My employees often chuckle when I mention my travel to the Wizard Academy. But only those unfamiliar with the results. Here are two specific examples of applying academy teachings.
Over several classes last year, we crafted a new strategy grounded in authenticity, credibility and relevance. It’s been on the air for six months now. The latest series of spots is directly lifted from the note you gave me at the Pendulum class (TV and Radio, the TV versions are attached). The results: our closing rate is up from 23.7% to 25.1%, and our gross margin is up from 27.5% to 29.0%. That adds up.
We also applied the negotiating methods taught in last summer’s “How to grow your business with radio” class for our 2012 buys. We ended up with 30% more reach at the same budget and frequency of 2011. That class worked out pretty well too.
Even a rat-bastard capitalist such as me appreciates “your brand of crazy” when it produces results like this.