In a world filled with countless advertising messages, advertisers must comprehend neuroethics and its impact on advertising. Composed of 80 to 100 billion neurons, the human brain is an immensely complex organ. And while we're still learning how it works, we know that advertising messages can affect our brain's function. Neuroethics, or the study of the ethical implications of neuroscience, offers advertisers valuable insight into ethical marketing. Backed by a growing body of scientific research and renowned advertisers, neuroethics is becoming an increasingly important consideration for marketers. But what exactly is neuroethics and how does it relate to advertising?Let's take a closer look.
What is the Neuroethics of Advertising?
In its broadest sense, the neuroethics of advertising refers to the ethical implications of using neuroscience in marketing. In other words, it studies how advertisers can ethically use neuroscience to influence consumer behavior. This includes everything from using brain imaging to target consumers more effectively to psychological techniques to create more persuasive ads. When it comes to the neuroethics of advertising, however, there are some considerations that marketers need to consider. First, it is essential to consider consumer neuroscience and how it can be used to understand and influence consumer behavior.
What is Consumer Neuroscience?
Consumer neuroscience is the study of how our brains react to marketing stimuli. This includes everything from understanding how we process visual information to making decisions. Measured by tools including an EEG, fMRI, eye-tracking and more, consumer neuroscience seeks to understand how we respond to marketing. Marketers can then use this information to create more effective campaigns and better understand consumer behavior. Consumer neuroscience can also be used to study how we react to new products, media, and technology. By understanding how our brains process information, companies can create more user-friendly and appealing products. So far, consumer neuroscience research has yielded some interesting findings about how we make decisions. Luckily, Dr. Carl Marci, Chief Neuroscientist at Nielsen Consumer Neuroscience, has pioneered neuroscience through neuroethics research. At Wizard of Ads™, we utilize Marci’s research to create more effective campaigns and better understand consumer behavior. Backed by science and ethics, our ad Wizards can help you connect with your consumers on a deeper level.Book a call with Ryan Chute today to find out how we can help you increase your marketing effectiveness.
The Lessons for Advertisers
Regarding modern technology, advertisers have to work harder than ever to attract their target audience. And while there are plenty of different ways to advertise, not all methods are created equal. Thanks to neuroscience, some methods are proven to be more effective than others. Here are the five lessons for advertisers that we’ve learned from the science of persuasion with neuroethics examples:
Lesson 1 - Understand What is “Engagement”
Engagement measures how well someone is paying attention to what you’re saying or doing. And while it might seem like engagement is simply a numbers game, that’s not necessarily the case. We have so much activity in our brains that it's incredible we can concentrate on anything at all. For advertisers competing for consumers' attention, this can be a particularly challenging task. To understand how the brain engages with advertising, let’s look at the two different types of thinking:
- Fast Thinking
Fast thinking, similar to autopilot, is when our brain is moving at a rapid pace. It is as if the information is being absorbed without being processed. This is the kind of attention we usually get when we’re scrolling through social media or watching television.
- Slow Thinking
Slow thinking, similar to when the pilot takes over the controls from the autopilot, is when our brain is focused. This is the kind of attention we’re usually in when we’re reading a book or having a focused conversation. In terms of fast vs. slow thinking, our brain can only perform one or the other. That being said, research studies and focus groups meant to gather information in the past have employed slow-thinking methods. This has made many market researchers and data analysts slow to adapt to how people consume content. Luckily, neuroscience has begun to offer new insights into how the brain processes information and how we can utilize it.
Lesson 2 - The Bar is Higher Than Ever for Advertisers to Engage People
To paint a picture of the modern-day attention landscape, Nielsen Consumer Neuroscience conducted some groundbreaking research on the topic. In a series of studies, Nielsen Consumer Neuroscience measured the viewing behavior of two different groups: group 1 and group 2. For some context: group 1 was composed of one person sitting in a room with a television and nothing else. Group 2 was formed of two people sitting in a room with a television, smartphones, and other smart devices. According to their findings, group 2 paid far less attention to television than group 1. When multiple devices and people were present, the consumer’s attention to the television was nearly absent. This research has important implications for how advertisers and television should consider the modern consumer. In other words, advertisers must work harder than ever to engage the common consumer.
Lesson 3 - In Video Ads, Shorter is Better. Brand Early on and make it Big
Now that we understand how various media streams can affect attention spans let’s look at video advertising. When it comes to video advertising, the size of the screen plays an important role. In fact, according to Nielsen Consumer Neuroscience, smaller screen ads elicited a lower brain response than more prominent screen ads. Research shows that people pay less attention when ads are shown on a smaller screen, such as a smartphone. On the other hand, ads played on a larger screen, such as a television, had higher brain responses. Why is this?Advertisements today must engage the consumer, deliver a robust and emotional message, and strategically link imagery or associations to their brand. If one or more of those pieces are missing, the ad will likely be unsuccessful.
Lesson 4 - Small Changes Can Make a Huge Difference
You've probably heard the saying, “the devil is in the details." And this is true when it comes to advertising. Even something as small as changing when your business logo is displayed in an ad can have a significant impact. In fact, a video ad from pettheshelterpetproject.org reflects this perfectly. In the original ad, a dog was featured interacting with the camera and running back and forth across the screen. At the end of the ad, the logo and business message was displayed next to the dog. While this ad had excellent consumer engagement, the consumers were focused on the dog rather than the logo or message. To fix this, the team at pettheshelterpetproject.org decided to place their statement and logo when the dog was off-screen. Once the new commercial went out into the market, pettheshelterpetproject.org saw a 133% increase in website visits. In addition, there was also a 28% rise in pet finder database searches. Pettheshelterpetproject.org is a great example of how a minor change in your marketing strategy can make a big difference. That said, if you don't see the results you want from your current marketing efforts, consider making a small change.
