A Real life example of Customer follow-up, Objection Handling and how to Measure a Radio campaign

Here’s a real email string that I had yesterday between a client, their creative writer and myself.  

The email started with a question about their campaign results and ended up being a dialogue on how to measure the impact of their radio advertising program.  

I’m posting this because I think our team gave some good advice to the client about how to measure a marketing campaign.

Do you have any thoughts?



That’s a great e-mail Marc! I’m really impressed. I’ve seen a lot of reps panic in that situation, but you handled it so well. And you’re completely right
—–Original Message—–
From: Marc Binkley
Sent: Monday, October 04, 2010 2:39 PM
To: writer; ‘client a’; ‘client b’
Subject: RE: your ads!
Hi Guys,
The ads sound good to me and I’d agree with xxxx about keeping the theme.  As for the response I’d say to look at measuring all of the following over time 
  • Web Traffic – # of views, # of pages views, Bounce rate
  • Phone calls – no phone number on the ads & no website for people to find you would contribute to the lack of call ins
  • Business – # of deals, average amount/deal, quality of client
  • Word of Mouth – friends & family, clients, social media platforms ie. Facebook, Twitter, Youtube etc.
I think its important to measure all of these things over time.  Compare quarter to quarter and year over year.
Hope that helps!
When you’re ready, I’d be happy to meet up again to chat about the next phase of your creative.  Perhaps we could go for lunch sometime after thanksgiving?

Marc Binkley   Account Manager
Office: 403.686.9715  Cell: 403.608.2465
Fax: 403.240.4126
marc.binkley@calgaryradio.rogers.com
2723 – 37th Ave NE • Calgary, AB T1Y 5R8
www.jackfm.ca
www.lite96.cawww.mountainfm.ca


From: writer
Sent: Monday, October 04, 2010 1:49 PM
To: ‘client a’; Marc Binkley; client b
Subject: RE: your ads!
Hi client a&b, 
 With a branding campaign we usually recommed leaving the same message on for a minimum of 4 weeks. Usually, the more time you give people to hear your message the better. You’ll find it’s like a rolling ball picking up speed along the way. At first it may seem slow, but the more people hear it, the more likely they are to give you a call. Sometimes it takes people 2 or 3 times of hearing the same message before it even clicks… but once its clicks, it clicks.
That being said, we’re at the point where we can look at changing it up. I’d recommend sticking with the same theme “xxxx”, but changing some of the details to keep it fresh.
Let me know if there is anything specific you have in mind and we’ll go from there. Thanks!
—–Original Message—–
From: Client a
Sent: Monday, October 04, 2010 11:12 AM
To: Marc Binkley; writer
Cc: client b
Subject: RE: your ads!
Hi Marc and writer, 
Thanks for following up J 
We have had great feedback from friends and clients regarding our ads, they all think that they are original and feel they should be very effective but we did not have any calls from potential clients. So n that sense, we have had no response as of yet. I should mention that we have been struggling a bit with finishing our website as we try to make sense of new xxxx regulations etc., so you think that the unfinished site has something to do with the lack of response? 
As far as new message, we can get that started anytime unless you feel that we should wait and see what happens after our website is done which should be mid October? 
Let us know what you think 
Best Regards,
client a&b


From: Marc Binkley [mailto:Marc.Binkley@rci.rogers.com]
Sent: Thursday, September 30, 2010 10:24 AM
To: client a & b
Cc: writer
Subject: your ads!
Hi Guys,
writer and I were just speaking about you and wanted to check in.  I’ve heard the ads a few times and think they sound greatJ  Have you had any feedback yet? …from friends, clients, web traffic etc?
I think we could start looking at developing another message for you guys to start for Nov.
Talk soon,

writer & Marc
Marc Binkley   Account Manager
Office: 403.686.9715  Cell: 403.608.2465
Fax: 403.240.4126
marc.binkley@calgaryradio.rogers.com
2723 – 37th Ave NE • Calgary, AB T1Y 5R8
www.jackfm.ca
www.lite96.cawww.mountainfm.ca

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