Magazine article Marketing

Radiowatch: Maureen 118 212 - 'Who's This Maureen?'

Magazine article Marketing

Radiowatch: Maureen 118 212 - 'Who's This Maureen?'

Article excerpt

In the old days it was simple - if you needed a phone number, just pressing the buttons 1, 9 and 2 on your phone would get you through to someone who could provide it. Now, deregulation and the consequent explosion of services mean that you need directory enquiries just to find out the number of directory enquiries.

According to 118 Tracker - an organisation that helps the public navigate its way through the maze of options - there are now more than 130 numbers that we can choose from in the UK to make domestic number enquiries.

The premise of Maureen is simple - with so many similar numbers, a point of distinction is crucial. Creating a number with a personality enables consumers to build an emotional connection with it and communications become more powerful. At the end of the personality-building process the business can enjoy benefits ranging from preference over the competition to simple memorability.

Radio is the obvious choice to deliver emotional connection in a market where simple repetition of a number means consumers are more likely to recall it. …

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