Buck is my representative at KSGF. He actually came and spent several hours watching one of my crews work, to “get in tune” with what we are selling. Available, and attentive when you need him, not pushy when you don’t.
– Noel Boyer, Owner
Amish & More Furniture
I am pleased with the results I am getting with 104.1 News Talk and 106.7 The River. This is my first year, really 6 months. I am getting new customers from both stations. I know real growth comes over time but it is great to see the results already!
– Brad Moulder
Is There Anyone Still Listening Out There? The power of a DJ endorsement.
– Ben Forrester and Luke Davis, Owners
– Jaime Wolf, Senior Account Executive
Forrester Tech had never needed to advertise before. They built their business on referrals and word of mouth. But as competition continued to grow and sales began to go flat, they knew that in order to grow their business, they needed to consider advertising. They launched into a branding campaign on KSGF and generated immediate response from their campaign but wanted a more measurable ROI. We saw an opportunity to partner with Ben and Luke and began discussion for Nick Reed to endorse their services in an effort to improve their return on investment.
Timing is everything. Nick Reed has established a very loyal following with the KSGF audience and Forrester Tech was in an aggressive growth pattern. Nick had recently purchased a home and needed his home theater system completely redone. This was the perfect marriage. Nick Reed had the loyal audience Forrester tech was wanting to reach and Nick needed the services Forrester Tech provides. We knew DJ endorsements worked and it was our goal to use Nick’s loyal following to help generate a measurable return on investment for Forrester Tech.
We came to an agreement on the services Nick would receive from Forrester Tech and brainstormed on how the commercials would sound. After the installation of the home theater system was complete, we launched into the campaign on KSGF. The campaign would consist of Nick’s live endorsement and website display on KSGF.com. Nick had to be able to speak honestly about every step of the Forrester Tech installation and customer service process in order for the listeners to believe him and trust him enough to call Forrester Tech for their services.
The campaign generated leads almost immediately. Forrester Tech has received multiple quality leads generated directly from Nick Reed’s endorsement on KSGF. Forrester Tech has been able to track the return on their investment like they hoped and the results have more than surprised all of us involved. They shared 1 recent success with us and Nick’s endorsement generated a project worth $45,000 – 1 job that is near triple their entire years annual advertising investment with KSGF. Using DJ endorsement is still relevant and has proven again to be a wise choice in a long term advertising strategy.
Jimmy Michel Motors
Heritage, Radio & Automobiles a Powerful Partnership.
– Chad Vaught, CEO
– Linda Peace, Marketing
– Cassi Dowling, Account Executive
Jimmy Michel Motors has the task of competing in the new and used automobile sales in the Springfield , Harrison and Joplin car and media markets. It is hard to be the biggest as an advertiser when your money has to be split in three. So when JMM makes an advertising commitment the need to see an ROI internally as well as get the biggest bang for their buck with their traditional car and truck buyers.
KTTS is the obvious choice it has 40+ years heritage, as does JMM. KTTS has the lions share of the rural listenership, as does JMM, KTTS services Springfield, Joplin and Harrison, so does JMM. But the cost was a concern to now CEO Chad Voigt. He knew he could buy competing country stations for half the price and still have room for website, print, outdoor and TV buys. So, with the leadership and partnership of Linda Peace of Magic Mountain Media and the trust of Chad Voigt and Tim Michel they gave us a shot.
Linda Peace and myself (Cassi Dowling) decided to co-brand with KTTS News to provide a premium position, that wouldn’t be lost in a commercial set and be co-branded with a quality heritage product just like JMM. This gives them consistent frequency on a 52 week plan, quality partnership , premium placement , heard online all for less than a traditional commercial schedule. But the commercial message would stick with the TRADITION that JMM is known for, they’ll provide a fair price and treat you right. We also used the best value on KTTS in its weekends, it is less than weekday, and our listeners are still there. Our listeners are active in their trucks, tractors and shops…hearing JMM’s message 7 days a week.
“We tried to do majority TV and when we added KTTS, which we knew from our service department was what our customers listened to, we saw a noticeable difference. When people are in their cars, we want to speak to them, and tell them their car can be better,” said Vaught. With the addition of KTTS on a consistent 52 week plan, JMM is consistently growing over years previous.
