The importance of maintaining the journey: how the Autism Trust started strong but lost me on the way

Autism_poster
what a wonderful opening gambit.  saw the above poster yesterday in Stockwell.  no brand, no logo, just a message to Gordon Brown on a very public space…  very disruptive and very timely.  so far so brilliant.

so you call the number and you get a voicemail saying "hi this is Polly.  sorry I'm not around to take your call…"  here's where it starts to go wrong.  Pollie shouldn't be expecting me to call.  she should be expecting Gordon to call.  the message should be for him.  opportunity missed to keep the consistency of the consumer journey.

anyhoo you can leave a message or visit a website; theautismtrust.co.uk, where you're greeted with the following screen…

Autism_website

the opening screen asks if I want to see more support for individuals with autism and their families?  well, no.  I'm following a trail of breadcrumbs left for the prime minister.  I'd be more than happy to invest time in learning more, but not when I don't know why I'm on a site for an autism charity.  opportunity #2 missed.

such a shame.  what should have been a brilliant bit of cause-related marketing is reduced to no more than a stunt.  a fraction more investment in the welcome page, combined with a whole lot more strategic join-up, could have created a consumer journey with more impetus than a, well, thing with lots of impetus.  instead, I fear lots of interested people are right now just getting lost on the way.

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