The cabinet refacing ad copy contained all the key motivational phrases.
• Installed right. Guaranteed.
• Reliable service and quality installation.
• Fresh new look without the disruption of a major renovation.
• Most jobs completed in 3 days or less.
• Call 1-800-555-XXXX for your free in-house consultation.
The ad copy, which was from a major home improvement company, was well targeted. Meaning it was timely, and relevant because my wife has already decided that our kitchen needs a fresh new look. So, she picked up the phone – called for an appointment and was asked to leave a detailed message. That was almost two weeks ago. It appears they can complete a renovation faster than they can return a call.
What a shame to spend money on a marketing initiative that creates leads through a solid call to action – and then let the lead slip away. Was her call just one of those that happen to fall through a crack in the system? Perhaps, or maybe the campaign generated unexpected volume and they are still working through the follow-up calls. At this point, do you think the CMO knows how many days it’s taking to follow-up with interested prospects?
So many questions … and in the meantime my wife can’t wait for that “fresh new look,” so we’ve moved forward with another company. Yes, calls-to-action and follow-up (like sales & marketing) are connected at the hip and have real economic impact.
Alan
Isn’t that a waste of space and resources?
Firm spend hundreds of thousands trying to understand what the customers want. When they thought they know what the customers want, they do something immediately to make “what they want” happen. That “immediate action” is no different to a moment of pleasure, as it won’t last. Unfortunately, what they want is usually not what the customers want.
They all know it, and they do it, but none does it well because they all do it based on what they want but not what the customers want.
Daryl Choy
Make Little Things Count
wisdomboom.blogspot.com
Marketing campaigns that are designed to create immediate sales leads through a call to action can be tricky. In fact, the term “lead” is often a point of intense discussion between sales and marketing organizations. In the software industry you often see campaigns that involve a “download our white paper” call to action. Of course the hope is that the person who downloaded your white paper is actually interested in or researching a current (and budgeted) project and would ultimately influence the future purchase of your solution. I’ll admit that I sometimes use white papers to nurture prospects, create ongoing awareness and credibility, and generate interest. I’m fortunate in that my sales counterpart and I walk in lockstep concerning the follow-up process. That means a white paper download versus someone who downloads evaluation software or requests an actual on-site demo are handled differently.
In my original post I mentioned that the call to action involved a free in-house consultation. “In-house consultation” means that I was not only raising my hand to express interest, but that I was also inviting the vendor into my home to demonstrate. In my view that is a lead that requires a quick follow-up.
Alan See
Blog: Welcome to Marketing 101
In a sheer competition, execution has a new role to play. I read once that about 70% strategies fails because of poor execution capabilities. Unfortunately very few CEO’s/leaders admit it or talk about it.
My recent example is…I needed a personal loan which was promised in 48 hours by the bank in all their communication. Infact I had been receiving 3-4 calls a month offering personal loan from that particular bank. When I needed a loan I called the bank and concerned person promised me to forward the call to respective department. Finally when I received the call from the bank, my need was no longer exists and it was 14th day!!