Trust & Money in Direct Reponse Campaigns
You can never have too many checks on the system. Look at casinos – they have people watching people, watching people, in multiple layers of security to make sure that nothing 'slips through the cracks'. This might seem excessive, but when it comes to money, especially large amounts, its always important to take it seriously and be careful.
What does casino security have to do with direct response (DR) advertising? More than you think! Both involve a fair amount of other people’s money, trust, and the goal of making money. Throughout a DR campaign, there are many little things that can go wrong. Phone numbers might be mislabeled, spots might be trafficked to the wrong station, but once the leads come in they are often overlooked. Unconverted calls are sloughed off as normal, dropped calls are considered uninterested, and when the campaign struggles to meet a certain cost per lead, the media buy is attacked. Making the most of the leads you do generate could potentially reduce the need and expense for a higher volume.