How not to succeed in a call to action
February 9, 2007 1 Comment
I was working out on an elliptical machine a few days back, and saw an ad the defied comprehension. DirecTV was advertising for new employees – they showed clips of lots of happy DirectTVites in their various roles, and then had a call for action to go to their website to apply for jobs.
OK, so far so good. Then the announcer, voicing over an array of screen shots, was explaining the 4-step series of menus on the website in order to find the spot where you apply! HELLLLOOOO! You’re running this 60-second ad, and then walking through a series of very particular mouse clicks to show people how to act?? Are you kidding me – someone is supposed to REMEMBER all that?
If you’re going to drive people to a website through some kind of promotional campaign, put a link directly on the home page! “We-re hiring! – did you see our ad on TV? Apply HERE!”
Perhaps the company should be renamed InDirectTV!