Members of the San Diego Radio community are proud to announce the winners of the 2013 EAR (Effective Advertising on Radio) Awards. Again this year, it is a diverse group of local businesses that benefited from the medium’s unique ability to reach loyal listeners and attentive consumers.
“What makes us very excited is that radio advertising continues to bring great results for every type of business,” states San Diego Radio Broadcaster Association’s Executive Director Sharon Massey. “This year, our winning entries range from a major financial institution to a well-known local rodeo, and from a mental health care initiative to a Mexican restaurant. Radio doesn’t discriminate in the messages it carries to consumers – and it delivers each one with the dynamic and personal effect that characterize the medium. This year, we saw once again that Radio can have a remarkable impact on a business’s bottom line.”
Alphabetically, awards for the best English-speaking spots went to:
. County of San Diego/Health & Human Services Agency + AdEase
. Grossmont College + Rick Griffin Marketing Communications + Jeff Anderson Consulting
. Kearny Mesa Fiat + Suncoast Marketing
. Lakeside Rodeo/El Capitan Stadium + Lincoln Financial Media
. Massage Envy + InnoVision, LLC
. Mossy Nissan + Advanced Marketing Strategies
. San Diego County Credit Union + NYCA
Alphabetically, awards for the best Spanish-speaking spots went to:
. La Casa de Villa + Uniradio Corp
. O’Reilly Auto Parts + Univision Radio
. Tacos el Paisa + Univision Radio
Winners were selected on the basis of clients’ expectations, the measurable sales or awareness of their company as a result of the campaign, and secondarily on the creativity of the message. In every entry, satisfied business owners related the strategic Radio campaigns that brought customers to their business doors, campus or corrals in numbers that made a significant difference in their companies’ growth or vitality.
According to Massey, “The stories we hear from our advertisers confirm what we know - Radio is an important part of a listener’s day as a companion in the car, home, or at work. Listeners tell us that Radio keeps them company and puts them in a good mood. It makes sense that when people feel good, they are more receptive to an advertiser’s message. So whether it’s a catchy jingle, a compelling offer, or the opportunity to help set a Guinness World Record, Radio provides a great environment to convey the message. Each year as we judge our EAR Award entries, we see the impact the medium has on those who choose to invest in the marketing power of Radio. It’s always impressive and it always makes us happy we can provide a cost-effective and targeted method of advertising for businesses of every kind.”
Leave it to radio to help coax television viewers to watch KGTV’s 11:00 p.m. news.
10News launched a four-week multi-media campaign in October 2011, relying on nine different radio stations – in addition to television spots - to carry its message to listeners in the 25-54 year old age group. The stations effectively made that connection, helping the television station achieve a ranking it hadn’t had in almost five years. The 11:00 newscast moved from third place to first place in all key demographics, including among the coveted 25-54 year olds.
The branding of 10News as San Diego’s News Source was supposed to build awareness among television viewers and convince them to switch to KGTV at 11 p.m. Research showed that audience had been indifferent, considering all newscasts the same. The goal was to capture a solid second place in the ratings. Instead, the station was catapulted into the lead position.
The California company that makes popchips went strictly with radio in the San Diego portion of its 2011 advertising campaign. The goal was to increase “likes” on Facebook and grow the product’s database while branding the “completely natural” snack as a sponsor of the Bruno Mars 2011Tour.
The upbeat ads promised a chance to win a “meet and greet” session with the Grammy-winning singer in Del Mar at the San Diego County Fair, and then see his performance.
After airing spots on XHTZ-Z90.3 for approximately five weeks last spring, popchips received 4,967 Facebook “likes” while 715 consumers opted into the popchips database. The company ran a national Bruno Mars contest to help increase its Facebook presence, but overall, the San Diego campaign contributed 19-percent of the total Facebook “likes” – a result that exceeded the client’s expectations.
popchips, which are made in California, are a new entry in the snack food market and are deemed healthier because they are not fried or baked but popped. The chip company, which sells their product at retailers throughout San Diego including CVS and Sprout’s stores, reported increases in “likes,” database growth, and product sold. San Diego remains one of popchip’s most important markets, with sales over-performing against the population as compared with other areas of the country.
The Dark Horse Group understands that an endorsement from a trusted name in radio can make for very effective advertising. That’s why the agency asked long-time sports announcer and radio personality Ted Leitner to speak for PermaDontics in its May 2011 campaign – a campaign that continues today. He posed the question to 50+ year olds, “Are your teeth strong enough to tackle corn on the cob and steak?”
