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- The number of people who hear or see your message in one week
Market Potential (MPo)
- the total dollars available in your marketplace for your business category
Product Purchase Cycle refers to how often the average customer is in the market for a product.
Because we eat more often than we buy a car, ads for restaurants will yield results much faster than ads for cars. Nearly every person reached by advertising will eat at least one meal in a restaurant this week, but only 1 in 452 will be involved in any particular 3 to 5 year product purchase cycle.
The longer your product purchase cycle, the longer you'll have to invest in advertising before you feel like it's working. The ramping-up period usually takes 20 percent of the product purchase cycle to no more than 40 percent.
The advertiser selling a product a customer purchases once every 5 years will likely be one to two years into his advertising plan before he feels like it's really beginning to pay off.
Share of Voice (S of V)
- An advertiser’s percentage of all the advertising done in their category. Location visibility, signage, word-of-mouth, etc. are included in this metric.
- To increase your share of voice, increase your advertising.
Share of Mind (S of M)
- The amount of mental real estate an advertiser owns in the mind of the public.
- Share of Voice x Impact Quotient = Share of Mind
Impact Quotient (IQ)
- An ad's ability to convince
- Relevance x Credibility = Impact Quotient
- The average number of times people are exposed to your message in a one week period
- The same listener needs to hear the ad roughly 3 times a week, 52 weeks a year for that advertiser to become a household word
- The number of people who hear your message at least three times a week
- The more people who are "effectively reached" the greater your opportunity for success
- The ace you forgot you had up your sleeve
- anything that is holding you back
Personal Experience Factor (PEF)
- The world inside your door - what your customer experiences when they do business with you
- The PEF creates the buzz around your business. If the word on the street does not line up with your message, your message has no credibility
- Clichés, empty phrases, unsubstantiated claims and hyperbole – the language of yesterday’s advertising. Words without weight, having neither relevance nor credibility
- A desire in the heart of the customer. To speak to an unfelt need is to answer a question that no one was asking
Designs and executes the tactics that evocatively personifies a business through the conveyance of the
differentiation strategy. When done correctly, intensifying the identity of a business will help it grow
Identity intensifying tactics include but are not limited to:
Provides a business with an unequivocal and sustainable competitive advantage over its competitors by:
Advertising Performance Equation
- S of V x IQ x PEF x MPo = Sales Volume
Don't worry! You don't have to know all of this stuff.
It's just a sample of some of the things we take into consideration as we help you grow your business.
- intrusive media campaign
Commodity Revolution |kəˈmɒdɪti| |rɛvəˈluːʃ(ə)n|
a dramatic and wide-reaching change of how a commodity is viewed and purchased by replacing consumer apathy and indifference with enthusiasm, passion and loyalty. Soon to be a book near you! See Milne Court
translate into understandable language
where matters are explained or resolved
a collection of writing, translating a collection of ideas, concepts and things that make us go hmmmm, into the language of small business owners - boiling the idea down to one simplified point that we hope will serve as a springboard for inspiration.
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All rights reserved
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- identifying what will motivate customers to consistently choose one business over another and
- creating an actionable strategy that will build customer loyalty by perpetually delighting customers.