A Dazzling Radio Performance for Diamonds Limited

Katy Bennett, Account Executive, Clear Channel Communications; Bob Zwibel, Owner, Diamonds Limited; Peggy Zwibel, Owner, Diamonds Limited; Steve Lees, President, Suncoast Marketing; Robin Lees, Senior Marketing Specialist, Suncoast Marketing; Brittany Donnelly, Local Sales Manager, CBS Radio; Bryan Stevens, Account Executive, Clear Channel Communications

It was radio that sparkled for Bob Zwibel, owner of Diamonds Limited, when he chose Suncoast Marketing to create a unique on-air campaign for his ailing El Cajon jewelry store.

Suncoast Marketing’s Steve Lees worked with television personality Larry Himmel to create an effective 60-second spot that convinced listeners to drive to El Cajon to sell their unwanted gold, diamonds and jewelry at “up to four times more than Diamond Limited’s competitors pay.”  The store even provided a gas card for the commute to El Cajon.

It was a completely different spin and emphasis for the 30+ year old family owned and operated store. And it worked.  According to Lees, “Prior to the start of its radio campaign – its first media campaign in three decades - Diamonds Limited was suffering through its worst stretch ever.  Business in 2009 and through the first quarter in 2010 was off by 40-percent over the previous two years.  Mr. Zwibel was concerned his business wouldn’t survive.”

But the spots that ran from March to December, 2010, wiped away those fears, states Lees.  “Mr. Zwibel gives full credit to the radio campaign for the enormous turnaround in his business.  Once the ads on stations KFMB, WALRUS, MAGIC, KSON and XPRS began airing, they had an enormous effect.”

The business saw an increase of nearly 50-percent in its store traffic in 2010.  At times there were so many people trying to enter that management instituted lines outside the store, allowing someone new to enter only after others exited.  Not only did Diamonds Limited recover its 40-percent loss of business from the previous year, it saw an additional increase of 17.5-percent.

Says Lees, “Radio advertising made such a measurable difference in sales and profits that the owners closed the shop between Christmas and New Year’s and took the entire staff on a fully paid vacation.”

Apparently radio was as good as gold in fulfilling its promise to reach new customers.

A Lesson in Effective Radio for Azusa Pacific University

From left: Brittany Donnelly, Local Sales Manager, CBS Radio; John Burlison, Assistant Professor and Director of the San Diego regional office, Azusa Pacific; Colleen Davidson, General Sales Manager, Lincoln Financial Media; Greg Cook, Production Director, Lincoln Financial Media; Kim Toreck, Account Executive, Lincoln Financial Media; Bryan Stevens, Account Executive, Clear Channel

When Azusa Pacific University wanted to spread the word about its Teacher Education program, it chose a radio campaign that spanned the September 2010 to May 2011 school term.  The award winning spots entitled “Teachers Are Heroes” featured personal experiences of on air-talent, with the hope of generating greater awareness of the university’s already successful program.

According to Greg Cook, Production Director, Lincoln Financial Media, “The campaign was also designed to bring in quality nominations that provided heartfelt stories of teachers who went above and beyond their job descriptions in making the education process come to life.

The university had been receiving 600 – 700 nominations per year before the radio ads.  Once the campaign was launched, the school received 440 nominations in less than half the time frame.

“The Teachers are Heroes program is in my opinion one of the best cause marketing campaigns in San Diego County,” states John G. Burlison, Assistant Professor, Azusa Pacific University and Director of the San Diego regional office.

“This program gives teachers the recognition they deserve and Azusa Pacific University exposure to the county they serve.  It is a win-win for both the university and the community.”

According to Garrett Michaels, Program Director of FM94/9, “I continue to be amazed at the passion San Diegans have for their teachers. The new commercials…personalize the impact great teachers have on all of us.  These stories encourage and acknowledge the profession that promotes our greatest asset, our children.”

It Was Full Sales Ahead With Port of San Diego’s Radio Campaign

From left: Nate Mendez, Promotions Director, Univision Radio; Peter Moore, Sr. Vice President/Western Regional Manager , Univision Radio; Rita Vandergaw, Director, Port of San Diego; Robb Henderson, Client Services Manager, MJE Marketing; Marlee Ehrenfeld, President

In the midst of an ailing local economy, the Port of San Diego and the San Diego Port Tenants Association went to work to encourage residents to take advantage of fun and affordable ways to entertain themselves along the city’s bay front.  And they wisely chose radio to help make that happen. 

They launched their “This Is a Good Day” radio campaign, with 60- and 30-second spots calling attention to on-going promotions, special offers and events at waterfront restaurants, hotels and attractions.

Marlee J. Ehrenfeld of MJE Marketing Services teamed up with producer Tonya Mantooth to create upbeat 60- and 30-second radio spots touting award winning restaurants with affordable entrees, signature cocktails and appetizers served bayside.

The spots that aired on a half-dozen stations, targeted “foodies” as well as single and family adults from 25-54, with enticing opportunities for special meals and opportunities from Shelter Island to Harbor Island, the downtown Embarcadero, Coronado and South Bay.  Each of the spots drove listeners to thebigbay.com website, resulting in unprecedented activity on the site.

According to Ehrenfeld, “During the eight-week period of the radio flight, visits to the site increased to11,997 – a 23-percent jump over the same period the year before.  The site saw 10,489 unique visitors – a 32-percent increase.  And 84-percent of visits to thebigbay.com were new.  That was an 8-percent increase over the previous year.”

Additionally, reports Ehrenfeld, page views of restaurant specials increased by 132-percent.  And of the nearly 8,000 views of individual tenant pages, 48-percent of visitors clicked the link taking them directly through to that business’ website.  Click-through conversions on the site were also impressive: 79% for hotels, 36% for restaurants and 21% for attractions.

It was more than a good day.  It was a great two months for the Port of San Diego and for radio’s reputation at effectively drawing good crowds.