Lesson 5 - Persuaders to Engagers
The final lesson about advertising is to refine what advertisers want to achieve. Traditionally, we aimed to persuade people to buy our products through knowledge, emotion or a mix of both. However, in the modern world, consumers are more likely to be turned off by cold-selling tactics than ever before. So, what do consumers want?If you ask consumers if they like advertising, the answer is often a resounding "no." However, if you ask them if they want to learn information about products they need, you may get another answer. What we are looking for is to create engagement with our audience. No longer can admen rely on cold strategies to achieve their objectives. The goal now is to become engagers, to get involved with our audience and create a connection. At Wizard of Ads™, our advertising approach is based on engagement principles. Using the advent of new technology, we can create more personalized and engaging ads than ever. Driven by data and insights, rest assured that your ads will reach the right people at the right time and place. For a more engaging way to advertise, book a call with Ryan Chute of Wizard of Ads™ today.
It’s the early winter in your hometown, and you’ve woken up to find that your furnace has stopped working overnight.
As you layer up to brave the cold, you wonder, “Where can I find a reliable HVAC contractor?!”
You’d typically reach for your cell phone, Google the problem and find a nearby solution. However, before the internet, people relied on the Yellow Pages and White Pages to get help with their day-to-day needs.
So, you dust off the book, pull up a chair and begin flipping through the pages.
For decades, people used these directories to find local businesses like restaurants, household services and more. But as search engines like Google became increasingly popular for finding services, print directories disappeared from households almost overnight.
The good news is that you no longer need to dig through thick, dusty books for HVAC help. The internet provides plenty of helpful resources, from routine maintenance and emergency repairs to finding a local HVAC contractor.
But with the vast amount of online information, can the internet replace our once-valued print directories?
Can the internet offer the exposure businesses need to succeed?
The answer is yes. But since you’re inclined to trust your judgment, let’s discuss the benefits of marketing online.
The Days Before Search Engines
Imagine the internet being replaced with a large, dusty book with hundreds of pages of businesses in your area.
Not only would you have to thumb through all of the business, but each contractor’s information would also be limited.
That said, it’s safe to say that finding a reputable business of any kind used to be a complex process. Not to mention, after you found the business’s information, you still had to call and set up an appointment.
Luckily, all of this has been made easier thanks to the invention of search engines. You can now type in your search term and get a list of businesses within seconds. You can also read reviews from other customers, get directions to the business and even book an appointment online.
With this modern convenience, consumers no longer have to spend hours on the phone calling around and making appointments.
And while the Yellow Pages holds a special place in our hearts, search engines have become all but indispensable.
However, with the influx of search engine users, businesses must work harder than ever to stand out.
At Wizard of Ads™, we specialize in creating disruptive brands that get noticed. Backed by our powerful data and expertise, we help businesses increase visibility, attract more leads, and ultimately drive sales.
We understand how important it is for businesses to get noticed in today’s crowded digital landscape. For that reason, we produce engaging offline content to attract consumer attention. From eye-catching billboards to radio ads, we develop campaigns that naturally drive traffic to your website.
Don’t let the competition get ahead – let us help you make your mark and grow your business! To learn more about how we can help you, book a call with Ryan Chute of Wizard of Ads™ today.
So, What Happened To Yellow and White Pages?
Believe it or not, the Yellow Pages and White Pages are still around today in some capacity. However, despite their long history, Yellow and White Pages are essentially irrelevant.
The internet has taken over as the primary source for local information and businesses, eliminating the need for printed books. As a result, the amount of advertising in these directories has been steadily decreasing over time.
That, however, doesn’t mean that local businesses no longer have a place to market their services. In fact, the Internet has created many innovative marketing platforms for local businesses to use.
Search engine optimization, digital advertising, and social media are all powerful tools that businesses can use to connect with customers. By leveraging these techniques, local businesses can create an effective online presence and reach more people than ever before.
What’s more, they can also track their results in real time and adjust their marketing strategies accordingly. This makes it easier for them to understand how their advertising is performing so they can optimize it.
So, while the times may have changed, local businesses have more opportunities than ever to reach potential customers! In fact, keywords have become an excellent way for businesses to spread the word about their brand.
Branded Keywords Are the New White Pages
Branded keywords are the new White Pages for local businesses. Serving as a bridge to potential customers, these keywords allow businesses to advertise their services in a more direct manner.
For example, when someone searches for a business name, branded keywords allow it to appear instead of being obscured.
Additionally, they can also provide potential customers with more detailed information about their services, pricing and location. This means that consumers who are already looking for the services these businesses offer can find them more easily. With this increased visibility, their chances of reaching their target audience and making sales are significantly higher.
Unbranded Keywords Are the New Yellow Pages
Unbranded keywords are the new Yellow Pages for local businesses. Unbranded keywords are terms that a potential customer would use when searching for products and services online.
These words act as a gateway to finding the businesses offering the services they need in their areas. Small businesses use unbranded keywords to increase visibility and reach a wider audience.
Since unbranded keywords are not associated with a particular brand, small businesses can also compete more fairly. As a result, local businesses don’t need to spend a lot on branded advertising to be found online.
The Tortoise and The Hare
The Tortoise and The Hare, written by Aesop, is a timeless classic that teaches us an important lesson about perseverance.
The story follows a hare who, seeing himself as superior to the tortoise, challenges him to a race.
Despite his advantage, he underestimates the importance of hard work and becomes overconfident. Nevertheless, he stops to rest during the race, only to realize that his opponent has outrun him.
As a result, the tortoise ultimately wins the race, demonstrating the power of consistency and patience.
This story is a beautiful reminder to remain diligent in your efforts, no matter how small the progress may seem.
But how does a children’s story relate to marketing?
The hare, in this case, represents those who lack discipline in their work. They tend to be overly confident, believing that they can do anything without putting in the necessary effort.
The tortoise, however, is a reminder that hard work and persistence are the keys to success. That said, if you’re not diligently working towards your business goals, you’re likely to fall behind those who are.
And that, in itself, maybe just enough to cripple your business.
Become a Familiar Face – or a Familiar Voice
So what does it mean to become the tortoise of your industry?
You must be consistent no matter what medium you use to reach your customers and clients.
By consistently providing helpful content and engaging with your audience, your audience will become loyal to you.
This customer loyalty helps you become a familiar voice or face in your industry. As a result, people will begin to recognize your name and associate it with quality content and services.
When you maintain a consistent online presence, people will be more likely to share it with others.
So whether you’re on the yellow pages or the internet, remember to be persistent in your marketing efforts! Of course, we don’t expect you to do all this alone.