Performance Food Service
Recruiting Quality Candidates
– Dave Salchow, Operations Manager
– Alaina Netsell, Account Executive
With Performance Food Service’s rapid growth there has been a need to hire drivers and warehouse workers for evening shifts.
Dave worked closely with me to come up with the stations that we believed to be most successful. Dave put his trust in me to deliver the results needed through KTTS and KSGF. We worked closely with his team to create a :30 second commercial that would ween out any unqualified applicants or applicants who may not be a right fit for his business.
We put together a high frequency two week campaign KTTS and KSGF to target the male demographic both on-air and online. We used traffic sponsorships along with :30 second creative commercials to get the attention of the listeners. We used 10 commercials per day Sunday-Tuesday for two weeks.
Since Performance Food Service started the recruitment advertising with KTTS and KSGF they have hired 5 applicants through our commercials. They received on average 20 calls each campaign. The stations consistently delivered applicants who said they applied because they heard the radio advertisement. Not only did KTTS and KSGF supply applicants but through our creative wording of the :30 second commercial we provided qualified applicants.
Elite Arms Co, LLC.
New Customers, New Relationships
– Myron Bahm, Owner
– Valorie Bahm, Owner
– Stephanie F. Dickinson, Account Executive
There were several things working against us as we prepared for a customer appreciation event:
Elite Arms Co, has only been in business approximately 7 months. Customers and the general public are just beginning to become aware of Elite Arms’ Presence.
Additionally, The appreciation day needed to happen before hunting season, significantly limiting the amount of time for planning and execution.
This is also the first time Elite Arms, Co would be hosting an ‘event’ and was not sure what to expect for a first year turn-out.
KTTS is the obvious choice, it is the largest audience in the market and targets Elite Arms Ideal clients.
Many of the current customers that shop Elite Arms, Co are regular listeners of the station. Additionally, with proper frequency, creative and enticing listener incentive – we would utilize KTTS on-air :30 second commercials to increase awareness of the event.
A remote was advised against, as we were working within a strict budget, and those dollars would be most effectively spent with strong creative execution in strategically placed spot flight.
Myron Would contact distribution partners to secure giveaways and a grand-prize that would create excitement for the event.
Brainstorm was held to develop strong creative messaging – Full Metal Jacket theme with Aggressive Sergeant, voiced by Rick Moore, and Scared Cadet, voiced by Cash Williams proved to be a fun and memorable spot that listeners/customers responded well to.
Heavy Focus was placed on the Give-Away of Ruger American Rifle, hourly door prizes, and lunch. A tent was set up the day of the event, with grills, to attract drive-by traffic as well. Additional staff will be available for day-of-event.
“We weren’t sure quite what to expect, with this being our first event; but the turnout was great. We easily had over 200 people throughout the course of the day, and it stayed busy. A lot of people came in and asked ‘are you the guys giving away the gun’ and mentioning that they heard it on KTTS. There was also some people that simply stopped in from driving by and seeing the tents, food and commotion. One thing we didn’t expect, but worked out well – the guys next door sold several bikes. People stopped by for our event, and then went next door to look around too; so it helped with those relationships with other business owners in the strip as well. We will definitely be doing this again next year.”
The Tractor Barn
The Little Tractor That Could – And Did!
– Terri Stevens, Owner
– Cassi Dowing, Account Executive
Business was consistent, but had room to grow. Had a marketing plan with a smaller station that was bringing response, but needed more results. Was hesitant of the price of KTTS, but knew it was a good fit for her product.
We evaluated the co-op that she is provided and made our dollars work with us. Though co-op tends to be more product than customer focused, Mahindra is a quality brand that isn’t offered anywhere else in the metro area, so we used that as our ‘unique’. We also wanted to touch on the ‘good ole boy’ atmosphere where you can easily find yourself coming in and making a friend, rather than just ordering a part…another uniqueness to tractor dealerships near the metro. We realized that to properly do KTTS we’d have to drop BOB, but knew their was a lot of shared audience on KTTS, so we wouldn’t loose their years of branding.
