While sports fans relish the Superbowl for the love of the sport, a large segment of the population likes to watch for commercials and halftime shows. With a huge worldwide audience, advertisers line up spend millions for 30 second spots. You can learn from advertisers hits, as well as their many misses.
I have been thinking about this since Seattle crushed Denver. Here is my take on this year’s commercials. I discuss four companies that scored big and one that fell woefully short.
Bottom Line: There were other hits and misses, but mainly a bore-fest. Shockingly a bunch of companies used ads that were weeks old. Seems a poor media spend at 3 mil for 30 seconds. In the past we saw much more originality.
Fortunately, you can learn from their mistakes without writing a huge check. It is funny, at RooSites I spend quite a bit of time talking people out of overspending on ideas I know won’t be profitable. Though in the short term that probably doesn’t sound like a good business strategy, in the long term it pays dividends as clients stay with us longer. In 2013 for instance we had a 99% client retention rate.
Seems pretty elementary right? You should respond to all emails and form requests and you should do it very quickly. As a rule I try to answer every email the same day. But you would be shocked at how many companies actually ignore emails and form requests. Remarkable, right?
Case in point, I have been looking at new car leases and have been emailing back-and-forth with various dealers. I actually had one dealer in the Florida area that I was very close to a deal with. We had agreed to a price and I just asked him how much more would it be to extend the lease for one more year. Now originally, he was being very receptive, and we had a deal just about in hand. He knew I was ready to pull the trigger, but suddenly disappeared off the face of the earth. Trying to think positively of the gentleman I sent him a follow-up email. “I have not heard back from you, wondering where we are. I’d like to finalize.” It has been two weeks and I have not heard a thing from my email or my follow-up. I have of course moved on. So what’s the result? Well the dealer lost a potential new client and a very good sale. So I can only think that either the guy was full of you know what and never had the deal, or he had some other angle he was trying to run. Regardless, he blew it. At very least he should of said, I can’t do that deal, but if you’re still interested, perhaps we can find a different deal that is acceptable. Okay, so maybe I would not have been thrilled but at least I would’ve respected him for getting back to me and telling me the truth. And I may have used him down the road or recommended him to my friends.
I can’t tell you how many times people come to me trying to increase their business. Almost always, I give them the same advice. If you want to do business via the web or social media you have to be responsive. People write you because they don’t have time for a call or just want to get a quick quote or perhaps an answer to a question. If you ignore your email and form requests, you’re basically kissing business goodbye.
So here is a good rule of thumb. Try and respond to all emails and form requests very same day. And, it doesn’t mean you have to solve their issue or even complete their request (if they’re current customer). But it just means you’re saying “hey I hear you, I am here and I’m on this for you.
A large percentage of business RooSites has gained over the years is due to our response time. People are shocked how quickly we respond to questions. Clients are amazed we turn around requests the same day on most occasions. This of course should be the norm, not the anomaly. Customer Service pays dividends, plain and simple.