Got the T-Shirt - Now What?
Another great campaign that isn’t maximizing its potential!
Would you outfit all of your employees with a shirt featuring your new ad campagin, and then not fully explain the rationale of the campaign to those wearing it? Well that's what President’s Choice Financial Services just did! They now have all of their employees wearing the shirt, but only one in four employees can actually tell you why they are wearing the shirt or what the campaign is all about! When asked about the new campaign, we heard things like:
“I am not sure what it is about, I must have missed the training."
"We have lots of these shirts the colors are amazing!"
"It is mandatory that we wear these shirts, I am not sure what it is all about."
"It is about a new credit card."
We doubt this is the response that President’s Choice Financial wanted. So what’s the point – brand awareness, maybe? We are guessing that their goal was to attract new customers, and grow the business that they have with their existing customer base. Will the campaign be viewed as a success, maybe? But, will they realize their full potential – absolutely not!
We are financial services implementation experts, and continue to ask ourselves why companies continue to spend millions of dollars on flashy ad campaigns, but fail to make the required investment on those who have to deliver the message. Why do companies continue to expect their front line staff to be able to sell more products and services, without any coaching or training on what to say when they interact with the customer?
Next time, we would suggest that before equipping every employee with a new bright-colored shirt – take the time to determine what you want your employees to say about the new campaign before they start interacting with your customers!