08/08/2017
I heard a great radio ad yesterday…a compelling new idea that caught my interest. I marveled at the cleverness of the new idea and thought to myself: this is something I’d like to learn more about. So I leaned into the radio to capture the name of the advertiser just as the ad ended abruptly with something that sounded like: “Go to schmfvijhumf.com.”
Wow…I thought. That 30-second ad worked perfectly at gaining my attention and increasing interest for 25 seconds and then threw itself under a bus in the last 5. A waste of $40 – 100 every single time it runs. And if I knew whose ad I’d just heard, I would have loved to help them get success with a jingle…because with their domain name sung clearly instead of spoken, the listener would not only hear the name, but also subconsciously begin to memorize it. That’s what the human brain does with short musical soundbytes.
p.s. I was so bummed-out at the ineptitude of the advertiser that I’ve also forgotten what the entire ad was about. But it was pretty clever.
