Footfall…. on your website?!

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.

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A Bouncy Castle to brighten your day.