In this episode, marketing expert Kevin Outland shares how he's built a successful agency over 21 years by focusing on relationships, results, and staying ahead of the ever-changing digital landscape.
Marketing That Works—And Why Most of It Doesn’t Kevin Outland
In this episode of Beyond the Mark, Joe Toma interviews Kevin Outland, founder of Pure Energy Advertising, who shares his journey in the advertising industry over the past 21 years. The conversation covers the evolution of advertising, the importance of building relationships with clients, and the role of networking in business growth. Kevin emphasizes the significance of reputation management and the impact of social media on marketing strategies. He also discusses how to create brand ambassadors through excellent service and the necessity of understanding client needs in a rapidly changing advertising landscape.
00:00 Kevin Outland's Journey into Marketing
03:46 The Evolution of Advertising: From Traditional to Digital
06:30 Building a Client-Centric Agency: Relationships Over Transactions
09:25 Networking and Referrals: The Organic Growth Strategy
12:38 The Importance of Reputation Management
15:21 Staying Ahead in Marketing: Continuous Learning and Adaptation
18:30 Effective Advertising Strategies: Call to Action vs. Branding
22:04 Turning Clients into Brand Ambassadors
25:25 The Role of Social Media in Modern Marketing
28:11Advice for Small to Medium-Sized Businesses
30:58 Conclusion: The Future of Marketing and Client Relationships
44:14 Introduction to Marketing Insights
44:39 Building a Remarkable Brand
🌐 Website: getpureenergy.com
📞 Phone: 248-844-0086
🔗 LinkedIn: Pure Energy Advertising
🎙️ Host of Beyond the Mark
📧 Email: joe@logoclothingshop.com
🌐 Website: logoclothingshop.com
📱 Instagram: @logoclothingshop
💼 LinkedIn: Joe Toma
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Joe Toma (00:00)
Hey everybody, welcome to Beyond the Mark, a podcast where we talk with people who are building unforgettable brands, growing strong businesses and leaving their mark. Before we dive in, if you enjoy these episodes, do me a favor, subscribe, leave a review, share it with someone who wants to grow their brand the right way. If something resonates with you, drop a comment, reach out to me directly. I'd love to hear from you.
Today we're speaking with Kevin Outland, the founder of Pure Energy. He's been helping companies grow for 21 years, long before social media and AI were even a thing. He's built an agency around relationships, results, staying ahead of the curve. We talk about what works in marketing, how to stop wasting money on random ads, what it takes to create loyal clients who stick around for decades. This one is packed with takeaways. Let's get into it.
The Producer (01:01)
So Kevin tell me a little bit about your journey and how you got into marketing Wow, how much time do you have? Well, I actually went to school for marketing And you know had some great teachers that were in the in the ad world Interestingly when I was graduating from from college the economy was really terrible
And so jobs in the ad world were few and far between. And I remember talking to one of my professors saying, the jobs were so scarce that at the time they were entry-level jobs were like $11 an hour. I was making more than that in college, working where I was working. So I'm like, I can't do that.
I went into the more sales and marketing side of things. I worked at a technology company in sales and marketing. And it was just before the internet was, I'm sharing my age, guess, before the internet was taken off. And while I was there, about a year two into it, the internet just exploded. And with it, the company I worked for and the business exploded.
So I worked there for quite some time and moved up into management and so forth, trying to make this a shorter story. From there, I had an opportunity to work in a music house, I guess is the best way to put it. So I also was a musician and so forth. So I got an opportunity there. And I was
writing music for commercials and industrials. Industrials are like the auto show when they're doing the big car reveals. And so we'd create the music for the whole reveal of the auto show and stuff like that. So that was me kind of being on the creative side. And then as I was saying, the sales and marketing side. So to make a long story short, I started a company with my brother and two friends.
I again handled the marketing and some of the sales. After about three years, my brother and I got bought out, which was great. And so I was like, OK, now what? And I really wanted to get back kind of that creative agency side of things. And so a friend of mine owned an agency. Him and I were talking, and he needed some help on the sales side of things. So I just.
was consulting with his agency, was there for only about six, seven, eight months, and he was really encouraging me. said, you know, should start your own agency. So about 21 years ago, I said, let's go for it. So I started Pure Energy Advertising back in, I that was 2003, and haven't looked back. So that's, I guess, the short, long version.