At Wizard of Ads™, our ad wizards specialize in helping you build your offline presence with more effective mediums.
Designed to draw your consumers to your online materials, our campaigns give you the edge in a competitive market.
No longer worry about getting noticed or making sure your message reaches the right people. Our specialized team will ensure that your business stands out and reaches your target market.
To learn more about how we can maximize your marketing efforts, book a call with Ryan Chute today.
In today's rapidly changing digital world, brands face the challenge of staying relevant and competitive. But as much as businesses want to stay ahead of the curve, staying ordinary isn't going to cut it. Instead, disruptive brands are breaking the usual pattern and changing how business is done. These companies boldly challenge existing conventions, taking risks and pushing boundaries to stand out. Imagine taking a traditional approach and turning it on its head – this is the heart of disruptive brands. From innovative products and services to creating marketing strategies, these companies are transforming how their respective markets operate. Nevertheless, if you're not disrupting, you stay caught up. As such, disruptive brands are having a significant impact on the business world. They are reshaping how we think about industry standards, inspiring entrepreneurs, and pushing the status quo. So how can you become a disruptive brand?Here are some brands to look to for inspiration:
Brands of Yesterday
In the words of the late brand expert Wally Olins, brands were merely symbols of product consistency. In other words, branding used to be all about the product. In today's world, however, brands have evolved into something much more powerful that can influence people's feelings and thoughts. That said, brands must now strive to be more than just symbols on the outside of a product. Disruptive brands of the 21st century must be built upon community, values, and belonging. Businesses can create strong customer relationships and establish a distinct identity by investing in branding initiatives. From designing a logo to creating engaging content, businesses can leverage branding strategies to build long-term relationships with their customers. At Wizard of Ads™, we create disruptive brands by engaging customers emotionally. Backed by our data-driven approach, we develop unique branding campaigns that capture customer attention and make persistent connections. We understand that in today’s competitive market, businesses must deploy proactive strategies to remain ahead of their competitors. Book a call with Ryan Chute today to learn how our team can help build your brand.
What are Disruptive Brands?
Alongside offline marketing and branding techniques, disruptive companies offer customers a new level of engagement. They create innovative campaigns that challenge traditional assumptions and inspire customer loyalty through an emotional connection. By creating memorable experiences and connecting with customers, disruptive brands stand out from their competitors and build long-lasting relationships. So what does this mean for your business?Unless you disrupt the status quo, you risk becoming stagnant and irrelevant. That means you can still abandon traditional marketing and branding methods. For example, you can still use media outlets like TV, radio, and print to reach your target audience. However, you should also explore more innovative approaches to build customer relationships and give them something unique. This could include using interactive and personalized content, bold and daring visuals, and leveraging technology to capture customers' attention. These efforts will enable you to stand out from your competitors, create a lasting impression on consumers, and increase loyalty. If done correctly, you can start conversations with potential buyers and open up opportunities for new business. Ultimately, it's essential that you interpret the needs of your target audience and create content that resonates with them. With a combination of creative strategies, you can take control of the conversation and become an industry leader.
Disruptive Products and Companies
With all this talk about disruptive brands, you're probably wondering what it looks like to be disruptive. I mean, it's not like there's a magical formula for disruption. However, no matter what your product or service looks like, there are certain traits that disruptive companies and products share. Here are disruptive brands to look to for inspiration in 2023:
The sim card, first developed in Germany in 1991, is a revolutionary product that has completely changed how people communicate. In fact, there are more sim cards on Earth than humans. And while sim cards have become a staple of everyday life, there was a time when the idea seemed outlandish. That said, in order to become a disruptive brand, you must be willing to take risks. Think about it, if sim cards had never been developed, the world of communication would look very different today. Nonetheless, don't be afraid to challenge the status quo. And if you're lucky, you may develop the next revolutionary product.
Mcdonald's, also known as the fast food giant, has also mastered the art of disruption. In the 1950s, McDonald's introduced fast food to America and changed the restaurant industry forever. However, as the fast food giant grew, so did its innovative approaches. From the United States to China, McDonald's has rapidly adapted its menu and services to fit into the local culture. For example, the company introduced a Karubi Burger in Japan and a McSpicy Paneer in India. These strategic moves not only allowed McDonald's to survive the competition but also made the brand a global success. The most important lesson from McDonald's journey, however, is that they utilized the same branding despite their menu changes. This consistent branding allows their customers to easily recognize the company no matter what country they are in.
With customer experience on the rise as a differentiating factor between companies, GAP's logo change in 2010 sparked considerable debate. Unlike McDonald's, GAP didn’t introduce new items or services but instead introduced a new, unrecognizable logo. The goal was to make the logo look more modern and young, in order to better reflect its brand image. However, the move backfired immediately, with customers and the media taking to social media in droves to express their disapproval. GAP was quick to respond and revert back to its original logo. While the company may have lost money in the process, showing that they take customer feedback seriously drove consumer respect. That said, the incident serves as an important reminder that your consumers are in the driver's seat. If you aren't appealing to your target audience, there is no way to succeed in the long run.
Nike has been an industry leader in the realm of branding for years. Through cleverly designed advertisements, catchy slogans, and celebrity endorsements, the company has built a strong reputation for disruptive innovation. That was, until Nike’s 1985 release of their new Air Jordan sneakers. Although the shoes were a massive hit, they also sparked a debate about the NBA's uniform regulations. At the time, the league had a policy prohibiting players from wearing shoes that did not match their team's colors. That said, the NBA charged a $5000 fine every game that Michael Jordan was found wearing the Air Jordans. How did Nike react?They paid the fine and encouraged Micheal Jordan to continue wearing the shoes. The move paid off in huge dividends for the company. In fact, the controversy surrounding the shoes made them even more desirable, and people were lining up to buy them. The lesson we can learn from Nike can be applied to everyone, whether you have thousands to spend or not. That said, don't be afraid to push the boundaries. You never know what kind of success you could find.
Uber is another company that has used a daring strategy to great success. In the face of existing taxi companies and regulations, Uber pushed ahead with its innovative ride-sharing platform. Combining transportation and technology, Uber offers customers a safe, convenient way to get around. It didn't take long for Uber's services to become popular, and it now operates in thousands of cities worldwide. Like Nike, one of the keys to Uber's success was that it wasn't afraid to challenge the status quo. Their willingness to put two industries together and develop a whole new business model has been extremely successful.
