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OPERATING SINCE2006LETTERBOX COVERAGESYDNEYDIGITAL SERVICEAU + NZENQUIRY REVIEWSENIOR TEAMCALL TRACKING PLATFORMISO 27001 CERTIFIED
GibsonLetterbox · Call Tracking · Revenue Recovery · Sydney since 2006
← Back to the articleWork backwards from when the customer is likely to need the service. Illustrative planning sequence. The campaign needs someone ready to answer and follow through. Review the campaign conditions before deciding what to change.
Time the campaign: visual guide
The article's illustrations together, with a link back to each explanation.
Start with the buying window
Gibson.Campaign timing
Work back from the buying windowWhen is the service needed?Use that need to plan the lead-up.
- Introduce the serviceMake the business and its offer familiar.
- Give a useful reasonExplain the problem, the service and relevant proof.
- Remind at the right timeHelp people act when the need becomes relevant.
Give each contact a purpose in the lead-up.
Prepare the response before distribution
Gibson.Before launch
Make it easy to take the next step- Reconnect appropriatelyUse gentle, relevant reminders where contact is permitted.
- Be ready to answerAssign someone to calls, forms and replies.
- Keep the contextRecord the source, area, need and next step.
A response needs an owner and a clear next action.
Review a quiet campaign before buying another round
Gibson.Campaign review
Find the gap before the next round- Timing
- Was the need relevant when the campaign arrived?
- Message
- Could the reader quickly understand the offer?
- Channels
- Did ads and print support the same message?
- Response
- Could people reach someone ready to help?
- Outcome
- What happened after the enquiry?
Choose a change you can check in the next campaign.
Blind Marketing is Gibson's approach to one question: you paid for the call, did it become a job? It is in development as a managed service. Call tracking, which it builds on, is available now.
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