For 4 years, g8wave forged a strong partnership with GMG radio, providing their 2.6 million weekly listeners with a fully-convergent, cross-platform Dating solution.

Operating over the Real & Smooth brands broadcasting throughout the UK, g8wave have engineered and grown an expansive database of singletons by implementing a simple yet effective IVR, online and mobile dating proposition; perfectly in-tune with Real & Smooth’s own distinct listener demographic.

The “sound” and “voice” of the audiotext service
g8wave’s voice platform allows for full customization of the entire pre-recorded set of scripts on a client-by-client basis. This includes everything the caller hears when they interact with the service -introduction, menu selections, instructions etc. All GMG recordings are executed by a recognizable, professional voice from the GMG radio production stable. Furthermore, we implement subtle scripting variations for the various radio environments (Real vs. Smooth etc.) to specifically appeal to the differing demographic of the listenership.

On-air promotional adverts follow the same model, whereby ad copy is tailored for each of the specific and distinct groups. All references highlight the specific brand and are amplified by the inclusion of local marketing cues.

Innovation through SMS

Building on the success of the on-air, IVR and online Dating platform, in 2006 g8wave radically changed the way that dating services were marketed to GMG listeners, utilising their extensive experience in mobile text.

The traditional approach to direct marketing of the dating service has been to push listeners to a freephone number for registration to the service. The number, being many digits long and difficult to remember, is repeated several times, taking up valuable time . Another drawback to this approach is that many listeners may not necessarily be in a position to follow through on the registration process at that point in time. Registration takes concentration, privacy and quiet, and the ability to make numerous keypad presses.

Using the advantage of mobile short-codes to give the listener an easier and better option, GMG now promotes a five-digit shortcode to which listeners can text a simple and memorable trigger word, in order to receive further information.

The benefits to this approach are substantial:

• Provides an easy/instantaneous point of entry
  
• Easy to remember keyword and shortcode
  
• “Bounceback” message is sent within seconds of texting. Yet information can be viewed at any time and at the listener’s convenience.
  
• Text further promotes the benefits of joining, along with a freephone number to call
  
• Text message reinforces the radio station’s relationship with listener
  
• URL of the Partners online dating site also promoted within text
  

At the same time, GMG gains the following benefits:

• Builds a database of listeners’ mobile telephone numbers for further marketing possibilities
  
• Opportunity to call potential members directly
  
• Opportunity to promote other services/promotions across all of GMG’s media platforms using the bounceback message
  
• Follow-up marketing increases the conversion rate
  
• Solves the problem of how to maximise the promotion of ALL the various services within a short on-air advert by using text to extend the message
  

Another advantage of the text approach is that a tremendous amount of data can be gleaned. Not only do we track how many people request the additional info by text, and how many of them convert, but we also report on precisely what TIME they responded, thus giving us a great tool for fine-tuning the ad schedules and copy.

Using g8wave's knowledge and experience in both the Dating and mobile environments, GMG have benefited from not only substantial and consistent revenues year on year but have built a recognisable affinity with their listeners to create a strong, trusted Dating model.

Here’s what some of GMG’s listeners thought about the Dating service.

“We have been together for 3 months now and it is as though we have been together for much longer. Both of us have commented to each other how dubious we were about using your Smooth Soulmates service at first but now we have found each other we are so much happier than we were. For us, it was that same old story...no this won't work for me...I'm not going to give it a go...but for all those who are thinking as we once thought, do...definitely give it a go...because it really does work and the two of us would not look back now."

Smooth Soulmates helped us to find that right person so we both wish anyone else using this service all the very best.” – Mark and Ann.

 

Contact us for more details on what g8wave can do for you.

Or text: g8wave (space) your name / company to 81800 and we'll contact you!

 

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