Finally, Credit Karma, a financial technology company, is an excellent example of how a business can revolutionize an industry. Before Credit Karma's arrival, consumers had limited options when it came to understanding their credit scores. Falsely advertised as "free", many services charged hidden, recurring fees. Credit Karma challenged this by providing consumers with free access to their credit scores and valuable financial advice. They also made it much easier for consumers to compare different lenders, such as credit card companies and banks. This allowed for more transparent and competitive rates. Because of this, Credit Karma has become a trusted source worldwide for those who need help with their finances. As a result of their innovative approach and willingness to fix broken processes, they have become a leading financial institution.
What Makes a Company Stand-out From the Crowd?
Today, disruptive brands have a lot to offer consumers and the business landscape. From breaking the status quo to challenging existing conventions, companies that stand out from the crowd are doing something right. But how can you follow in their footsteps?What sets a successful brand apart from the rest?For starters, you must set yourself apart from what everybody else is doing, even if it is considered unconventional. Companies that offer unique products, experiences, or innovative services, often have a distinct edge. It’s also important to fully commit to sharing something that no one else can offer. If a company is passionate about its product or service, that enthusiasm will show. Finally, don't be afraid to take risks and be creative. Copying or imitating others will only make it harder for you to stand out. To truly succeed, a company must create something authentic, innovative, and inspiring. And we can help you do just that. At Wizard of Ads™, we help businesses create unique, customized marketing plans that help them stand out from the competition. Through ad and content marketing strategies, as well as data analysis and other methods, we help businesses reach their goals. So when you’re ready to take your business to the next level, we’re here to help. To learn more about your one-way ticket to industry disruption, book a call with Ryan Chute today. Together, we can turn your business into a force that stands out from the crowd.
With the influx of content flooding the internet, creativity is a must to stand out from the crowd. Creative disruption is taking a traditional approach and turning it on its head. Think wild, unexpected ideas that are not just entertaining but eye-catching, thought-provoking, and different. Disruptive advertising puts you in the driver's seat for getting noticed in an increasingly noisy market. By perfecting this creative, you can engage passive viewers and convert them into active participants. But what does it mean to be creative? What if you aren't blessed with the creative gene?In any case, it's good to know that disruptive advertising can be simple. In its simplest form, it's just about asking the right questions. Whether you reframe your audience's perspective through storytelling or provoke a reaction with bold visuals, creating dialogue is vital. By taking risks and pushing boundaries, you can ensure that your message stands out in an increasingly crowded marketplace. So why not give it a try?Here are some tips to help you get started:
Disruptive Ad - John 3:16
Whether you are a Christain, a sports fan, or both, you likely have heard of John 3:16. As it turns out, this famous bible verse has been used to create a genuinely disruptive ad. Rollen Stewart, also known as Rock'n Rollen, was an evangelist who attended many professional sports events around the country. In the mid-1970s, he began to display signs with John 3:16 printed on them. This raised awareness of the bible verse and uniquely captured people's attention. Not to mention that aside from the cost of the sporting event, it cost him nothing to share this message. Unfortunately, Rollen's efforts to grab the attention of the masses with his John 3:16 signs were short-lived. The events following his fame lead many to believe he is not a Christian. In fact, due to his childhood traumatic events, he was considered an attention seeker. In the early 1990s, Rollen was found setting off stink bombs around LA and sending threatening letters signed “the Antichrist.” Later, in 1992, he was arrested for holding three people at gunpoint and demanding a 3-hour televised press conference. It is unclear whether Rollen's criminal activity was an act of rebellion against Christianity or a plea for help. Either way, his stunt with John 3:16 remains one of the most famous forms of disruptive advertising today. Brands globally have adopted a similar approach without criminal offense. The key to success with disruptive advertising lies in understanding your target audience and what will make them pay attention. It's not about being outrageous for shock value; it's about creating something meaningful that stands out from everyday noise. By challenging the norms, disrupting advertising can be used as a powerful tool to draw attention and create conversation. And if done correctly, you can do more than just draw attention. At Wizard of Ads™, we have mastered the art of disruptive advertising to create campaigns that drive results. By breaking conventions and challenging the status quo, we achieve client objectives while creating something worth discussing. Say goodbye to boring advertising that gets lost in the noise. With disruptive advertising, you can make a statement that will be remembered and talked about for years. Ready to create an ad campaign that disrupts conventions and drives results?Book a call with Ryan Chute of Wizard of Ads™ today.
Taking Advantage of Disruptive Advertising
Thanks to people like Rollen Stewart and the internet, disruptive advertising is more important than ever. Why?Well, the why comes from consumers having an endless number of choices. A lot of noise and competition can make it difficult to stand out. That’s why it’s crucial to create an ad campaign that breaks through the clutter. Your marketing campaign must capture your target audience's attention and encourage them to take action. But how can you create an ad campaign that disrupts conventions and drives results?Here are a few tips to get you started:
Thinking like a Customer
Throughout my career, I have encouraged business owners to take a walk in their customer’s shoes. Why?They are the ones who determine the success and the ones who will ultimately buy your products. It’s essential to get inside their heads and understand what makes them tick. By understanding what motivates them and drives their behavior, you can craft a campaign that resonates with them emotionally. So, to begin building an effective ad campaign, start by asking yourself the following questions:Who is your audience?What are their needs and wants?How do they feel about your industry or sector when interacting with it?When you find the answers to these questions, you’ll be on your way to delivering disruptive marketing that resonates.
Keep Updated on Emerging Trends
It's no secret that technology and consumer preferences are constantly changing. To stay ahead of the curve, you must research and keep up with industry news regularly. This means staying in tune with trends such as the latest technology, popular solutions, and more. You have a lot on your plate. Let me suggest some terrific resources to help you stay on top of the latest industry trends.
Social media is your friend. You can use Facebook, Twitter, Reddit and other platforms to stay clued into the conversations that matter. Plus, you can join relevant groups in your industry and follow influencers who may have an edge on what’s hot.