Yeah, I mean, I remember a conversation we had and you were telling me that you almost at the beginning of Google started advertising on Google, which I thought was, you know, didn't think about that as something that I would look for and, but. Yeah, Google obviously is huge for most of our clients we're doing, you know, handling all their Google ads and so forth.
When I started the agency again 21 years ago The term social media hadn't even been created yet Because a lot of those companies weren't weren't even up and running. I mean LinkedIn was the you know one that I recall and That was an important platform. So as
as the industry started to grow and then things like Facebook came on board. Remember MySpace, which doesn't exist anymore. So there's a lot of these companies that kind of started and then didn't go anywhere. And there's other ones like Facebook that grew and then YouTube and so forth. So yeah, the industry in 21 years has changed dramatically. I mean, dramatically. So yeah, it's been a...
It's been a wild ride and as an agency owner, you've to stay up on top of all the new ways that your customers can communicate with their clients. And that whole digital space in the last 21 years has just exploded. Originally when we first started, we were doing television ads and radio spots. then cable TV was an option too, which made
advertising more affordable because you if you're if you wanted to be on TV that was broadcast and that's a that's a that's a huge reach right because the signal can go from you know almost Toledo up to Flint right and and as an advertiser you got to pay you're paying for the amount of ears and eyes seeing your ad right well if you were a small company that really you know maybe let's say you had a business here in Birmingham and you wanted to advertise in a 10-mile radius well
Broadcast TV would be so expensive and it would be reaching probably 95 % of the people hearing your ad wouldn't be your customer because, know, I'm in Flint or Toledo, I'm not driving to Birmingham to let's say, I don't know, buy a coffee or go to a spa or something. But cable TV really made, that was one of the things before really the internet advertising was a thing that made
made it easier for people to, smaller companies to start to advertise on television. And obviously with the internet, now you can not target just a region. You can target the individual type of person you want to reach. Like specifically, okay, in a 10 mile radius, I want to target women between the ages of 25 and 54.
that have a household income of X number of dollars. I you can get super specific on the exact target that you want to reach. that's just, again, 21 years ago, nothing like that existed. So you have to really stay on top of technologies. And obviously, the AI is a thing. And we've been using AI for years on the.
back end for targeting clientele and media buying and planning. We use AI to buy a lot of the ads. It can just do it much better and more efficient than a human. again, we've been using that for years, but now AI has started to get into the consumer realm with the chat GPT and people starting to use it that way. yeah, in the business of advertising, it's constantly evolving and you got to stay on top of these changes.
Make sure you can bring those tools to bear for your client.
I want to circle back to what you said about efficiency in advertising. That's I mean Absolutely something huge how much we're spending and where we're spending it I'm I was thinking about other things that you said and when you started your business back in 2003 when you were defining your brand and thinking about who you were When you were coming into the market how what?
What did you come up with and how did that change over the last 21 years? Yeah, well, it was really important because one of the things when I started it is I never had the goal to be what I would call conglom-o agency, know, mega big international. And it's not that I didn't have goals and aspirations. That's not it at all. something that's important to me is quality of life and time.
21 years ago, my kids were kids. They had baseball games and soccer matches and softball tournaments and swim and acting and theater and all of that. And I wanted to be present for those things. So trying to grow this big, agency fast and mega, I just knew that that would require
So much of my time And that would take a ton of time away from my family, especially my kids in their formative years I wanted to be there as a dad and be present and you know Go to their games and go to their plays and all that so I wanted to keep my agency Kind of in that that Small to medium-sized on purpose to me. It's not all about money You know, you can't take it with you so
Nobody, I think nobody on their deathbed is going to say, boy, wish I, I really wish I worked more. don't think anybody's going to say that. And so I didn't want to have any regrets about the relationship I had with my kids or my wife. So I wanted to be present for those things. So again, building this big, giant, massive agency was not a goal. Building a successful agency certainly was, but...
