P4P Partnership Process

Need a Pay-for-Performance (P4P) advertising partner to accelerate your business growth?

We’re looking for win-win partnerships.

Synopsis: Pay-for-Performance (P4P) Partnership Process

  • P4P Risks/Rewards
  • What We Don’t Do
  • What We Do
  • Data Science & AI
  • The Catch

  • P4P Trial Selection Process
  • Qualification Examples
  • 2-Week P4P Trial
  • 90-Day P4P Trial
  • P4P Remuneration

Pay-for-Performance Risk/Rewards

The basic appeal of a Pay-for-Performance partnership is that instead of paying for marketing and advertising services that may or may not generate enough leads and sales to justify the cost, you pay for marketing and advertising performance: usually leads or sales.

As ideal as a Pay-for-Performance business partnership can be — when you can find such an arrangement that provides significant leads and sales — there are two operative words: “business” and “partnership.”

In other words, the risk/reward needs to make business sense for each partner.

What We Don’t Do

Because there are a number of different Pay-for-Performance opportunities in the world, one way to describe what we do at Skyworks Marketing is by first highlighting what we are not:

  • We’re not providing names and addresses from an existing database so that you can cold call them.
  • We’re not an affiliate agency.
  • We’re not advertising a generic service and sending the leads to multiple lead buyers.

Those types of services are fine for certain businesses. But alas, it’s not what we offer.

What We Do

We create custom sales funnels and provide the ongoing advertising to generate real-time leads and/or sales exclusively for your business and no one else (and later, we may use content marketing).

Visit the following link to view how we drive optimal results: Marketing Strategy.

Stated in more detail, we provide full-service, customized sales funnels, developed specifically for your business, while simultaneously testing, optimizing and managing all the advertising to keep the funnel full, and at the same time seeking new ways to get more prospects into the funnel.

This means not only taking advantage of online advertising media, such as:

  • Google
  • Facebook
  • Amazon
  • YouTube
  • LinkedIn
  • and more

We also use offline media as well, such as:

  • Direct mail
  • Print ads
  • Radio
  • TV

Furthermore, we generate ongoing content, including:

  • Graphics
  • Ongoing advertisements
  • Articles
  • Videos
  • TV commercials (when pertinent)
  • Creating/managing auto email sequences

All this to drive and nurture leads and sales for your business.

Data Science and Artificial Intelligence

Through data science and artificial intelligence, we provide metrics and expertise to help tune your product or service to generate even more impactful results.

With this data, we provide insights into potential upsells, cross-sells and new products that can help your business grow faster and more effectively.

Primarily, we use data science and artificial intelligence to lower ad costs and increase ad performance.

The longer we run the ads through the sales funnel, the more data we generate, and the more effective the advertising becomes.

The Catch

This type of marketing and advertising requires labor, experience and expertise.

Whether we establish a partial or 100% pay-for-performance partnership, we want to be confident that the business we are promoting has a high closing ratio to turn leads into sales and provides good products and services.

A 2-week trial is our primary test to determine a good fit for our potential Pay-for-Performance partners.

However, this trial isn’t automated, nor is it a system where the labor is executed on your end. There is real human effort executed on our end to launch and manage a trial.

Hence, here’s the catch: We can’t offer a P4P partnership, or even a trial, to everyone who desires such. We need to determine the potential for a longer-term opportunity first. That means you’ll need to fill out our (free) P4P application to provide some preliminary information. Your part is easy.

On our end, your application will be manually reviewed and often research will be conducted to assess the opportunity.

P4P Trial Selection Process and Qualifications

There are two general categories of information we assess when evaluating whether we will offer a trial to a potential partner.

  • THE BUSINESS ITSELF (including competition)
  • THE KEY TEAM BEHIND IT

Our ideal partner represents a highly experienced team (or leader), is well-capitalized and has a truly unique and outstanding business.

But that’s not so common: especially the “unique” part.

As a result, we also seek partners that may not meet our ideal requirements but show enough promise that we’ll invest resources into a 2-week trial.

QUALIFICATIONS:

  • Your product/service needs enough margin relative to advertising costs
  • There needs to be an opportunity for adequate sales volume
  • You need a higher-than-average quality product or service
  • You need a good reputation
  • You need a good sales team
  • You need effective operations
  • Ideally, you have existing upsell and cross-sell products/services

On the other hand, if you have a very strong model and margin (along with a high-quality product or service), that combination, by itself, can sometimes be the basis for a win-win partnership.

Qualification Examples

It all boils down to mutual opportunity.

A business that represents a strong opportunity for a win-win partnership will qualify for a 2-week P4P trial. A business with low opportunity for a win-win partnership will not qualify.

