If you live near Boston or Charlotte and you own a radio, there was a pretty good chance that you've heard a commercial for Dragon in the last couple months. That's because we have been experimenting with radio advertising for Dragon in those markets. It's been pretty successful so far and we are expanding the campaign into Dallas and Northern California this month.
How do we know it's working well? For a consumer campaign like this one, we look at the sales of Dragon through retail channels in the markets where we are running radio commercials compared to other parts of the country. That provides us with a pretty interesting view of the performance of the campaigns. But the most interesting results are much more difficult to measure. For example, just before Christmas, the son of our head of e-commerce came home and told his dad that the kids at lunch were all talking about asking their parents to buy them Dragon for Christmas. And just after the New Year, I was visiting my brother and his son (my nephew) showed me a digital recorder that he got for Christmas. I told him that I knew about some software that could transcribe the audio files into text -- and he said, "you mean like Dragon?"
It is always very exciting for me to hear that consumers are becoming more and more aware of the power of Dragon.
I've attached the two radio commercials that we have been running as part of this campaign. I'd love to hear what you think.
Brandon's Personal Assistant (November through December 2008)
Mom's Personal Assistant (January through March 2009)
Posted
02-02-2009 4:44 PM
by
Peter Mahoney
