Hi, my name is Matthew Maginley.
I’ve worked in a variety of sales and marketing positions, including advertising media departments, ad sales teams, and business development.
WHY I BECAME A CONSULTANT
The reason I became a consultant was to be able to provide insight to business owners like yourself about media and marketing without them having to worry about conflict of interest.
It is difficult to trust a business who manages an advertising or marketing budget without being accountable for the results and without the transparency to know who they are working for.
As a consultant, I work for you and you alone. If I make a recommendation you will know upfront if I am getting compensated for a recommendation such as software, or a vendor.
WHAT I DO FOR FOR YOUR BUSINESS
The basic work that I do is to help businesses connect with their prospects and customers by aligning the message with the medium and that medium’s audience by using research. I determine the cost and work towards the most efficient use of the budget allocated to the purpose.
To do this we create a Business Plan, a Marketing Plan, and a Media Plan and tie everything together to ensure that we are working towards a return on investment.
The most fundamental issue is the basic idea that every business is a media company in some way by either self-publishing media content, having an Agency or publisher do it for them. We can help with all three of these areas.
HOW I AM DIFFERENT
I have experience with all media and formats that can be used to reach prospects with your advertising message. Every sequence of business, marketing and media is a strategy designed from research to deliver the biggest bang for the buck.
The fundamentals of media planning and strategy have not changed with the advent of digital media. Businesses still need to reach as many prospective buyers as possible, it is just that there are new ways to this.
I am a resource to help answer your questions.
I use case studies, analogies, metaphors, stories to explain complex and new information in a way that you can grasp it, understand it and use it. I will show you how you can do the same to get your message across to your prospects as well.
The next aspect is the idea of managing media costs as part of the expense side of the profit equation to manage the growth of the business. We work to deploy automated systems where possible and a structure that can be managed by the business to control the growth.
As a salesperson, I’ve worked my entire life helping people understand how to communicate, and learning how to communicate with others by engaging with their emotions, needs and wants.
Take a look at this chart which shows 10 Levels of Intimacy in Today’s Communication. It came out in 2015. Notice how the one thing that is the most intimate is the one to one communication that is face to face.
We can add all kinds of social platforms such as Instagram, Pinterest and Snapchat, but the intimacy is still going to be meeting, seeing and talking to people. All communication will be a variation of one of these areas.
The mediums that we use to communicate on large scale distribution for marketing are variations of film/video, radio, and print. The advent of digital media did not make things disappear, it just changed how they were used in the media mix. It is all dependent upon the business model of the medium and its ability to attract an audience useful to marketers.
THE BUSINESS GOAL OF SALES
Businesses increase sales in four possible ways:
- Increase the amount that existing customers spend per transaction.
- Increase the number of transactions per existing customer.
- Increase the number of customers.
- Do all three.
From a media and marketing perspective, it costs at least six times more to get a new customer to spend the same amount as an existing customer.
Understanding clearly what your customer’s buying strategy is will help identify the marketing assets that bring in business, to leverage them to increase sales.
Here are some questions to think about before developing a media and marketing strategy:
- Who and where their customers are?
- What they buy, how many, how often and how much they spend on average, (per year and lifetime.)?
- Why their customers buy from them and not someone else?
- When, where and how are the best ways to communicate with their customers?
- What to communicate with them?
- How much it costs them to convert a strange to a loyal customer?
If you would like to increase your sales and profits I can help you start by helping you answer these questions and then developing a marketing strategy that lets you use existing assets rather than spending more money on advertising.
What I’ve found over the years is that the media and marketing process requires on-going planning and a consistent and dedicated effort — however, many business people treat marketing as an event and fail to account for long-range plans and cycles.
I work one-on-one with you as the decision maker to listen and understand what you are trying to do, what you have tried and to help you do the one thing that will make a difference in your business. We’ll then leverage your existing resources in a very specific pattern to get to the desired results.
THE FIFTEEN MINUTE CONSULTATION
Based on the information you have shared with me prior to scheduling a 15 minute 15 consultation, I will go over my initial analysis that is based on facts you have shared with me.
If you would like to see a fully developed marketing and media plan with estimated benchmark costs and performance I require a fee of $500.
If we go on to work together I will credit the retainer as partial payment for the agreed-upon fee for the entire project. The project scope may be all or part of the execution of the marketing plan.
We’re going to discuss what results you want to obtain, how to get those results, and how much it will cost, and develop a budget.
A new client pays you a $750 per month for between six to 12 months. A new client costs you $250 to acquire.
In this case, each new client must be able to be on-boarded, serviced at less than $500 for the first month after the marketing expense of $250, otherwise each new client will allow you to merely break even or provide the company with a loss the first month.
The second month will be when you start seeing profits. You already have some idea of what works for you and we will discuss this. Ideally, the main thing we will be working on is lowering the cost per acquisition and increasing profits.
Depending on your business model you may have to increase staff or inventory to handle the business growth.
I’m going to ask specific questions to understand your exact business objective in terms of an annual revenue goal. I will follow-up within 3 to 5 business days and provide you with a written presentation of the initial findings of how to achieve your revenue goal, with specific projects in mind.
We will decide together which projects to implement first, and project timelines. Most of the projects that we do will cost between $2,500 and $5,000 depending on the scope of work.