Or Don't Ask For.
In previous chapters, I have talked about having specific goals for your advertising. Knowing where you are going on the road, so that you get to the right place. And make sure everyone involved in the advertising process is on the same page.
A perfect example of this is with a current customer of ours. After completing an uncovery of his needs and weighing the budgetary limitations, we decided that a long term strategy to create top of mind awareness and drive people to his website would help him get where he wanted. He would use the website to give consumers the information that they needed to give them a shot at the bid. The client is a roofer. The product cycle is pretty long. Long term is the way to go.
After a couple of months, his web traffic went from virtually zero to over three hundred unique visitors per week. The client is not really happy though. Why? Because he was hoping that consumers would use the website to request bids. WHAT!!!!?????? Never heard that before. Never was discussed as desired result. As a matter of fact, the site does not even feature a request for bid prominently. It is on the site in a laundry list of other options.
In addition, we discussed many other changes to the site that have not been comlpleted, including, adding the jingle that we created on the home page.
The moral of this story is that there must be a specific end goal for the advertising. Everyone must be on the same page. No surprises! I can help make it easier. Coming soon, be on the look out for an all new Why Advertise Checklist.
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