I wanted to keep it in a size that gave me the flexibility to still be a good dad and a good husband and have the time to put into that. And that was important to me. targeting small to medium sized clientele at the beginning was what we were looking for. And developing really good relationships with our clients.
And a lot of people say that, build a good relationship. that's important, but it's got to be more than words. One of our first clients, a Harvey Automotive Group over in Grand Rapids, is still a client 21 years later. They're an automotive dealership group in Grand Rapids. Great relationship.
over 21 years, we just have a strong, strong relationship. And that's ultimately what you look for. Those are difficult to find, especially in the agency world. The bigger clients you get, you're constantly having to pitch. So it's like, OK, you have a client, you have them for two years, and then you got to pitch again. And you're pitching against other agencies. And then if you win again, then
Couple years later, you got a pitch again. mean, that can be the cycle that happens. And I get why they do it to a certain extent, that they want to make sure that they got the best. But it seems like that starts to come very transactional. I feel like if a client has an agency and there's a good relationship there and they like them and there's good synergy, I don't know.
why you have to keep pitching and pitching pitching. So, fortunately, we've had a lot of clients that that's not how they operate. because you build that long-term relationship and when you're delivering, why change? If something's good, keep it. But I'm a little biased, right? Sure.
21 year relationship and I think about that too is I've talked to other companies and they say yeah Well, we've had our supplier for 20 years. We just wouldn't change What in that relationship helps to create that kind of synergy for that long Yeah, I think there's there's a lot of pieces to to that but it's It's really about
not being just transactional in your business. Here's this, here's a check, here's this, here's a check, here's this, here's a check. It's really getting to understand and know your client's business, getting to know the people within the business, whether it's the owners, the marketing staff, you start to build a relationship, you get to...
you know, know about their families, sometimes meet their families, you know, it just becomes more than, again, a transactional relationship and it becomes, you know, more of a friendship, which is, you know, you wouldn't trade a 20-year friend for a new one.
Right? So, I mean, in the same way, you know, if you have a great relationship with your client, there is a relationship there. Again, it's not just transactional. There's a comfort there. There's a trust. And to just say, I'm going to get rid of this person I've been working with for 10 years, or 15 years, or 20 years for this new person, I think you'd have to really have screwed up or something for that to happen. Because, you know,
They trust you, you deliver, you do what you say you're gonna do when you say you're gonna do it. That seems like basic, but I think sometimes that gets lost, know? integrity matters, it really does. Yeah, yeah, I love what you said there. when you were trying to grow your business, what kind of strategies were you using? Well, I think one of the...
the big things is networking, right? Just being in the room with the right people, know, other business owners. I heard this equation, I'm trying to see if I get it exactly right. It's proximity plus time equals influence.
So if you're in proximity to the right kind of customers you're looking for, you're in their proximity, you're in the room, whether it's a networking event, golf event, whatever, proximity plus time, so it's not like a one-time thing. You don't just show up at one networking event and meet somebody one time and get business. That can happen, but that's probably more the exception to the rule. So it's that.
proximity plus time, so you go to these events multiple times, equals influence. So over time, the proximity plus time, you'll start to be able to have an influence on that person. They'll start to listen to you. They'll start to see you as a subject matter expert in whatever it is that you do. So I think networking is an important tool. It's more organic.
And it's you know, you might say well, that's funny coming from an ad guy But there's multiple types of marketing and I think every company needs to embrace Networking because that's an important piece and of course advertising extremely important piece, especially if you're Let's say you're a heating and cooling company or your roofing company. Well
You're not going to a networking event where there's a bunch of people standing around that need roofs or need HVAC. So the way you can communicate to a mass group on a mass scale, obviously, is advertising. So there's certain ways that networking is very important, which we use to grow our business. And then out of providing good service comes referrals. Your client's referring you to.
you know, to other clients and telling people, know, Pure Energy's doing a great job for us, you should talk to them. And opening those doors and, you know, that's been huge for us as well, referrals. But one of the things that, you know, we grabbed onto early on was social media marketing, you know, and having a presence there and, you know, and...