Following are some examples.

  • An average business model or idea without experienced leadership will probably not qualify for a trial.
  • However, a truly outstanding and unique business without an experienced team ‘may’ qualify.
  • An inexperienced leader with little money and a brand-new business will not qualify (unless the idea or model is truly exceptional).
  • A mature and experienced team with a good (average) business model may qualify.
  • A mature and experienced team with a low-opportunity business model will not qualify.
  • A great team and a great business opportunity will qualify.
  • And to make things interesting, we may sometimes provide a trial for an opportunity that doesn’t look as promising, because we would like to see the trial metrics. So, anything can happen. The only way to find out for sure is if you submit a (free) application.

Again, it primarily boils down to mutual opportunity. The 2-week trial is where we gain some fundamental data.

2-Week P4P Trial

As part of the above qualifications and selection process, we’ll ask what you want to pay for a P4P lead or sale.

That number will be re-evaluated based upon real-world performance data after the 2-week trial.

Although we try to filter out trials that we don’t believe will show promise after a 2-week trial, the reality is such does occur.

So, after a 2-week trial, the performance data will inform three options:

  1. No go. We cut our losses and part ways as friends.
  2. The numbers show that the opportunity is so good that we can provide a 100% P4P Partnership, which means you pay only for completed leads or sales.
  3. The numbers are promising enough to continue a Partial P4P Partnership. A partial P4P partnership means you will pay at least media costs in addition to performance incentives.

By the way, it’s worth noting that a trial that yields unfavorable results is not an indication of the success potential of your business. This trial merely provides preliminary data regarding the speed of a longer-term P4P opportunity.

90-Day P4P Trial

A successful 2-Week P4P Trial means we can move on to a 90-Day P4P Trial.

A 90-Day P4P Trial provides more meaningful sales metrics. A 2-week trial can produce the minimum data necessary to evaluate the potential for a P4P partnership. But a 90-day trial gives us firmer ground to build a more robust sales funnel since we only implement a fraction of the sales funnel and advertising resources in the shorter trial.

Message optimization, landing page optimization, conversion optimization and other factors can begin to impact the metrics in the 90-day trial, which all serve to increase performance and lower cost.

P4P remuneration will be re-evaluated based upon the real-world performance data after the 90-day trial.

P4P Remuneration

We’re seeking win-win partnerships. As such, the P4P remuneration needs to work well for both sides of the partnership.

The most basic metrics we evaluate include how many sales (and profit) are generated in a given time period. You may be pleased with the leads and sales, but what if the volume does not support our continued effort?

Once again, we’re looking for win-win P4P partnerships.

If this sounds like something you’d like to explore, the next step is to request and instantly receive your free P4P Application.

We can’t guarantee that you’ll qualify, but no matter what, you will receive a professional, timely and courteous response.

How Google Search Works (in 5 minutes)

Every time someone searches for content on the internet, there are thousands, sometimes millions, of webpages available. How Google figures out which results to show starts long before a searcher begins to type.

In brief, Google evaluates the search terms a user enters into its search engine and matches them to the content on the web, seeking the content that is most likely to be helpful and reliable and then automatically putting it all together in a search results page designed to provide the information desired.

Google has been mapping the web since 1998, which creates an “index” of content. The index is like a library, except it contains more info than in all the world’s libraries put together.

In a fraction of a second, Google’s Search algorithms sort through hundreds of billions of webpages in their Search index to find the most relevant, useful results for what searchers are seeking.

Google’s ranking algorithms are constantly evolving in an ongoing attempt to better understand and serve relevant results to users.

The search words used are analyzed with respect to the same or similar words on websites (keywords). Additionally, existing web links leading to the pages are also analyzed, which helps inform relevancy. Furthermore, geographical locations and how recent the content was published are a few other factors that help filter the final results searchers are presented.

Google’s algorithms are also continually being developed to better identify scam websites to remove them from search results.

Google engineers continue to refine search results by conducting hundreds of thousands of experiments every year, resulting in thousands of improvements. It’s a never-ending process of improvement.

Do You Need More Leads and Sales?

How much would your business benefit from a continuous stream of pay-for-performance clients?

Let’s face it: Advertising is a pain.

It’s expensive.

It’s unpredictable.

Sometimes things you try don’t work at all.

And that’s the good news.

The bad news is that if you don’t generate enough sales, you’re on a trajectory to failure.

OK, enough of the obvious. What’s the solution?

At Skyworks Marketing we use data science, artificial intelligence and lots of real-world experience to increase ad performance and lower ad costs.

However, what benefits you the most is our pay-for-performance leads and sales.

