I just heard a radio spot for Tony Robbins offering an interesting twist on using the web for fulfillment.
Instead of sending the listener to a URL on the web, the commercial tells you to call toll-free 800-503-3980 and leave your e-mail address on the voice mail.
They promise to send an e-mail to your address with a link to where you can get a free success system online.
I’m not sure this is better than just giving the URL directly in the radio spot, although the reasoning is that it’s easier for a driver to call the 800 # on his cell phone while in the car. It also captures the e-mail address.
Unfortunately, when I called the 800 number, I got a message saying the voice mail box was full — and I could not leave my e-mail address with them.
So you could say the radio spot was so effective it overloaded the voice mail system with calls. Or, the advertiser planned poorly, did not arrange sufficient inbound phone lines, and therefore poured an unknown amount of radio ad dollars down the drain.