“It’s never too late to do something. 2,5,9,48,51,52.”
That’s from my soggy fortune cookie from dinner last night. On the reverse side I expected a Chinese phrase translating to “You will get married soon”.
Instead I got advertising for Purple Mattresses, who seem to be popping up just about everywhere these days.
I’ll give these guys points for appearing in the last place I expected, and they certainly broke through the noise to get my attention. They also provided a URL to tell their story…but they missed a trick.
Someone obviously went through a great deal of trouble to place that fortune cookie message in my hands. So why didn’t they take one extra step and build a special landing page tying my experience to their product?
Instead of being told how fortunate I am if I’m sleeping on a purple mattress, or how purple mattresses feel better after enjoying Chinese food, I got their standard website.
BIG MISTAKE! I’m the first one to advocate creative strategies and dimensional mailers, but recipients can’t be counted on for connecting the dots. In this case, Purple Mattresses should have made the cookie/mattress connection logical for the reader.
They failed in this assignment.
Their failure to tie together two disparate themes (fortune cookies, mattresses) removed my incentive to go beyond their home page. Even if I was in the market for a mattress, they did little to lure me to learn more.
Regardless of what you’re selling, your marketing must achieve these objectives to be even remotely successful;
- Get the customer’s attention
- Get them to read your message
- Get them to buy, request info, etc.
Without these achievements, you’ve wasted your money.
Granted, not everyone will complete the process. Some message recipients aren’t active buyers, others are committed to the competition due to quality, price, or past experience.
But get their attention and they’ll read your message if it’s compelling enough. A creative trail of breadcrumbs should lead them to your order form.
As you plan your own communications campaigns, look at it from the perspective of a customer who knows nothing about your business. Make extra effort to tie your message to the vehicle, and you’re sure to improve chances of them following your call to action.
With that said, I wish you a week of profitable marketing.
Get tastier marketing results at www.askmrmarketing.com.