We may use Google, Facebook, television and other ad platforms to increase revenue for certain clients, but only use one ad platform for other clients. It boils down to what works best for each business.

If there’s one thing we do emphasize – it’s video. Whether online, on TV, or both, video increases viewer engagement.

So, how much more successful would your business be with a pay-for-performance advertising partner?

It means substantially more value for your business along with our vested interest in continually driving you new leads and sales.

Learn more about our pay-for-performance partnerships.

Video and TV Interview Tips

Getting interviewed as a guest on a TV talk show or a video program is easy, isn’t it?

You might think it’s the interviewer who has the tough job. The person asking the questions is the one that is supposed to be in charge and keep things moving along, ideally in an interesting fashion.

Well, there are a few things to know about being interviewed that can make you look better on camera. In fact, failure to abide by some of these points can make you come across poorly. (I’ve produced some programs that we ended up not broadcasting, simply because the guest violated one or more of these points and we didn’t want to publicly present the guest in an unbecoming manner).

8 Tips For a TV Interview Guest

1) The main point is being relaxed enough to come across naturally. That’s sure easy to say, but for some folks that’s their main hurdle. A good interviewer can help the guest be comfortable, but even so, some folks freeze when the cameras goes on. If that is a potential problem for you, one thing to do is put all your attention on the interviewer and focus on the conversation, which should help you ignore the cameras. If you are able to take a short walk before the interview, that can be beneficial. (However, be sure to coordinate with the Director or Floor Manager, as you may be asked “not” to go away if it’s too close to starting time.)

2) Knowing the material that you are going to be interviewed about is another way to support coming across naturally. However, even if you have a list of “talking points” from the interviewer beforehand, don’t try to memorize what you will say, which can make you appear stiff and unnatural. Just answer the questions as you would in a regular (off camera) conversation.

3) Related to the first point, even if you aren’t afraid of cameras, lights and TV studios, generally speaking, you still don’t want to look into the cameras when they are rolling. Simply look at the interviewer (and not the cameras) in the same manner that you would anyone else you were having a conversation with. Note: There are certain instances when a person will intentionally look into the camera. For example, the host of the show “may” look into the camera to speak directly to the audience at the opening and the closing of the program, but that generally does not apply to a person being interviewed. Even if that were desired for some reason, you would be specifically requested to do so. However, that would be rare.

4) The interviewer may have some notes to refer to during the discussion, but you won’t. Unless you are specifically required to cite some reference as part of your interview, don’t bring notes onto the set. The information you are imparting as part of a conversational interview should come from your head, not prepared notes. In fact, bringing anything on the set can be distracting to the audience. For that reason, even if you are the author of a book, which is the subject of the interview, in many cases it will be the person who is asking the questions who will physically handle the book itself.

5) Short answers are best. Even though you may have a lot to say in response to a given question, you don’t want to speak more than a few sentences at a time. This keeps the dialog going back and forth, which makes for a more interesting program for the viewers. Also, unless you are confident that your program is being produced for a specialized audience, you will connect better with more viewers by avoiding technical jargon, as well as avoiding terms specific to your industry. Use simple language that will be understood by a broad audience.

6) If the video interview is being conducted in your home or office, instead of a TV studio, you’ll want to use chairs that do not swivel. Interviewees, in particular, tend to move when they are uncomfortable and this is noticeable on TV.

7) Another point about interviews in a home or office is that it’s best to use a room that has as little outside light as possible. Unless the Director specifically prefers to have natural light in the background, it’s trickier to balance the brightness of inside lights with outside light. Furthermore, outside light (daylight) has a blueish cast compared to most lights used inside, which would also require added effort to balance for the camera and lighting crew.

8) Get plenty of sleep the night before, so that you are well rested. Also, have a good meal beforehand so that you are well fed (but don’t eat so much that you become groggy). You may also want to have water readily available so you can start the interview without being thirsty.

BONUS TIP! If you are able to interject some appropriate humor at an apt point or two in the interview, that will help make the conversation more enjoyable for the viewing audience. However, unless you are a comic, or are doing a comedy show, there is no need to go overboard on the humor.

For most interviews, the idea is to keep things light. This can help, at times, even if the discussion is about a serious matter. (However, “appropriate humor” is the operative term here as well as good judgment).

By the way, if you are interested in how to dress, you may want to check out this article on What Clothes To Wear For A TV Interview.

It’s worth re-stating that the main idea here is to present yourself on camera at ease and naturally, which contributes to the ease and enjoyment of the viewing audience.

Clothes To Wear For A TV Interview

Even if you’re the kind of person who pays little attention to what you wear on a day-to-day basis, it’s useful to know a few things about the nature of clothing as it relates to TV and video.