Many professionals are sharing their insights on the web in various forms. If you are still getting into social media, look into industry publications, newsletters, and magazines. Sign up for a few subscriptions to stay ahead of the curve. By keeping your ear to the ground, you can quickly capitalize on any emerging trends your target audience is interested in. This will also come in handy while deciding where to advertise your disruptive campaign.
Understanding Your Target Market and Customers
While disruptive advertising can sometimes be controversial, it is essential to understand how your message will be received. Take the time to research your target audience and learn what kinds of messages will resonate with them. Do they prefer humor, or are they more serious? What is their age range? Will they even understand the message?Knowing the answers to these questions can help you craft a compelling message that your market will welcome. Because while advertising has evolved, one thing that has yet to change is the need to understand your target audience.
Utilize Marketing Tools
To be frank, we are lucky to have all-powerful tools such as the internet and CRM systems. Using these tools, you can reach your target market quickly and easily. You can also track your campaigns to determine which messages resonate with your audience and which ones need to be reworked. This will help you refine your message and ensure maximum reach–without wasting time or money. If you ignore these tools, chances are your precious marketing budget will be spent in vain. Therefore, your message will go unread and have no impact.
Experiment with Different Tactics
Being tactical in your marketing efforts is another way to ensure business success. And luckily for you, there are several different tactics that you can use to reach your target audience. Here are some of the most effective:
Guerrilla marketing is about experimenting with different tactics to find what works best for you. It often uses unconventional methods, such as street stunts or social media campaigns, to grab attention. And because it’s unexpected, it can effectively get people to notice.
Another great marketing tactic for disruptive marketing is experiential marketing. This involves creating unique experiences such as pop-ups or flash mobs. Experiential marketing is also a great way to involve your customers in your product. By directly engaging with consumers, it can create a powerful connection that resonates and is memorable.
Finally, digital marketing, such as email campaigns, social media ads and SEO, can help you reach your target audience. However, beware that digital marketing comes with much higher competition than other marketing methods. To stand out from the competition, you must understand your target market and keep up with the latest trends. You can effectively build lasting relationships with your market by leveraging a combination of guerrilla, experiential and digital marketing techniques.
Consistency is key when it comes to marketing in two ways. First, your message should remain consistent. You don’t want to be sending mixed signals to your audience. A strong, unified message will help you build brand recognition and trust. Second, you need to be consistent in terms of the frequency of your campaigns. Customers are more likely to remember a brand if they see it often enough. Make sure your campaigns are running regularly and don’t be afraid to mix things up a bit. By following a consistent approach, you can build a strong relationship with your audience and keep them engaged. You’ll also be able to measure the success of each campaign so you know what works and what doesn’t.
Track the Results of Your Experiments
By tracking metrics like engagement, conversion rates and sales data, you can determine which parts of your campaign were successful. Additionally, you'll be able to identify any areas that need to be improved, allowing you to develop more effective strategies. You can use data analysis tools like Google Analytics or create a spreadsheet to begin tracking your results. This will help you make the necessary adjustments to ensure that your disruptive marketing efforts are successful. In conclusion, with creativity and careful tracking of your results, you'll be one step closer to market disruption. And, if you're lucky, your campaigns will be the ones that set the trends for others to follow.
The Beauty and the Best of Disruptive Ads
Standing out from your competition is a rewarding task. Who doesn't love a bit of recognition when their campaigns are noticed?But with all this talk about disruptive advertising, what makes disruptive ads so appealing?Here are the two key elements that make up a genuinely successful disruptive ad campaign:
The Emotional Connection
Remember when you used to turn on the television, only to be left in a pool of tears by the ASPCA commercial? That’s the power of emotion in action. Creating an ad that’s connected to people’s emotions and tapping into their needs automatically becomes more appealing. Think about it, when's the last time you did something that made you feel great? Chances are, it connected to your emotions and gave you a sense of satisfaction. The same goes for disruptive advertising. Now, that doesn’t mean you have to make people cry. It’s about connecting with people emotionally and providing them with engagement and fulfillment. It's this emotional connection that makes disruptive advertising so powerful. It's not just about getting people to buy your product or service but getting them invested long-term. By tapping into the emotional power of disruption, you can create ads that inspire and engage your customers emotionally.
While emotional connection can be a one-time thing, disruptive advertising is created to make lasting impressions. You can establish an ongoing relationship by creating advertisements encouraging customers to interact with your company. In other words, brand loyalty is a phenomenon. If you can create content that resonates with people deeply, it will lead to repeat purchases. Customers will become engaged by creating advertisements that challenge the status quo rather than just listing features and benefits.
Guilty But Unashamed: The Boy Who Shouted, “The King is Naked!"
The Emperor's New Clothes, by Hans Christian Andersen, is a timeless tale that emphasizes the importance of disruptive advertising. The story is about two weavers who promise the emperor clothes that are invisible to those who are not intelligent. The weavers, however, have deceived the emperor. Of course, no such suit exists, but all of the emperor’s advisors pretend they can see the claim. That is, until one young boy shouts, “The King is naked!”This brave act of defiance is an excellent example of how one can take action in the face of conformity. In other words, it takes courage and boldness to tell the truth. People are afraid of change or doing something different from everyone else. In advertising, however, you must be brave enough to stand out from the crowd and disrupt the status quo. By being disruptive, you can capture people’s attention and make them stop and pay attention to your message. I think that’s worth the risk. Sometimes, it just takes one bold statement to set the wheels of change. So like that boy and the most significant advertisers of our history, be brave. Don’t let fear stand in your way of creating something powerful and memorable. Be bold, take a stand against conformity, break the rules and create something iconic. That is how you can make your mark on this world. Of course, no one expects you to do this alone. Luckily, that's where we come in. At Wizard of Ads™, we generate disruptive branding backed by data and insights. We don't just stick with the status quo; we push boundaries and strive for greatness in our projects. We have an incredible team with decades of experience ready to get the wheels of change in motion. Together, we can make something special happen. And as long as you’re willing to learn and take risks, we can help you achieve your version of greatness. So what are you waiting for?Book a call with Ryan Chute today to start your journey to disruptive success!
