Question 1
I have a client that wants to sell their last units in a condo development. There are only eight unique suites, each with breathtaking river views, at the citys most exclusive area. They are open concept living with a thoughtful layout. These luxurious suites are made for entertaining, in and out. Every suite comes with two temp-controlled underground parking stalls, remote garage door openers, and a storage room in the parkade. They have soundproofed walls and heated flooring.
Client Goal: Sell the last remaining 8 units of this condo and theyre offering more aggressive pricing (clients words blow-out pricing) without saying that or offending those who already live there.
Question: How can we create urgency and say these units are now on sale without using the word sale?
Jackie Boyenko Senior Advertising Consultant
Question 2
Hi Roy The Mark Ritson social media presentation was eye opening and jaw dropping. I couldn’t understand why there were only two questions asked when Mark asked for questions! If Galileo was in a room full of colleagues and said the world was round, not flat, the deafening sound of silence must have been like the people in Marks lecture. Wow experts really don’t like to think they might be wrong. Fresh air smells great.
Pete Conway
Sales Rep ABC WTVO Ch17 & FOX 39 WQRF
Question 3
Jesse Attfield
Subject: #Quixote Questions
On the exact one year anniversary of my visit to the Wizard Academy, I bring you this question/rant: The Millennial Generation now falls directly in our radio stations target demo.
As such, I’m finding Account Execs and Advertisers alike are constantly dropping the term millennials like it was on their word of the day calendar. But I remain unconvinced that all people born between 1980-2000 can be lumped together for spending/buying patterns, motivations, likes & dislikes when consuming brands.
Being born in 1984, I’m one of these *gasp* Millennials. But I find that when an advertiser wants to appeal to my cohorts, they go with A)green, eco-friendly efficiency B)societal & political activism/ inspiring change C)technology.
Maybe I’m jaded, but only 1 of these so-called core millennial values appeal to me (technology) and whether or not you get my money.
We will Google everything before purchasing and then go for the best price. The only brand loyalty we have is to the huge players like Apple who have been reading us nursery rhymes since we were young.
But if a more convenient technology comes out, were gone. And I say we because this is what my friends and acquaintances feel based on real conversations weve had at parties, events, soirees and hullabaloos.
I just don’t buy this green selling point as credible. Sure, as an added value it doesn’t hurt. But to base entire campaigns around the green initiative doesn’t seem like a good investment to me. Especially because green usually means more expensive.
Like you, I hate customer surveys because I’m convinced the general population thinks they are better people than they actually are. Sure, a millennial would love for you to think they want to save the planet,change stereotypes, etc. But when it actually comes down to ponying up the money, that value isn’t so intrinsic as they’d like you to think.
I’d love to hear your opinion on advertising to this generation of listeners. I know you’re a bigger fan of talking to everyone over 18 with a heartbeat, but sometimes the client cant be convinced their precise tractor beam advertising isn’t the most effective route.
Is going green and changing the world a solid advertising strategy? Or would you recommend cutting the crap and getting to the heart of the matter, AKA Whats in it for me?What sort of strategy would you use to talk to potential advertisers who seem convinced that millennials are the good people we say (think) we are?
Appreciate the insight!
Jesse Attfield
Creative THE NEW HOT 89.9 FM – Ottawa’s #1 Hit Music Station LiVE 88.5 FM – Ottawa’s Alternative Rock
Question Four
Dear Roy,
Palouse Care Network and their associated clinic, WISH Medical, offer various support services for women facing unplanned pregnancies.
With two universities 8 miles apart, the prospect population is sizable. They’ve relied primarily on radio advertising to reach these folks.
Advertising success is measured in terms of STD and pregnancy tests completed and lives saved (abortions averted); last year they experienced 26% growth in new clients, 24% growth in testing, and 83 lives saved. Clients frequently mention learning about WISH Medical through radio ads, as in this short video.
The Washington State University student newspaper publishes an annual “Sex Edition” in the spring, and PCN/WISH Med will be sponsoring this. They’ll get one full page ad plus smaller banner ads throughout the issue.
What changes would you recommend making to give them maximum impact, in view of the short lifespan of a print ad?
Thanks so much for your time and consideration.
Respectfully,
Rod
P.S. One additional question, if you have time to consider: Since PCN/WISH are entirely dependent upon the financial support of donors, we have in the past run ads targeting donors, reminding them of the work PCN does and asking for their financial support.