Posting and reacting to other people's posts and that just you know that online engagement I Can recall a couple of instances where that you know really you know put us on the map I Was in the office one day got a phone call it was kind of a weird area code I wasn't familiar with and I answered the phone and it was a company from Toronto, Canada
And they said they were looking for an agency because they were opening up an office in, I guess, Michigan. And they found us on the web. And they were a big electrical contractor. They had offices throughout Canada. They were expanding into the US. And we won that account because we had a presence on the web.
We had another account. It was a college and they said, you know, they were looking for an agency to help with social media and they said, man, we kept running to you on the social web, Pure Energy Advertising. So, you know, kind of called from the vice chancellor saying, hey, can you meet with us because we need help with this and we keep seeing you. So.
So we won that account. So being present, whether it's networking or being present on the web or being present with social media, all those things can help open the doors to conversations, which obviously can lead to business. Yeah. So these two accounts that you're bringing up, do you know how they found you? And was it?
Organic was it from ads was it exactly your target market? It was organic in those instances. It's just you know we Embraced you know social media early as an agency and and we're on a variety of platforms And we're you know posting you know again organic Posts about marketing or marketing tips or you know insights
into advertising and that's what they kept seeing on the social web. And they reached out to us because that's what they needed help on. And they're like, well, man, we need help with social media and we keep seeing you on social media, so come help us.
Joe Toma (20:39)
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The Producer (21:26)
So interestingly, that college, ended up, besides helping them, they asked us to create a social media course for the college.
to teach. And this particular college didn't have, they had something called the Economic and Workforce Development Division of the college which did like Six Sigma training and so they did corporate training. So they wanted us to create social media training courses for that portion of the college where businesses would come. So it wasn't like kids out of high school.
It was business oriented, which was our target audience. So we created a social media course. I actually taught it at all their campuses. have multiple campuses throughout southeastern Michigan. And it was so successful that they asked us to create, you know, we had the 101, social media 101, and then they asked us to create the social media 201, like, you know, more advanced.
version. So we created that course and taught that at all the campuses as well. yeah, that's what happened out of us being active on the social web. It brought in a client that we could help them. And then it turned us into me being a college professor, guess, which was great. was a lot of fun to see business owners and see the light bulbs go on when you're
telling them, here's how you can use social media to expand your business. And again, not just the paid side, but organically. We've been teaching as a company LinkedIn to corporations for probably maybe 15 years now. We have a course called LinkedIn Unwrapped. And we train sales forces on how to use LinkedIn. Not long ago, we...
trained a global automotive supplier, their sales team on how to use LinkedIn. We've trained law firms. We actually did a training for Hospice of Michigan, interestingly, they have a sales force too. So there's a lot of companies that they have a sales force, and they want their sales force to be on LinkedIn. But just having a LinkedIn profile doesn't mean it's going to do anything for you.
There's things you have to do on a regular basis on LinkedIn to make it work for your business. And so we go into all kinds of companies, automotive dealerships, on and on to train their staff on how to use LinkedIn because it's important tool. When you did some of the LinkedIn training, what do you see to be the most elementary basic mistake that everybody is making? Well, I mean, there's a lot. Incomplete profile.
uh... no picture i mean literally and it's like you know they have the blank you shadow guy face that you know stay in whatever if you don't have a picture it's just gray kind of box with a circle and two eyes or something i mean it's like you know you're gonna do business with that i mean you know so really basic yeah i think sometimes you know people think you know i'm not that attractive uh... i don't you know maybe i don't want to put my picture out there
you bizarre to me but I tell people look if you don't think you're you're very photogenic and you're afraid of your picture you know it's the size of a postage stamp so everybody looks good when you shrink your picture down really small but you know you can't be you can't be afraid of that so and again incomplete profile it's you know you LinkedIn really walks you through how to have an all-star profile and like
The things, know, a lot of times if you don't have a complete profile when you open up LinkedIn, it'll kind of encourage you to fill this out or fill that out or whether it's your education or your past three jobs or whatever. that whole thing's a three hour class. And we don't have three hours. Yeah, I used to think that a lot of this stuff was for tracking us.