In a world filled with countless ads competing for attention, it's no surprise that many admen are turning to fraud. From empty promises to outright scams, ad fraud is creating a huge problem for brands and advertisers. And it's only getting worse. In fact, in 2019, about 20 percent of ad impressions served programmatically in the United States were fraudulent. And that number is only expected to grow. False advertising can take many forms, from bots that click on ads, to false traffic generated by hijacked apps. Ad fraud can also include redirects and malware-infected ad networks that siphon off money without delivering any real results. That being said, brands must be proactive in their efforts to protect themselves and their brand from fraud. If not, the costs of ad fraud can add up quickly, resulting in revenue loss, damaged reputation, and decreased trust. But what is false advertising really? And what are its consequences?Here is a quick breakdown of ad fraud and how brands can guard against it.
How Much Is the Cost of Ad Fraud?
There is no doubt that the cost associated with ad fraud is no small change. According to the Statistica Research Department, ad fraud costs in the United States are believed to reach 81 billion dollars. Unfortunately, this cost isn't just limited to the United States. In fact, because ad fraud is most prevalent on smart devices, false advertising has a global reach. However, money is not the only cost associated with ad fraud. Brands can also suffer reputational damage, as well as lost trust and loyalty from customers. In other words, rebuilding customer relationships after being a victim of ad fraud is no small task. In fact, it can be more difficult to do than building them in the first place. In light of these facts, what should you do with them?While digital media fosters an incredible opportunity for businesses to grow, it also puts your brand at risk of ad fraud. That being said, when choosing a marketing partner, you should ensure they have a reputation for security and trust. At Wizard of Ads™, our team takes the security of our clients very seriously. Built on trust and transparency, we use factual data and validated information to win your customers’ confidence and drive sales. Your business deserves the peace of mind of knowing that you are working with an experienced team that understands trust. To learn more about how we can protect your brand, and increase your ROI, book a call with Ryan Chute.
The Big Short: “Figures don’t lie”
As far as fraudulent activity is concerned, this is not our first time facing this issue. In fact, in 2008, when the United States was hit with a subprime mortgage crisis, many people suffered significantly. After the stock market plunged dramatically, investors and consumers were left in a state of panic and seeking answers. The question is, how does all of this relate to protecting your brand?Let's quickly allude to "The Big Short" - a movie that details the events that led up to the mortgage crisis."The Big Short", directed by Adam McKay, follows a group of investors who replay the events of the mortgage crisis. In this movie, the characters are portrayed as financial geniuses who have a knack for understanding the economy. One scene in particular, however, can closely relate to the unregulated world of online marketing. In this scene, Mark Baum and Vinnie Daniel visit Georgia Hale, an employee of the ratings agency Standard and Poor’s. Vinny opens by questioning why the ratings agencies haven’t downgraded subprime bonds since the underlying loans are clearly deterioratingGeorgia responds, " Well, the delinquency rates do have people worried but they’re actually within our models."Mark and Vinnie proceed to ask Georgia if they've looked at the loan-level data. Georgia annoyingly responds, "Excuse me, sir. What do you think we do here all day?"To clarify the situation, Mark asks Georgia to recall a time when the banks didn't receive the Triple-A percentage they wanted. In response, Georgia replies, "If we don’t give them the ratings, they’ll go to Moody’s, right down the block. If we don’t work with them, they’ll go to our competitors. It’s not our fault. It’s simply the way the world works."Vinnie and Mark are left speechless as both of them recognize the greed, shadiness of the situation. Utilizing this scene, we can confidently conclude that like the unregulated world of subprime loans, ad fraud cannot be regulated. Thus, we must work to become more aware of the situation and recognize the attributes of fraudulent marketing. We must also ensure that all ad spend is being used efficiently and effectively.
What Is Ad Fraud?
Beginning in the mid to late 20th century, fraudulent marketing practices became more prevalent as digital advertising platforms emerged. In fact, in 1970, Campbell's soup was approached by the FTC for deceptive advertising practices. The FTC, however, did not have the tools nor staff to regulate the growing digital ad market. As a result, fraudulent marketing practices continued to grow in prevalence over the years. To better regulate the market, the National Advertising Review Board (NARB) was created in 1971. The NARB is a self-regulating body that works to ensure that all marketing campaigns comply with the FTC's guidelines. They review ads and remove any false or misleading claims, as well as any other violations of FTC regulations. In spite of the NARB's efforts, however, it wasn't enough to prevent marketing fraud on its own. In the late 20th century, ad fraud started to become a major problem. This was due to the rapid growth of digital advertising and fraudsters' ability to exploit its global nature. This made consumers weary of the truthfulness of advertisements and put brands’ credibility at risk. From half-truths to blatant lies, fraudsters were taking advantage of the lack of oversight in digital marketing. To combat this, consumers can bring legal action regarding false advertising under the Lanham Act. This act states that any "unfair or deceptive acts of commerce" are unlawful. If the false advertising is being perpetuated, those who are affected may sue for an injunction or monetary damages. Alongside the Lanham Act, several states enforce the Uniform DeceptiveTrade Practices Act. This act creates a standard by which states enforce false advertising laws. The Act applies to all goods and services, including digital marketing. In order to protect consumers from false advertising, digital marketers must be aware of all relevant laws and regulations. This includes developing a better understanding of the FTC’s endorsement and testimonial guidelines, and the provisions of the Lanham Act. Additionally, it is crucial to note that while these acts are in place, not all fraudulent ads are found guilty. In fact, if the false claims are not damaging to consumers or competitors, they may escape legal consequences. Thus, it is important to take necessary precautions when promoting or purchasing a product or service online. It's also crucial to understand just how much of the internet is fake.
How Much of the Internet Is Fake?
