Finally, I have home Wi-Fi and I’m eagerly catching up on the UK radio soundscape.
A particular commercial last week caught my attention. It started off nicely with a sweet, although very short hook, went into who they are and what they do, and what they have on offer at the moment, mentioned a phone number for somewhere in the Midlands, 476 347 or something, said their business name and closed with the tag line.
You’ve just read about as many words as there are in an average 30 second audio commercial. Without looking, can you remember what that phone number was?
Unless you have ninja memory skills, I bet it slipped out of your mind almost straight away.
Some people treat their audio commercials like print, but it's linear. The listener can’t rewind or re-read it.
What’s the first thing you do when someone offers their number? You reach for your pen, mobile, lipstick, some way to note it down to pull out later when you need it.
There’s no time for that with an audio spot. And listeners can’t pre-prepare because they won’t know it’s coming until they’ve heard your ad a few times. That’s a lot of lost opportunity for ROI.
Which leads me to businesses that do use phone numbers effectively. Mostly it’s taxi firms and pizza delivery places – you know, those ads that repeat the number. Over and over. Usually in a song (because melody aids recall, but that’s a subject for another post). Although even these guys are gradually moving over to apps and websites.
Of course, you always need to consider your target market. In this post, I’m talking about the majority of the consuming population.
Older generations like the early baby boomers and upwards are more used to getting phone numbers from audio (radio) ads. Maybe then, your number could be the best point of contact, but think about it on a case-by-case basis.
If you’re not sure, try calling your friendly marcoms expert. She's probably more than happy to help you make an informed decision. Do you remember her number?
Just in time for Valentine's Day, I checked out the new beardy dating app, Bristlr. Published here.
I’ve been led to the pleasant revelation that I’m a cougar.
It’s fair to say the resurgence of facial hair is largely a product of the hipster movement. Therefore you’ll find quite a lot of hipsters on Bristlr: the dating app (and site) for men with beards, and the people who want to stroke them.
I like hipster guys. I like creative men who dress with panache. It also turns out that I utterly adore their coiffed, combed, conditioned, trimmed, twirled, preened, stroked and styled facial hair.
As one Bristlr lady’s profile states, “I don’t want a beard that exists because you’re too lazy to shave. You need to want that beard, work that beard, EARN that beard”. Well in, you lovely hipster lads!
Since most hipsters are under 35, my lovely discovery was prompted by there being no age filter. You can filter by distance though, and gender: men (‘Beards only!’), women (‘No beards thanks’) and either (‘I don’t mind’).
There are beards for everybody on Bristlr: younger, older; mostly straight, some gay and bi; from 5 o’clock stubble to ZZ Top commitment, sparse hair manicured to unsettling perfection and bushy bombs that hide almost entire faces; English, European, Middle Eastern, Australian. It’s beards without borders and plenty of women have signed up for the ride.
There are still some pretty big bugs. My first few attempts to join apparently didn’t work yet I ended up with 3 profiles. I also haven’t been able to log in via the app for four days. Once you enter your age it can’t be un-entered, but you can change it (shhh, I’m not really 88).
But the developer John Kershaw makes no promises. Bristlr is a bit of fun and it’s worth checking out for the error message alone.
If you’re a facial hair fan, you can’t go wrong. Bristlr’s free to download, search, show interest and message others. Plus for a teeny £2.40 you get to see which hot, young, hipster studs have viewed your profile.
And guys... You might like being with a lady who’s made mix tapes for real. Just saying.