We Charge You Based On Our Performance
The statement by John Wanamaker, "I know that half of my advertising dollars are being wasted, I just don't know which half," is a long-running joke in the advertising industry. Today, we know that 70% to 90% of dollars spent on "old line" media advertising are wasted. Such advertising is delivered to people who do not want or need your products. It is minimally tested and rarely correlated to ROI. Traditional marketing firms continue to push the concept of branding and image building. Market research firms essentially speculate on what consumers want by doing limited surveys and talking to focus groups. How many "brands" with massive ad spends and high cost market research go belly up each year?
Reciprocal Consulting offers Internet advertising solutions on a pay for performance basis. We are so confident of our ability to drive revenue growth at your business that we seek to align our fee structure with specific measures of our results. Unlike any other type of advertising, the Internet offers real time metrics that can be used on a daily basis to evaluate the effectiveness of a campaign. It is not only possible, it is imperative that advertisers measure click throughs, length of visits, conversions, and finally, sales, that are driven as a direct result of Internet marketing.
Through continuous improvements driven by testing and measuring effectiveness, we can decrease the cost of advertising at the same time we increase sales. While most Internet advertising firms offer a la carte "packages" that an advertiser must choose from, we seek to align our success with your increased revenue by charging your firm on a per click, per lead, or per conversion basis. We can also develop a fee structure whereby we receive a percentage of revenue, affording your company ease in budgeting. We then design and implement a complete marketing campaign with all costs built in to the performance based fees. What this means is that we become a virtual marketing division of your firm. We are highly motivated to make sure we understand your business, your clients, and your in-house processes. For example, we find out where lead form information should be delivered and send back- up data to a supervisor who makes sure leads are being followed-up in a timely manner. We also provide data collection forms for in-house tracking of leads. In monthly meetings with management and staff, we present results and ask for feedback from the sales force about the quality and type of leads that are coming in. By constant monitoring of leads and follow-up, we have the ability to ensure that a lead converted from the web becomes a sale, client, or patient.
We also seek to increase conversions by providing audio for site visitors. For some unknown reason, most websites are thick with pictures, graphics, and flash that do nothing for sales, and offer no audio. For firms offering professional services in the realms of legal, medical, or mortgage, a human voice describing the firm's services can dramatically increase sales. Most web designers "overwork" a site and know nothing about audio production methods. For that reason, audio is considered too complicated, too expensive, or not reliable. Reciprocal employs audio delivery systems that require no browser plug-ins and can be utilized by web users having slow, dial-up, connections.
Because we prefer performance based fees, we care about what works to drive sales. Much money is wasted on advertising because ad agencies care more about making things sexy, funny, or clever than they care about sales. David Ogilvy,the master of advertising, said many years ago that the effectiveness of an ad campaign can only be measured in one way, and that is by how much it increased the sales revenue of the firm for which the advertising was done. While other firms are concerned with winning design awards, we want to increase your sales. We utilize tested methods for increasing your sales through advertising on the web and then further improve your results every month we are working for you.
We doubt you will find many firms with similar confidence in their ability to deliver results to your business. We want a few customers in each market with whom we can build a solid relationship.
While we develop a campaign, your company gains strategic advantages in the market through our trials and research. We study your business, your competitors, and your customers. We adapt our campaigns to maximize results. While your firm may be looking to increase sales, we are looking for firms to work with who have dynamic owners and management who are flexible and driven to grow their business. We want to work as a team with your management. We want to learn from you and we want to educate you on what is happening with your campaign.
Any management who thinks Internet advertising is a nifty fad will be shocked when their competition slices away their highest margin customers in the next few years. Internet advertising is unique in that there are so many avenues for advertising and so many ways to improve the delivery and content of an ad. Many of our existing clients are listed on dozens of sites and every listing is different. A single Google Adwords campaign can have hundreds of targeted keywords. Each keyword may have its own ad, its own bid price, and its own conversion rate. Monitoring such a dynamic form of advertising requires time and expertise. We have many techniques for increasing traffic to your site, most learned from trial and error. When we have a new idea, we test it in "real time" and we look at the test data. Simple things like the addition of a preposition to a keyword string can increase results up to 20%. Simply instructing a visitor to "Click Here" instead of having a hyperlink can increase conversions 5% to 10%. Such simple, though not obvious, things can dramatically improve the results of a campaign. How many websites ignore these simple methods to make room for a giant photo of something that is completely irrelevant to the prospective customer?
If your firm is forward thinking, but practical from the standpoint of increasing your return on invested capital, you will want to work with us. We do not sign competing companies in the same geographic market. The firms we work for are dominating their markets in a way that impacts their competitors. Our primary goal is to see our clients get on top and stay there. Not too many other advertising agencies have that goal.
