Call to Action
Advertisers often have several measures of success when evaluating a campaign, but one common measure is simply to increase sales of a given product or service. Campaigns typically fall into one of two types – branding campaigns or call to action campaigns. The common perception is the most successful way to increase sales is through a call to action campaign which drives consumers to take immediate action.
I have certainly seen some very successful campaigns where a call to action offer increased sales immediately. Free is always an attractive offer as is offering a significant discount percentage. Notifying consumers of limited time urgency can also be effective.
The challenge in today’s market place is the high number of call to action campaigns. Consumers have become desensitized to these messages and have expectations that are often unrealistic. The reality is that in a competitive marketplace there seems to always be another vendor who will give more away, offer a larger discount, or extend a limited time offer.
Common sense and recent experience, however, demonstrate that consumers often want more than just a good price point. They desire non-monetary benefits such as quality, customer service and a company they can trust.
Recently, when in need of some home maintenance information I did an internet search of Heating and Air Conditioning companies in my area. I counted 23 local companies who provide these services. I was overwhelmed and knew it would be unreasonable to get estimates from all 23 companies, but how to narrow the list to 3 or 4 so I could be reasonably certain I was getting a high quality product at a fair price?
This experience confirmed for me my belief that branding campaigns are often underappreciated as a tool to raise sales. Because consumers often have so many choices when making a purchase it isn’t necessarily the call to action that motivates them, but rather name recognition when the right time and right place roll around. And, advertisers often don’t need to offer the best price in town to win a client’s business; rather they may simply need to be one of the companies the client remembers to contact when it’s time to make a buying decision!