When a client does not want to renew a campaign due to lack of results, it usually comes down to a single issue: the seller did not properly set expectations prior to the campaign launch. Some of the things you will want to discuss ahead of time:
1) What need does this campaign fulfill?
2) What are the desired results of the campaign?
3) How will success will be measured?
4) What action do they want the consumer to take?
Why is this important? The creative should match the expectations set by the client.
If they are measuring Facebook “likes,” but you are measuring click throughs, the campaign might not be seen as a success.
If you are running a branding banner ad, but they are expecting people to click through to a landing page and fill out a lead generation form, the campaign might not be seen as a success.
If they want people to pick up the phone to set an appointment, but you drove passive visitors to their website instead, the campaign might not be seen as a success.
Know what the client expects, and you will deliver more integrated media solutions that connect with consumers.
Our Retention Checklist will help you take the right steps to ensure campaign success.
Kimberly Peek is a digital sales coach and online trainer at The Center for Sales Strategy
