Have you seen the recent “just OK is not OK” campaign? Think for a moment if you can remember who the ads are for.
I personally like the ads and think they’re well-made and funny, but I’ve informally polled friends and colleagues and over fifty percent couldn’t remember who it’s for and some aren’t even sure what the product is.
The answer is that the ads are for AT&T and they’re discussing how good their network is.
The reason I bring this up is that we sometimes hear customers insist that they would only use a phone number that includes their company name because they’re so well known in their market. If people can’t remember AT&T, one of the most famous companies in the world, what are the odds that they’re going to remember Tom’s Plumbing? What customers can remember is what they’re looking for. If a customer is looking for a plumber they’ll remember 1-800-Plumbing, if they want hair they’ll remember 1-800-I-Want-Hair, if they’re injured they’ll remember 1-800-I’m-Injured.
You’ve got to give customers an immediate and memorable way to reach you. Otherwise, your response rates will continue to be low and your advertising will never live up to its full potential.
Imagine someone who’s impressed by the main idea of the AT&T campaign, but can’t remember who ran it. They’re going to have to go online and look up “best network” or “best carrier”. They might find AT&T, but they will definitely also find other carriers claiming to be the best. For Tom’s Plumbing, they’ll look up Plumbing in their city. Who knows what they’ll find there.
Before you run your next campaign, please see if we have a number for you. You’ll get much better results.
We’ve greatly expanded our inventory. If you’ve reached out to us before, we might have some better options for you. Call 1-800-STRONG-SALES (1-800-787-6647)