NP Connect

I’m excited to share this post (from my LinkedIn page) about a recent “put your money where your mouth” campaign I ran.

I had a client who was nervous to run radio ads. They didn’t see an ROI for their type of business… even though their target client is listening to radio.

So I did the totally logical thing and created some radio ads for my own business to show them how easy it is.

Here is the basic idea of my campaign:
1. Buy a ridiculous domain that is easy to remember.

2. Hire freelancers to make 4 versions of an equally ridiculous jingle using only the domain name.

3. Create a landing page that the crazy domain forwards to, with what I do, and why I’m awesome.

4. Buy :30 sec radio spots on a targeted station
(4x per day – M-F from 7am – 6pm)

5. Sit back, pour a cocktail, and see what happens…

Here are my costs:
- Domain: $20 (I already had this one though)
- (4) jingles: $100 on Fiverr
- Radio spots: $2k per month (2 months)

Before launching this campaign, I averaged about 15 unique visitors to my website per week. Mostly because I almost never market myself (my business has been 100% referral for the past 5 years). Those 15 users per week created 3 qualified leads per month in the form of a free assessment offer. Annually I have a 90% close rate for anyone who requests an assessment.

After 1 month of running ads, I was seeing over 180 unique visitors to my site each day. That traffic generated 32 direct emails (some opportunities, but mostly just kudos) and a whopping 19 assessment requests. So far, I have already signed 3 new clients that will generate about $55k in revenue in the next 6 months, met 3 new strategic partners that will be quality lead sources for me for the foreseeable future and have a list of leads that will fill my pipeline for the next 6-9 months. (Basically, they are on a waiting list)

I actually had to shut off the ads for the final month of our agreement because I couldn’t keep up with the assessment requests and still do my job.

Not only is this a testament to the power of radio, but also a great case study on how to use creativity to tell your story. I will be sharing a more detailed account of this in the near future, but in the mean time, you should check out the domain... picklefarts.com

Let me show you why a unique selling proposition is so important…

Sports bar #1
Come check us out this weekend where we have:
- Friendly atmosphere
- Great food
- Happy hour specials

Sports bar #2
Come check us out this weekend where we have:
- 15 unique wing sauces and dry rubs
- Free pizza with every beer pitcher purchase
- Live bands every Thursday night

————

Bar #1 makes general statements that most bars make. There’s nothing different or unique about the venue and it creates no urgency to go there.

Bar #2 makes specific offerings that matches the needs/wants of their different buckets of ideal customers. (Foodies/deal seekers/music lovers)

Which bar would you want to try out?

USP’s are not statements that you think customers want to hear. They are services/products that are created and fine tuned that will super charge your marketing and attract/retain ideal customers.

Does your business need a new website?

Do you want to save thousands building your next website?

If you said yes to either, and are in or near the Milwaukee area, you should be at my next marketing workshop on Thursday October 20, at 1:30pm at the Point After Pub & Grille in Franklin.

This month’s free workshop is all about websites. I will walk you through the step-by-step process on how to build your next website… saving you thousands of dollars.

Whether you’re planning on using an agency and want to reduce your costs, or you want to tackle the project on your own, I will show you how to do things like:

- Select the right platform
- Build your content plan
- UI/UX best practices
- Find free images and online tools
- Enhance your search presence
- Build form automation and landing pages

Did I mention that will also buy you lunch and drinks?

Must register to attend!
https://nickpackard.com/business-workshops/

Marketing Workshops - Nick Packard Do You Want To Grow Your Business? Join me at this free event where I share marketing best practices and some food and drinks.

***CHALLENGE***

Can you name three things that truly makes your company different…? your USP (unique selling proposition)

Having a service or process that makes you different from your competitors is the key to successful marketing campaigns. So my challenge to you is to list one of your differentiators in the comments below.

Here’s one of mine…

I offer a free digital ecosystem assessment to anyone. This is a multi page report that examines their website, email marketing, search and social channels and gives recommendations. This gives them an expert (outsiders) opinion and simulates what a prospect would see, think and feel when investigating them online.

Now that I have shared one of mine, Share one of yours…

A little over a year ago I executed an idea that took my business from good to great.

In a little over a week I’m going to amplify that to see where it takes me next.

Stay tuned…