Bear the obvious in mind: cameras, computer monitors and TV screens are not people, they’re machines. And as such, they don’t discern fine visual differences like the human eye.

In the same way that photographers with still cameras can not capture the full dynamic range of a scene, as compared to our eyes, and therefore shoot to accentuate the range that will be viewable on the final media (photo print, magazine, computer screen, etc), TV and video production have similar limitations.

Here Are The Suggestions I Present to TV Interview Guests

1) First of all, wear clothes that are comfortable.

2) Avoid apparel that is very light (such as white) or very dark (such as black). Even a dark navy blue jacket can blend into a dark background, in the same way that a very light beige could blend into a light background. Also, if white is worn against a dark background, the range of contrast could result in the white being burned out, in other words, having no details at all. Conversely, if black is worn against a white, or very light background, the black clothing could be completely devoid of detail.

3) Additionally, avoid bright colors, such a red or orange, which tend to draw attention away from the subject’s face.

4) Generally speaking, solid colors work best. Avoid checked patterns, plaids, extreme stripes or dramatic herringbone patterns – they have a tendency to moiré on screen (which means appear to vibrate).

5) It’s useful to wear a buttoned shirt or blouse, which makes it easier to attach a lapel microphone.

6) Beware of jewelry that can make noise. The slight rattling or jangling noise that you may not be normally aware of, can be magnified by the microphone during an interview. Be particularly cautious of a necklace that might touch a lapel microphone, and especially avoid bracelets, which can create distracting noises for a person who gestures with their hands. In general, minimize jewelry for TV and video interviews.

7) Eye glasses can reflect distracting lights, but if you normally wear glasses, and that’s how people know you, you should wear them. However, a glare-free type or frames with no lenses would be ideal.

8) In many instances, it would be best to bring an alternative selection of clothing to help the Director present you in the best possible light.

For information on how to best present yourself as an interview guest on TV, check out this article: Video and TV Interview Tips.

Pay-for-Performance Quest for Client Partners

P4P PARTNER QUEST

You produce a high quality product/service. Your customers/clients love you. You just need more of them.

You’re seeking a pay-for-performance (P4P) marketing service to provide as many new leads, or actual customers and clients, as you can get.

Maybe your business is doing great and you want to get to the next level. Or, maybe your marketing worked in the past, but the evolving landscape became too complex and expensive.

I’ve got good news and bad news.

GOOD NEWS / BAD NEWS

First the bad news: The marketing and advertising landscape has gotten more complex. Google and Facebook, in particular, keep getting more expensive. On top of that, strategies that worked not too long ago are less effective today. Nowadays, profitable marketing strategies seem as fickle as diet fads or women’s fashions.

Now the good news: Businesses continue to sell stuff. Every day. Sure, some businesses expand while others fall to the wayside. But behind each business success is a marketing success. Pro marketers are always seeking ways to provide more sales for a lower cost. Currently, two areas are delivering some of the best marketing return on investment (ROI).

TWO HIGH-PERFORMANCE MARKETING EPICENTERS

You’ve probably heard of both.

Cross-Platform Retargeting: Unless you’re new to online marketing, you know that retargeting and remarketing represent a number of different ways to use advertising to build relationships across different online platforms. For example, show someone a video, a post, or an ad on Facebook and then show those same individuals uniquely targeted ads on Facebook or elsewhere on the internet. And you only pay when they click. It’s a powerful way to place your brand in front of the right prospects as they travel around the internet. And for those that don’t click, you get to show your brand for no cost.

Artificial Intelligence: Of course AI is not new. It’s been around for decades, but it’s getting smarter. Autonomous cars are in the news more than ever, for good and bad. Whether we like it or not, much of our lives are — or will be — touched by AI. In the world of marketing and advertising, AI already facilitates massive data analysis, more effective ad creation, faster ad testing and more efficient ad buying. Each passing day puts non-AI advertisers at a greater disadvantage.

BETTER AD PERFORMANCE

The question isn’t whether you should be using these (and other) technologies to improve the ROI of your marketing and advertising efforts. For many businesses that haven’t begun yet, the question is where to start?

And after that there are many more questions on how to continue to move forward.

Furthermore, striving towards higher production and lower costs by introducing any new technology often lowers efficiency and increases cost – albeit temporarily – until the new technology and processes are effectively integrated into your operations.

The same for new spheres of marketing strategy and technology. You will likely make mistakes and lose ROI until you adjust to the new way of doing things.

But what if you don’t have the time to keep learning new marketing methods?

Perhaps that’s one reason you’re researching P4P marketing and advertising options.