Our plan to best utilize our budget and co-op dollars, we’d do a heavier Spring/Fall end-of-week commercial schedule advertising on Wed-Sun. We’d hit the estate/hobby farmers/working women online an mobile through streaming and we’d tied them into the popular and peak listening times as a KTTS News Sponsor. Then in the Summer and Winter we’d keep consistent with a weekend schedule to continue the top of mind awareness and do seasonal messages about cab tractors keeping out of the extreme temperatures. With crafted messaging educating people on the great brand, introducing them to the energetic proprietor, and giving them a welcoming atmosphere, the KTTS audience responded.
With weather in our favor, just months of consistent running, the Tractor Barn was averaging 1.5 tractor sales a day, which is remarkable for this smaller tractor dealership. This provided not only the response from family and friends, but the KTTS audience liked what The Tractor Barn was all about and responded. Terri and her team have always done a great job, we just needed to tell a larger audience about it and we are only in year one of our campaign, so we are looking at growth opportunities ahead.
Tri Lakes Portable Storage LLC.
The ‘Velcro’ That Stuck In The Minds of The Consumer – The importance of message in radio.
– Brian Cates, Owner
– Mike Webb, Marketing Partner
– Cassi Dowling, Account Executive
Brian Cates opened the doors to Tri Lakes Portable Storage LLC prior to the ‘07 ice storm in the Springfield area. The ice storms of ‘07 and ‘09 ensured PODS to be rented for the first two years of its inception. Then 2010 hit and without a natural disaster the PODS business went flat. PODS made the decision to begin radio advertisement and saw a slight increase in business, but still needed to lease more PODS, so they weren’t sitting in the warehouse empty, taking up space.
With resistance to KTTS’s price Mike Webb of Webb Advertising and Cassi Dowling of KTTS came up with a plan to come up with an affordable branding schedule throughout the year, but not necessarily buy only premium dayparts, but also rely on non-premium and digital components to increase frequency for less. The plan was to win the business with MESSAGE and MEMORABLE CREATIVITY, since the budget didn’t allow high-frequency premium placement.
“The Velcro that connected the consumer to the PODS product was the use of an oven timer ding special effect. That sound was what connected the importance of the temperature controlled PODS product with the listener,” says Webb. Creative production by Webb and Kat Morgan Gaines of The Sound Café, the affordable, but frequent placement that I scheduled both on-air and online/mobile and the interactive display ad that offered a visual and a ‘click to order’ call to action all came together with great results for the PODS brand in Springfield, MO.
With the addition of a larger audience in KTTS, the use of digital interactive products and the ‘velcro’ that stuck in the minds of our listeners Tri-Lakes Portable Storage LLC has now sold out of PODS by early summer in 2013, 2014 and 2015, allowing them to grow into a much larger warehouse to store and operate out of and purchase 35 additional PODS to be added to their fleet by April 2016. This success story proves the importance of message and that you don’t have to have the biggest budget to make considerable growth.
Long Term Branding Gets Continuous Results!
– Jack Horton, Owner
– Melissa Companik, Account Executive
The Assignment the parties agreed upon through the Needs Analysis process.
Uncle Bentlys has been a staple in Springfield for years. We want to attract a new audience. Uncle Bentlys has been in this town for years and has its regulars, but we need to continue to bring in new customers- that will, hopefully, turn in to regulars.
How the parties worked together, sharing capabilities, resources, people, and ideas.
We have worked on and off together for the past few years, using different methods to advertise. We’ve done a creative brainstorm with multiple members of the Scripps Staff from Power 96.5 and other stations to develop the best message. The ideas of, Face to Face Social Networking and “If you had a bar in your house, it would be Uncle Bentlys’ stemmed from this. We’ve utilized the Weather Sponsorship for the past year to get a shorter more consistent message out there.
The Bright Idea and the tailored solution the parties implemented.
We decided that Power 96.5 would bring in the adults 25-35. We want an established adult that is not chasing happy hour specials. They want a comfortable, adult hangout to socialize with friends and watch sports. By utilizing a Weather Sponsorship on Power 96.5, we are able to consistently remind listeners of who we are and what we offer. We have :10 messages running every day on air, as well as :30 commercials running, daily, online. We want to stay top of mind in the listeners mind when they think of going out for a drink.
