Where is the Patience and Self-responsbility?

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I am either at the end or in the middle of trying to connect with someone who was referred to me.

I received their contact information on a Thursday and was planning to contact them on Monday.

On Friday night at about 6:40 pm, the business line in my home office rang. We were in the middle of dinner, so I didn’t run to answer it. Turns out that it was this referral calling me. The message I received was that I could call him back over the weekend or sometime next week.

(Although I will, when necessary make business phone calls and/or set meetings during “non-business” hours, that extra service is usually reserved for good clients. That’s not to say that I don’t work on weekends, early mornings and evenings, because I do, but that’s either for clients who are not in the California time zone or for emergencies. Otherwise, that’s family time and back-office work time.)

I returned the call on Monday and left a message.

Several days later, he called me back. I returned the call later that afternoon and left a message again. Several days later, still not having heard back, I sent him an e-mail alerting him to the fact that I would be out of town for three days on vacation, but would be happy to set a time to meet with him. I gave him several time options. A week later, I still haven’t heard back.

Come to find out that he told the person who referred me that, if I’m too busy to take his call when he calls, then I will probably be too busy to actually work with him. He didn’t mention my return phone calls or the e-mail I sent, or that he wasn’t available when I returned his calls.

So, this is really not a gripe session. This is about reminding everyone that people do have personal lives, other clients, and yes, we occasionally even have to go to the bathroom and may miss a call as a result of any of those reasons. Unless your pipes are spewing water, you’re stuck at the side of the rode and need a tow, or some other sort of emergency, sometimes we do play telephone tag before an actual connection is made and that’s ok. Have patience and take some of the responsibility if you don’t pick up that phone and/or return a message promptly.

If you don’t think it plays a part in your branding, you’re wrong.

Is TV Advertising Effective?

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I recently read an article that said that even some of the most memorable TV ads didn’t cause any type of significant uptick in business for the company advertising! Those super-expensive ads during “the big game”? Nope – not any more effective than the (relatively) inexpensive ad on a locally produced and run TV show.

Yes, if, you’re of a certain age, you remember “Where’s the beef?” For Wendy’s, however, the more important question would have been, “Where’s the business?”

TV ads can be great to reinforce branding. We all know those pretty horses are part of a Budweiser commercial and that a Hallmark ad will leave every pregnant woman in a mile radius crying. We’ve learned to recognize and expect certain themes and messaging from particular brand names.

If you’re looking to reinforce your brand and you have the money available then why not?

However, if you’re looking for effective marketing that will jumpstart sales and you’re dead set on doing a TV ad, then consider how to make it more effective:
1) Use it as part of an overall campaign which uses other marketing media as well.
2) Remember to develop a call-to-action of some sort. GoDaddy does this pretty well when they direct you to their website to see the end of the ad.
3) Put a tracking system in place to see if people are responding because of the ad or for some other reason. As with all marketing media, eliminate or tweak what doesn’t cause a response.