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In our case studies department, we showcase client marketing campaigns, and how SGM works to create fully integrated campaigns for both local direct clients and Ad Agencies. This Case Study is with JR Putman Heating and Air.
Client Marketing Challenges:
JR Putman Heating and Air needed our marketing assistance with several areas:
1) increase consumer awareness
2) strengthen their brand recognition
3) build an email database
4) create a strong call to action campaign
6) increase new customer acquisitions, specifically for service
SGM Marketing plan:
We started by creating a new music jingle to enhance JR Putman's brand recognition, and make JR Putman more memorable to the consumer. Then we analyzed the competition and devised a strategy for their "call to action" with a deep discount Air conditioning tune up offer. We then developed a fully integrated campaign to promote the client's new jingle, messaging and offer. As you will see from flipping through the case study pages, their marketing plan includes on air radio commercials on ESPN as the first launch station, digital marketing with Entercom's 200,00 member online loyalty clubs to develop an email database, online couponing, mobile text couponing, and online advertising with key call to action based display ads and streaming.
Results:
In the first two weeks, appointments increased and the revenue created gave an immediate ROI to the client. As a result, they have extended their campaign, and are exploring new stations to flight with the campaign.
Launching their radio campaign with ESPN 1320, JR Putman saw a surge in phone calls in the first week. The campaign will be extended to several other stations over time. Listen for the first two commercials below.
The first commercial (below) introduces the new "Putt -putt" guys, who keep repeating the clients name to remember it, and expose the current special offer.
The second commercial (below) premieres the new JR Putman Jingle, and continues with the storyline of the two "putt-putt" guys and their conversation about JR Putman's great discount offer.
Reaching more consumers online is a key to any serious marketing plan today. In fact, stats show that the percentage allocated to online advertising in budgets nationwide has rose significantly just in the past 12 months. That's because an integrated marketing plan gives the "headlines" on radio, and "tells the story" online. The key is to engage the same audience over and over with your messaging. On air, online, on site.
This video was produced for the client, using his discount offer to quickly remind online consumers about JR Putman and the amazing offer. For clients who are running :15 second TV ads, we simply re-purpose them for the online experience and run them as "Gateway" videos, while streaming video and audio players load they are a "Must See" before getting to the desired content.
Display ads are a natural extension of on-air advertising, that re-inforce your message, and touch the consumer during their online experience. And, if they offer a reason for the consumer to click on the ad for a coupon, special offer, exclusive content etc, it can be another effective strategy in your overall digital plan. There are three different size ads running across three different radio station websites, with KSSJ, The Buzz (KBZC) and 1079 The End (KDND)
3 different display ads all promote the 50% off special, and linking consumers to JR Putman's website for more information. Her's an example of just one of the display ads we've run, and how it looks inside one of the radio station home pages. Notice the impression is what is called "Above the fold", and in a prime spot on the home page.
This, combined with Markting online help to create a fully integrated marketing plan. In the example below, we're using trivia questions to increase traffic, and meaningful interaction between online consumers and JR Putman's website. This online marketing plan includes Email Database growth program, couponiing, Surveys, and can be custom designed to drive results for specific objectives and initiatives a company may have. (see more about this in our online section ), help build the marketing and advertising program into a multimedia plan.All the online marketing is modeled after the successful "rewards" system. Consumers earn points for prizes by interacting with advertisers, so the 200,000 consumers that are in our sacramento area database visit and participate daily.
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With over 20 years of award winning success in the marketing, media and entertainment business, Steve Garland has the experience and resources to help you grow your business. Partnering with Entercom Sacramento we have access to 1.2 million consumers every week.
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