Transcript Chad`s A/C Direct - 4 Local Media Training

Strategic Advertising & Marketing Engagement
Submitted to:
Chad Wiswall
ChadsACDirect
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SOCIAL MEDIA | SEO & SEM | EMAIL | DIRECT MAIL | MOBILE
Overview
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In business over 20+ years
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Mission: Chad’s AC Direct has been providing Heating and Air Conditioning services to the
Montgomery Commercial and Residential market for over 20 years.
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Highly trained technicians are fully licensed and trained in all HVAC services. Excellent
reputation in the Montgomery community.
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The owner, Chad Wiswall, stands behind every Air Conditioning & Heating Installation or
repair with a 100% satisfaction guarantee.
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Residential and Commercial Heating & Air Conditioning
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Services: AC Repair Services, Air Conditioning Installation Services, Heater Repair Services,
Duct Cleaning Services, Heat Pump Installation Services, Central Air Conditioning Installation,
Air Conditioning Maintenance, Air Conditioner Replacement, Goodman AC and Heating
Dealer Montgomery
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Service Locations: Montgomery, Millbrook, Prattville, Wetumpka
Project Summary
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Chad’s A/C Direct is a local business needing ongoing advertising consulting recommendations
to generate new customers
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4LM can develop custom plan for “Chad’s A/C Direct” through our strategic CMS “Complete
Marketing Solution” for a annual investment of $799
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4LM will provide recommendations to increase new customer leads, brand awareness and direct
phone calls
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4LM will provide research and proven Ideas & Solutions from multiple markets.
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Education: The CMS back office is packed with over 200+ hours of advertising training (Videos,
Audios, Printed Material). VMC is a 24/7 Ask the Expert Resource!
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Resources: Provide access to high level media consultants
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Vendors: Complete list of product & service media options
Project Scope
Engagement Overview:
4 Local Media will provide a complete advertising and marketing review,
recommendation and ongoing expertise resource. Depending on engagement
needs and desired timeline, 4 Local Media will focus on immediate objectives.
Key Objectives:
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Detailed review of project requirements and core deliverables (depending on
advertising medium)
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Configure and customize targeted lead generation program, delivering ROI
goals
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Drive revenue through new solutions from case studies from other noncompetitive markets / clients.
Education
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Social Media: Social Media Ads have emerged as a popular and cost-effective way to promote a small
business online. 22% of small businesses have used Facebook Ads, and 65% say they would use
Facebook Ads again, citing ease and flexibility as the top reasons to run another campaign. Geo &
Demo targeted ads work, but a creative compelling message must be used to garner RESULTS!
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SEO | SEM: When paid and organic search channels work together, marketers get maximum revenue
from both programs. Identifying holes in paid and organic search campaigns using the method
described above should help improve overall performance. Ideally, this model works best if you
intend to slowly scale back your SEM efforts and push deeper into SEO. SEM will show you where your
assumptions are correct and incorrect, which then allows you to intelligently tweak your SEO
campaigns. Once you see your natural search results starting to prominently spell success, that’s a
good time to stop the AdWords spending and start focusing solely on SEO instead.
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Email Solutions: Even the most relevant, well-designed email isn’t effective unless it gets to the inbox.
4 Local Media develops highly personalized automated triggered campaigns—and generate higher
rates of revenue per send across multiple channels. Easily augment and leverage offline, online,
social, mobile, purchased and other types of data. Leverage a full suite of analytics, ratings or reviews,
social media, testing and digital coupon partnerships that support all local business owners needs.
Education
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Direct Mail: The success or failure of any direct response marketing effort completely hinges on the
quality of the mailing list. That’s why you need to use 4 Local Media for all your direct mail and email
list needs. 4 Local Media offers a comprehensive, one-stop resource for literally tens of thousands of
specialty and compiled mailing lists. Our certified list vendors offer local and national mailing lists
from responder, lifestyle, and interest lists to activities and membership lists.
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Mobile Solutions: Whether building awareness, increasing engagement or driving purchase intent,
our experience executing mobile campaigns enables you to deliver the most innovative and successful
mobile programs. Use mobile to reach consumers on-the-go as they increasingly turn to their devices
for online content. We develop smart media management software to help advertisers streamline
and scale digital campaigns. With a unified, holistic platform, marketers can access 100% of all digital
inventory, across all channels and devices.
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Lead-Gen Micro Sites: Microsites or Mini Sites are a great way to attract new leads for a targeted
product or service. They are often used for contextual keyword advertising and to rank for specific
keywords that are relevant and profitable to a business or person selling those products or services.
Microsites can also be used for PPC landing pages, and as a network of relevant web properties that
are related to a certain topic. Mini sites and microsites are heavily used in the search engine
marketing field and are great for website marketing.
