Sound Advice
Jeff Scorziell, President, Banner Mattress"Define your market, buy the right radio stations with consistency and frequency and you'll see results." Radio bounces mattress sales"I started buying radio after studying some of the most successful home furnishings companies in the country. The majority of them used electronic advertising more than any other medium. So I decided to copy the leaders. Our business increased substantially in a very short period of time. You know, there's a reason why leaders are leaders." Banner Mattresses' first time"The first thing we noticed using radio was that we had a different type of customer walking through the door. Print advertising brings people for specific items. But with radio, we're able to create an image for our store in the customers' minds. So they come in to see us rather than a given product, giving us the opportunity to lead and guide them to the best products for them." Don't just do it Thursday thru Sunday"When we first started using radio, we made the typical Thursday through Sunday buy. And we only did weekend business. Then an associate sold me on the concept of advertising on radio seven days a week. And our weekday business went up significantly, just like our weekend business did." Between the sheets with a Radio customer"We've found out a lot about the radio customer. They're less likely to shop around. When they come to our store they've really come specifically to our store, making it easier to keep them there and make the sale. Also, radio creates top-of-mind brand awareness, so as long as we're on-air regularly, when somebody's in the market for a mattress, they come to Banner Mattress." Stuck with print --- Flexible with Radio"With direct mail, we print 2 to 3 million circulars per campaign. If the campaign bombs, we're stuck – there's just no way to get those circulars back. But radio's so flexible that if something's not working, we just fix the commercial and it's on the air in no time." San Diego Radio Advertiser ProfileAbout the Business: Family owned & operated since 1922 Headquarters: San Bernardino Store Locations: 17 in San Diego, 15 in Riverside County Using Radio: 8 years Radio Campaign: 3 weeks every month – with plenty of frequency Media Mix: Radio, television, newspaper & direct mail |
