"Still the usual stores in the same convenient locations." That´s what I heard in a radio commercial for a local swimming pool chemical supply business. The spot consisted of a skit between two of the station employees pretending to be at a backyard cookout. The first admired the other´s pool; the second recommended the pool supply company.What I didn´t hear was an easily remembered phone number or Web site. The rest of the commercial seemed to be targeted at gaining new customers, not retaining current ones, so I have to wonder how people who´ve never done business will find them.
If I were a competitor, I´d make a radio spot that included my telephone number and/or Web site. I´ll bet my spot would generate more traffic than this spot.
Sure, a prospective customer could look you up in the Yellow Pages, but that´s an extra step that he or she might not be willing to take. But if the radio spot tells her to call 555-POOL or "visit us at www.Dallaspoolsupply.com," then she can remember that. A radio salesperson told me years ago that the primary purpose of a radio commercial wasn´t to sell merchandise; it was to bring traffic to your business.
The harder it is to find your business, the more likely it is that the customer service experience will take place at one of your competitors.
When you´re working directly with a local TV or radio station to drive traffic to your business, be sure your script contains the basic information about your business including how to find you and/or where you´re located.
PS: Regular readers will notice that the Allbusiness.com is undergoing a major site redesign. Temporarily, comments and trackbacks have been turned off. This should be rectified in a week or so. If you´d like to make a comment, e-mail me at glennscustomerserviceblog at yahoo.com.