ADS: Trust between an AE and an advertiser matters
Here's an example of trust breaking down at an important moment, during the production of a radio commercial.
I've been hearing a spot for a service company on the radio recently that I find alarming from an imaging standpoint. The problem is that the client isn't enunciating well throughout the spot, particularly in stating the name of one of his primary products. I don't mean a slight enunciation error, but a whopper! In fact, "airgsher" is how it comes out.
If you heard the spot, you'd probably know what he meant by its context, so you might think I'm nit-picking a bit, but the problem is that the spot makes the business owner seem like a dolt.
I don't want to beat up on the concept of business owners voicing or appearing in their own commercials because history proves they can gain fame and fortune doing their own. Wendy's founder Dave Thomas, popcorn magnate Orville Redenbacher and KFC's Colonel Harland Sanders come to mind immediately as huge success stories. And you might remember local celebrity and college ballplayer Bill Reichardt as the man who owned Reichardt's Menswear -- or Jack from Irwin’s Bike for promising no pressure or hype ever.
But these were successes for specific reasons that have nothing to do with their ability to deliver the intended message; they were great communicators with solid reputations.
At issue is branding, the thing that influences consumers' emotions about things like the professionalism of a particularly business, contributing to overall company image. If you don't exhibit effort to speak clearly while showcasing your products in front of your prospective customers, how hard will you try to perform their installation? Or address service issues after a sale?
Lack of professionalism can become an intrinsic part of your brand; any positive image you hoped to gain from your ad can be lost because your consultants let you sound like dolt.
In this case, I suspect both the account executive and producer both held their tongues while their customer massacred his lines. They should have stepped up and respectfully recommended the client re-read those portions. In all likelihood, he would have done so graciously.
Being afraid to offend a client and risk a cancellation is no excuse for allowing his brand (and the station) to take a hit. The bigger risk is that your client discovers the trust he put in you to help bolster and grow his brand was misplaced. When that happens, he'll never darken your production studio again.
I've been hearing a spot for a service company on the radio recently that I find alarming from an imaging standpoint. The problem is that the client isn't enunciating well throughout the spot, particularly in stating the name of one of his primary products. I don't mean a slight enunciation error, but a whopper! In fact, "airgsher" is how it comes out.
If you heard the spot, you'd probably know what he meant by its context, so you might think I'm nit-picking a bit, but the problem is that the spot makes the business owner seem like a dolt.
I don't want to beat up on the concept of business owners voicing or appearing in their own commercials because history proves they can gain fame and fortune doing their own. Wendy's founder Dave Thomas, popcorn magnate Orville Redenbacher and KFC's Colonel Harland Sanders come to mind immediately as huge success stories. And you might remember local celebrity and college ballplayer Bill Reichardt as the man who owned Reichardt's Menswear -- or Jack from Irwin’s Bike for promising no pressure or hype ever.
But these were successes for specific reasons that have nothing to do with their ability to deliver the intended message; they were great communicators with solid reputations.
At issue is branding, the thing that influences consumers' emotions about things like the professionalism of a particularly business, contributing to overall company image. If you don't exhibit effort to speak clearly while showcasing your products in front of your prospective customers, how hard will you try to perform their installation? Or address service issues after a sale?
Lack of professionalism can become an intrinsic part of your brand; any positive image you hoped to gain from your ad can be lost because your consultants let you sound like dolt.
In this case, I suspect both the account executive and producer both held their tongues while their customer massacred his lines. They should have stepped up and respectfully recommended the client re-read those portions. In all likelihood, he would have done so graciously.
Being afraid to offend a client and risk a cancellation is no excuse for allowing his brand (and the station) to take a hit. The bigger risk is that your client discovers the trust he put in you to help bolster and grow his brand was misplaced. When that happens, he'll never darken your production studio again.
