Dr. Douglas L. Decker and Dr. Terry A. McClanahan have been smiling almost as much as their patients, with the success of their 2009 radio campaign.  The  San Diego dentists have enjoyed a healthy practice for nearly 20 years, but with radio, they were hoping to set themselves apart from the pack and bring in more patients in need of the “sedation dentistry” they offer.

In a radio campaign developed by mrktmix, and carried out on KyXy and Radio Sophie, the spots targeted dental patients with anxiety and years of neglect.  The ads mentioned a “tiny pill” that would bring lots of comfort, at no extra charge.

The doctors reported that following the campaign that ran various weeks throughout the year, (along with some website promotion and other print marketing) their caseload of sedation patients has increased five-fold, and their revenues have also improved substantially.

The dentists say they’re especially pleased that their reputation as sedation specialists has spread among other dental practitioners and they now receive referrals from oral surgeons, endodontists and other general dentists with difficult-to-treat patients…a rare occurrence in their field, where most referrals are from general dentists to specialists.  

“We’re really pleased with the results radio advertising has brought Drs. Decker & McClanahan.  The doctors have reported that it’s not unusual for the phone to ring with someone requesting an appointment right after a spot has aired,”   Jeanne said. 

Jeanne Neylon Decker, President of mrktmix is also happy to report that the company is currently working on a new radio campaign using testimonials from satisfied sedation patients.

Posted under EAR Award Winners

According to Clear Channel Radio account executive Katy Bennett, her client Proven Winners, the number one plant brand in the United States, was looking to extend its brand awareness to the general market by targeting women 25 to 54 years old when it launched a radio campaign in January 2009.  And by all accounts, it was a success.

The radio messages that were produced by Oster and Associates and ran on KMYI-FM and on KOGO’s Dr. Laura show were simple but compelling:  “Improving the look of your home is easy with Proven Winners” and “Everyone can be a successful gardener with Proven Winners’ beautiful, healthy and hearty plants.”   Not only was the campaign successful in getting customers to buy the plants in stores, but it encouraged others to log on to the company’s web site and receive a free gardening book, while Proven Winners expanded its database.

Marshall Dirks, Director of Marketing for Proven Winners says that the company documented strong sales figures from their retail partners, including The Home Depot, as a result of the campaign.  Additionally, he says, “we received 20,763 unique sessions to a designated link to our web site.  This was 10 to 50 times more effective than leading magazines with similar links in print ads.” (The results varied based on the circulation of the publication in comparison.)

Star 94.1 personality endorsements helped too. The morning show’s Delana shared “before and after” photos of her home on the radio station’s website.  Karin Oster, Vice President of Oster and Associates believes “the use of traditional broadcast media with non-traditional media really helped impact the audience to its fullest potential.  It allowed us to communicate with the audience on all levels and really stand out from the crowd.  The overall promotion was so successful that we are now taking it to 13 markets in 2010.”

Just as Proven Winners would want, radio is helping the plant business to grow.

Posted under EAR Award Winners

For the 12th consecutive year, the San Diego radio industry is celebrating excellence in the medium with the announcement of winners of the 2010 EAR (Effective Advertising on Radio) Awards. Eight local businesses along with their advertising agencies are recipients of this year’s awards – an honor bestowed on businesses that have effectively used the radio medium to convey their advertising message to listeners. The announcement comes from San Diego Radio Broadcasters Association’s Executive Director, Sharon Massey. “We were very impressed this year with the success stories related to the dozens of radio ads that were submitted for consideration,” says Massey. “The eight we chose – including three Spanish language ads – represent advertisers who have a great understanding of the radio medium and how to use it to generate results.”

The 2010 winners include SD Storage and Clear Channel Communications, producer; DZ Akins and and ad agency Suncoast Marketing; Dr. Douglas L. Decker and Dr. Terry A. McClanahan and ad agency mrktmix; Proven Winners and ad agency Oster and Associates, with Delana Bennett as the ad-lib spokesperson; and Shuttermart and Sam Bass, ad-lib spokesperson. The Spanish language winners are TOOLUP and Univision Radio, producer; Hornblower Cruises & Events and Univision Radio, producer; and Aqui es Texcoco and Uniradio, producer. Each winning entry was evaluated primarily on its effectiveness or measurable results, and secondarily on the creative, writing and production values.

“While each advertiser used a totally different approach to the use of the medium, the winning entries had one thing in common,” says Massey. “They delivered a message to listeners that brought measurable results to advertisers. Radio is powerful when used correctly.”

The San Diego Radio Broadcasters Association exists to promote the use of radio as a primary advertising medium, working to create cooperation, professionalism and integrity within the entire radio market, and to support civic and charitable causes that benefit the San Diego community.

