Recently I got an email out of the blue from a real estate guy in California, looking for help with a radio script. I’d never met him before, and asked how he found me. It turned out that he’d Googled “Best Real Estate Radio Ads”, and that took him to a video testimonial I’d recorded […]
This conversation happened nearly 20 years ago, but it fits 2016 just fine. It’s a radio story but it applies perfectly to television advertising… or newspaper advertising… or transit advertising… or digital advertising. There is a large mattress chain on the West Coast called Sleep Train, founded in Sacramento by Dale Carlsen. They were a […]
Recently I presented a carefully-thought-out campaign idea to some people who run an auto dealership. They didn’t like it. It was at the end of a week in which I’d already made 16 presentations, and gotten a positive reaction to my recommendations on the vast majority. But I missed on this one. Big time. The head […]
A West Coast Toyota dealer delivered a great lesson to a TV salesperson recently. And I got to watch. The dealer was a loyal, consistent radio user — in fact, he told us that he spent nearly $50,000 a month, every month, on radio. He’d done this for years. He would occasionally advertise on the TV […]
“Why isn’t the service contract campaign working?” The question came from a television station Account Executive in the Southeast. He was working with an HVAC contractor who wanted to promote maintenance service agreements. The commercial had been running for about three months and had generated very few calls. I’ve met with more than a few heating […]
