Describe an advertisement that you have seen or heard recently, and that motivated you to take the next step by going to a store or a website. How did the ad get your attention and motivate you?
I recently saw a TV commercial for a Quicken Loans Home Mortgage. As a first time homebuyer, I was very concerned about going with a mortgage company that offers exceptional customer service without any high-pressure sales tactics. The commercial showed a group of actual employees expressing how much they loved their jobs and how they enjoy helping find people financing for their homes. The commercial did a great job at expressing the corporate culture of Quick Loans and gave me confidence in their business model.
The single most important aspect of the commercial was the how employees seemed to be eager to offer good customer service. In this day and age, many customer service duties are outsourced to India and it’s hard to trust large financial institutions. Quicken obviously recognizes these concerns among American consumers and created an ad that played to them beautifully. The ad would make one think that the company is filled with happy telemarketers ready that enjoy their careers. Based on this image, I decided to go to the website fill out a form. Now I get to speak with these people on a daily basis, whether I want to or not.