Posted under EAR Award Winners

 

Enter Online Here: http://www.sandiegoradio.com/ear/2010/index.announcement.php

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How do you get the message to the Spanish speaking population in San Diego County that Little Caesars has a great $5-dollar pizza?  You guessed it. Advertise on Hispanic radio stations and spread the word in the language they understand!

From October through December, 2008, Little Caesars reminded radio listeners that they could stop by to get a hot pizza for only $5-dollars, and that they didn’t even have to waste their time calling and ordering.  Univision Radio created the script that helped the pizza franchises increase awareness of a great product and ultimately, boost sales. The campaign ran on KLNV-FM and KLQV-FM. 

“It must be a small pizza?” one friend asks another in Spanish, when he hears about the low prices. 

And the friend reassures him, “Al contrario, llevate una Pizza grande y calientita”  Translated, that’s “No, really, actually you get a large hot ’n ready pizza…” 

A ten-slice, 14-inch pizza for five dollars is an exceptional value in any language and the three-month on-air campaign reached the people who understood the message.  Franchise owners saw a 5 to 20-percent increase in sales while the spots ran, and a lot of people became new customers at Little Caesars.

Posted under EAR Award Winners

While San Diego County Credit Union was experiencing a steady flow of requests for home loans, the company knew that many customers and non-customers weren’t aware that SDCCU offered such a service.  As a result, people were applying for home loans out of state rather than seeking help from the local credit union.

 

SDCCU called in Advanced Marketing Strategies to create a five month radio campaign that extended from spring to fall, 2008, with spots placed on more than half a dozen stations. 

 

Designed to reach men and women 25 to 54 years old, the ads featured two young men talking outside while they were getting their mail and seeing more out of town applications for home loans.  The ad emphasized the benefits of getting a home loan from SDCCU, including convenience, competitive rates, and the company’s 70-year history in San Diego County.

 

According to AM Strategies, the radio campaign took place at a time when the home loan industry in general was in a slump, so the 20-percent increase that SDCCU realized in home loan applications was especially significant.

 

While the ad campaign was supported by e-mails and statement stuffers, staff at SDCCU knew that the radio messages were working.  Customers who called or came into the branches told them they had heard about their home loans on the radio!  The radio spot created awareness about a department of SDCCU some were unaware even existed, exhibiting the effectiveness of advertising on radio.

 

 

 

 

 

The purpose of the annual SDRBA EAR (Effective Advertising on Radio) Awards is to recognize and celebrate the effective use of Radio as an advertising medium. Entries are evaluated primarily on their effectiveness and measureable results.

 

Posted under EAR Award Winners

Furniture Heaven has been a fan of radio advertising for several years, using the airwaves to promote their unique niche in selling designer furniture that previously dressed model homes. As a result, they’ve always enjoyed a healthy San Diego customer base.  But when Bob Iafrate of San Diego Media Connections realized the store’s message – great quality at the fraction of the original price – was going unheard by the Spanish speaking population, he knew Furniture Heaven could do even better. 

He convinced store owners to advertise on Spanish language Radio which provided a significant new audience that could appreciate Furniture Heaven’s great values. Teaming up with XLTN-FM/Imagen Group Inc., they hired Radio Latina’s morning team to do an ad-lib Radio campaign in the fall of 2008 that brought them significantly more customers and a 2009 EAR Award.
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It took only one radio station – KBZT-FM – to get the results the Gaglione Brothers needed to see their business increase substantially at their two San Diego sandwich shops. The effective use of Radio won the Gaglione Brothers and the station a 2009 EAR Award.

KBZT partnered with Lincoln Financial Media to create the spots that originally ran from September through December, and that soon began driving people into the stores. Using four different commercials that covered topics such as the pronunciation of the family name and the authenticity of their cheese steak sandwiches, the Gaglione Brothers themselves served as the talent and delivered the messages hungry people were obviously ready to hear. Read More…

Posted under Creative, EAR Award Winners

La Cocina De Mexico, Inc. was serious about reaching families, business people and future brides in the National City area when it launched its first ever radio campaign promoting Casa Del Taco. The spot was created by account executive Guillermo “Billy “Meza, and ran on XLTN Radio Latina from February to June 2008, winning a 2009 EAR Award for both the restaurant and the radio station. Read More…

Posted under Creative, EAR Award Winners

After finding tremendous success in its hair care products for animals, DC Labs listened to clients’ wishes, reformulated their product for human hair, and began creating Ovation Cell Therapy hair care products for people. The company knew it had to effectively get the word out to consumers, so they counted on radio to do the job. The incredible success of the campaign earned DC Labs and their advertising agency a 2009 EAR Award. Read More…

Posted under Creative, EAR Award Winners