I was sent a brief the other day, and the Sales Person had mentioned that the client wanted “footfall” to their website. I hate the expression “footfall” anyway… but when it’s related to a website! What’s that all about?
This almost falls into the category of “I just want to get my name out there!”
No Mr, or Ms. Client… what you want to do is make sales!
Footfall means “people through the door”… which on first looking seems like a reasonable request. If a business can get people through the door surely that’s half the battle?
Wrong. Maybe 5% of the battle.
OK here’s an admission. I have a little hobby, which is doing some simple close up magic and a handful of card tricks. One weekend a car dealership was having an open weekend. They booked me to do some card tricks at a table… and a clown, and a bouncy castle and a few other bits and pieces.
For two days the showroom was filled with the wrong kind of people. People who wanted freebies, or someone to entertain their kids. The sales people were too busy chasing unsupervised kids to actually do any selling! And if there WERE any suitable prospects they would have been lost in the crowds of freeloaders.
A good radio campaign will target the right people, people who want to buy your product or use your service and get them to visit your outlet or website (if you SELL online). Would you rather have 20 people who WANT to buy through your doors… or 200 people who have no intention of buying?
Of course if you have poor sales staff on the floor, those 20 may get away. Radio can bring you customers, but only you can convert them to sales.
Tell people what you want them to do… give them a good reason to do it…. And be prepared to sell to the people who respond.
A Bouncy Castle to brighten your day.
The Moon... seen it, not yet done it!
I have never been to the moon.
I am aware of it.
I see it in the sky quite a lot.
If you did a survey I expect many people are aware of the moon.
If you’re done a campaign on radio and you’re objective was awareness… then you would have close to 100% awareness at the end of the campaign. (and at the beginning, but let’s skip over that for now).
However most clients don’t want awareness. When you ask them… “how will you measure the success of your campaign?” they usually answer, “By how many products we sell.” Ahhhh! So what you want is RESPONSE!
If you usually get 200 people a week through your showroom door… what you want is is increase that number of people, OR maybe double the ammount of money those 200 people spend. Increased sales is the goal (not even necessarily “footfall”… the same number of people spending a lot more can also be a good result!!).
As I’ve said before… “Branding happens” (Martin Healy). Let you commercials raise awareness, they will do that, but make sure they get a good response by giving an irresistable, compelling, unambiguous reason to come and buy from you.
If you want me to fly to the moon, with my fear of heights, you’d have to to give me a very very very good reason (and a few million quid!)
By the way… click the image above for evidence that NASA actually FAKED the moon landings. 😉
When a man stands in front of you in an expensive suit, addressing a large audience, you believe what he says. It must be true! After all he is wearing an expensive suit! The man in the suit is a Branding Expert (although I’m not sure what qualified him as an expert) But my friend, a former client, is sitting next to me and chuckling under his breath.. The suit has just made the statement “It’s all about branding!” Afterwards my friend tells me, for his business selling sofa sets and beds, it’s not about branding, it’s all about sales. He doesn’t really care about branding, as long as he can sell for more than it costs him.
A former radio colleague of mine said this… branding happens! Yes, absolutely make sure that your radio commercials are true to your brand image, protect your brand, use radio to reinforce the brand image and those emotion tags that people give to brands. Every advertising message, every marketing campaign, even the way your receptionist answers the phone, all contributes to your brand image. When you go for a dinner party, people will form an impression of what you are like, even by the firmness (or lack of it) in your handshake. You need to make sure you put over the image you WANT to portray. That’s why spot advertising is important. You have great control over the image being portrayed. But if every message you put out IS branding… make that message about selling the product. What do you want me to do? Why should I do it?
Sometime clients tell me they want “name awareness”. So I ask them “How will you measure the success of your campaign?” If they answer “by the number of products we sell as a result of the campaign” then we can talk about the thrust of the campaign being to get people to walk through their door and buy product X. Sales. Radio advertising is multiplied sales.
If a smooth talking radio sales person, or advertising agency account handler tells you ït’s all about branding”, ask them how you would be able to measure the success of the campaign?
Branding happens. Use radio to tell people what you want them to do, and give them a really good, irresistible, compelling reason to act.