Personalised advertising in a Las Vegas taxi
Posted on Thursday, April 19th, 2012 at 7:27 am. #
I’ve lost count of the amount of people I’ve told this story to: including the audience at my panel at the NAB Show. So here it is again, just for you, dear blog reader.
I jumped into a taxi outside the FedEx Office store in Las Vegas, to run some errands – to go to a shopping mall via the LVCC. And, as we moved away, a softly-spoken voice issued from the speakers above my head.
“Hi, I’m Steve Wynn. You know – further up the strip, you’ll find two hotels I own; and if you don’t mind, I’d like to tell you about them.”
And so, in a very understated way, this quietly-spoken voice told me that I could go and watch Garth Brooks play some country music; that they have a bunch of restaurants, some which change decoration from day to night, and a lot of other information, accompanied by a slide show on a monitor and a more interactive guide should I want to stop the languid-sounding Steve Wynn from giving me the soft sell.
The audio production was very well done: it sounded as if Wynn was just telling us about his properties from the top of his head – at no stage did it sound as if anything was scripted. In a city where everything is frenetic and loud, the calm way he told me about his hotel was a relief.
We stopped at the LVCC – the Las Vegas Conference Centre. I got out, asked the taxi driver to hang about for a little bit, and then, a few minutes later, got back in. The Steve Wynn system obviously thought I was a new customer.
“Hi, I’m Steve Wynn”, said the voice from the speakers above your head. Here we go again, I thought. And was then taken aback.
“I hope you’ve had a great day at the Conference Centre”, Steve amiably told me. “I hope you had some good meetings and did some great business. Well, now it’s time to relax. So, let me tell you a little more about the hotels I own here in Las Vegas, in case you haven’t decided quite where you want to go later.”
Audio advertising like this – “radio advertising”, most people call it – is already amazingly effective. But the relevancy of this simple message took my breath away.
So simple – and yet, so powerful.
I wonder how we can do this with radio?