banana1015.com
If you are in the business of tracking ROI for marketing efforts, you have probably encountered the following scenario:
Your client wants to put his vanity number on all of his advertising, robbing you of any ability to segregate and measure the effectiveness of each and take action based on which campaigns are performing.
Prospect says: “I have to keep my vanity lines, that’s the only number my customers know.”
I present to you the following 4 steps to help said prospect see the light:
- Ask them how many calls are they actually receiving to their vanities? Get them to pull up the data. They will be surprised.
- Find out how much are they paying for their vanity per month. Here’s betting that it’s more than what they would pay CI for a non-vanity or a vanity, believe me. A lot more.
- Ask them to make a call to their vanity line from a Blackberry. They can’t.
- Regional Vanities – most existing vanities are Regional. Meaning they only work for certain areas. If you are dealership is in Dallas and you have a customer calling in from Oklahoma regarding a car they saw on your pre-owned page – there is a chance they will not get through, or worse yet will go through to someone else who has paid for the regional rights to that vanity. All of CI’s vanities are National. They work everywhere.
So, tell me again, why they are so attached to that vanity?