Like they wanted to know what we're doing, where we are, who we are, which, you know, they are. There's certainly some of that, for sure. I'm sure. But, you know, does it matter in the end? I mean, I don't, know, unless you're a criminal. Yeah. But yeah, like, I guess at some point when I started doing this, was like, just put it all out there. Just so what?
You know, let them know everything about me. Maybe it's better. Well, from a business perspective it is, because people want to know who they potentially are dealing with. A lot of times before, I think we all do this, before we work with a new company or vendor or even if it's at your house, you check them out online. What's their website look like? What's their LinkedIn profile? if it's kind of...
sketchy or not, there's not very much information there, it's kind of a red flag. It's like, well, what's this person trying to hide or whatever. So yeah, having complete profiles on social media platforms for your business, I think is important. If you want to keep your personal stuff personal, that's fine. But if you have a business, you need to have a Facebook business page, you have a LinkedIn.
profile for yourself as a business person if you're in sales and a LinkedIn business page as well. So it's, know, again, it's just, some of those are just tick the box, you know, if somebody's considering you and you're competing against a bunch of other people and they check you out and you look like, well, your stuff isn't complete. It's just not a, it doesn't help you win the business. Let's put it that way. Yeah.
How have you turned your clients into maybe ambassadors for your brand? know, think, again, I think that's really kind of organic as well, you know. It's really providing excellent service and results because they're going to tell other people about you. We have a company that's a franchise. They have, you know, the owner of the
the has several of the franchises and you know they've been a client for about a year and we really crushed it for them. Your audience, some people might know what a CPA is but CPAs cost per acquisition. So you what does it cost you to get a client? And you know their CPA before they use Pure Energy and
the CPA after we dropped their CPA by about 40%. So 40 % cheaper for them to acquire a client because of the work that we did versus what they were using before. And so recently they reached out to a bunch of other franchise owners in the same system to say, hey, let's want you guys talk to Pure Energy Advertising because we did a good job.
doesn't want to pay 40 % less. It's stuff like that. That's what's going to make people a brand ambassador. It's not me telling them, hey, go tell people about us, or hey, go wear my shirt. Drink out of my coffee mug so somebody might call. There's nothing wrong with shirts and coffee mugs and all that stuff, that's not going to make somebody a brand ambassador. It's what you do for them and the success that you can help them have.
That's what it's about. Yeah, so sounds like certainly managing their expectations knocking it out of the park and Just you know, like you said doing what you say you're gonna do. Yeah, and and when you say you're gonna do it I Mean, that's the to me. There's a lot of people that do it. They say they're gonna do They don't always do when they say they're And that's that's a big piece of the puzzle
Tell me about managing your reputation. What's the best way to manage your reputation? Well, I think we just answered that. Doing what you say you're going to do when you say you're going do it. the rest takes care of itself. From our perspective, we have clients that have come to us that have reputation issues. It's not always their fault.
If you look at online reputation, how many Google stars do you have? And that's important, because people in certain industries, like, hey, if somebody is going to come to your house and you need a plumber, and you go search for a plumber, and the plumber has two-star review, what are the chances of you hiring that guy, that company? Pretty slim. Well, we had.
We had a client that actually, they have a great reputation with their clientele. And the other thing, they didn't have a lot of Google reviews. They didn't focus on that. So when they got a negative review, it really hurt their rating, right? Because the less reviews you have, the bigger impact a negative review will have.
So come to find out one or two of the bad reviews was actually fake. They were from a competitor just trying to purposely damage their reputation, which is super dangerous. And don't do that out there, because you can get your pants suit off for fake reviews. And then another review, again, wasn't from a client. was somebody they quoted, but they never did the job. And they were just.
you know pissy and so long story short they basically had three reviews that were not favorable but it hurt their Google rating and drop them down to you know maybe it was a 3.4 or something I don't remember exactly but we have a reputation management program that we we do that can help mitigate those those things and so we put together a campaign whose purpose was is to reach out to their clients and say
Hey, if we've done a great job for you, leave us a review. And most of their clients love them. They just never asked people to review them. So when we created this campaign, reputation management campaign, call it, we got so many great reviews in that it buried the few not so good reviews and launched their star rating up into the fours.
