The first step toward becoming a Wizard of Ads® client is to contact us either by email or phone for an initial consultation. While not averse to working with larger companies, we find that we relate best to small to medium-sized owner-operated businesses.
Every business owner has a set of core values, a "sword in the stone" if you will. Without knowing your sword in the stone, we cannot help you any more than other firms could. However, we have a patent-pending process for uncovering your core values. (Don't worry, it's not painful!)
Once your core values are understood, we can craft a marketing and advertising strategy around them. EVERYTHING about your business should reflect these values. You'll pay a Master Planning fee to go through this process of uncovery. It will include putting together a team of partners to visit your business, your direct competitors and then formulate the strategy and recommendations.
If you adopt the plan we create from your values, we enter into an agreement in which our compensation is tied to your growth. Our fee is increased each year in direct connection with the growth of your business.
The growth of your business will be determined by the following five factors:
- Total Market Potential: How much will be spent by the public in your product or service category this year? What is the depth of your current market penetration? How many dollars remain on the table?
- Message Development: How well do you tell your story? What is the Impact Quotient of your ads?
- Media Plan: How efficiently are your ad dollars being spent?
- Competitive Environment: How good are your competitors at what they do?
- Competency: How good are you?
We're counting on you for Number 5.
We begin the process with a consultation in your market so that we can meet face to face and start to uncover the strategy that is perfect for your business. We don't like to begin the process until we've breathed the air in your town and seen your place and your competitor's.
Approximately 30 days after our Market Uncovery visit, you will travel to meet with us for a second time at your initial Summary Retreat. This is where you will be presented with our findings and your new campaign will be revealed. Upon your acceptance of your new campaign and media plan, the one-time fee paid for the development of the master plan will be exhausted and your annual implementation fee will begin. This annual fee paid in monthly installments will be adjusted each year to correspond with your business growth.
Your master planning fee covers all of our travel expenses during the Market Uncovery visit, including airfare, hotel, rental car, meals, etc. You will not be charged extra for these. Likewise, your expenses when you travel to meet with us for your initial Summary Retreat (and each year thereafter when we meet for your annual Marketing Retreats) will be your own.
Your initial, one-time Master Planning fee and ongoing implementation fee will be based (1.) on the complexity of your plan, and (2.) how much we believe in your ability to grow. (Remember: our fees are adjusted annually by the amount your business has grown. Therefore, the smallest fees are quoted to those businesses that are estimated to have the greatest growth potential.)