PAY FOR PERFORMANCE (P4P)

P4P isn’t new either. Commissioned sales people and organizations have long been an integral part of the marketing and sales landscape. Commission-only sales professionals receive no compensation unless they generate sales. Sales pros who are compensated by a salary plus commission often have lower commissions than their commission-only counterparts, but that base pay does offer more income predictability when sales are sluggish.

There are advantages and disadvantages to each model.

  • For example, a sales pro who receives a salary plus commission represents a longer-term commitment by both the company to increase revenue into the future.
  • A commission-only sales rep may at any time favor other brands, who offer more compensation or perks, resulting in a loss of revenue for the first business.

There are also a variety of hybrid commission models that attempt to better align sales incentives and goals between the brand and salesperson.

P4P as used in internet marketing, represents a pricing model whereby a marketer or advertising agency receives a payment or bonus from a merchant for ‘performance’. This may be in the form of each new lead or new customer obtained for the merchant through the agency’s online marketing efforts or some other ‘performance’ metric the agency and client agree upon before beginning.

What about affiliates?

AFFILIATE MARKETING

P4P is a broad term that embraces many types of performance-based marketing and advertising models.

Affiliate marketing is one type of performance-based model in which a business compensates one or more affiliates for each visitor or customer created by the affiliate’s own marketing efforts.

The basic idea here is that merchants only pay affiliates for efforts that result in a desired action such as a lead, a  sale, a free trial user, or a newsletter subscriber. This removes the risk to the merchant because they know in advance that they will not have to pay for bad referrals, and it encourages the affiliate to send good referrals.

Affiliates often have a specific business process and/or model that works for specific types of businesses. 

If there are existing affiliates that support your business model, it’s something you should consider.

As an example, Amazon maintains an affiliate marketing program which they launched in 1996. Although they were not the first, its program became widely known and contributed to the retailer’s success. Amazon affiliates (called “associates”) place ads on their own, personal websites for products which are purchased via Amazon.com. The affiliates get paid a commission when purchases are made from Amazon. Like many things in life, affiliate marketing has advantages and challenges.

AFFILIATE MARKETING CHALLENGES

For many businesses, affiliate marketing programs are a productive part of their marketing mix.

However, affiliate programs also attract rogue elements, who use spamming, trademark infringement, false advertising, cookie stuffing, and other unethical methods. Hence, some merchants avoid affiliate programs due to associated risks, even if said risks are actually less than they used to be. As a result, some merchants implement tight controls on how affiliates may advertise and use monitoring methods to help diminish the risks of rogue elements, which limits the support of affiliates.

Other brands use outsourced affiliate program management companies to deal with the details.

For the purposes of this message, it’s important to know that Skyworks Marketing is not an affiliate.  Nor are we a program management company or an affiliate marketing agency. We only mention the preceding based upon years of explaining the difference to those newer to P4P marketing.

In brief, Skyworks Marketing is a Pay-per-Performance advertising agency. We create, execute and optimize custom marketing and advertising strategies with a heavy emphasis on online advertising, video and TV. We may also use affiliate marketing networks as one part of our own efforts.

If your business is a good fit for affiliates, that may be a productive path for you. Just be aware that such is not what we do.

DIFFERENCE BETWEEN AFFILIATES AND PERFORMANCE-BASED MARKETING AND ADVERTISING AGENCY

Here in the 21st century, performance based marketing and advertising is an umbrella term which includes Affiliates, Influencer Marketing, Email Marketing, Search Engine Optimization, PPC, Native Advertising, Sponsored Content, Social Media Marketing, Incentive Programs, and any other form of marketing where the marketing partner exchanges sales (or completed desired actions) for commission payouts.   A pay-for-performance advertising agency is comparable to the way traditional ad agencies have operated in the past (and now). The TV series MAD MEN serves as an example.

However, the difference between modern ad agencies and those of the 60’s, when the bulk of MAD MEN is represented, are substantial. For example, back then “focus groups” were often used to measure consumer interest.  Nowadays, real-world ad “testing” is how to find out what will move people to spend their money.  

Among many other things, a modern agency develops and tests offers for you, which might be similar or quite different from your current efforts.  

An agency partner is working with your business to optimize your sales.

The top clients in MAD MEN paid millions of dollars a year for marketing and advertising services.  Of course most small to medium size businesses have budgets that are only a fraction of that. Yet the point is still valid: an ad agency is optimizing ways to sell your products/services to maximize sales as much as possible.

An affiliate model that works best for you and is profitable for an affiliate is a true win-win scenario.  But most often their compensation is tied towards doing things their way, which typically represents a fraction of the sales opportunities that can be leveraged to expand your business. For example, video and TV production, direct mail, and many types of online advertising would not be used for your brand via affiliates, but such is routine through a marketing and ad agency.  

