By Karna
I’ve spent a good deal of time, recently, researching what progress is taking place in the world of driving consumers from ad exposure to purchase action (online or in store). When I look at the majority of advertising creative in the marketplace, especially offline, I’m intrigued by the gap that still remains between the call to action within the message (if there is one) and the subsequent purchase. Why does such a lag still exist? Why are we still relying so heavily on “hope of recall” to move someone from their exposure to a message through to acting on that message?
It seems that the wireless device, the always on…always in my pocket connector, could become the more immediate action bridge between ad exposure and purchase.
Assuming that retailers have taken the initial steps to operationalize transactions or content for mobile consumption, what I’m proposing for messaging is as simple as a clear, prominent mobile oriented call to action. But, as simple as this sounds, few retailers have taken the steps to operationalize mobile app/web transactions. Plus, we also still live in a world where many creatives still only use calls to action or URLs as brief required text at the end of creative, rather than a valuable step towards driving creative ROI. So, I expect it will be even harder for some to elevate the value and subsequent prominence of a mobile oriented call to action that’s REQUIRED in advertising that could be consumed on the go.
That said…how could this work? Let’s first look at a low consideration purchase like a meal from Pizza Hut. They have implemented a very savvy mobile strategy with app, mobile optimized web site and TXT options for executing on the go purchases. So…the operational challenges are a non-issue. Yet, of all the various forms of advertising to which I’m exposed outside of my home or office (radio, print, outdoor and even TV sometimes), I can count on one hand how many executions exploited the mobile technologies as the call to drive my action, versus phone number or web site. How powerful would it be for me to see (or hear) a great pizza offer and be driven to immediately purchase it from wherever I am located via my wireless device. Now, PizzaHut.com has been somewhat optimized for mobile browsers, but it certainly isn’t as easy and user friendly as their iPhone app…and it is MUCH slower. But, even with that, making mobile purchases is new to consumers…it is a behavior that needs to be constantly reinforced to become commonplace.
Now, let’s look at a more considered purchase product like a grill. Imagine I’m away from home (on the go) and I see a Home Depot print ad or billboard promoting their portfolio of grills or a specific grill. Perhaps rather than simply driving me to HomeDepot.com, which requires me to recall this ad and think about it the next time I’m at the computer or near the store, the retailer could in fact deliver a call to action within the message to go onto mobile.homedepot.com via my wireless device or text GRILL to 33768 (DEPOT) to learn more and buy now. This mobile site would offer me the necessary information to choose which grill is most relevant to me, and then complete the purchase directly from my cell phone. I acknowledge two caveats to this example
(1) a grill is a considered purchase that typically requires decision time. This example assumes I am already aware of the retailer and am already in the product consideration and research phase of the grill purchase cycle and
(2) it assumes that I’m informed enough about the product that the smaller bursts of info and short transactions will be easy and acceptable from the device.
Again, this seems so simple to me. So, I am just bothered by how seldom this is happening. We have an opportunity as marketers to drive greater transactions and ROI through something this simple.
By Karna
So, I read an interesting article on “Ad Age” about a company that is sending RSS feeds to populate a highway billboards with up to the minute hospital emergency room wait times.
My first reaction was, “What the heck?” That seems very pointless. Unless you’re in a war zone (literally or figuratively), is there really this burning need to know how long the wait time at the hospital emergency room is…up to the minute? I guess perhaps somewhere, but it seems like pretty high cost to do this.
That said, if you take this odd application of the technology out of the mix, the execution introduces yet another evolution of the digital out of home landscape, which allows for real time information updating on a high reach medium. This presents some interesting opportunities for recency and interactivity within the OOH experience.
An example of how this can be an engaging part of a fully integrated plan might include taking the TGI Friday’s Facebook Fan of Woody campaign, and extending it into the OOH space. Last month, TGI Friday’s set out to grow their Facebook Fan membership through their TV character, Woody…fast. They initiated a TV ad campaign that promoted the challenge, and offered all customers a free burger if TGI Friday’s reached their fanship goal. Friday’s could have utilized these billboards to extend the reach and frequency of the campaign by placing the RSS updating billboards in locations around TGI Friday’s restaurants. The boards could have presented up to date fan page membership numbers and reinforce the message of joining and getting a free burger when the goal was met. This not only drives the desired brand interaction…but it also then could have also driven a burger purchase through top of mind awareness around the stores.
Another opportunity for this technology to be used may be in industries where information is variable, but is still a critical driver of action, especially retail or wireless action. This could include things as basic as up to the minute interest rates or as unique as the number of Wii’s remaining in inventory at the local Target store during Black Friday.
The key to this being successful is in really considering when and where recency of information is relevant…in the right mode. On the go and at or near point of purchase are both interesting opportunities to consider.
By Karna
As marketers, we are often figuring out how to deliver multi-platform, cross-property, integrated marketing programs that are cohesive and deliver a singular message. Well, this month, I have seen this come to life quite well in support of the 25th Anniversary of Breast Cancer Awareness Month. Without seeing one single TV commercial promoting NBCAM (or at least recalling it), I have been moved from awareness to interest to purchases, strictly to support the movement. The power of integrated marketing at its best.
While I’m certain NBCAM has delivered a number of components to which I have not yet been exposed, the elements of the program that I’ve experienced have been well orchestrated (for the most part).
So, here’s the scoop … through my consumer lens. It started with me on a Delta Air Lines flight heading home from Engauge’s headquarters in Columbus, OH. I was greeted on the plane by the Captain and Flight Attendant adorned in a stylish and vibrant pink wrap dress and shiny pink tie, respectively.
That would have been the end of my expectation of things … but it kept going with an announcement about Breast Cancer Awareness Month on the loud speaker, a special Minute Maid Pink lemonade available for purchase in flight with all proceeds going to the cause, and SKY Magazine dedicated to Breast Cancer Awareness month, with a combination of articles, features, inserts and promo ads supporting the cause and featuring products available for purchase. By the time I finished flipping through about half of SKY Magazine, I was moved from, “oh yeah…it is that time of year again (but wouldn’t otherwise make a purchase decision based on it)” to “sure, I’ll take a $2 Minute Maid to support the cause (in lieau of all the free drinks that represent the only remaining FREE perk on airlines these days).” To put it into perspective, I was moved to action in only 45 minutes of sitting on a plane. WOW!
So I was moved. We do need to consider that I’m a marketer. Perhaps I am a bit more conscious and attentive to what messages are going on around me. But, my husband was moved to action, too! My hubby, is a true “guys guy,” who pays very little attention to marketing unless it is absolutely hilarious (or perhaps a bit risqué). This weekend, he was watching NFL Football and was shocked to see the players and coaches adorned in … you guessed it … PINK. Players and coaches alike sported various gear with vibrant pink accents, including hats, cleats, shirts, etc. He was so disrupted that he even called me during a game to tell me about it. He proceeded to say, “is Breast Cancer something we contribute to? We should shoot them something.” Are you kidding me? That type of action from my husband is HUGE! Seriously, you can’t get any more disruptive than watching a 200+ pound grown man sporting hot pink on the football field!
The concerted marketing effort by NBCAM continues with in-store and online focus areas across several retailers, including dedicated end caps and exit purchases at Publix and others.
This initiative represents the epitome of disruptive marketing that doesn’t interrupt. The campaign catches attention to drive consumers quickly from awareness to consideration to action … without requiring TV commercials as the lead top of mind awareness driver. I’m eager to see more of it unfold this month, and hear the results of funds raised in October.
