Sound Advice
Mel Markarian, Chief Executive Officer, Carpeteria"Consistency is one of the most important elements in advertising. It can't work if it is just for a week, a weekend or for two weeks. If you advertise consistently, it will be very effective." Floored by Radio's effectiveness"You can create a lot of excitement on radio. You don't have to see a picture. Radio draws a picture for you. You imagine the flooring and how it changes your whole house and your life. Between that image and the special "offer" we're advertising, radio creates a lot of excitement and draws traffic to our stores." Our name sinks in"Radio creates top-of-mind awareness with a company name and has helped Carpeteria become an extremely well-known brand. When consumers read the newspaper they "hear" our radio commercial and that reinforces the message and brings them into our stores. We use the same message in all our media and we're consistent." Tracking sales, but not on the carpet"We track our sales on a weekly basis and we actually see the results. When we use radio, sales go up and when we don't, sales go down." Radio leaves a footprint"About 25-30% of our expenditures are in radio. Because we have so many locations, we believe the best way to reach our demographics, our consumers, is through broadcast advertising, because it does cover a much larger area. With eight stores we like to cover the whole county, and we think radio does that." Traffic patterns"We use multiple stations and almost every week we have a special offer which helps drive traffic to our stores. Flooring is a big ticket item. By changing the offers, and telling consumers about a sale or an opportunity to pay over time, radio drives people into the stores. Radio creates a sense of urgency with our customers." San Diego Radio Advertiser ProfileAbout the business: Established over 38 years ago Headquarters: San Diego Store Locations: 8 Using Radio: Over 20 years Radio Campaign: 40 weeks per year Media Mix: Radio, television, newspaper & direct mail |
