Wizard's Roundtable | Marketing Secrets from Wizard of Ads

Business book publisher Ray Bard says all bestselling books share 4 traits:1: A Big Idea2: Nuts and Bolts3: Entertainment4: HopeThese 4 elements are applicable to your advertising, also. Nuts and Bolts seems to be the one that most people get right away. A Big Idea often shows up. But, conspicuously missing are Entertainment and Hope.In this episode of The Wizard's Roundtable, Chris Maddock and I recap our recent Martinis and Marketing class at Wizard Academy where we spent a good deal of time talking about Hope.

There's a kind of fraud that comes from lack of transparency from Google and Facebook, a kind of fraud that comes from criminals stealing ad dollars from businesses, and a kind of fraud that could be happening because your digital manager isn't paying attention. It all adds up to a lot of loss for businesses. In this episode of The Wizard's Roundtable, we look at the different kinds of mismanagement that can plague your advertising efforts.In this episode:Johnny MolsonDave YoungLuis CastañedaFull transcript: https://molsonpartners.com/how-to-spot-and-eliminate-digital-ad-fraud/

As an HVAC company grows, it often slams into a ceiling someplace between $3-5 million.In this episode, we discuss the ways we've helped stuck companies break through that barrier. Even if you're not in the HAVC industry, you'll find valuable information that will help your small business stand out, be the one people like the most, and think of first.In today's episode:Johnny MolsonRyan ChuteGary BernierKyle Caldwell

While the Wizard's Roundtable was being used for holiday dinners, we thought we would replay one of the most popular videos of 2020. This conversation with Ryan Patrick, Tim Miles, and Johnny Molson is one-part instruction manual for media providers and one-part checklist for businesses.For businesses, it's important to understand the kinds of questions you should be getting from your media provider. If they're not asking these questions, find somebody who will ask you these questions (or find a new media provider).SUPER SECRET NEWS: If you enjoy what you hear here...get ready for a revolutionary event in February for radio

Heard in the show:Lemon, by Orlando Wood: https://www.amazon.com/Lemon-advertis...Addressing the Crisis in Creativity https://youtu.be/XUXYRf5O5T4Achtung! https://youtu.be/6RU0WzFkhJgSystem 1 Group: https://www.system1group.comIPA: https://www.ipa.co.uk

You have to:1: Not sound like everybody else2: Get into somebody's imagination and mess around.In this episode:Asia Gregg (asia@wizardofads.comPeter Nevland (peternevland@wizardofads.com)Johnny Molson (johnnymolson@wizardofads.com)Plus an offer at the end for free consulting (!?!) Full transcript available at molsonpartners.com

Feel like you're swimming in internet acronyms? Search Engine Optimization, or SEO, is the foundation of how you get found online. It's also a tar pit of details that can get so overwhelming you wonder if it's even worth it.On today's Wizard's Roundtable, Vi Wickam and Gary Bernier join me to help you understand the very basic of the basics of SEO. Don't know where to start? Start here.Full transcript of this video can be found here

In this episode of the Wizard's Roundtable, Bryan Eisenberg and Ryan Patrick talk about the untapped advantages your business could leverage by having a podcast. It's surprisingly easy to do, and if you can have a 10-minute phone call, you can have a podcast.More about Ryan Patrick: www.timmilesandco.comMore about Bryan Eisenberg: www.bryaneisenberg.com MASH Matters: www.mashmatters.comRecording software: www.audacityteam.org or www.apple.com/mac/garageband/Options to record interviews: www.zoom.us www.zencaster.com www.skype.com

Nothing can bring down a company faster than a broken culture. There's no amount of advertising that can fix a company that's damaged from the inside.The culture you create should instruct the advertising you do, and your advertising should mirror the culture in your company. This ensures your customers will experience the same thing you've told them in your advertising.Wizard of Ads partner Mike Slover joins this episode of The Wizard's Roundtable with Mike Whitmire from Schneider's One Hour Heat & Air

“Brainstorming” is more than just “throwin' ideas around.”It's a method developed by Alex Osborn (the “O” in BBDO), and Dr. Sidney Parnes in the middle of the last century. The Osborn/Parnes method is the foundation of nearly every professionally facilitated idea-generation meeting in the past 70 years.My guest today on the Wizard's Roundtable is Dr. Robert Alan Black. He's a consultant and author who has traveled the world helping businesses build a more creative culture.(Dr. Black's website: www.cre8ng.com)You'll learn what brainstorming is, and is not, along with ways to put together more effective meetings. “Every human being is born with the capacity to think creatively,” according to Dr. Black. “…but every culture, religion, organization and school wants conformity.”If you feel your business might be creatively stuck, I hope this video will be useful.Johnny Molson

For many businesses, the answer is "yes." But, maybe not yours. In this episode, we'll discuss the considerations in calculating lifetime customer value, how you can maximize it, and how to be sure you don't go broke waiting for that customer to come back.In this episode:Johnny Molson(johnnymolson@wizardofads.com)Chuck McKay(chuckmckay@wizardofads.com)Dave Young(daveyoung@wizardofads.com)www.wizardofads.org

In this episode, Peter Nevland and Johnny discuss Character Diamonds.This is a technique created by David Freeman, advisor to several dozens of hit TV shows and movies and creator of the Beyond Structure class. (www.beyondstructure.com)Deploying these same tactics in your advertising will not only make your commercials more memorable, you'll create a bond with your customer. Contact:johnnymolson@wizardofads.competernevland@wizardofads.comwizardofads.org

In this video, Ryan Patrick, Tim Miles, and Johnny Molson make the case for media companies to have an in-house advocate for the advertiser.We'll help salespeople collect better information to make better ads to make your clients more successful...(and, by extension, you too!)

