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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.

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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.

64 responses about “A New Idea for Radio Advertising in the Internet Age”

  1. Topics about Music » A New Idea for Radio Advertising in the Internet Age said:

    […] 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 […]

  2. Topics about Music » A New Idea for BRadio/B Advertising in the Internet Age said:

    […] 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… […]

  3. Gerold Braun said:

    hmm, good idea but is it legally save? I could call and give anybodies e-mail adress.

  4. Bob Bly said:

    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.

  5. Topics about Music » A New Idea for bRadio/b Advertising in the Internet Age - bly.com b…/b said:

    […] 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 […]

  6. A New Idea for Radio Advertising in the Internet Age - bly.com … said:

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  7. Klassik-Online-Crossover aus Schilda | Werbeblogger - Weblog über Marketing, Werbung und PR » Blog Archiv » Klassik-Online-Crossover aus Schilda said:

    […] dessen eigentlicher Sinn & Nutzen keiner weiteren Erläuterung bedarf. Wie Robert Bly berichtet, schaltet Tony Robbins einen Radio-Werbespot, in dem die Zuhörerinnen und […]

  8. Note Taking Nerd #2 said:

    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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  9. Note Taking Nerd #2 said:

    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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  10. Bob Bly said:

    Nerd: I have read Dan O’Days materials and recommend him highly. He is perhaps the top guru teaching radio advertising today.

  11. Jeff Paul Scam said:

    I felt somewhat content after reading your post. I feel by doing internet marketing the right way then visitors can really get attracted and purchase online products.

  12. Ryan said:

    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.

  13. Klassik-Online-Crossover aus Schilda « World Blog said:

    […] dessen eigentlicher Sinn & Nutzen keiner weiteren Erläuterung bedarf. Wie Robert Bly berichtet, schaltet Tony Robbins einen Radio-Werbespot, in dem die Zuhörerinnen und […]

  14. Alistair said:

    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

  15. steve said:

    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.

  16. Bill Perry said:

    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.

  17. Alice said:

    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.

  18. ringenvy said:

    The concept was really nice but the execution was really poor . He should have been more careful !

  19. Tom Iron Beds said:

    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 !

  20. Mark@school grants said:

    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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    WARNING! Do not call and leave your e-mail with some business in order to receive their FREE _______________. I continue to hear these ads on the radio more and more. “Just call 1-800-XXX-XXXX and leave your e-mail address and we will send you our FREE ______________ just for calling. Ever wondered why they want you to call and leave your e-mail? Wouldn’t it be easier to just give out a catchy web address and have people do this over the internet? Sure it would, but they want to ESTABLISH a BUSINESS RELATIONSHIP (EBR) with you. And by you calling them and then leaving your e-mail they have captured TWO pieces of contact data, thus making your mistake twice as valuable to the mining company! By doing so they then sell “the shell company” to telemarketing firms so that the telemarketing firm can use your e-mail AND phone number (even when you are on the do not call list) to begin calling you and spamming you. It is ALL LEGAL as you established the business relationship when you called them and received their product. The Free _________ is pure crap, but the fact that a “transaction” occurred they have an EBR. This is called data mining and with the passage of the Do Not Call Registry, it was only a matter of time until they devised away around it. NEVER fall for this crap as it will take you years to get removed off the hundreds, if not thousands of marketing lists. Trust me if the product was SO GREAT it would not be FREE.

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