 60 days for television.
  • Online Production (if switching) - 60 days

This means planning for roughly 90 to 120 days in the proper development and production of a completely unique Marketing Strategy before anything hits the airwaves.

Are you exclusive?

Creatively, yes. During the term of this Agreement, all Creative Partners assigned to your Account shall not engage, directly or indirectly, as an employee, officer, manager, partner, manager, consultant, agent, owner, or in any other capacity, in any competition of the client, including any company engaged in marketing consulting.

For clarity, the Creative Partner is defined as the individual Wizard of Ads® Partners who is responsible for creating your creative strategy and ongoing creative copy. Competition is defined as companies that engage in the same industry and business units (e.g., HVAC, Plumbing, etc.) as you. The market area is defined as the area where the marketing message naturally reaches through DMA or 60 miles from the city center of the client's service area(s).

Naturally, we exclude any potential future competition in markets where you are not currently active at the date of signing.

We do not limit Media Buyers in any market. Media Buyers get better deals for larger volumes, making it beneficial for the client to have the Media Buyer available to do as many buys as possible to secure the best deals on the client’s behalf.

Do you do digital marketing?

In rare circumstances, Wizard of Ads® for Contractors will provide specific digital marketing solutions. Wizard of Ads® has very specific Partners that provide digital services that serve Residential Home Services effectively. Under no circumstances will digital marketing services be offered without Wizard of Ads® for Contractors' core solution.

It is most likely that Wizard of Ads® for Contractors will work with your existing digital partners and suppliers. If you do not have a reliable digital provider, we would be happy to introduce you to a number of great providers that play nice with Wizards.

Do you do jingles?

Wizard of Ads® for Contractors can assist you in getting a jingle for your business. Like any other tactical element of a marketing strategy, we do not produce a jingle for the sake of a jingle.

If you do not have a story or a strategic reason to have a jingle...or an ad campaign to tie it to, do not waste your hard-earned money on a jingle. You are wasting your time and money.

When you do build a single unified marketing strategy that incorporates a jingle for a specific (often scientific) reason, we have a Jingle Wizard who has studied the art and science of jingle design.

He will score you an original, royalty-free jingle, including professional singers, musicians, and producers. He will not knock off a generic jingle from a publicly available music bed that sounds like everyone else's jingle.

Your jingle will serve a very specific reason and produce a very specific result. Have you guessed how much we love jingles yet?

Who owns the copyrights?

Wizard of Ads® for Contractors owns your copyright for two very specific reasons. We also provide a fair use clause in all contracts to ensure you are in no way limited to the access of your creative works, whether you are working with us or not.

The first reason we own your copyright is to ensure that we do not have to go up against our own creative works in other markets we serve. This means you are not allowed to lend, give, borrow, tweak, rent, lease, or sell your creative works to any other company at any time.

The second reason we own your copyright is that we can establish a one-time value for your creative works in the event that someone steals the content. Upon selling you the copyrights, you can go after the perpetrator for theft and make a considerable bounty in a slam dunk case.

Here is how Wizard of Ads® word the fair use of your copyright for as long as your business is in operation:

All writing and/or marketing materials we create for you are not works-for-hire. Wizard of Ads® for Contractors hereby irrevocably grants you, and your successors in interest, the non-exclusive, royalty-free, non-transferable, and worldwide right to use the Works in connection with the marketing of your business pursuant to the Marketing Strategy for so long as your business is operational.
How do I measure brand results?

There are a number of interesting ways to measure results. Some people like to get unique identifying telephone numbers, or create branded URLs that redirect to landing pages or the website. However, much of this is a waste of time and energy as it never tells the true story of the brand journey and how it affected the decision-making process.

Other indicators of brand effectiveness include tracking new customers, reactivated customers, or running a brand equity survey to get a sense of your share of mind. Digitally you will see direct search increase, which cannot be affected by anything digital, as well as branded keyword inquiries increase. You’ll, of course, need to get your digital people to add these to your campaigns if you hope to see an increase in conversions.

Wizard of Ads® for Contractors tracks the simplest of indicators. Top line revenue. When your branding takes effect, and the company responds in kind from the phone call or form fill-on, top-line revenue will increase. Efficacy is plotted on a T12, and total lead volume from all sources is tracked.

12 things you should know before signing up.
  1. Quality relationships take time. Branding is a long-term strategy. That’s why most contractors do it wrong, or not at all. There is always a lag between the start of the new campaign and the time it takes your customers to connect the dots. You MUST BE READY, WILLING, AND ABLE to endure this lag period. In our experience, the lag is typically 6 to 9 months, depending on how competitive the marketplace is, your company’s reputation, your budget in relation to reach, and the eight uncontrollable environmental factors. During this time, we will be helping you implement a transition plan to ease the pain. The good news is that this lag only happens once.
  2. Decisions by Committee. We completely reject the notion of decisions by committee. We work with a single, courageous decision-maker. We welcome decision influencers, but we only look to the Owner for the final decision. All decision-makers and influencers must be involved in the Uncovery and Marketing Strategy Presentation if they want to offer input in the future. It is critical that we have a 100% fully approved plan that can be defended and championed by all leaders in the organization.  
  3. Proven Strategy. That means we are not the low-cost provider. With nearly 200 home service clients and a book of strategic devices, tools, and tactics, this isn’t a guessing game for us. We know what to do to make your externally triggered grudge purchase appealing to your potential buyers. If you can deliver the goods, we can continue building relationships. If you are uncomfortable with the idea that you are paying us less now so that you can pay us considerably more once revenues allow, please do not commit. We intend to be your true partners, in sickness and in 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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