We would be pleased to show you specifics in a private presentation at your firm in a meeting with your principals or top management. When we meet in person, there will be no long winded power point show delivered in a darkened room by a salesperson. Instead, the principals of our firm will meet with the principals of your firm and we will talk about the results we can and have produced for our clients. Next,we will begin an open discussion describing what we can do for your firm on a daily basis to improve your revenues, and what information your firm needs to provide us about your markets, business, and customers. We don't want to be guessing what your firm wants and needs six months into the campaign.
At Reciprocal, we know the Internet is changing every day and we want our customers to be fully utilizing all the tools of the Internet as they become effective, as measured by ROI.
We know many websites that worked great last year but are not bringing in business this year. We hear the stories all the time. The website owners say things like, "Yeah, it worked for me for a while and then it just stopped working. The Internet just doesn't work for our business." What they don't understand is that while their site stood still, Internet technology and metrics for rankings changed and other websites passed them by and took their traffic. Advertising always has been and always will be the engine that drives growth in a business. The most powerful and successful companies in the world with the best products and highest quality services spend a significant percentage of revenue on advertisng and sales. Advertising is similar to any other aspect of business management. It must be high quality, it must be efficient, and it must be measured and improved all the time.
We are looking for customers who want to move their firms forward in a rational manner that is based on results and research. We want to work with your firm as team members to drive your growth.
Reciprocal is continuously advancing its knowledge and methods in every aspect of web marketing. From Taguchi statistical analysis to finding the best microphone technology for web-based remote interviews, we are focused on quality and results. Unlike most other firms that offer web marketing, Reciprocal specializes in a few segments of web marketing and offer it to as many firms as possible.
Reciprocal's business model is designed to become a complete web marketing arm for your company. We want to be paid based on performance. We bring ideas and methods that no other firm can match because our firm is dynamic. We will investigate every new method for driving traffic to your website. We research, test and utilize as many third party solutions as possible. We seek the best prices, the best quality, and pay for these services without your involvement.
We will investigate, recommend and manage high quality third party listing services, content solutions, and data collection/ testing services. We pay these third parties out of our performance billing rate so that our interests are completely aligned with yours. We demand performance or we drop the third party contractor. Quick turnaround times and seamless cooperation with subcontractors speed the process of improving a campaign. Some web marketing firms have turnaround times measured in months, not days. Long turnaround times mean that your web marketing firm is not giving you the focus and attention that you need to be successful. Reciprocal personally manages your campaign and supervises the campaign step by step.
Reciprocal is constantly looking at emerging technologies like blogging, pod casting, and video streaming. Reciprocal researches each technology for its effectiveness in marketing your firm. Pod casting is something we have found to be very effective. We continue to upgrade our pod casting technology as we feel that sound on the web will be critical for success in the future.
Reciprocal will work with and or manage your current web marketing resources. Whether you are committed to contracts or have an in-house team, we use your current assets and expand their capabilities. We have been able to negotiate improved and expanded service agreements from other web marketing firms on behalf of our clients. We carefully look at the service level agreements from your old contracts and ensure that under-performing firms live up to their promises. We seamlessly integrate with your staff. We are sensitive to today's outsourcing pressures. We don't take over their work. We organize projects, create tasks, and manage your in-house resources to get measurable results. We also work closely with management to make sure our goals are aligned with the goals of your company.
We want to become an asset to your firm, not a vendor. We want to act like partners in your business, not contract laborers. With a relationship such as this we can not only improve sales of your existing products, but also help you innovate and test new products and services inexpensively. We help you look at your business strategically. Through web logs, search terms, and on-page analytics, we get inside the minds of your customers. We learn why they may abandon a transaction before completing it. We learn what search terms bring in the viewers that convert to sales. We know if prospective customers visiting your website listened to the audio or if they filled out forms. The bottom line is that Reciprocal establishes metrics that allow us to determine if the customer was able to find the information or products they were looking for on your website.
We dedicate a team who is responsible to learn your about business. We ensure that you have the best talent working on your project and that they are devoted to partnering with you to seek new business for your firm.
We are targeting a select set of clients in businesses with the most to gain from Internet marketing. We want to work with innovative, flexible firms, who share our passion for continuous improvement, based on measurable results. We want to grow your online business and profits by working closely with your company and we want to be paid based on performance benchmarks. Reciprocal views Internet marketing as a major shift in the way that companies do business. Advertising has now become dynamic, interactive, and instantly measurable in terms of its effect on ROI.
Branding is something that dovetails seamlessly with driving revenues and profits. Your brand means nothing unless your customer base is growing, your markets are targeted, and your ad spend is justified by its ROI. Highly profitable advertising allows you the luxury of being in front of your target market at the exact moment they are looking to make a purchase. It allows you to bid for the highest spots because you are confident of conversions. It allows you to invest in new products and services because you know how to test and roll out new initiatives on the web.
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