How the Plan paid off for all the parties involved.
Once of the messages we are using is the Party Room message. Uncle Bentlys gets calls specifically regarding reserving the Party Room, because they heard it on the radio. After being on the Weather Sponsorship for a year, we have consistently has higher sales each month from the year before.
Wyatt Law & Associates
Building Instant Credibility by Aligning Brands – The importance of consumer trust.
– Kyle Wyatt, Owner
– Jaime Wolf, Senior Account Executive
Kyle had partnered with our stations for 2 ½ years with our former legal referral service called Legal Line. Our contract with the third party vendor came to an end in 2012 which in turn affected the leads Kyle was receiving as part of it. We launched into a branding campaign for 2 years and Kyle now has a weekly live talk show on KSGF. Leads were coming in but Kyle faced a challenge in generating quality leads for his family law legal services. We saw an opportunity to partner with Kyle and re-launch the only legal referral program in this market and we called it “Springfield Legal Help.”
After some extensive market research, we met with Kyle on various occasions to figure out the best way to re-launch the legal referral service. We knew there was nothing like this in the market and we had an opportunity to generate quality leads for Kyle and build instant credibility for our legal partners since the free legal advice would be promoted and backed by all of our radio stations. We knew this referral model worked and focused our efforts on a goal to generate consumer trust and generate quality leads for Kyle’s Family Law legal services.
We came up with the name SpringfieldLegalHelp.com, bought the domain, built the legal site for listeners to submit questions, created the on-air promos to run across all of our stations, secured our legal partners for multiple categories and re-launched the program. All pieces had to be in place, the on-air messaging, the functionality of the website, our legal partners willing to respond to questions in a timely manner – everything had to be in place in order for this to be successful.
Within the first month, Kyle received multiple family law leads and converted 3 into paying clients, tripling his return on his investment that month. Kyle continues to convert the leads he receives to paying clients. The success of Springfield Legal Help will come from the trust our listeners have in our stations and the responses they receive from our legal partners. With this type of advertising program, it proves that it’s not the quantity of leads your business can receive but the quality of those leads that matter the most in generating a solid return on investment.
Wildcat Tool Rental
Advertising with Quality vs. Quantity – How one business went form 11 radio stations to 3 and ROI improved.
– Scott Estes, Owner
– Cassi Dowling, Account Executive
Wildcat Tool Rental’s growth was 100% due to the hard work of owner Scott Estes, but we needed to tell the world that our local equipment rental company had the best selection and best service around, that is when radio was added. Wildcat Tool Rental was on every station that catered to persons 30+ except for the Scripps stations, because the price was so much higher. He was busy and growing in his new location, but had room to grow when I asked him to take a chance and trust in the KTTS, KSGF and KRVI listener. Our listeners are loyal and active and are often decision makers within his main industries agriculture, construction and industrial.
Scott gave me 6 months to prove that our ‘cost’ was actually a ‘value’ and that our audience will provide him an ROI that he can see and take to the bank. With the creative genius of his commercials written and produced by Russ Jankovich we didn’t need to have the commercials play a lot for them to be remembered, just enough to get the characters in their head, wanting more.
Our affordable, but frequent placement of these very creative ads that I scheduled both on-air and online/mobile and the interactive display ad that offered a visual and a ‘click to watch demo’ call to action all came together with great results and in return action from our listeners on all 3 stations. We also wanted to increase the ‘community’ feel of Wildcat by co-branding him with local community service efforts such as sponsoring the #KTTS that encourages listeners to submit News, Weather, Traffic and Community involvement photos, Election Sponsors that provide accurate and timely sample ballots and candidate information and online digital partner that is important to his clients.
Since Wildcat Tool Rental started using KTTS, KSGF and The River as a platform to deliver creative and local messages to his customers they’ve been able to cancel all other stations (8 different stations) and add the very popular KY-TV to their media mix. Now he is advertising on less outlets, reaching more people and has a clear plan on marketing his business. Partnering with other quality products that feature what is important to his clients, weather and local information. His business has significant growth year by year even with the economy and the building industry being unsteady around him. Wildcat is strong and now has strong partners to help him along the way.