I'm a developer and computer person, new to radio advertising sales. I spend my days in front of computers, servers, screens. I listen to the radio constantly. In fact, listening to the radio is how I came up with the idea for my new company: RingWord Inc.
As you know, not all radio ads are created equal; some are great, some are so painfully awful that you want to shove pencils in your ears to relieve the pain. After seeing multiple audiologists, they suggested I stop listening to the radio, mute the commercials, or change the station. I have a callous now from hitting mute, but at least I have my hearing. I read the blogs on the radio's site pages and I'm not the only listener unhappy with this. Many say they can't take it anymore, change stations or give up on radio entirely. That can't be good for business.
When I don't hit mute quickly enough, I hear ads repeat their phone number 3 times per: 30 spot. (Radio lingo, I'm learning.) Sometimes they repeat the phone number quickly, sometimes slowly, sometimes they sing them to me, and that's when I get the pencils out.
Of course there are times when I actually want to take advantage of what they are selling. What was that phone number again? 800-555-???4 They said it so fast. I'll search the stations web site for the advertiser. I'm on their page, after all, should be easy. Nothing. Search Google: page 1 of 1407. Forget it. I'll wait until they play it again. They do, they don't, I miss it, more singing, get out the pencils.
It seemed like a problem worth solving. I discussed the issue with a friend, another developer and we started RingWord: a way to advertise a phone number that people would remember. We built a search engine that links a Ring "word" to a company's phone number(s), current ad, web sites, videos etc.
In a nutshell, if you sell flowers, instead of advertising your phone number, why not advertise the word "flowers," "LAflowers," "TomsFlowers," or "ChicagoFlowers." People get that immediately, because they are looking for "flowers," they heard a flower ad on the radio, and they are in LA, or Chicago. It's a simple mnemonic device that works.
We know it works because a.) it makes sense b.) it's easy c.) its exactly the same as a domain name, only instead of remembering IP# 64.233.160.0 you remember "Google," instead of 408-357-4069, you remember "Tom." Simple.
Our problem is reaching Radio sales people. I'm new to this world. Do you think I've pushed the pencils too far? Is this concept too new, too different from what radio sales people would consider?
* Can you offer some advice or feedback how to reach people in your business?
* Do you decide on the content or is that left to the company advertising?
* Do you hire advertising agencies to create the ads or do the companies that buy time from you do that?
* What would you do to reach you?
Any suggestions or comments are greatly appreciated. Thank you.
Tom
Thanks a lot, Dorothy. That really helps.
Don't have a jingle, but we'll see what we can come up with. I recently read in the forum here about 5 second spots and how effective they can be. It's intriguing to me as a newbie. I didn't know they existed. I have much to learn and really appreciate your advice. Tom