A longer ad (letter, blog-post, TV/radio commercial) can perform better than a short one provided you use the power of (a non-boring) story. In this episode, we talk about the myth that people have a "short attention span" (only true if you're a dullard), and look at how companies like The Harman Brothers make viral videos (or do they?).In this episode:Johnny Molson (johnnymolson@wizardofads.com)Joe Hamilton (joe@wizardofads.com)Jeff Sexton (jeffsexton@wizardofads.com)Stephen Semple (stephensemple@wizardofads.com)Gary Bernier (gary@wizardofads.com)www.wizardofads.orgwww.molsonpartners.com

There's a tricky balance between keeping your advertising fresh and maintaining consistency through the life of a campaign. The solution is "Brandable Chunks."A consistent set of verbal, visual, and/or audio elements that find their way into your ads in one form or another.They are similar to brand codes that distinguish your brand from others, with an added twist of personality and sticky words to enhance your company's personality and unique traits.In this episode, Chris Maddock (chris@wizardofads.com) and Jeff Sexton (jeffsexton@wizardofads.com) join Johny Molson (johnnymolson@wizardofads.com) to talk about the power of Brandable Chunks.

Getting your ad to play (or show) frequently is good...but it must play multiple times to the same person for maximum impact.In this episode, Wizard of Ads Partners Gary Bernier, Joe Hamilton, Stephen Semple, and Jeff Sexton discuss why repetition is your friend (and could also be your foe).You'll also learn:Why market size mattersHow to consider the context in which your ad is playingHow often a potential customer should be exposed to your adand an introduction to Brandable ChunksThis was a great conversation with so much info, we'll be breaking this up into multiple episodes coming soon!Questions? Ask away!johnnymolson@wizardofads.comwww.molsonpartners.com

Chris Maddock (chris@wizardofads.com) and Kevin Skaalure (kevinskaalure@wizardofads.com) discuss ways to improve your recruitment ads.How you recruit can say a lot about your company to both prospective employees and prospective customers alike.Some tips:As with any advertising, involve the applicant. How can you make him/her see themselves in that job?It's not about money. Pay and benefits are only important up to a point. People want to be valued and know their place in your companyUse current employees. There's no better ambassador for your company than a happy employee. Ask your employees why they like working for your company and what they might tell an applicant if the boss isn't in the room.For more info on all these cool cats in the video, you can contact Johnny Molson (johnnymolson@wizardofads.com)

Tom Wanek (tomwanek@wizardofads.com) and Ryan Chute (ryanchute@wizardofads.com) join Johnny Molson (johnnymolson@wizardofads.com) this week on The Wizard's Roundtable to talk about how improving the customer experience can be the shot in the arm your company needs

In this episode, Steve Thomas of oneicity.com talks about ways non-profits are still bringing in donations and growing year over year by using 5 steps:1: Get attention2: State the problem3: Identify the consequences4: Explain how your organization is helping5: Explain how a donor can help the organizationAsk questions below or email:johnnymolson@wizardofads.comsthomas@oneicity.commolsonpartners.comoneicity.comwizardofads.org

There might be deals to be had out there...but should you take them?In this episode:Johnny Molsonjohnnymolson@wizardofads.comDevin Wrightdevin.wright@wizardofads.comGary Berniergary@wizardofads.com

Opportunities are wide and deep right now for businesses to gain share of voice. When others hide, your business can stand tall.In this episode:Johnny Molson (johnnymolson@wizardofads.com)Craig Arthur (craig@wizardofadsmarketing.com)Chuck McKay (chuckmckay@wizardofads.com

Wizard of Ads Partners Johnny Molson, Stephen Semple, and Jerry Casasandro talking about the social proof clues to watch for that suggest things are starting to turn, and why this is the WORST time to try advertising with urgency and artificial deadlines.In this episode:Johnny Molson (johnnymolson@wizardofads.com)Stephen Semple (stephensemple@wizardofads.com)Jerry Cassandro (jerrycassandro@wizardofads.com)www.wizardofads.orgwww.molsonpartners.com

Wizard of Ads Partners Johnny Molson, Dave Young, and Mick Torbay talking about pivots you can make right now and a look at past downturns in the economy and what we can learn from those experiences. We'll also make a quick edit on a commercial sent in by a viewer.In this episode:Johnny Molson (johnnymolson@wizardofads.com)Dave Young (daveyoung@wizardofads.com)Mick Torbay (michaeltorbay@wizardofads.com)www.wizardofads.orgwww.molsonpartners.com

Wizard of Ads Partners Johnny Molson, Peter Nevland, and Matthew Burns talking about the 4 things that should be in every ad, today's media habits, and what your customers need to hear from you now.In this episode:Johnny Molson (johnnymolson@wizardofads.com)Peter Nevland (peternevland@wizardofads.com)Matthew Burns (matthewburns@wizardofads.com)www.wizardofads.orgwww.molsonpartners.com