We try to avoid sounding like we’re begging, but I fear that’s often how these messages are perceived. Can you think of a way to incorporate a short message inviting financial support to the end of WISH Medical commercials, that would be effective without being obnoxious?
Question 5
Hi Jake and Roy,
What do you think about affiliate marketing?
Is the blog, niche website, etc. subset a kind of tribal marketing?
Thanks,
Chuck Wolfmueller
Question 6
Could Roy develop Februarys Wizard of Ads Live! Webinar around the following very key, timely — and super-relevant to advertising professionals everywhere — point addressed by Roy in his Monday Morning Memo from today, January 18:
[To paraphrase]
The people who are using social media successfully will tell you that it is neither cheap, nor easy.
[Webinar topic idea]
Present an in-depth look at those firms that are using social media successfully (profitably) to sell products and services:
– Who are they?
– How exactly are they doing it?
– How do they measure success?
– How does success occur?
(i.e., is the “cause-and-effect” between social media and sales direct or indirect? Is it immediate or delayed?
What is the financial ROI?
Thanks so much for considering my request; I can’t help but imagine that many, if not all, of the WOAL tribe will not be glued to their PC screens for this one …
Ray Smith
Wizard Academy Alum and Cognoscenti
Question 7
Roy, Preuss Pets is a unique store. They are extraordinary in many categories, but are especially recognized for their aquatics. Their aquatics department includes an indoor river filled with giant catfish and koi, outdoor ponds, a bamboo hut where the water checks and science stuff is done and 5000 square feet of display fish tanks that compare with many zoos. They are staffed with a full time fish vet, fish and coral breeding operations on site, offer ongoing cleaning and maintenance and require a quarantine program for new arrivals to insure the healthiest possible fish. The owner hosts a weekly talk show on our news/talk station for six years and runs ads 52 weeks per year. Bottom line, a very cool product and lots of options for marketing.
Problem:
The ads we have produced have lacked imagination. More fact than fun. Emphasis on products and services.
Our creative manager took up the challenge and provided me with this message promoting the concept of replacing the screen in your living room with an aquarium. I would be grateful for your opinion on this ad.
Any suggestions to improve?
Thanks Roy
Lee Cohen MacDonald Broadcasting WILS/WXLA
Question 8
Roy, Last month you reminded us that “dentists don’t sell smiles!”
We are in the furniture business.
We are upper middle price point.
We don’t sell furniture though, right?
What is it we sell?
Thank you, Jim Borofka
Question 9
Hi Roy.
I have a client in the sporting goods business. Over the last decade his sales have grown significantly, but he has never grown his ad budget. I believe that if he increased his ad budget and bought more reach and frequency he would experience even more growth in his business. I estimate that he has a 15% market share. I have used your ad budget calculator, and he is now spending about 1/3 of what he should be spending. I’m sure he thinks I’m being self-serving by discussing this with him. How would you address this with a client?
Russ Bryden, Z99, Canada
Question 10
Roy,
When you were first prospecting for new clients – back in the days when you were new to selling –what did you do to get that first appointment with new potential clients?
Kevin Antrobus
Question 11
Roy, I’m working with a company in Canada thats developed a group of topical pain creams. While the creams are government approved, we are handcuffed by regulations. I attached a copy of their approval for marketing.
The first television commercial was produced on a razor thin budget. We tried to appeal to emotions, shared values and be genuine. (attached) I’m trying to apply the same criteria for this next television commercial. Here is the script. I don’t have any visuals for this television commercials. If you can help with the script and suggest some work arounds, I’d appreciate it. My word count is way over the 30 second mark. I don’t know where to divide the baby.
I’ll be extremely thankful.
Thanks, Roy.
Dave Lofranco
In the original spot, the reference to the doctor’s wife being bed ridden for a year (a fact and could be substantiated) was rejected. I changed the opening line to reference “unforgiving pain”. It was rejected. They objected to “unforgiving”.
While the spot seemed bland, I had to stick to bland but it moved mountains of products. Hopefully, he can help with the submitted material. I’m prepared for a public lashing. 😉
Dave Lofranco
Question 12
Jake,
Attached is a draft of a new HVAC employment ad I wrote using the technique Roy discussed in the last Wizard of Ads Live. I’d love to get Roy’s feedback. I hope I’m not too late to get into the February 8 broadcast.
Thanks very much for help.
Charlie
Question 13
How might we best determine a price to pay for a click from a competitor’s search with Google Adwords?
We only use Google Adwords for competitor’s searches, nothing more.
Thank you, Jim Borofka
