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| Communication Wins has been working with SMEs in a Sales and Marketing role for some years and during that time explored various delivery vehicles for advertising. Speaking with radio creatives and marketers the common point raised was the call to action and there were many contradictions. We were advised to use telephone numbers and repeat them. Don’t use telephone numbers use a web address. Some said don’t use either as it’s a waste of promotion time when people can’t write them down. |
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| Our conclusion was that brand promotion is the aim and if done creatively the ad will be sharp, snappy and very effective so we carried out research on the relationship between brand awareness and those visiting the brand. We discovered that almost 30% of directory users called an alternative supplier meaning on nearly 1 in 3 occasions our ad would be ineffective and we would be missing out on prospects because telephone numbers and even some web addresses are at best difficult and at worst impossible to note down, for example, whilst driving. Why would we want our commitment to profit our competitors? Given that most people can remember seven numbers for only ten seconds we aimed for improvement. |
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To subjugate this we developed the website www.2findus.net where advertisers are assigned a short code, memorable word or phrase referred to as an ‘anchor’ and delivered on radio as “simply remember MECHANIC 2findus.net”. |
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| We built 2findus as an exclusive platform with no competitor listing or indeed the means to search for them. Clients have their commercial replayed along with images, description, maps and tools to measure response. They can update their listing content at any time so if they have something new to say they can. And finally, we will be incorporating the codes into an interactive voice response directory assistance next year. |
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| 2findus will elevate your own delivery vehicle above your competitors, not only in radio but print too. In speaking with the public we concluded that local radio personalities are viewed as friends, local heroes even, who are a trusted source of information. Using 2findus as an integral part of your advertising programme and your personalities to link listeners to the service used by your advertisers further enhances its simplicity as prospects simply remember the anchor. Drive-time retention increases exponentially and clients will love you even more for accelerating their success. |
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Multiple same slot advertisers using codes such as; TAXI, TAKEOUT, 241 or just their business initials; JBL, can be safely noted and accurately recalled for weeks after airing the advertisement. Talk to us about the special rates and exclusivity available to stations who integrate 2findus fully with their programme. |
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2findus.net is a laser accurate means of prospects reaching your local and regional clients adding value to the creative service you provide. If increased local or regional sales is your target right now, talk to us. You’ll engage more clients with your station by ensuring they receive quick returns. |
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| So, if you see a client who’s only call to action is a telephone number introduce them to 2findus.net and if you want maximum retention of multiple ads in the same slot and customer service second to none, introduce them all. |
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| Put our ideas to work today because now is the best time. In a downturn your clients need accurate, rapid response and together we will deliver. Email your country help desk today. |
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