6 Keys to Online Sales Success
Of course, we’re not looking to rip apart their creative, but we can certainly make them aware of our observations and ask how that impacts their expectations of us. More often than not, they will be blown away by this level of customer service and, even if they don’t have as good of a creative package as they may want, they will remember the conversation post-campaign and be more willing to buy from you again, instead of blaming you for “poor performance.”
5. Monitor performance during the campaign.
Web campaigns usually run for at least one month or have a multi-month duration. E-mail newsletter campaigns are often multi-issue as well. I recommend that ad operations and ad reps look at the performance of their clients’ campaigns at least once each week. This way you can spot problems such as under-delivery of impressions and lower-than-expected click-throughs, and then take steps to correct the problem before it’s too late.
It may be that you can make adjustments on your site or in your e-mail newsletter delivery to correct the problem without having to involve the advertiser/agency. In these cases, all the advertiser will know is that their investment with you performed really well. It may be that you need to communicate with your client and make some recommendations on things they could consider in order to improve their response rates by adjusting their creative.
Don’t be afraid to do this. If you approach it the right way, your client will really appreciate the feedback. It may be that you are unable to solve the problem—you oversold the inventory, the position isn’t working as you thought it would, or it’s just not a good match for the advertiser’s objectives. Don’t be afraid to go back to the client and talk straight about it, but make sure you have a recommended solution: perhaps extending the campaign to achieve the desired impressions or moving them to a different ad position. Again, aim for this level of customer service.
Eric Shanfelt is the founding partner of Nearview Media, a consulting firm that helps publishers with their digital revenue, audience and platform development. Eric is a 25-year digital media veteran and has been the Chief Digital Officer for several large publishing companies. You can reach Eric at firstname.lastname@example.org.