Seducing Strangers by Josh Weltman

Author:Josh Weltman
Language: eng
Format: epub
Publisher: Workman Publishing Company
Published: 2015-06-08T16:00:00+00:00

What the Hell Do We Do if Something Goes Right?

It’s not easy for an ad agency, let alone a single person, to come up with a communications campaign that does the job. To succeed, the campaign needs to get a lot right. It needs to: Zero in on the key consumer question that needs answering. Develop a breakthrough message that transfers the facts and evokes the emotions needed to get the job done. Align the interests and efforts of all clients and agency people involved. Develop a media plan that fits the message and finds the target. Pay attention to the metric of success that corresponds to the chosen business goal. And execute everything within the confines of a limited budget and time.

It’s even harder to move from a successful campaign that gets it all right to a new message effort that requires a whole new set of ideas, answers, plans, and executions.

After an introductory campaign has been successful—that is, when inquiries are up—the wise thing to do is to run a limited-time offer to persuade some of those curious people to become regular paying customers. Remember, limited-time offers are designed to temporarily bump traffic, trials, or sales by encouraging people to sample some of the satisfaction that will be theirs if and when they decide to commit to an ongoing relationship with the product or service. When the audience reaches that point, the advertiser needs to switch gears again and move toward a differentiating campaign. This is when the product has become so familiar to people that if and when they decide that the product is right for them, its name is right there in the forefront of their minds.

Even if a campaign succeeds at differentiating a product effectively and memorably, however, eventually the marginal gains of sending another differentiating message to people who know a company well and like their products a lot becomes useless at best and annoying at worst. Why? By this time, the product and prospect are in a relationship. There’s no need for a company to keep selling to the converted. It’s time to move from a communication strategy that focuses on increasing market share by way of product differentiation to a strategy that protects or increases margins by creating feelings of mutual love and respect with customers. It’s the point in the relationship when a company needs to say, “Enough about me and what makes me special; let’s talk about you and why you and I are made for each other.”

To keep the relationship interesting for the consumer receiving the messages and to keep business vital for the company sending the message, the sender needs to stay ahead of the curve, a little in front of what the receiver is ready for. Each different phase of a product, service, company, or customer communications relationship can be as short as a single media cycle or as long as decades. It depends on the product or service. But to keep the relationship going, companies have

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