Don’t let the warm glow of a great first impression fade.[/caption] Congratulations: You’ve done it! You’ve hooked your intended audience. Whether it was a poster, a point-of-sale connection, a commercial, or email: Your approach was engaging, and they actually liked it. Success! Now what? After making a great impression, you have a very short window of time to follow up and leverage the good feelings associated with your impactful campaign. You want to convert a soft glow into a more lasting and meaningful connection. Remember: The smallest goal is usually to convert those warm fuzzies into a direct sale. Primarily, the objective should always be a focus on the longer-term relationship, on a personal level — and public consensus of the brand on a larger scale. When you’re creating your campaign, you should always think about what happens in the moments, days, and weeks right after your content and creative lands the way you’re planning — aside from adding your necessary call to action and contact info, then hoping for the best.
Here Are Some Examples of Solid Follow-Up
- If you sent an email, and they opened it up and/or clicked.
- If you made an impression in person, such as a luncheon or trade show.
- If you have a television or radio commercial running.