After so many Has anyone else heard those ads on the radio by digital agency King Kong?
They say ‘most web sites are built by graphic designers not killer internet market gurus’.
Not only is that a sweeping statement, its acually a complete lie.
A quick look at their Google reviews shows at least one of their own staff members giving them 5 stars…..a sure way to upset Google to the point where you are removed altogether….yeah thats really marketing genius.
I have no personal beef against these guys, have never used them….but as as someone who works in the industry with some great strategists and UX teams, to hear these ads that say ‘most websites are built by graphic designers really under my nails!
years interviewing businesses of all sizes and shapes, I believe I have a finely tuned radar for enterprises that are going to be wildly successful.
The agency’s results-driven approach is very different to the one used by most marketing agencies. It is a scientific, numbers-driven way of winning business, which is giving King Kong an edge that other agencies may find difficult to compete with in the future.
King Kong is also benefiting from the shift to digital advertising. According to studies from Zenith and eMarketer, digital ad spend is set to overtake TV for the first time in 2017. The figures show global digital ad spend will hit $US205 billion this year, while TV will take $US192 billion. That digital figure accounts for more than 36 per cent of all ad spend.
The story is the same in Australia. EMarketer predicts digital ad spend will hit $6.18 billion or 54 per cent of all ad spend this year. TV, by comparison, will sit on just $3.3 billion.
King Kong’s model works by developing a profitable sales funnel using social media. It takes a marketing channel like Facebook ads, and turns leads from ads turn into appointments for the sales team, who subsequently convert appointments into customers.
A cosmetic surgeon is an example. Someone searching for a nose job might be shown an ad that offers the prospect a free report, ‘Five things no cosmetic surgeon will tell you about nose jobs’. Most of the report is useful information, but it also includes an offer for a free consultation. The prospect would be encouraged to contact the business to book the appointment.
Once a sales funnel is established the team directs traffic into the funnel from sources such as Google, YouTube ads or even radio campaigns, directing as many qualified people into the funnel and as many appointments as possible.
“We look at cost-per-lead per channel – what it costs to generate an appointment and how much it costs to acquire a customer,” Suby explains. This is in contrast to other digital marketing agencies, which might measure results in the number of likes or retweets a post gets, rather than using more commercial metrics.
The creative material in King Kong’s campaigns is designed to be useful – not just marketing messages. The model is called direct response. Through it a business offers something of value to the audience, who then takes action to access the value.
“I believe the revenue a business earns should be in direct proportion to the amount of value it provides. The reality is we only convert a very small amount of people from a lead to a customer. But we’re not out there screaming, ‘we’re the best digital marketing agency. We’ve got amazing results’. We provide value to prospects by giving them free reports, webinars or free assessments,” says Suby.
He attributes much of the business’s growth to the value it provides to its clients’ customers. “We’re trying to provide more value than anyone else, whether or not customers buy.”
King Kong’s customers are generally service businesses whose customers have a lifetime value of $3000 or more. Lawyers, doctors, dentists and builders are in this category.
We’re picking a fight with traditional agencies that run branded campaigns.
“We’re picking a fight with traditional agencies that run branded campaigns. They can tell you how many page impressions you get and the social reach but they can’t tell you how many sales a campaign generates,” he says.
Suby developed his approach and business model as a student at RMIT University studying a bachelor degree in business marketing and working part time for a company selling Google AdWords. He started to develop his approach to search engine optimisation and online marketing at this business.
“I thought, ‘I can do this better than the company I’m working for’, and decided to start my first agency, The Click Factory. I built it into a team of 20 people with a couple of million dollars in revenue each year.”
He dropped out of uni to run the business and subsequently sold it for an amount he can’t disclose under the terms of the sale.
An online buying site that was a joint venture called It’s Game Time with AFL football clubs the Sydney Swans, Hawthorn and Collingwood followed. That lasted six months before folding, which Suby attributes to a saturated market.
“It was a combination of it failing and me calling it quits. The writing was on the wall in terms of fatigue about group buying. I knew I was late to the game launching a group buying website. So I knew I needed the biggest database in Australia with mad, passionate customers and I came up with the AFL football clubs.
“But the investment needed to reach a stage where it was going to be profitable, had too much downside and not enough upside, and we decided not to further invest,” he explains.
Right now, Suby is focused on the practicalities of doubling the business. He’s just appointed an operations manager and he’s bedding down process documents to underpin the next chapter of growth.
While a sale of King Kong might be on the cards down the track Suby, who has bootstrapped the business, says selling it prematurely would be a mistake as there’s still substantial untapped potential in the market.
“I am absolutely laser-focused on growing King Kong to be the biggest and best digital marketing agency in Australia. To beat traditional advertising agencies is going to take firepower. But I’m confident we can achieve that,” he says.
I have that feeling about Sabri Suby, founder of digital marketing agency King Kong, which is on track to double last year’s $5 million revenue figure to $10 million this year.