TALENT MONITOR

I need to come back on the blog entry about Afas Software.


This morning in the newspaper was a small interview with the general manager of Afas Software.

Apparently I wasn’t the only one who found the radio spot irritating.


The manager tried to explain with a lot of well-meant arguments that in the world of marketing it is extremely difficult to do well for everybody.

I couldn’t agree more.

But then he explained the purpose of the radio spot and how Afas dealt with the criticism.


First, Afas tried to reach an as broad as possible audience (radio is a well chosen medium in that case).

But if you want to reach a lot of people, minimize the number of people you irritate.

Second, Afas was surprised but also satisfied with the number of (negative) reactions because it delivered a serious boost on their website.


The question I would ask myself in such a case: do these extra hits deliver extra customers?

Probably not because it is negative attention you draw.

That was something the manager wisely kept silent about.


In the meantime Afas has chosen to change its ‘strategy’: the slang and the irritating voice have been exchanged for something more smooth and pleasant.

Probably because of the bad results of the previous campaign?

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