To answer the question above, I want to first establish what we mean by "fake."The internet is a vast platform composed of billions of websites and pages, some of which contain false information. However, what about the engagement itself?Sites like YouTube, Twitter, and Instagram have been known to use bots to simulate engagement on their platforms. These bots can be used to generate "likes" and comments. The purpose of these is to falsely inflate the number of followers or engagement around a page or video. This can lead to consumers being misled by seemingly high engagement when in reality, the level of interest is low. That said, how much of the internet is fake?In general, it has been found that less than 60 percent of web traffic is generated by humans. So what does that mean for metrics?Unfortunately, this means that many of the metrics used to measure engagement are less reliable than we think. From fake people and businesses to fake content and clicks, the prevalence of fake interactions can be incredibly damaging. In fact, some of our most beloved social media platforms are rife with false information and false metrics. Facebook, for example, has been accused of covering up significant overstatements of user engagement on the platform. In fact, in October, small advertisers filed suit against the social-media giant. The company was accused of covering up significant overstatements of its watch time. According to Facebook, the user engagement metrics were overstated by 60 to 80 percent. The plaintiffs, however, suggest that it was more. The problem with user engagement metrics is that they can be manipulated by bots and fake accounts. And this isn't just limited to Facebook. Twitter, Instagram, and other social networks have also been impacted by false accounts and metrics. In fact, even the cell towers that measure mobile engagement miscalculate the amount of traffic they generate. So how do we prevent user engagement metrics from being manipulated?The first step is to be extremely diligent when it comes to reviewing accounts and metrics. Next, you must accept that the media supply chain, in itself, is fraudulent.
A Fraudulent Media Supply Chain
Whether you're a business owner, an adman, or a consumer, you have been subject to fraudulent media supply chain manipulations. To prevent these manipulations, brands, consumers, and admen must first accept and understand the reality of the situation. In fact, Marc Pritchard, CEO of Procter and Gamble and world-renowned marketer, has a few choice words regarding the issue.“We have a media supply chain that is murky at best and fraudulent at worst. We need to clean it up and invest the time and money that we save into better advertising to drive growth…”To further discuss his point, Pritchard criticized the industry for its lack of transparency, and the need to fix it.“Adopt one viewability standard. Implement accredited third-party measurement verification. Get transparent agency contracts and prevent ad fraud. Yet, for many reasons, we haven’t taken enough action to make a difference.”To close, Pritchard stressed the disgust and frustration of the consumers, admen, and brands in the industry's current state.“We’ve come to our senses. We realized there is no sustainable advantage in a complicated, non-transparent, inefficient, and fraudulent media supply chain.”That said, like in The Big Short, Pritchard identified the industry’s current “big short” and called for urgent action. What is the action that Pritchard is calling for, you may ask?Certainly, we can't all just log off our computers and stop using the Internet. Instead, we, as a collective group of industry stakeholders, must be proactive in spending our ad dollars responsibly. The question is, how would this work in practice?
Online Marketing vs TV Ads vs Radio Ads
To some of you, it may seem like the answer is obvious- quit digital/online marketing. However, I am not suggesting you cut digital ads. In fact, online marketing has generated immense value for businesses over the past two decades. Rather, I am suggesting that we need to be more mindful of where our ad spend is going. Are you receiving qualified, profitable leads from your marketing efforts?Do the costs of running these ads outweigh potential profits?Is digital marketing really better than offline advertising such as TV ads and radio ads?These are all valid questions that need to be answered before making an informed decision. And for those of you who think traditional marketing is dead, you may want to think again. In fact, in 2020, studies suggest that 83 percent of Americans listened to the radio every week. And if you still don't believe me, consider this: adults watch TV between [13 to 23 times longer](https://onlinebusiness.umd.edu/blog/are-tv-and-radio-still-effective-for-advertising-and-marketing/#:~:text=In fact%2C TV advertising displays,as on their mobile devices.) than PC and mobile. Not to mention the significant decrease in bots and fraudulent activity. So while digital marketing is an effective way of reaching consumers, offline advertising still has a lot to offer. There's a reason why large, successful companies still opt for offline marketing. It's because it works. Not to mention the fact that many offline methods have lower costs compared to digital campaigns. So the next time your metrics start to drop, don't forget the tried and true methods of offline marketing. You might be surprised at what it can do for your business. And if you're looking for a data-driven, trustworthy partner to help you get started, look no further. At Wizard of Ads™, we specialize in offline and online marketing, including radio, television, and digital media. Backed by knowledge and experience, we have the expertise to help you propel your business forward. With our data-driven approach and decisive analysis, you can count on us to deliver results quickly and effectively. We know that the needs and requirements of businesses can vary drastically. That's why we tailor our campaigns to meet your specific needs and goals. Whatever your marketing needs may be, our team of ad wizards are eager to help you reach your objectives. No longer do you need to worry about wasting time and resources on ineffective marketing methods. Book a call with Ryan Chute today to get the help you need in taking your business to the next level.
Consumer behavior plays a significant role in marketing. After all, marketing is about understanding what consumers want and then finding a way to give it to them. And while various marketing strategies have been developed to influence consumer behavior, operant conditioning is one of the most effective. Operant conditioning is a type of learning based on a behavior's consequences. For example, if a behavior results in a positive impact, it is more likely to be repeated. On the other hand, if a behavior results in a negative consequence, it is less likely to be repeated. In marketing, operant conditioning can be used to influence consumer behavior in several ways. One common way is through the use of rewards. For example, a company might offer a free product or service in exchange for brand awareness. Another way that operant conditioning can be used in marketing is through the use of punishments. For example, a company might charge customers a higher price if they want a Technician outside of normal operating hours. This punishment will then motivate the customer to complete the job to avoid paying the higher price. Operant conditioning can be a powerful tool for marketing professionals, as it can influence customer behavior. However, using these techniques ethically and responsibly is vital, as they can be used to manipulate customers. So, how can you use operant conditioning in marketing ethically?Let's first go back to the basics of operant conditioning and how it works.
What Is the Origin of Operant Conditioning?
Dating back to the end of the 19th century, the concept of operant conditioning was heavily influenced by Edward Thorndike's Law of Effect. Derived from Thorndike's research on animal behavior, the Law of Effect suggests that positive outcomes increase the likelihood of repeated behavior. Conversely, negative outcomes decrease the likelihood of repeated behavior._Behavior is influenced by its consequences._Driven by Thorndike's Law of Effect, American psychologist, B. F. Skinner developed the operant conditioning theory while studying rats in 1937. Built upon Thorndike's research, Skinner showed that animals (and humans) could be trained using reinforcement or punishment. Since Skinner's time, however, this theory has evolved and expanded. Today, psychologists and marketing experts alike use operant conditioning principles to describe and influence human behavior. This is because marketing relies on creating desired behaviors in consumers, which operant conditioning can explain. Using B. F. Skinner's operant conditioning theory, business owners and marketing professionals can more effectively influence customer behavior. However, it is essential to note that better marketing tools exist than operant conditioning. At Wizard of Ads®, we research and utilize the best marketing strategies for our clients and their industry. Book a call with Ryan Chute today to learn more about operant conditioning and how it can benefit your marketing.
