One day God was sitting when an Angel came up to him. “God, you’ve created all these wonderful things, but the guys down stairs would like to have a go… we’ve formed a committee… and we think we can do a pretty good job.” For the next week God could hear all the arguments and discussions coming from the board room… until he was finally presented with the results… “What is heaven’s name is THAT!?” He asked. “That…. Is a platypus!”
The shop assistant looked back at me blankly over the counter. He was doing his best impression of a goldfish. I was there because of the special offer on a mobile phone. Free in car charger, hands free kit and leather case. The problem was that the owner of the shop had not communicated any of their current campaign with anyone on the shop floor. The manager said it had been discussed, but no decision had been made. The owner had actually started running radio ads on the local station, but the shop did not even have the radio station playing in the store! No communication and a lot of red faces.
If you’re doing any radio advertising campaign… no ANY advertising campaign… it is essential that all your staff are briefed and know how to respond to a customer. It’s a good idea to play the radio commercials to your staff. But this is the moment to warn them, you are not looking for opinions. You’re not interested if your staff likes them or doesn’t like them. In all likely hood your staff are not the target audience for your product. You are letting them know what is going out on air. If you allow your staff to make changes, give opinions, make their opinions on the script you will end up with a platypus script. I have even had one client who would get the opinion of his 7 year old child before he ran a commercial… he was selling window frames, not even a product aimed at children. Not the actions of a smart marketeer.
Your emplotees opinions may count, you need the experience of your people at the sharp end, but at a much earlier stage of the creative, and in the overall creative collective brain of your business.
Remember, you staff need to know what’s happening with your advertising.