Between the Tour of California, Radio Shack’s Live for Livestrong campaign and Lance Armstrong’s crash, he’s been all over the news. Between the personal question of whether Floyd Landis’ allegations against Armstrong will prevail or whether Armstrong will once again come clear, advertisers must worry about their own concerns. An entire array of advertising and marketing campaigns were built on Armstrong’s ability to survive cancer and win the Tour de France 7 times. How should Radio Shack monitor its first television commercial, “The Shack and Lance Power the Mobile Universe,” or its very moving “Ride for Livestrong” campaign, in light of the allegations? Armstrong released a press statement, but what tools can advertisers use to keep tabs on their customers?
This obviously isn’t the first time that advertisers built their entire content around one figure, one message or one target that became threatened. In this situation, the case is particularly delicate, because the story is still surfacing, and the allegations may be completely false.
Leaving aside the particulars of this case, let’s talk about 3 ways that advertisers can use phones to monitor ad campaigns.
1) Ad Tracking- By placing dynamic numbers on specific ads, you can obtain highly precise analytics about which conversions originated in a specific advertisement, whether online, on TV, on a mobile app, etc. In this way, you will know which customers were originally drawn to your offering through this advertisement.
2) Voice Broadcasts- Reach out to your customers and stay in touch. Your voice broadcast can relate to a specific complex situation that you are currently facing, or it can just give customers a way to contact you. Either way, voice broadcasts are a great tool to stay in touch, and enable customers to route their call to any relevant departments.
3) Surveys- Ask your customers what they are thinking. Sending out a customer service survey via an automated phone system takes little time to set up and is an inexpensive way to obtain customer feedback.
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- 5 Ways to Use Phones For Do-It-Yourself Marketing
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- BP Turns to Marketing for Damage Control
