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MARKETING IS POWER IN THE NARRATIVE
Marketing is the routine practice toward developing mastery of your narrative. Every campaign and every design is anchored in this practice.
Who are you? What does your business stand for? Why is it important to communicate your message and master that narrative?
MARKETING IS NOT SIMPLY POSTING TO SOCIAL MEDIA OR SENDING OUT EMAILS. EVEN THE COOLEST CAMPAIGNS HIT A GLASS CEILING IF YOU'RE NOT PRACTICING THE ESSENTIALS AND NURTURING MASTERY IN YOUR NARRATIVE.
As a marketing leader, I coach executives and business owners in developing mastery of their business identity. When the brand identity aligns with the business values, AND emotionally connects with its audience, we achieve integrity in our work.
I CREATE RELIABLE SYSTEMS FOR BUSINESSES TO DEFINE THEIR TRUE MARKETING FOUNDATION
I DO GREAT WORK, BUT HERE'S WHAT MAKES ME EXTRA GREAT!
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I AM A PUBLISHED SCIENTIST WITH A PHD. I HAVE ADVANCED ACADEMIC EXPERIENCE IN DATA COLLECTION AND STATISTICAL ANALYSES
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I CREATE MEASUREABLE SYSTEMS FOR SUCCESS
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I AM A BADASS ARTIST
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FROM LEADERSHIP AND MARKETING MANAGEMENT TO EXECUTING DESIGNS AND CAMPAIGNS, I WEAR ALL THE HATS
Data Collection & Data Tracking
Data Interpretation
Structure & Strategy
Execution
MY SYSTEM: SIMPLIFIED
First, I set up all the platform analytics for proper data collection and tracking.
Second, I analyze the data and aggregate trends and priorities.
Third, I create campaigns and strategies supported by data to be most effective.
Fourth, I design and launch the campaigns, monitor them, and report.
A gym owner reached out to me for marketing help; he had no marketing plan, and no brand guide. His only marketing up to this point was grass-roots efforts in his local community. He wanted to make a larger impact, but just didn't know how.
We discussed his business goals, his personal interests and passions for the fitness industry, and discovered a clear WHY. I used this information to draft up a rough brand guide to anchor his vision, and to direct our marketing efforts. I was permitted access to his website, where I set up proper tracking and analytics platforms to begin collecting data on the users visiting his site and funneling in from social media.
We decided on three concurrent campaigns: One clear conversion campaign dedicated for a member-sign up event, and two evergreen campaigns that supported the conversion campaign.
We established best-case scenario plans, and worst-case scenario plans.
This gym owner went from unsure and unconfident about marketing, to feeling secure, confident, and like an empowered leader in his community.
We launched a campaign:
JOIN A REAL GYM
Campaign goals:
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50 new gym sign ups by campaign deadline
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15 new personal training clients by campaign deadline
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Introduce the gym owner's proprietary training services system
CAMPAIGN SUCCESS
By the campaign deadline, this gym owner achieved all 50 new gym member sign ups, and filled his personal training calendar with 15 new clients. But the success didn't stop there: Additional people wanted to sign up for the gym, and additional gym members wanted to hire his personal training services to the point of exceeding capacity. Because we planned for best-case scenario outcomes, the gym owner was able to manage expectations and leverage the wait-list to generate more hype for his gym in his community.
He hired me for $5,000, and earned $14,900 within 2 months, and was set up to earn residual $9,000+ for another 6 months. He felt confident, excellent, and that his time and expertise were valued. This client was excited to work with me further, and we continued a powerful working relationship for the next year.
CASE STUDY #2
High Ticket Sales +
Paid Ads Campaigns
A yoga instructor/business owner reached out to me for marketing help. She was considering offering a new service and wanted help structuring effective paid ads across Meta and Google.
Her new service was a high-ticket item, and she didn't know how to resolve such a high asking price in paid ads to an audience that hadn't yet heard of her brand or business.
I met with the business owner and reviewed her business plan, marketing plan, and branding guide, and I received a summary of the novel services she wanted to launch. Our solution was to offer smaller ticket items, as well as an explainer series about the higher-ticket items that she offered on her website.
We organized a funnel for her target audience to interact with her paid ads, organic social media posts, and website. We mapped out the key junctions in the funnel, which allowed us to direct her audience to engage with the funnel as planned based on their readiness. Based on her analytics, I created a look-alike audience, and structured five paid ad campaigns:
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One Brand Awareness Campaign to attract like-minded audiences to follow her social media business accounts to learn more and get acquainted with her business
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Three Conversion Campaigns to different smaller ticket online courses on her website
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One Web Traffic Campaign aimed at serving as an informative explainer of her high-ticket, novel services, which would inspire her target audience to learn more and funnel toward making a purchase.
Each campaign had at least 2 ad groups for A/B testing, which defined the audience parameters and geotargeting. Each ad group included at least 4 ads, so ads could be cycled to the same user without appearing redundant, and for measuring ad copy and media engagement.
We started with an ad budget of $500/mo. By the end of month 1, our return on ad spend was $850, and we had collected stronger data surrounding keywords, audience parameters, and ad effectiveness. Adjustments were applied to the campaigns, and an ad budget of $750 was set for month 2, resulting in a return on ad spend of $3600. Campaigns, ad groups, and ads were monitored, and adjustments applied routinely based on performance. Month 3 had an ad budget of $1,000, and during month 3, all the seats were booked for her upcoming high-ticket service, resulting in a measured revenue of $32,000.
We replicated our success, reinforcing our systems. Together, we traveled the world. I was her photographer and videographer when we were abroad, and her marketing backbone when we were home.
PRODUCT GRAPHICS I DESIGNED UNDER HER DIRECTION
CAMPAIGN SUCCESS
After selling out all tickets for her high-ticket service launch, we replicated our success for future campaigns and upcoming services throughout the next two years. Additionally, we launched multiple smaller-ticket online courses on her website for interested audiences who wanted to subscribe to her platform, yet couldn't afford attending high-ticket events. Her audiences grew, with an average social media follower growth of 14% each month over a two year span. During our time working together, I measured the business' compounding profits each year, and calculated regular reports that described revenue from marketing channels.
IN SUMMARY
I have helped many businesses to find high-impact strength in their marketing, and I can do this for you too. I can build you a reliable system that anchors every aspect of marketing execution, resulting in excellence and growth. It's more than artistic campaigns, it's evidence-based, analyzed, and structured for success.
For more information about how I can help you to nurture your brand identity and develop a mastery of your marketing narrative, send me an email to trevwbenn@gmail.com
CASE STUDY #1
Building the Brand +
Profitable Campaigns
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