When you are working for your client, your goal is to make good decisions on their behalf. Some clients are more hands on than others, and they may play a role in each and every decision. Some are not, and it is then that you have to make sure that you are looking at all angles for them.
I have an agency that I work with that sent me a script for a commercial that they wanted recorded for their client. It was cute, it was catchy and he believed that it would assist in getting prospects to pick up the phone or click on the clients website to use their services. As I was reviewing the script, I had thought the same. It was going to be an effective radio commercial
As I finished reviewing, I received another email from him. He asked that we not use the copy and he was going to send me something else. His concern – that is might be inappropriate in light of all the activity that occurred in Boston last week. Was he right? Perhaps. The script did refer to some possible crime issues that the police would not be able to help with. Of course, it was to reel in the listener to the actual client pitch, not about real crime issues or that police officers did not have the ability to protect the citizen’s of our city. But he did have a point, that it could possibly disturb people so close to last week’s tragic events. A small possibility, but it existed. So he made the decision to pull it.
He can always run this copy again, perhaps next year. The commercial we are cutting now will also help drive more business to this client. But by taking a second look and reviewing possible reactions, he closed a door to any misconceptions that the client had no intention of making and would not want to address. He had the client’s best interests in mind and made a good decision.
It’s great to work with people who will go that extra step for their clients. Do you have any experience with an untimely commercial or promotional event?