At the agency we often ask ourselves “what are we asking the consumer to do, and why should they do it?”
With many retail marketing and advertising campaigns the answer is clear: “Buy Now, Call Now, Click Here.“
But as we’ve stated, the consumer has changed. The new consumer doesn’t want to be told what to do, and we think you shouldn’t just tell them to do something.
Influence them in way that they feel as if it was their own idea to ‘like’ you on Facebook, call you, or buy your product. I would call it “informed motivation.”
For example, bring them to an online video that better explains the benefits that lead to a “call to action” screen. Or, drive them to customer testimonials on Facebook that feature an adjacent coupon.
And for those who would like to stick to the tried and true “Call, Click, Act!” we encourage new methods of looking at this.
My current favorite is Stella Artois. Their recent campaign integrates the old fashioned 800 number. 1-800-My-Chalice drives you to a telephone operator with a fabulous accent, and you’re given the option to opt in to “win your chalice”, or learn more about how a chalice is made, and, most important, why a chalice is not a glass. What a smart way to illustrate who they are, and to call me to action!