A significant difference between performance-based ad agencies and non-performance based agencies is the incentive to generate marketing and advertising campaigns that work.  When you pay an ad agency for services, you may be gaining their very best and most sincere efforts to generate sales for your business.  Or, maybe not, as both sides were represented in MAD MEN.

When an ad agency is operating with a performance incentive, the calculus is mutually beneficial. A performance based ad agency has “skin in the game” and is continuously motivated by the principle that better performance for your business is better performance for their business.

PAY PER CLICK

Another one of the most widely known P4P marketing opportunities is via any of the myriad Pay-Per-Click (PPC) platforms. Google and Facebook are the most well known players in this space. In brief, you only pay when someone clicks one of your ads. It’s a classic P4P model.

Of course if your ad, offer and landing page are not well optimized, you can still lose money. As many do. Hence, that’s why agencies, such as Skyworks Marketing, and others, offer expert PPC Management services. Having said that, as a word of caution, some markets are so competitive that even paying a professional service to manage your ads may still result in unprofitable PPC expenditures. Which is why we prefer to monitor and optimize the entire sales process, not just the advertising, so that we can provide the best opportunity for profitable results.

Having said that, there are some business cases whereby running PPC ads at negative ROI is still valuable. For example, when enough upsell opportunities are proven to establish a higher lifetime value per average customer than the initial purchase itself.

Here at Skyworks, we have enough experience that we may advise that you will not likely achieve a profitable ROI before we even start testing. In other cases, we can see that there is a reasonable expectation that we can generate PPC leads/sales at a positive ROI.

BUY YOUR CONVERSION

What if you could buy the key conversions you require, such as qualified leads, app installations, new subscribers, confirmed orders etc., at a pre-agreed price? This is also known as CPA, which is cost-per-action or cost-per-acquisition.

In this case you’re paying for an outcome that is more definitive and/or further along the sales funnel than just a click. The cost for CPA is higher than with PPC and may have some conditional requirements. When it is available for your own products or services it can mitigate the realities of rising advertising cost since the necessity to continue to optimize the advertising to offset the rising cost is borne by the partner doing the advertising on behalf of the company providing the product or service being sold.

Stated another way, buying a pre-agreed CPA provides more prediction in your marketing and sales process, as well as lowering the cost of your marketing.

Having said that, if you have the resources to hire and maintain the professional services required to make modern marketing and advertising more productive while reducing costs, you likely wouldn’t be contemplating external P4P partners to begin with.

WHO WE ARE

Skyworks Marketing is first and foremost a marketing and advertising agency. We use online and on-TV marketing, advertising, publicity and lots of video to generate sales and leads for clients. It’s a true partnership whereby we create custom advertising programs for your products or services.

A notable success was helping to grow a business from nothing to over $100 million in 3 years via online advertising, direct mail and national TV. Pro tip: It involved a tremendous amount of split testing of messages and ads.

Located on the beach, just north of LA, in Ventura, CA, Skyworks Marketing is also the primary sponsor and management/production entity behind the weekly CA cable TV series, Our Ventura TV.

A core component of who we are is using artificial intelligence and data science to generate more sales with a smaller budget.

WHAT WE DO

Skyworks Marketing helps businesses generate more leads and sales via marketing, video and TV with an emphasis on artificial intelligence and data science.

Our fundamental strategy includes ongoing ad testing and data analysis, supported by artificial intelligence.

Most of our partnerships also benefit from our video production, regardless of where they are located in the U.S.A.

We provide these services in the same way other marketing and ad agencies do: we charge money.

Additionally, for certain clients we partner on a full or partial P4P basis. In that regard, we’re a bit like Goldilocks seeking partnerships that are just right. It usually includes partners who are seeking full-agency support with an entity that has more skin in the game and is more accountable.

HOW WE GET PAID

Like any business, we provide value in exchange for money.

In some cases, we provide value on a performance basis.

Those P4P cases are designed to represent a truly win-win relationship where our qualified clients receive tremendous value, on a long-term basis, for marketing and advertising services that evolve over time as the markets themselves and real-world data informs those changes.

It’s a never-ending process of testing and optimization.

We get paid two ways:

  • Clients pay for services, such as ad creation/testing, offer consulting, ad management, script writing, video production, etc.
  • Qualified P4P clients pay us on a full or partial performance basis depending upon the relationship.

Technology Advertising: It’s the Story! (Not the Technology)

To marketing and advertising types, the technology of getting a message out can be seductive. Regardless of whether it’s (particularly in the past) via direct mail, magazine ads, radio, TV commercials, etc., such does demand a certain amount of attention to make everything work effectively.

