A New Idea for Radio Advertising in the Internet Age
February 18th, 2009 by Bob Bly
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.
This entry was posted on Wednesday, February 18th, 2009 at 7:43 am and is filed under Advertising. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.
February 18th, 2009 at 8:03 am
[…] bly.com blog added an interesting post on A New Idea for Radio Advertising in the Internet AgeHere’s a small excerptI 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 […]
February 18th, 2009 at 8:34 am
[…] Mobiletribe put an intriguing blog post on A New Idea for BRadio/B Advertising in the Internet AgeHere’s a quick excerptI just heard a Bradio/B spot for Tony Robbins offering an interesting twist on using the web for fulfillment. Instead of sending the listener to a… […]
February 18th, 2009 at 9:25 am
hmm, good idea but is it legally save? I could call and give anybodies e-mail adress.
February 18th, 2009 at 9:59 am
Gerold: it is legal, but it is in essence a single opt-in, and therefore, as you note, could result in individuals getting e-mail marketing messages they did not ask for and do not want.
February 18th, 2009 at 12:29 pm
[…] Bob Bly placed an interesting blog post on A New Idea for bRadio/b Advertising in the Internet Age – bly.com b…/bHere’s a brief overviewI’m not sure this is better than just giving the URL directly in the bradio/b 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. b…/b […]
February 18th, 2009 at 3:53 pm
[…] Read more: A New Idea for Radio Adverti… […]
February 19th, 2009 at 10:31 am
[…] dessen eigentlicher Sinn & Nutzen keiner weiteren Erläuterung bedarf. Wie Robert Bly berichtet, schaltet Tony Robbins einen Radio-Werbespot, in dem die Zuhörerinnen und […]
February 19th, 2009 at 12:47 pm
It seems to me Tony’ll end up getting a bunch of lookie loo’s rather than buyers with this style.
I wonder how fast he gets you into the buying funnel after you get an email.
For as long as I remember his online promo’s sucked. His golden years of marketing were when Jay Abraham was doing direct mail for him.
Now that he’s working with Frank Kern we might see his amazing products be put in the shining light they deserve to be in.
I’m going to his site now to opt in to see what Kern and Robbins have cooked up.
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February 19th, 2009 at 1:01 pm
Just went to Tony’s Site. No transformation yet. It’s still a piece of coal waiting to be buffed into a diamond.
I did want to come back to mention to anyone interested in putting together kick ass radio advertising… look up a man named Dan O’ Day.
Clayton Makepeace interview this expert in his Roadhouse Rant series and he wowed me.
Google the man if radio is a media you’re looking to exploit.
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February 19th, 2009 at 2:59 pm
Nerd: I have read Dan O’Days materials and recommend him highly. He is perhaps the top guru teaching radio advertising today.
February 22nd, 2009 at 11:46 pm
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February 23rd, 2009 at 1:17 pm
I would classify it as double opt-in. After all, you dial the number, then leave you email address. You make two choices here: one is to call and then to leave your email address. It’s kind of like charging a small fee to ward off the lookie-loo’s except you are asking people to do something to get to the next step. A lot of lazy people wouldn’t even bother and some who get past the first step wouldn’t give out their email address. (I can see how this part can be abused though) It seems like this is a funnel to get people who can be easily led.
February 23rd, 2009 at 3:50 pm
[…] dessen eigentlicher Sinn & Nutzen keiner weiteren Erläuterung bedarf. Wie Robert Bly berichtet, schaltet Tony Robbins einen Radio-Werbespot, in dem die Zuhörerinnen und […]
February 26th, 2009 at 9:30 pm
Two things stand out to me about this method …
1) There’s a chance that the email address will be hard to understand when left as a voice mail.
“Yeah hi, I wanna get that uh … link thing … um, sent to my address. It’s Catherine Tracy O’Laughlan AT (muffled) DOT com. Thanks bye” So … how do you spell ANY of those names correctly if the caller doesn’t spell them out for you?
