You probably recall those annoying commercials from a few years ago that went something like “HEAD ON!!! APPLY DIRECTLY TO YOUR FOREHEAD!!!” and repeated that statement until you had no choice by to drive immediately to the nearest drugstore, purchase said product and APPLY IT DIRECTLY TO YOUR FOREHEAD!
Yes, someone, somewhere, sometime said that you should repeat your product, company name and/or contact information three times in an advertisement on television or radio for it to stick. Can’t we be a little more creative with that “rule”?
On my way to grab a bite for lunch today, I was assaulted with cheery female voice excitedly telling me about “Menopause… Away… dot com. Menopause… Away… dot com. That’s Menopause… Away… dot com”. Now, I’m sure there was more to the commercial, but that’s all I remember, just like that, repeated 3 times in a row. (I know some of you are saying, ‘see? it worked! you remember it!”) Sure, I remember it, but even if I was a menopausal female, I’d be so annoyed by the commercial I’d do everything in my power to steer clear of it, even possibly blocking all internet traffic to the site from my home.
When will marketers learn that we’re not idiots nor sheep to be led to slaughter? Take internet advertising as a perfect companion to these annoying radio and television ads. Browsers now implement pop-up blockers to eradicate annoying ads, add-ons are available to block ads that flash, blink, play music automatically, etc. In the same vein, raise your hand if you know delay the start of watching a show on television by some amount of time so you can fast-forward the commercials on your DVR? <raises hand/>
I get it. Repetition is the key to memorization. I get it, you think you have a great product we should know about. Times, they have changed, my friend. Make a product worth talking about and let us evangelize it for you.
And, oh, don’t even get me started on this “trend” of “viral video” and commercializing social media. Social media is about being social, not as a medium for advertising. (I actually saw a ‘social media specialist’ say ‘If you know what’s good for you, you’ll follow [twitter account – if you really want it to grow go to themarketingheaven.com]’ – can’t I decide for myself Sir Arrogant of Arrogance-land?) If you can figure out how to make “social” media work, do so without annoying the every living daylights out of me. Please. And stop “producing” viral videos that are supposed to look “home-made”. There’s always a giveaway. Just tell us up front what message you’re sending and let us decide if we want to make it viral or not. That’s our job as consumers, ya know?
One reply on “Tantrum Tuesday – Radio Spam”
Entercomm Radio owns a couple radio stations here in KC – and I swear they contract one ad firm to do 99% of their on air adverts. It’s the same voice-over guy, and his technique is the same each and every time – repeat the phone number for the company 6 times in any given spot. Honestly the content of the advert is outweighed by the repetition of the phone number.
I can imagine a lot of consumers will eventually interpret this behavior of “content padding” as merely a method of masking the fact that the advertisers have nothing of merit or value to say.