Radio is the primary component in the marketing plan used to attract new clients to seminars on the procedure. Dark Horse and the sponsor believe the radio spots and the stamp of approval from a well-known member of the community made the venture especially successful.
The spots urge those who need help with their teeth, and who may be in a dire situation, to attend seminars given by the doctors – both long time San Diegans – and learn more about the life-changing procedure.
According to Dark Horse’s CEO Daniel Huslin, “Our internal tracking has shown that seminar attendees are very predisposed to go forward with the Same Day Teeth Treatment Plan, more so than leads generated via our TV and print marketing,” states Huslin. “We think it’s the personal component that is conveyed via radio. We are successfully bringing in 15 to 20 people per seminar, despite competition from a fairly new competitor.”
The PermaDontics doctors say they also used radio – specifically stations XX1090, ESPN 1700 and KOGO AM/FM – for its ability to connect with a broad audience and for ease in making changes to the creative. The campaign surpassed everyone’s expectations, with results showing a 40-percent increase in sales over the previous year.
“We recently did an internal analysis of our customers over the 2011 period and found that we were able to trace over $250,000 worth of revenues to our radio efforts,” states Huslin. “We believe that this is revenue our competitor is missing out on - - but please don't tell them that!”
As proof of PermaDontic’s satisfaction with radio advertising, the company is planning more projects with Leitner this year and has purchased an ad-lib spot in Padres radio broadcasts this baseball season.
Definitely information to chew on!
A scream is a scream in any language, and there were plenty of them in the ads created in both English and Spanish language for the 2011 Haunted Hotel, Haunted Trail and Scream Zone radio campaign. The company that owns the attractions chose radio as the medium to create excitement and urgency about the events that are open for only 30 days each year, investing 90% of their budget in the medium.
Radio company Uniradio helped create the Spanish language spots for the 2011 campaign in conjunction with Jerry Del Villar of RSP Radio. In using stations KHTY and XHFG, the clients were hoping to attract Spanish speaking 18 to 49-year olds – part of an effort to reach a large chunk of the younger San Diego population and all ethnic backgrounds. And increase sales after some erosion in attendance figures in recent years due to the economy.
The owners of the haunted venues explained that in a time when many businesses cut their advertising because of the recession, they did just the opposite. They increased their budget, adding to the dollars they invested in radio while eliminating television advertising because of results that they said were disproportionate to its cost. Print ads were also utilized.
In addition to spots running on eleven broadcast radio stations, the campaign included streaming radio and digital ads on station websites. “Radio stations also offer a huge online data base that complements our on air campaign,” wrote owners Greg De Fatta and Robert Bruce. “We drive traffic to our website where patrons have the opportunity to purchase tickets online. We had an incredible 35.1% of online ticket sales, the highest ever, which we believe is in direct correlation to our campaign.”
The far from chilling results? “From 2010 to 2011, attendance increased at the Haunted Hotel by 7.1% and the Haunted Trail increased by a whopping 13.1%,” say the owners. Their third venue, Scream Zone at the Del Mar Scaregrounds, was up 6.3%.
Not only has the San Diego company created compelling radio spots, they've also been recognized for the creative excellence of their venues. In October 2010, the Subway Room at The Haunted Hotel was rated as the “Best Room” in the United States by Scare Zone, an organization that rates haunted attractions around the country.
At the end of the ghoulish 2011 run, the haunted attractions brought in enough people to make it the second best year in the company’s 22 year history. The owners say they see no reason to move away from a winning radio-driven campaign and will continue to invest in radio to grow their business.
The San Diego radio industry is celebrating excellence in the medium with the announcement of winners of the 2012 EAR (Effective Advertising on Radio) Awards. Nine local businesses along with their advertising agencies are recipients of this year’s awards - an honor bestowed on businesses that have effectively used the radio medium to convey their advertising message to listeners. The announcement comes from San Diego Radio Broadcasters Association’s Executive Director, Sharon Massey. “We were very impressed this year with the success stories related to the dozens of radio ads that were submitted for consideration,” says Massey. “Listeners are emotionally engaged with their favorite radio stations which creates a great environment for advertising. The nine winners we chose understood how to use the radio platform to make a connection with listeners and win new customers. The recipients – including three Spanish language ads – represent advertisers across multiple categories including automotive, medical, entertainment and general retail for which radio continues to produce a concrete ROI.”
The 2012 winners include:
The Spanish language winners are:
Each winning entry was evaluated primarily on its effectiveness or measurable results, and secondarily on the creative, writing and production values.
“While each advertiser used a totally different approach to the use of the medium, the winning entries had one thing in common,” says Massey. “They delivered a message to listeners that brought measurable results to advertisers.”
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.
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.”
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.