Ask the Board – April 18, 2016 | PHIL LENGER

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What “calls to action” deliver the best results, and how are those results measured?


Instant Gratification Sells
When you call, make sure they can answer immediately and get something right away for the effort. Marketing psychologists understand that this is a fundamental principle in attracting audiences. Digital signage and mobile tech can be key partners in facilitating this transaction.

In our experience, offering an immediate reward for answering a call to action gets great results. For example, in Times Square, Show+Tell has done many interactive events that provide both immediate reward and measurement. We’ve used Instagram, Twitter, SMS and even plain ol’ email to help entice folks to participate. Typically, the campaign asks the user to post, tweet, email, or hashtag an image or comment, and the offer is a chance for near instantaneous gratification. Those types of activations are also great for measuring engagement. The client can see real-time data of user participation.

Elusive Measurement Data
The longer the delay between the call and the user action, the lower the success of the campaign. For example, if a digital display asks the audience to “Visit our nearby location to save 20 percent and ask for discount #ThursdayOffer,” there is a time delay between the call (the display of the ad) and the action (customer using the code). This delay reduces the chance the offer will be used. Additionally, tracking of these types of campaigns are typically anecdotal or non-existent. There is a lower instance of engagement for these ‘analog’ types of offers than if the viewer can act immediately via mobile apps that post instantly to social media.

Digital display marketing and advertising follows the same fundamentals of most all other American business and entertainment trends. Instant gratification equals success.

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President & Creative Director
Show + Tell

MEMBER OF THE DSE ADVISORY BOARD
Advertising & Brands Council

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