Sometimes the technology can take center stage when you have imagined, produced and executed an idea that generates impressive returns on investment.

Alternatively, it can be disheartening when the increase in new sales does not surpass the money and resources it took to create and get the message out.

Nowadays what can be accomplished with technology — particularly regarding the use of the internet, databases, data science, artificial intelligence, and instant information processing — is beyond the reality of many.

Sure, text messages, video-on-demand, social sharing and related channels are readily embraced by a massive chunk of individuals in our world.

  • But what about emerging ways to personalize a message so that a marketing ad can be more relevant to a consumer at the instant they view it?
  • How about marketing videos that allow viewers to engage with the video subject in real time?
  • How about video advertising that includes subtle elements like a clock in the video that displays the correct time of your current geographical location?
  • Or a marketing video that displays the same weather as your location, or even geographic elements from your location?
  • And what if such personalization were tied to something as inherently ignored as a traditional online banner ad viewed on a computer, tablet or any smart phone?

As intriguing as this or any new or future technology may be, what is rightfully emphasized in the world of marketing and advertising is “the story (or idea).”

As obvious at that may seem, it’s worth emphasis and re-emphasis and even over-emphasis as it’s too easy to be allured by the magic of technology in and of itself.

Without a compelling story to sincerely capture the attention of real people to then engage their attention, the technology is for naught.

Of course, now, more than ever, determining the most effective idea, or story, is perhaps more magical than any technology might ever be.

Scientific Advertising

You’ve read a few marketing books. How many ‘old’ marketing books have you read?

I’ve gobbled up a bunch over the years and continue to do so as much as possible. And although I have a few favorites, in my opinion, the most important one is not a new one. In fact, it may very well be the oldest:

Scientific Advertising was written by Claude C. Hopkins in 1923 and is truly a seminal book for the world of direct response marketing. The principles of testing and measuring that Hopkins established are as important today as back then. The difference being that what took months to test back then through newspapers, magazines, and direct mail, can be tested nowadays with extraordinary speed online.

The uninformed would be staggered to know the amount of work involved in a single ad. Weeks of work sometimes. The ad seems so simple, and it must be simple to appeal to simple people. But back of that ad may lie reams of data, volumes of information, months of research.

So this is no lazy man’s field.

Scientific Advertising, Claude C. Hopkins, 1923

The mantra of 21st century marketing is the same as back then: Test, Test and More Testing!

Almost any question can be answered, cheaply, quickly and finally, by a test campaign. And that’s the way to answer them—not by arguments around a table. Go to the court of last resort—the buyers of your product. (1923)

Scientific Advertising, Claude C. Hopkins, 1923

“Traditional Media is Changing” (Today’s Understatement)

Digital Media

“Traditional media is changing.” That’s an understatement. The real facts are that traditional media is going through a tectonic shift of historical proportions. Although the pattern has been established for many years, advertising money has been, and still is, moving away from TV, radio, direct mail and print media towards digital online advertising. In particular, print newspapers and magazines have been hit hard by declining ad revenues, forcing some out of business and leaving others trying to make sense of a new media landscape which seems to reward “clicks” over quality.

Regardless of how much, or how little, you may care about how fast traditional media is changing, the real story is how much the world of online media continues to expand. We are amidst an unusual period of history where so much is concurrently being developed so fast, in terms of new media and advertising, that the rules of play are in a state of flux. How you are participating in the game today could have a significant impact on your business tomorrow.

In the past two decades Google has gone from a new but well-considered search engine to the dominant advertising behemoth on the planet.

Several years later, Facebook grew from college campuses to become the largest social network ever experienced. And along the way, it’s broken established privacy expectations while becoming the largest “social” advertising platform, surpassed in ad revenue only by Google. Facebook also serves as an interesting example where an important part of its earlier success was attracting businesses to their platform to share their messages socially “for free,” while step-by-step eclipsing that with a paid model.

Nowadays, Amazon, already the largest retailer on the planet, is making notable headway as another global advertising player.

LinkedIn is a significant force in the B2B ad space.

Let’s not overlook the myriad social and other ad platforms; and expect more to come.

Data science and artificial intelligence are not new to the advertising world but their pace of integration is accelerating. AI in fast becoming a guiding force in a significant portion of the world’s advertising optimization.

And how could we talk about new media without mentioning video. Never before has video creation and consumption been so accessible (re your phone). As a business, leveraging video is akin to having a website in the 90s.

In spite of all the changes, one thing remains constant: media is still heavily reliant upon advertising revenue for survival. Although there are some exceptions, such as paywalls which require consumer payment to receive media, for the most part, consumers are still resistant to paying for media for an extended period.

