Thank you for this opportunity to contribute to the growth of Powur.
Your mission to help the world shift to sustainable energy is deeply aligned with our values, and we look forward to helping you make an even bigger impact on the world.
I'm excited at the potential of working with you again and establishing a long-term partnership leading your online customer acquisition initiatives.
To a magical 2019,
The primary objective of this project is to generate qualified homeowner leads through the following digital channels:
We’ll take the reins of your Facebook and Instagram advertising campaigns to systematically find and engage with the “lowest hanging fruit. We’ll work diligently to scale your paid media campaigns to a significant investment, which will necessitate a spirit of continual experimentation and curiosity.
That’s why we’d have a specialized, highly-experienced Media Manager (Nicolas Menchaca) and Account Manager (Rebecca Bowden) in your accounts making daily “hair trigger” optimizations on your Top of Funnel (awareness) and Bottom of Funnel (conversion) campaigns.
Your highest ROI campaigns are guaranteed to involve diligent retargeting, which is why we’d create a hierarchical Facebook account structure and track your prospective customers across hundred of third-part apps and websites within Facebook’s Audience Network.
We’d also provide a dedicated creative team to conceptualize and produce new assets on a regular basis.
The greatest threat to your campaign’s long-term viability (at scale) is “audience fatigue.” That’s why we’ll scale horizontally (diversifying spend across various ad sets/creatives), not just vertically (increasing budget).
We manage your ad investment very much like a fiduciary manages a portfolio, except we can tilt the odds in our favor with conversion optimization.
In your lead generation campaigns, we’ll determine your…
Cost per Link Click (CPC)
Sales Conversion Rate (SC%)
Customer Acquisition Cost (CAC)
Return on Ad Spend (ROAS)
Return on Investment (ROI)
*with your help, we’d need to intimately understand your business model and associated costs
Lifetime Customer Value (LTV)*
*with your help, this is a dynamic metric that can be estimated in a variety of ways with data collected in your backend systems
Knowing exactly how much you’re paying to acquire customers and how much a customer is worth is the basis of “Unit Economics.”
Understanding your Unit Economics empowers you to invest fearlessly and aggressively in paid advertising.
To create successful campaigns on the first try, we practice direct-response advertising and rapid prototyping.
Our customer empathy phase will begin right away as we conduct market research to identify patterns in pain points, core desires, motivations, purchase behaviors, and buying emotions. The goal will be to unearth insights to inform our messaging and targeting strategy (and potentially identify new niche opportunities).
The greatest challenge of this project is the same as any new campaign: we haven’t launched, thus, we don’t yet know our Unit Economics.
In other words, we don’t know how much we’ll pay to acquire new solar customers (Customer Acquisition Cost). Once we do, it’s game time.
To give ourselves a high probability of success, we’ll focus on low-hanging fruit first: email subscribers, website traffic, page followers, lookalike audiences, and cold, contextual audiences that embody your ideal customers. We’ll be able to measure engagement in real-time, which will allow us to pivot on the fly and make the most of your initial testing budget.
We have another leg up because, as you mentioned, Powur Consultants such as Melissa Dawson have seen success, even with a modest budget. I’m curious to take a look under the hood to see what she’s doing.
Facebook and Instagram are where we’ll start.
Facebook has 2.24 billion monthly active users (which is growing 14% YOY).
Facebook includes its Audience Network and Instagram in its placements by default, and there’s no reason to remove them unless they’re simply not converting as effectively.
Instagram has 800 million monthly active users, about half of whom are between 18-29 years old and spend an average of 32 minutes per day on the platform
Above all else, our goal is to drive installations.
We’ll do that by generating high-quality homeowner leads and encouraging them to pick up the phone and get on a live call with their Powur Consultant immediately.
“Magic did a marvelous job to get us to 65,000 campaign donations. Bravo! We’re part of the same revolution.”
Magic poured their heart and soul into our campaign, going above and beyond the call of duty. Together, we accomplished something that’s never been done before in American history… something many people thought was impossible.”
Your investment in Magic is broken up into two main phases of the project: Setup and Optimization.
For a tentative start date of June 15th, 2019, the payment schedule will be as follows:
Phase 1: Setup
Months 1-2: $9,000 due by the 1st of each month
Adjusted for Equity: $8,000 due by the 1st of each month
Phase 2: Optimization
Months 3-6: $4,500 due by the 1st of each month
Adjusted for Equity: $3,500 due by the 1st of each month
No, the ad spend is not included. Your investment in us goes to our talented team. When calculating your ROI, we include both your monthly retainer and your advertising spend in the cost of investment (as well as costs to create/deliver your product/service). It will be crystal clear how much your investment in us is paying off.
Yes, we guarantee that you’ll get leads. We have a 100% success rate with lead generation. We cannot guarantee specific metrics because that would be pure speculation. We don’t speculate, guess, or make decisions based on opinion. We make decisions based on hard numbers. Once we have numbers, we can make financial projections.
Our goal with any new campaign is to reach profitability as rapidly as possible. If you’ve run ads before, our goal is to blow your previous results out of the water.
Rest assured that we’ll treat your money like it’s ours. Our intention is to develop a long-term relationship with you, and we can only do that if we’re making you money.
That depends on how serious you are about growing your sales. A general rule of thumb for aggressive growth is to invest 1/3 of your Lifetime Customer Value (LTV) into customer acquisition. If you don’t know your LTV, we’ll help you estimate it. Once you’re empowered with that number (exactly how much a customer is worth to you), you can invest in advertising confidently, even excitedly.
Absolutely. The success of your ad campaigns is dependent on the conversion power of your marketing funnel. There’s no sense in running ads if you don’t have a clear strategy in place for turning leads into customers. We’ll monitor and report the performance of every asset in your funnel. If we identify a bottleneck, we’ll consult you on how to optimize for purchases. Ongoing, holistic marketing consultation is included in our monthly retainer.
Keep in mind that we won’t make any changes ourselves unless it’s included in the scope of work. If you’d like to expand the project scope, we can make adjustments accordingly.
Marketing is growth. It’s how we create more of what we want to see in the world. If you’re doing something amazing, we want to help you reach more people. Send us a little note below.
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