One minute from now — or less — the only image you’ll be able to recall from this radio commercial is this dog.
What the heck does that guy & his dog have to do with what’s being advertised?
In case you missed it: The spot is, vaguely, about health care. The big message: The advertiser promises to deliver health care “with compassion and respect.” Big whoop.
The Call To Action is to go the radio station website and enter the advertiser’s “key word.” But guess what? The advertiser has its own website.
Which do you think is easier for the listener to remember and to be able to enter accurately?
“kost1035.com, keyword ‘lakeside'”
Why doesn’t the commercial send them directly to the advertiser’s website? Probably so the radio station can “track” responses, and the advertiser can see how many visitors were sent by the station. Of course, the number of visitors will be smaller than if the commercial gave the advertiser’s URL instead, but I guess that’s not important.
Actually, in this case isn’t important because very few people will go to either website as the result of hearing this spot. Why not? Because the listener isn’t given any reason to. The entire Call Action is to go to the website and enter the key word. And then what? Uh….They haven’t figured that out yet.
Surprise! Somebody Did Something Right.
The station’s URL is www.kost1035.com. But plenty of listeners will hear that as “www.coast1035.com.”
In a rare case of radio station Web intelligence, someone purchased the “misspelled” KOST URL. Doesn’t help this lousy commercial, but it’s nice to see that someone was smart enough to spend an extra few bucks a year to capture traffic that otherwise would be lost.