Hence, how your business gets its message out to potential new customers is largely going to be informed by new media advertising. More importantly, it’s usually a strategic mix of media that makes for the most effective marketing.

The good news is that advertising with smaller budgets has never been so opportune. The bad news is that determining the right opportunities for your business will typically require some experimentation and testing along the way, which may result in a temporary inefficient use of resources.

By the way, testing and optimizing marketing and advertising dollars is not new, it’s just that digital media facilitates the process in ways that could not be dreamed prior to the internet. It just takes effort to gain the fruits of increasing your Return on Ad Spend (ROAS).

David Ogilvy’s Secret Weapon of Advertising

In 1962, Time magazine called David Ogilvy “the most sought-after wizard in today’s advertising industry.” In this 7-minute “We Sell or Else” video, Ogilvy discusses his “Secret Weapon” of Advertising.

David Ogilvy Video Transcript

I wish I could be with you today in the flesh, as they say, unfortunately I’m in India. Ever been in India? It’s very hot. If you don’t mind I’m going to take off my coat.

You know in the advertising community today, there are two worlds, your world of direct response advertising and that other world, the world of general advertising. These two worlds are on a collision course.

You direct response people know what kind of advertising works and what doesn’t work, you know to a dollar. The general advertising people don’t know. You know the two-minute commercials on television are more effective, more cost-effective than ten second commercials or thirty second commercials. You know that fringe time on television sells more than prime-time. In print advertising, you know that long copy sells more than short copy. You know that headlines and copy about the product and its benefits sell more than cute headlines and poetic copy. You know to a dollar.

The general advertisers and their agencies know almost nothing for sure because they cannot measure the results of their advertising. They worship at the altar of creativity, which really means originality, the most dangerous word in the lexicon of advertising. They opine that thirty-second commercials are more cost-effective than two-minute commercials. You know they’re wrong. In print advertising, they opine that short commercials sell more than long copy. You know they’re wrong. They indulge in entertainment, you know they’re wrong. You know to a dollar, they don’t. Why don’t you tell them? Why don’t you save them their follies?

For two reasons; first because you’re impressed by the fact that they’re so big and so well paid and so well-publicized. You’re even perhaps impressed by their reputation for creativity whatever that may mean. Second you never meet them. You inhabit a different world. But the chasm between direct response advertising and general advertising is wide. On your side of the chasm I see knowledge and reality. On the other side of the chasm, I see ignorance. You are the professionals.

This must not go on. I predict that the practitioners of general advertising are going to start learning from your experience. They’re going to start picking your brains. I see no reason why the direct response divisions of agencies should be separate from the main agencies. Some of you may remember when television people in agencies were kept separate wasn’t that idiotic? I expect to see the direct response people become an integral part of all agencies. You have more to teach them than they have to teach you. You have it in your power to rescue the advertising business from its manifold lunacies.

When I was 25, I took a correspondence course in direct mail. I bought it out of my own pocket from the Dardnell Corporation in Chicago. Direct response is my first love and later it became my secret weapon. When I started Ogilvy & Mather in New York, nobody had heard of us. But we were airborne within six months and grew at record speed. How did we achieve that? By using my secret weapon, direct-mail.

Every four weeks I sent personalized mailings to our new business prospects. I was always amazed to discover how many of our clients had been attracted to Ogilvy & Mather by those mailings. That was how we grew.

Whenever I look at an advertisement in a magazine or newspaper I can tell at a glance whether the writer has had any direct response experience. If he writes short copy or literary copy it is obvious that he has never had the disciplines of writing direct response. If he has had that discipline, he wouldn’t make those mistakes.

Nobody should be allowed to create general advertising until he has served his apprenticeship in direct response. That experience will keep his feet on the ground for the rest of his life.

You know the trouble with many copywriters and general agencies is that they don’t really think in terms of selling. They’ve never written direct response. They’ve never tasted blood.

Until recently, direct response was the Cinderella of the advertising world. Then came the computer and the credit card. And direct marketing exploded.

You guys are coming to your own. Your opportunities are colossal.

In the audience today, there are heads of some general agencies. I offer you this advice, insist that all your people, creative, media, account executives, that they’re all trained in your direct response division. If you don’t have such a division, make arrangements with a firm of direct marketing specialists to train your people. And make it a rule in your agency that no copy is ever presented to clients before it has been vetted by a direct response expert.

Ladies and gentlemen, I envy you. Your timing is perfect. You’ve come into the direct response business at the right moment in history. You’re on to a good thing. For forty years, I’ve been a voice crying in the wilderness trying to get my fellow advertising practitioners to take direct response seriously.

Today my first love is coming to its own. You face a golden future!