Creating the call to action

Unless the purpose of your marketing campaign is to increase brand awareness, your campaign should have a call to action.

Unless the purpose of your marketing campaign is to increase brand awareness, your campaign should have a call to action. In other words, you design the advert so that it causes the person who is interacting with it to do something specific.

When developing your call to action, you need to put yourself in the shoes of your audience. It’s all well and good coming up with a wonderful master plan about how you can see your advert increasing sales by 100%, but if your call to action is complicated or unappealing, it won’t work.

Design your advertisement with your audience in mind and then keep them in mind when you develop your call to action. Remember that your job is not done until the whole journey is mapped out. In fact, it would be handy to use marketing planning software to visually map each touch point.

Increasingly, a call to action includes getting your audience to go to a website, open an app or carry out some other action using email, Facebook or an online advert. If your first touch point used technology, then it’s relatively simple: just get people to click on a link. But what if you used another advertising medium? You can’t click on a link in a newspaper advert, or in a flyer.

There are a number of ways that you can cross from print to digital. The simplest is to include a web address and encourage people type it into a browser. Not very elegant though. Then there is the ubiquitous QR code. The beauty of QR is that it is open source, free to use and many of us have a QR code reader on our phone. Then there are fancier systems, such as DocuMobi’s Fuse, which is similar to a QR reader, but can scan images, rather than codes. But, if you are looking for something really sexy (i.e. expensive) you can go down the augmented reality route which needs to be seen to be believed (Robust North is a Finnish company that is leading the way with their app called Arilyn).

I’ll finish by highlighting a point I make above: Even if you use the latest and greatest technology, your whole campaign will be ruined if your call to action is not well thought out. If you have not truly thought through exactly the path that you want to lead your audience along, they may take another route altogether.