Operant Conditioning vs. Classical Conditioning
While operant conditioning can be a powerful marketing tool, it’s essential not to confuse it with other marketing tactics. Classical conditioning, for example, is another marketing tool that can be used to influence behavior. Classical conditioning occurs when a person or animal associates a particular stimulus with a desired response. For example, if someone hears a song on the radio and feels happy, they may associate it with happiness. As a result, they may start seeking out that song more often to experience joy again. This can be closely related to how energy drinks make consumers feel energized or how coffee makes consumers feel awake. In marketing, classical conditioning can create positive associations with a brand or product. For example, if a consumer sees a commercial and then likes that product or service, they have been classically conditioned. Classical conditioning can also create negative associations with a brand or product. For example, if a customer has a negative experience with a commercial or ad, they may have poor sentiments. As a result, they may be less likely to purchase that product in the future. It is crucial for marketing professionals to understand classical conditioning and how it can impact customer behavior. By creating positive associations with a brand, businesses can encourage customers to keep coming back. On the other hand, if companies create negative associations, they may scare customers away. Like classical conditioning, operant conditioning can easily cause businesses to lose consumers and profits if used incorrectly. Here are some key things to keep in mind when using operant conditioning in marketing:
When is FREE bad?
So, is operant conditioning suitable for every industry?Unfortunately, no. While operant conditioning is excellent for consumable goods and services, it is less effective for one-time products. This is because operant conditioning relies on customers returning to purchase more of the product or service. If a customer only needs to buy the item once, then there's no opportunity for operant conditioning to take effect. For example, if an HVAC company offers a "free" air conditioning unit, it will lose a significant amount of money. This is because the customer will only need to purchase the unit once. In other words, there's no way to ensure that they'll continue using the company's services in the future. For example, offering loyalty programs or discounts for repeat customers is a great way to encourage repeat business. Operant conditioning, however, is not an effective strategy for companies that don't rely on ongoing services. So how can industries that can benefit from operant conditioning profit from it?Here are a few examples:
Daily Operant Conditioning Examples
When it comes to psychology, reinforcement is often divided into four main categories:
- Positive reinforcement rewards a behavior in exchange for the desired behavior being displayed.
- Negative reinforcement removes an unpleasant condition after the desired behavior is displayed.
- Punishment involves bringing an unpleasant consequence after a behavior is displayed.
- Extinction is when a behavior stops occurring after it is no longer consistently reinforced.
When it comes to operant conditioning, we all experience it on a daily basis, even if we're not aware of it. Think about it: Why else would you brush your teeth every day?Because if you don't, you'll have to face the unpleasant consequences (punishment) of bad breath and tooth decay. And, if you're anything like most of us, you probably learned this lesson through operant conditioning. Here are a few more operant conditioning examples at work:
Positive Reinforcement Examples
Positive reinforcement is a very common operant conditioning technique. In many cases, it is the most effective way to shape behavior. One example of positive reinforcement is when a parent gives their child a toy after they eat all their dinner. The child is being rewarded (with the toy) for displaying the desired behavior (eating their dinner). In marketing, an example of positive reinforcement would be giving a discount to customers who make a purchase. The desired behavior (in this case, making a purchase) is reinforced with the reward (the discount).
Negative Reinforcement Examples
Negative reinforcement is when a desirable behavior is increased by the removal of an unpleasant condition. In other words, it is a way of incentivizing someone by taking something away. A common example of negative reinforcement is when a dog is given a treat after it has stopped barking. In this case, the dog is rewarded for the desired behavior (stopping their barking) by having the unpleasant condition removed. In marketing, a popular example of negative reinforcement is the use of coupons. In this case, the desired behavior (customers making a grudge purchase) is reinforced with the reward – a coupon. Negative reinforcement can effectively increase desired behaviors, but it should be used with caution. Too much incentive can lead to customers being conditioned only to purchase when there is a discount. This will hurt your bottom line in the long run.
Punishment is the opposite of reinforcement; it is a way of discouraging someone by making something unpleasant happen. A typical example of punishment is when a child is scolded for misbehaving. The child is less likely to repeat the behavior because they associate it with the unpleasant consequence (being scolded). Other examples of punishment include:
- Jail time
- Loss of privileges
Extinction is when a behavior is no longer reinforced (rewarded) and eventually goes away. For example, if a child anticipates getting candy when they cry, when the parent stops, the tantrums will eventually cease. This is because they are no longer being reinforced. Extinction can also be used with punishment, where the punishment is no longer given after a particular behavior is displayed. For example, if a child stops misbehaving, they will no longer be scolded. Other examples of extinction include:
- Withholding attention
- Withholding compliments
- Withholding rewards
And more. Whether using operant conditioning or another marketing strategy, it's crucial to identify how that tool will impact your business. What are the risks and rewards? What could happen if it's not used correctly? What could happen if it's used too much?At Wizard of Ads™, we don't believe in one-size-fits-all solutions. Backed by our marketing experts, we'll work with you to find the best tools for your business goals. And, as always, we'll be there to help you every step of the way. If you're ready to take your business to the next level, book a call with Ryan Chute of Wizard of Ads™ today.
Questions? We’ve got answers.
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.
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.
There are four key revenue stages for engagement with the Wizard of Ads® for Contractors.
- Under $3.6 million in revenue
- Between $3.6 and $10 million in revenue
- Between $10 and $20 million in revenue
- 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.
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.
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.
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.
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.
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.
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?
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.
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.
- 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.
- 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.
- 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.
- 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.
- 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.
- 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.
- 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.
- 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%.
- 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.
- 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.
- 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.
- Annual Marketing Meetings. Travel permitting, we prefer to hold Annual Marketing Meetings (AMMs) outside your city. Years of experience have taught us that we get better results when decision-makers are outside their sphere of influence, away from the day-to-day distractions of the office.
Ready to transform your world?