Hellooooo…this is Frank Walker from national tiles
Anyone who listens to the radio will recognise this ad. Before Frank even reaches the ‘o’ of his helloooo we know its him. Frank Walker is the managing director at National Tiles. Their ads are on nearly every radio station around the country. Over the years he has created a name for his business and himself through his radio advertising. To his credit, he has done a great job.
A lot of people I have spoken to can’t stand Frank’s ads . My opinion – not the most annoying or the worst radio ad.
So how has he done it? Despite being so annoying, how has he created a valuable brand? The answer is consistency. Every ad starts with his elongated helloooo. It’s him in every ad and he does it in the same style, regardless of the market or his audience. He has also built a great business and product offering to support the radio ads. His website is visually appealing and distribution network is wide.
His radio ads have become so famous that people have even created remixes with famous artists such as Eminem. Here’s my favourite below
This style of annoying marketing is done intentionally. Even though it leaves your audience feeling annoyed and disgruntled, it gets attention and its also memorable.
Many other companies have used this form of marketing. Some examples being Australian Medical Institute’s premature ejaculation ads and Harvey Norman’s weekly specials.