NONE: Re: ONLINE-ADS>> Do offline URLs drive traffic?
Re: ONLINE-ADS>> Do offline URLs drive traffic?
Shepherd, Brian (Brian.Shepherd_at_fmr.com)
Thu, 30 Jul 1998 17:06:43 -0500 (CDT)
Bill wrote:
>It appears that the discussion thus far has focused on URLs in print. Do
>people have feedback / experience with URLs in other mediums, radio ads,
>public transport, or in direct mail? The actions of the city guides
>(sidewalk, citysearch) certainly indicate a belief in off-line advertising,
>especially public transportation.
I'm one of the many people that listen to talk radio in the morning.
Occasionally, I listen to Howard Stern. I've noticed that I'm hearing more
and more advertising from websites like Amazon.com, CDNow.com and a travel
that allows you to bid for tickets. I'll also noticed that companies are
saying their web URLs more. I would bet anything that these are very
successful campaigns at least on the Stern show. Here's why:
1. Howard Stern often reads the commercials instead of having some deep
dark voiced announcer reading a script. This is effective because whenever
you hear Howard's voice, you listen because obviously you're at the station
to hear him. It is actually most likely designed to trick the listener into
thinking they are going to hear a schtick from Howard. It takes a few
minutes because he actually makes it sound like the next subject he is going
to talk about.
2. Howard Stern is more web savvy than the average person. He often uses
the web live on the air to check out sites he's heard about. I know People
Magazine's traffic skyrocketed when they had an online poll for the Most
Beautiful People in the World and Howard was pushing for this guy "Hank the
angry dwarf". Howard's influence was so powerful, that this angry dwarf guy
actually accumulated the most votes! Yes, more than Leonardo, George
Clooney, Cameron Diaz. In fact, it wasn't even close. Bottom line - his
audience responds and online is no exception!
3. The Stern show is during the morning driving hours. If you're like me,
you come into work, check your email and maybe visit a site or two. The
first 15-20 minutes are the time I'm most likely to visit an entertainment
site. I work in the business, and it's my job to surf the web, but this is
the time I would be open to checking out a site to book a honeymoon or buy a
book. The wrong time for me would be when I'm at home sitting in front of
the TV for the night. My next move isn't to the computer, but to bed. You
would have to have delivered me a VERY powerful message for me to remember
your URL from the previous night.
Brian Shepherd
Account Supervisor
Fidelity Investment - Interactive Services Group
brian.shepherd_at_fmr.com
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