You know, there's ways to help people manage their reputation online. And one of the things is asking for reviews. If you get a negative review and you think it's from a competitor, what can you do? Like, where do you start? You know, there's not a lot. It's not easy to get it. Getting a negative review removed is difficult.
Sometimes near impossible. But you could certainly take legal action and get an attorney involved if you want to go that route. Because have them change the review, remove the review, whatever. But trying to get Google to do it is super challenging. I think one of the best ways is just, again, flood the zone with great reviews by
going out and asking for great reviews when you've done a great job. Yeah. I've seen employees post negative reviews on businesses. Are those fair game? Employees post negative reviews? Yeah, like if they get fired, if they had a bad experience. Oh, yeah. mean, again, I think if you're talking like Indeed and some of those glass door where there's
where employees can talk about their experience at a company. I think there's validity there if it's on the right side, right? If I'm looking to go work at so-and-so company and I go on Indeed or Glassdoor and I see a lot of their employees say, you know, it's a toxic environment, the manager's mean or whatever, I mean, that's fair game. That's what's going on, that's what's going on. If an employee leaves your company,
and post bad reviews about your services and they're fake because they've never bought your services. They're just mad that they're no longer employable. That's obviously worth going after because it's false. They didn't buy your service and they're saying it's bad. It's like, you weren't a customer, so it's not a valid review.
So how do you keep learning? How do you stay ahead? You know, I subscribe to a variety of publications. I read a lot. It's just never ending, because there's always something new coming down the pike, a new technology, a new way to advertise. And so it's, and we have great partners.
In the in the media world that you know send us things keep us educated about what's coming down the pike as well So it's lot of reading which I don't If you were to Give everybody a piece of advice maybe have them. I'm sure like you can answer any questions on marketing and advertising
But if you were to have them take a look at their business and think about their own strategy, what would you have them do? Well, this might be super obvious, but is it working? And I think what happens is a lot of people just keeps throwing stuff at the wall and seeing if something sticks and try to do it themselves as opposed to hiring
An agency to help and a lot of people I think you know, can't afford an agency Well, I can say you're probably right you can't afford a conglombo mega, know agency That's doing work for Apple and Nike and stuff like that. I think people get in their minds. Well if I hire an agency, that's That's the that's the the level I'm hiring. I can't afford that And again, one of the reasons we started, you know, pure energy is to help that, you know medium-sized
small to more medium-sized clients that you don't have to hire a conglomerate agency and have a gazillion dollar budget. You can come to an agency like ours and let a professional help do what we know how to do so you can focus on doing what you know how to do. And most companies, they're not great at marketing. They're great at whatever they do.
That's what they're great at. just need, they want to do more of it and they need more sales. And you know, so they, whether it's the owner or, you know, somebody within the company, they just say, hey, you know,
help us with marketing or do this marketing thing and that's, know, they didn't go to school for it or they've never worked for an agency so they're just trying to figure it out. I'm gonna try Facebook ads. I'm gonna try YouTube ads. No, I'm gonna, they don't know. They're just throwing money and it's like hoping something works. And you know, you don't have to do that. Again, you can hire a professional to figure that out for you, help you with your marketing strategy, tell you where you need to be based on your target audiences, you know.
handle your budgets, handle your creative, so you can just go focus on what you do and not try to learn this marketing thing that, you know, it's gonna take you forever to figure out when you can just hire a professional that knows what you're doing and solve the problem that way. Sure. So when they're thinking about, I'm sure you get this question a lot, when they're thinking about a strategy and they go in a certain direction, how long until they say it's not working?
