Creative Ideas Are Good, but Creative Solutions Are Better: Managing Online Leads

Coming from a digital agency with its roots very firmly in the data/CRM area, it makes me want to pull what’s left of my hair out, to see great lead generation opportunities missed, especially when fantastic digital creative is not backed up by a full solution.

Time and time again, as agencies we are challenged by marketing directors to show return on investment (ROI), or prove that digital works. (Hmmm, like they knew how many people bought a new car from the last television commercial!)

Now, it’s not that we can’t measure the impact of digital; it’s that we miss out on taking our consumers a few steps closer to that mythical nirvana, the checkout, be it online or offline.

We rest on our creative laurels, thinking the job is done with a fantastically designed website, creative banner campaign, or a viral, must-play app. Well that’s part of the job done, but I always try and work on the ethos that a creative idea is good, but a creative solution will get better results.

That creative solution should of course include the creative idea as a hook, but should then focus on moving the consumer further down the funnel toward purchase. And that means fitting in with consumer behavior and covering all the bases:

Which Platforms? 

Is it a website, Facebook, Instagram, Line, etc.? It could be the case that a variety of platforms are required, with the old linear route to purchase now looking more a kin to the twists and turns of the London tube map.

What Channels?

Is it email, SMS, phone, direct mail, in-store, etc.? This will depend on the product value and the campaign ROI; don’t even rule out good old-fashioned snail mail as a channel.

What Information to Collect?

Are they names, mobile numbers, addresses, age, etc.? Don’t waste an opportunity to know that little bit more about your prospects, but also a word of warning; only look for those key variables that could be real purchase drivers, or could define the next message. This should include base contact data like email and mobile number, but also key demographic information such as family status (kids/no kids). Forget the questions about who plays badminton or reads women’s magazines twice a week – they won’t help.

Timing Is Crucial

I once worked on a campaign flow for a large online travel agent. We had data on flight passengers, which indicated who did not buy travel insurance with their booking. A trigger was then set up from the flight record database. An SMS message was sent out to people with no travel insurance, two hours before their flight, when of course they were at the airport.

“Did you forget anything? Travel insurance? NO PROBLEM call this number now, and get covered in five minutes.”

The company immediately received a double-digit percentage increase in travel insurance from that one offer, thanks to the data solution, platform, and most importantly, timing.

Another example of where the creative solution took multiple platforms and routes was for a liquor company in Thailand. For a country famed for its happy go lucky attitude to many things, it’s a surprise to many that Thailand has some of the strictest alcohol marketing laws in the world, with mass TV or press marketing either banned or extremely restrictive.

In this environment, getting data to create a one-to-one conversation with prospects is key. The task for this campaign was to persuade Thais to abandon their love of all things whiskey, and try a vodka for the evening instead.

The creative idea of remixing Bangkok nightlife allowed signed-up consumers to play an application, remixing some famed Thai tunes, and mixing some virtual tasty vodka cocktails. Users were then emailed details of outlets, where they could actually buy their cocktails, but it didn’t stop there. If they went to the outlet and purchased, they were given a scratch card with a code, which allowed them to go back online and enter a drawing for concert tickets.

So with a creative solution that linked data, a Facebook app, email, offline events, and scratch cards, we were able to link online fun and brand building to actual sales.

And of course, the marketing director was happy.

So once you’ve got that online prospect on board, make sure they join you for the full journey – go for the creative solution, not just the idea.

Image via Shutterstock.