Project Scope
Very Competitive
SEM (paid search) advertising
Very Competitive
SEO (organic search) websites
SEM Solution
Use competitive “promotional” landing page to
take competitors prospects
SEO Solution
Best Option using dedicated vendor updating
website daily with targeted software.
Project Scope
Marketing Review:
Based on the CORE services for Chad’s AC Direct, we will recommend a simple,
targeted digital solution. The recommendation will include a multi-media digital
approach. The delivery will include phone calls, email leads and a database.
Details:
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Website: Design improvements can help site conversions. Site needs a better
offer and conversion mechanism. Option would be set up lead generation landing
page to generate new customers via emails and phone numbers.
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Database: Our Lead Generation micro-sites deliver immediate customers and
most importantly will build the Chad’s AC Direct internal email / phone database!
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CMS: Providing a full service Idea Expert (Aloma Stewart), helping with ongoing
campaigns and upcoming business solutions.
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Offer a targeted PPC (Pay Per Click) campaign targeting specific areas.
Project Scope
Recommendation:
First step in our recommendation would be for a consultive meeting to ask some specific
questions and start a business partnership. 4 Local Media has determined based on a
limited budget, we will need to utilize strategic online digital solutions.
Details:
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Partners: Chad’s A/C Direct needs to partner with a local radio station home products or
service company. Weekend Show on local AM radio station, share in time for program.
See Referral List – during CMS consult meeting
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Targeted Lists: Purchase list for home owners in geo-targeted area. Either direct mail or
electronic mail. Email is less than half the investment and delivers almost the same ROI.
See Referral List – during CMS consult meeting
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Podcasting Program: We highly recommend Chad’s A/C Direct to produce a highly
professional thirty / sixty minute program. Based on the seasonal services, there could be
2-3 programs. Each running on the website (recorded loop). Program can be aired on
small local radio stations (paid programming) in off inexpensive times. See Referral List
Project Scope (continued)
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SEO: Obvious recommendation, however website changes need to happen first.
Best solution is a daily, weekly, monthly software solution. Website indexing needs
to communicate with search engines. Do not use a do it yourself $49 company.
They do not work. See Referral List
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SEM / PPC: Highly recommended. However, very confusing and fragmented space.
If budget is under $250 per month, best option is study, learn and use in-house
person, or do it yourself. 4 Local Media has a full service “certified” provider
starting at $1,500 per month.
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Grassroots Marketing: This is a “perfect” industry / service to utilize Nontraditional
Solutions. Custom targeted Door Hangers, Cross Promotions, Yard Signs, Creative
Business Cards, Strategic Online Promotions, Fiver Promotions, Viral Videos.
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Social Media WOM: Entice local consumers to provide referrals and
recommendations. Invest in an ongoing “Word of Mouth” social media campign,
estimate budget $2,500 per month. MUST be compelling, designed and managed
“professionally” by third party vendor. Recommendation: Aloma Stewart
Project Scope
Ongoing Expertise:
4 Local Media provides 24/7 advertising solutions and marketing advice. We offer a
Marketing Academy at the CMS website. We also offer a complete list of dedicated
consultants available to answer questions.
Details:
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CMS Resource: $799 annual membership / Password: Provided with CMS
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Questions and marketing resources, please use the VMC “Virtual Consultant”.
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Urgent questions or help, call your local representative first, local manager second,
local strategic partner third. See contacts
Partner Consultants / Referrals
For all contacts and referrals; Email, Text, Call (in that order)
Aloma Stewart – National Sales Manager
Email: [email protected] | Phone: (334) 296-3330
Jeff Carrier - Founder & Vice President
Email: [email protected] | Phone: (503) 750-2277
Kevin Martinelli - Founder & Vice President
Email: [email protected] | Phone: (602) 319-3867
Damon Balch - Founder & President
Email: [email protected] | Phone: (360) 601-7422
Next Steps
1. Use the CMS Marketing Blueprint Academy
www.4localmedia.com | Password: (with $799 membership)
2.
Set up Business Overview “follow up” call with National Sales Manager.
2.
Commit to reasonable “timeline” for advertising campaign(s), make sure and let
Aloma Stewart know those dates.
3.
Share all (outside vendors) proposed advertising campaigns with 4 Local Media.
When a local sales representative tries to sell you “anything”, please run it by us
first. Send through the VMC 24/7 Consultant, usually an immediate response, no
longer than 1 business day.
4.
Remember to forward all advertising sales requests to your “IN HOUSE
ADVERTISING AGENCY”. This helps you with a built in gate keeper.
5.
Take a 15% discount on ALL MEDIA BUYS! Talk to your 4Lm Representative
We look forward to providing
Chad’s A/C Direct future Ideas & Solutions!
Damon E. Balch
President & Founder