2) It’s a bit, well, un-digital. I mean it makes sense to go to a website to get something to download. It seems a bit archaic and amateurish to call a phone number.
But hey, if the toll-free number’s more memorable than the URL, I guess there’s merit.
NOTE – it’s illegal to use a phone whilst driving here in Australia – so the convenience & immediacy of calling a phone number doesn’t enter my thinking
February 27th, 2009 at 2:51 pm
Now this is what I call good thinking but poor execution . I really liked the whole concept of calling up a number and dropping your email address on it.
March 13th, 2009 at 2:26 am
Joel Comm started a thing now where you just send a text message to a number and it starts you on an autoresponder sequence over SMS/Text.
It’s double opt-in and all that, so time will tell if it’s going to work well or not.
March 13th, 2009 at 7:11 pm
I’m always very annoyed when an ad repeats a phone number sometimes three or four times — it’s overkill for those at home next to a pad and pencil, and it’s useless for those who are driving, since they can’t write it down and it’s illegal for them to use a cell phone when driving (at least where I live). I always think — what do you want me to DO with this information? By the time I can call legally, I’ve forgotten the number.
I think a well-named URL is much easier to remember.
March 18th, 2009 at 10:46 am
The concept was really nice but the execution was really poor . He should have been more careful !
April 5th, 2009 at 1:33 am
I like the whole idea of calling up a voice mail box and dropping your email there . But well one should also think about the consequences that could influence the whole thing !
March 7th, 2010 at 1:46 am
I would also combine radio advertising with online video advertising as it helps reinforce the ideas you send out through radio in a more visual way. Combine the two media (radio + online video) for full effect
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In the Internet age, radio advertising can still be highly effective when paired with innovative strategies that leverage digital platforms and consumer behavior. Here’s a new idea for radio advertising in the Internet age:
Interactive Radio Ads with QR Codes
– Dynamic Engagement: Incorporate QR codes into radio ads, prompting listeners to scan them with their smartphones for instant access to additional content or exclusive offers.
– Multimedia Experience: QR codes can lead listeners to landing pages, videos, social media profiles, or interactive experiences related to the ad, enhancing engagement and providing a more immersive brand experience.
– Measurable Results: Track QR code scans and engagement metrics to measure the effectiveness of radio advertising campaigns in driving online interactions and conversions.
– Cross-Channel Integration: Integrate radio ads with digital marketing efforts by promoting QR code scans on social media, email campaigns, and other online channels, creating a seamless cross-channel experience for consumers.
Example Scenario:
Imagine a car dealership running a radio ad promoting a special sales event. At the end of the ad, the announcer encourages listeners to scan a QR code with their smartphones for a chance to win a free test drive or access exclusive discounts.
Upon scanning the QR code, listeners are directed to a landing page where they can enter their contact information to claim the offer. They also have the option to watch a video showcasing the featured vehicles, download a digital brochure, or schedule a test drive appointment directly from their mobile device.
The dealership can track the number of QR code scans, website visits, and conversions generated from the radio ad campaign, allowing them to assess its impact and ROI effectively.
Benefits of Interactive Radio Ads with QR Codes:
1. Enhanced Engagement: By providing additional content or offers via QR codes, radio ads become more interactive and engaging, capturing the audience’s attention and driving action.
2. Measurable Results: QR code scans and online interactions provide valuable data for measuring the effectiveness of radio advertising campaigns and optimizing future strategies.
3. Cross-Channel Synergy: Integrating radio ads with digital platforms creates a cohesive brand experience across channels, maximizing reach and engagement with target audiences.
4. Innovative Brand Image: Leveraging QR codes in radio ads demonstrates a forward-thinking approach to advertising, positioning brands as tech-savvy and customer-focused in the digital age.
Conclusion:
Interactive radio ads with QR codes offer a creative and effective way to modernize radio advertising in the Internet age. By combining the reach and impact of radio with the interactivity and measurability of digital marketing, brands can create engaging campaigns that resonate with audiences and drive tangible results.
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