How to gauge the success of radio or TV ads?
This is a question that has haunted many an advertiser.
According to BusinessWire, 1-800 numbers have been a primary means for keeping track of responses to these kinds of advertisements. By setting up a 1-800 number unique to a particular ad, the marketer can easily know who is responding directly to the ad by tracking who calls the number.
Texting offers a new and more efficient way and is changing radio and TV ads.
Free Ice Cream!
Our shortcode here at Mobile Text Alerts is 48421. If you represent a company that sells ice cream you might set up a text alerts account and create a group with the keyword “icecream.”
If you run a radio ad, you could then include a message along the lines of, “Text icecream to 48421 and receive your first cone free!” at the end of your advertisement. Anyone who follows the instructions by texting in your keyword will be added to your group, and this can help you keep track of the success of your ad!
25% Off Store Purchase!
If your store is running a sale and puts out a TV ad to let people know about the sale, you could set up a keyword “discount.” Insert the message “Text discount to 48421 to receive a 25% off coupon on your visit!”
Run your ad and watch the responses flood in!
Turn Your Keyword into a Jingle!
Jingles are extremely popular among radio and TV ads. You can try increasing the likelihood of people responding to your ad by turning the keyword and shortcode number into a jingle!
It's easy to imagine a radio jingle: “Text F-R-E-E to 48421!”
Is It Effective?
Is texting changing radio and TV ads?
The BusinessWire article goes as far as to say that “people are as much as 4 times more likely to respond to a radio ad via text than call an 800 number.”
It doesn't seem a huge logical leap to conclude that people are more likely to text than call in response to an ad. We live in a day and age of smartphones and digital communication, and this seems a natural next step in radio and TV advertising.