Sound Advice

Chuck Swimmer, President & Owner, Charco Construction Company

"Radio makes your connection with your potential client very personal in the respect that you're delivering your message and they are absorbing it, and you really have the attention of that person for that period of time you're airing your spot."

Since 1971 Chuck has been using radio as one of his company's major sources of advertising. He knows and believes in its ability to deliver a steady flow of customers. And he insists it's what put his widely known remodeling company on San Diego County's map.

Nailing your audience

"With radio, we can target our audience. We can go to the demographics that we want. We can buy the time where we think our audience is listening and deliver our message."

Who is that voice in the hard hat?

"I started doing my spots probably 15 years ago. The credibility of an owner or a person that is involved in a business in a major way is very good, particularly on a high end product like ours. You more or less develop a bit of a pseudo-celebrity status."

A firm foundation takes time

"In the early years, remodeling was more of a summer business. We've maintained a radio presence all year long. We have non-stop activity now, and our projects have gotten larger. It's a year-round business."

(Lightly) Hammer your message home

"Anybody that is buying radio time should give it at least two or three months to take hold. When you start out, I think frequency is important. But if you're a long term player, your frequency is less important because the folks are going to think they are hearing it all the time, whether you're on three mornings a week or two mornings a week. After so many years, they believe they are hearing it everyday. You adjust your frequency based on your longevity on the radio."

"A commercial isn't necessarily going to make the phone ring the next minute. The people hear it once, twice and it sort of gets implanted in their head that this is a good company that does something in which they're interested, and it is a good option for them."

Building a future

"The (radio) advertising assures us a continued flow of qualified calls. Everybody asks, "How are you doing?" and "How is your radio working?" My standard statement is that we have had 36 bad years in a row, but the phone keeps ringing and we keep doing the same thing."

San Diego Radio Advertiser Profile

About the business: Remodeling and new home contractor

Headquarters: San Diego

Using Radio: 34 years

Radio Campaign: Owner as spokesperson, year-round

Media Mix: Radio & outdoor