Advertising effectiveness. If Your Ad Fell in the Forest...
How do you know if your advertising is effective? RingBoost President Paul Faust walks through a helpful mental exercise to help you make you improve advertising response rates.
Transcript:
I'm sure you've heard the expression, if a tree falls in the forest, and no one's there, does it make a noise? And I was thinking it's very similar to your marketing. If you run a great ad or you put a great ad out on a billboard or a radio piece or whatever and it captures someone's attention, but 5 minutes later, 10 minutes later, a half hour later, they don't remember how to reach you. Was the ad really effective? And my argument would be, no, it's not. Most people who see ads don't need your service at the moment they see the ad.
Maybe you're a roofing company, maybe you're a lawyer, maybe you're a carpet dealer, a home care agency. Something about the ad caught their attention. They said, "That's interesting. I might want to connect with that company." But if down the road they don't remember how to connect with you, then was the ad effective? I want you to think about that. When you're creating your ad, across all of the things you do... Are you using a memorable domain? Are you using a tagline? Are you using a jingle? And are using a great phone number? I believe that your great phone number is kind of like that last three feet of marketing. You always hear people talking about the connection point to the consumer. It’s kind of like a jingle. You hear people singing jingles of ads they heard years and years ago. It's that arc that connects them back to the brand. I think the same thing can be true with your phone number. They see the ad, something about the color, the tagline jumps at them. They see it quickly. The number can stay with them. So that's the piece that allows them to connect with you.
The worst thing that can happen is you come out with a great ad, a great concept. You put it out there, they don't remember how to connect with you. They decide to go online to connect with you, and think about what percentage of those people will be drawn away by another ad. By a competitor's ad. Maybe someone who ranks higher, maybe someone who's spending more on pay-per-click, or maybe someone who writes really great copy and captures their attention. Or maybe they do contact you, but they also contact somebody else. So think about that when you're creating your ad. We want it to make noise, and we want people to remember that noise.
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