In this series, we will explore the business stories behind local Mid-Missouri radio advertisements. Zimmer Radio & Marketing Group sat down with a handful of businesses, and their owners, to learn more about the successes each has achieved, as well as the important marketing lessons learned throughout the branding process.
Your Name:
Melanie Coats
Job Title:
Marketing, Advertising and Events Manager
Company Name:
Big O Tires
How long have you been using Zimmer radio?
At least 13 years
Tell us about your experience with radio. What specifically have you done? What kind of results have you gotten? What has the process been like?
Our experience with radio has been great. We can change our message at the drop of a hat and we get the repetition we need for success.
Six years ago, we started putting a considerable amount of money into radio, and the results have been great. Our business has steadily grown, allowing us to add seven stores in the past six years.
The process is easy, thanks to the team at Zimmer Radio & Marketing Group. They have made it easy for us to change ads quickly, while also helping us with the creative side. We give them an ad idea and let them fly with it. It is by far the easiest form of advertising we do and a staple in our advertising plan.
What is one thing you misunderstood before, or how has your opinion changed in regards to radio advertising?
You have to have repetition and you don't have to be on every station. If you can only afford to be on one station eight times a day, do it. Don't spread yourself too thin by trying to be on many stations once a day.
What is one piece of advice you would give to other marketers who are planning to, or are thinking about, using radio for their business?
Brand yourself. Make it easy for customers to remember you. Use a jingle, slogan, or tag line, and stick with it. Make your ads memorable. I like the advice I heard Uncle Scotty give from the book, "The Wizard of Ads:" Don't be afraid to offend. Make your ad stand out. Make them funny and get your point across quickly. Hit the customer up-side the head.
