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Posted under EAR Award Winners

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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Posted under EAR Award Winners

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

Andrea Patana, AE, KBZT; Rebecca Cantu, AE, Finest City Broadcasting; Tina Joy Pitt, Ed.D., VP of Academic Affairs, Grossmont College; Rick Griffin, Office of College & Community Relations, Grossmont College; Nina Hicks, AE, KHTS; Gina Raroque, AE, KIOZ

“Grossmont Is My College” was the title of the radio campaign that Grossmont College ran for three weeks in August 2008, and the target audience – 18 to 24 year olds – definitely got the message. The school set a new record for enrollment with 18,206 students signing up for the fall 2008 semester – at that time, the highest number in the community college’s 48-year-history. The success earned the college a 2009 EAR Award.

Jeff Anderson Consulting worked with the production team at Clear Channel Communications to produce the winning spot and guided the client in focusing nearly all of a $150-thousand budget on radio. Rick Griffin, who wrote the spot and heads the marketing team at the college, said, “We opted to spend nearly the entire amount available on radio because of its effectiveness in reaching the correct demographic audience with frequency and a targeted message.”

 

The commercial featured “students” repeating the line “Grossmont is my college” and citing the financial benefits of attending, as well as the ability to get needed classes and the option of transferring to a four-year school. By using the phrase “my college,” Grossmont took advantage of one of the key benefits of Radio advertising…the personal aspect of its communication. Most listeners expect that the ads on the station they listen to will be relevenat and directed towards them personally; the college built an additional bridge with potential students with its well writtten copy.The campaign ran on five stations geared to the college-aged crowd, and was augmented with only a few print ads and news releases in community newspapers. Grossmont was hoping to maintain its previous enrollment numbers and never expected the fantastic results.

 

Those who run Grossmont College learned a lesson with the experience.  They continued radio advertising in the first quarter of 2009.  That campaign resulted in an all-time record of 19,316 students for the spring 2009 semester – a most remarkable achievement considering the record was set with fewer classes because of state budget cuts.

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 measurable results.

 

 

 

Posted under Creative, EAR Award Winners

 

Valley View Casino cashed in when it utilized on-air endorsements in its 2008 Radio campaign to successfully bring a substantial increase in clientele looking for the finer things in life. Business increased as a result and the casino won a 2009 EAR Award from the San Diego Radio Broadcasters Association due to the campaign’s success.

 

The spots, designed to differentiate Valley View from escalating competition throughout the county, painted a picture of the casino as thoroughly upscale, with world-class dining, big-name entertainment and superior service. By incorporating ad-libs into its campaign, the casino was able to utilize the next best thing to word-of-mouth advertising, as listeners have a personal one-on-one relationship with their favorite Radio personalities and trust their recommendations.

 

The casino targeted affluent new patrons in the 35+ category who expect and appreciate red-carpet treatment. In live endorsements on his morning show, KGB-FM talent Dave Rickards extolled the virtues of “The Buffet at Valley View Casino” which includes lobster and other fresh seafood every night – a menu far superior to the competition’s fare. The flexibility of the live ad-lib allowed Dave to talk about a variety of aspects of the casino as well as make easy copy changes to promote special events happening at Valley View.

 

According to Clear Channel account executive Katy Bennett, Valley View’s radio strategy netted “great results” for the casino, with the casino achieving consistent month over month database growth. What’s more, says Bennett, after a tremendous amount of growth in 2008, Scarborough Research, an independent data firm, indicates the casino is now ranked #1 in north county total visitors, after ranking 4^th the previous year. 

 

The casino has used Radio as part of its strategy since opening and has experienced tremendous growth year after year despite incredible competition, and more recently, a challenging economy. “Radio has been an integral part of our media buy. Promotions like this are only truly successful when you have amazing partners like Dave Rickards and the entire KGB Radio team,” added Ric Militi, VP of Marketing at Valley View Casino.

 

 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 Creative, EAR Award Winners

The San Diego radio industry is celebrating excellence in the medium with the announcement of winners of the 2009 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.” Read More…

Posted under Creative, EAR Award Winners, Radio