What is an
Advertising agency?

If you’re reading this blog, you likely either own a business or are interested in learning about what an advertising agency is.

For simplicities sake, we’ll assume you’re the former, but none-the-less, here’s the definition of an Advertising Agency as per Wikipedia:

An advertising agency, often referred to as a creative agency or an ad agency, is a business dedicated to creating, planning, and handling advertising and sometimes other forms of promotion and marketing for its clients.

by

Aug 30, 2020

So, where does Porter Media fit in?
Porter Media is an eCommerce Growth Agency that specializes in acquisition and retention marketing. Our primary focus is reaching new customers through paid ads on social media (paid social) and Google and retaining them through email marketing and SMS.

With paid social media, our goal is to interrupt our target audiences newsfeed with posts about relevant products or services they may like. Our goal is to acquire them as a customer and expand on that with a retention strategy.

Our specialization in retention marketing (email & sms) enables us to retain current customers and provide more value to them. We achieve this through a variety of methods. Some of our tactics include special offers, new product releases, new services, etc.

These two competencies combined make up 70% of a growing eCommerce business by acquiring new customers, driving conversions, retaining customers and maximizing customer lifetime value (LTV).

So, what does our process look like?

Here’s a sneak peek

Research
We start by learning more about the product or services through primary and secondary research.
What does that mean?
Our checklist looks like this:
Did you read the product description on the website?
Did you read the Brand Guidelines? (If applicable)
Did you read the on-website customer reviews?
Did you read the products Amazon reviews? (if applicable)
Did you read competitor reviews?

Did you check Reddit for FAQ’s & objections around the product?

Did you check Quora for FAQ’s & objections around the product?

Did you type the product into Google to gauge sentiment, FAQ’s & objections?

Did you try the product first hand?

From there, our goal is develop an overall strategy, angle, offer, and general customer persona.

Note: Research takes up 80% of the time.

Research takes up 80% of the time
Strategy
Once we have as much information as we can gather, we begin to craft a plan. As part of our strategy, we first analyze the unit economics of the businesses we work with.
To name a few, we break down:
  • Gross margin
  • Break even ROAS (return on ad spend)
  • Target cost per acquisition
  • Lifetime Value over a 60 day, 90 day, 180 day and 360 day
By understanding these financial metrics, we can set goals based on profit. Once we’ve determined our KPI’s (key performance indicators) the next move is to craft offers, angles and persona’s.
Offers would be things like:
  • Buy one get one
  • X% off
  • X$ off
By understanding the financials of the businesses we work with, we can create offers that make financial sense and encourage customers to convert and increase their order values in both the short and long term. This is a key strategy for growing revenue effectively.
As part of our strategy, we first analyze the unit economics of the businesses we work with.


When answering angles & persona’s, these are the questions we ask ourselves:

1. Who specifically is the product for?

2. What pain point does the product solve? (Only choose one)

3. How are you going to solve this pain?

4. Mesh and combine your answers into one sentence below.
Example: We help (target audience) do (solve a pain) by (how we solves the pain)

Using the answers above, we go into creative development.
Creative development
In this stage, we use our strategy as a container for our creativity. We brainstorm to develop ad concepts and messaging. We then critically analyze the ideas to make sure that they are the best fit for our strategy. Once we have a vision for the ad, we produce creative assets such as graphics and copywriting.
Our process looks as such:
  • Review clients current raw creative assets (product pictures brand guidelines etc.)
  • Find inspiration for ads
  • Create a mood board
  • Send to designer
Once we have a vision for the ad, we produce creative assets such as graphics and copywriting.

Digital media execution

We have the messaging, offer, strategy and now the creative.

The next step is to implement.

By this point we’ll have an idea as to where we’ll be advertising (TikTok, Facebook, Snapchat, Instagram, LinkedIn, etc).

We’ll determine the best audience to test these new ads against, structure the campaign in the respective ad account, and publish.

As the ads run we use the real time data provided by the platforms to monitor results and adjust our strategy as needed based on what is working.

This is a top-level view of our overall process from research to execution.

Naturally there are some components that require more inputs, but this is a good overview to the way we work.

Our goal is to provide an extension of your team that you can trust and work with in order to achieve your business goals and dreams.

If you have any questions, please don’t hesitate to reach out!
We are happy to offer perspective as to what we would do in your shoes regarding any eCommerce or advertising problem you’re running in to.
Our goal is to provide an extension of your team that you can trust and work with in order to achieve your business goals and dreams.