#250 Working on Ways to Overcome Obstacles in Maximizing Direct Response Spot Success. It is no secret that a significant percentage of talk radio advertising consists of direct response advertising and the results are tallied by the sponsors – making it even more imperative that the spots get measurable action. Considering the fact that much of the listening is done while driving, it makes it even more of a challenge to get people to make the leap from hearing an 800 phone number and actually placing the call while the thought is top of mind.
The firm #250 – America’s Mobile Speed Dial has been making progress in simplifying this process for talk shows, stations and networks across the nation by creating simple word prompted codes and phrases designed to simplify the act of calling while behind the wheel.
Now they have taken it one step further addressing another problem. #250 chief marketing officer Dave Robinett tells TALKERS, “Accomplishing the task of making your advertiser’s phone ring is tough enough. But there are many points of ‘breakage’ after that. Phone reps can be poorly trained or rude. Client phone systems or call centers might have technical issues. Long hold times might encourage abandonment.
The #250 platform recently solved a major-yet-unrealized problem for a Premiere Networks advertiser. A timeshare exit company’s ad was working well – so well that when the spot ran and calls came pouring in, they exceeded the 15 available call center agents. The ‘overflow’ callers then got a busy signal.
Since these callers came in via dialing #250, for the first time ever, this advertiser has visibility to how many calls they were blocking. It was also revealed that only one in 15 of these blocked callers bothered to attempt to call the advertiser later that day or next day.
This was clearly significant lost revenue – that the advertiser never knew they were missing – since they never before had visibility to calls they never received!” Robinett continues, “But #250 was able to implement a call saver feature to detect the busy signal, take back the call, and prompt the caller to leave their name and number for a callback. This voice message was set up to be emailed immediately to a designated sales manager back at the advertiser.
The advertiser was extremely pleased with the proactive discovery of a way to increase revenue by the Premiere sales executive, John Buckley. Loyalty established. Media spend secured.” Dave Robinett will be one of 55 industry leaders speaking at the forthcoming convention Talkers 2019: Telling the Story in NYC on Friday, June 7. He can be reached at 816-559-0620.