I'm not sure I 100 % understood the question. Like how long should they wait to try something to see if they're doing it themselves? No, no. Like after they implement something, they start with the advertising. How long before they say three months, four months? OK, like I'm not getting the results I'm looking for. Six months? Yeah. You know, it depends on what they're doing. There's different.
types of campaigns. There's call to action, which is, know, there's a sales event. It's going to end this weekend. maybe for an auto dealership, it's a lease deal. The lease is only good, you know, this lease deal ends at the end of the month. So those are call to action, like, hey, you've to take action now because this sale or this special is going to end. And then there's branding, which is more awareness.
advertising. Think, think Apple. Okay, when you see an Apple commercial, you ever see a price? No, can't think of one. No, you know, think of Nike. Do you see a price in their ads? No. Or Polo? No. You see, I mean, those are, those are just the big examples, of course, of branding. It's, it's, it's awareness. They're trying to make you feel a certain way about, about the brand.
So they're not trying to get an immediate sale. They are creating a brand awareness. So when you're ready to buy a computer or a smart watch or a phone, you're going to think of Apple because they've created this brand awareness. And it's like, man, you see the commercials. You see how seamlessly things work. It's, man, I want to try an Apple. Or you're, you know.
end of the year, know, it's 2025 just started, man, I want to get in shape, just do it. You you think of Nike and those people, you know, running and sweating and, you know, it's not about, they have a sale or it's just, they've created this awareness. So when you are ready to purchase a product in their sector, whether it's shoes or sweatpants or a computer or watch,
They've created that awareness so you consider them for the purchase because it makes you feel a certain way when you think about their brand. So branding is a much longer, and it's not an immediate response. It takes time. Branding isn't something that turns on the cash register right away. It's a long-term process of building that feeling.
they are ready to consider a product or service that you have, they're going to consider you because you've kept your brand in front of them and it makes them feel good about thinking about your brand when they're ready to make a purchase decision. Call to action is that, know, even think of all the pizza places, you know,
You know, this week only, you know, get a large pizza for $9.99. You know, it's like it's immediate. Okay. It's going to help, you know, crank that cash register faster because I don't take action. Now I'm going to miss out on that, that lease deal or that special or that, you know, a hundred dollars off or whatever it is. So different types of advertising serve different purposes and some have longer lead times to make an impact than others. You know, a call to action.
is more immediate, like I'm going to sell something this month because it ends this month. So you make sense of urgency. So it just depends. It also depends on how long a brand's been in a market. So if you're new to a market, call to action isn't necessarily going to turn a crank, let's say you had a special that month, because nobody knows ER.
So if you're new to a market, it could take months to start to people just to be even familiar with your brand, let alone buying something. So it depends on the type of advertising that you're doing will determine how fast you should get results. That makes a lot of sense. was thinking of it as more of a granular example, like my Facebook ad.
You know, you're saying the big picture really depends on what kind of advertising, what you're doing. Yeah, and how familiar are, how familiar your people are with your brand before you start advertising. Right. Because if they're not, it's just because you throw an ad out there for a special, it's like, well, I don't even know who you are. don't know if I trust you yet. Right. That takes time. Good information. Beautiful. Kevin, thank you so much for being here and doing this. Really appreciate your time.
You're the expert that I recommend to people when I talk to them and certainly will continue to do so. How do they find you? You can go to the website, getpureenergy.com and if you type Pure Energy Advertising on just about any social platform, you'll find us. LinkedIn, Facebook, X. we're out there and for you old schoolers, 248-
844 0086 is our main line. Love it. Love it. All right, Kevin. Thanks for coming. Thanks, Joe. Appreciate it.
Joe Toma (44:14)
Thanks for tuning in to Beyond the Mark. Big thanks to Kevin for sharing his marketing insights and experience. If you're trying to grow your brand, this episode was packed with value. You've got something out of it. Do me a favor, subscribe, leave a review, share it with someone who wants to take their business to the next level. And if you got questions or want to talk strategy, reach out. Kevin would love to hear from you. You can find Kevin.
at GetPureEnergy.com. And as always, I'm your host, Joe Toma, helping you make your brand remarkable. Until next time, keep showing up, keep learning, and keep making your mark.