Imagine you are the owner of a residential plumbing business in a mid-sized market. You’re equipped with a fleet of 5 trucks and a goal of securing 120-160 jobs monthly or beyond. Your geographical range of operation covers two to three counties, catering to nearly 700,000 households or about 2 million people. Now, you decide to start advertising on the radio, what’s next? What should you advertise? Determining your messaging and deciding between generating leads now or building them for tomorrow is job #1. A comprehensive study by Nielsen Catalina Solutions reviewed 500 advertising campaigns, and the creative or messaging or radio script accounted for nearly 50% of the Return on Investment (ROI). So, let’s pay attention to that first.
Navigating this means making one of two decisions: seizing immediate opportunities or nurturing long-term growth. Do you aim to convert existing demand for plumbing services or sow the seeds for future demand? A recent study titled “Rethinking Brand for the Rise of Digital Commerce,” co-authored by James Hurman, a renowned marketing consultant with a rich portfolio including Air New Zealand, Cadbury, and Vodafone, alongside the World Advertising Research Center (WARC), talks about the importance of addressing both, but separately.
First, converting existing demand entails targeting homeowners looking to hire a plumber right now. They have a leaky faucet or broken pipes. In any given month in a market, it is most likely, less than 2% of households will hire a plumber. So, this type of radio campaign should be done in short bursts to avoid alienating the majority of radio listeners who aren’t currently seeking plumbing assistance. They will tune you out.
That’s why you hear funny or emotional commercials. Or jingles. Crafting radio copy focused on pricing, service quality, or product superiority can sway customers to select your services over competitors. And those 2% of households are getting bombarded on Google and the internet when they search for plumbers in my area.
On the other hand, most radio campaigns should focus on creating future demand. Engaging a broader audience base, the other 98% of the market does not need a plumber but is likely to require it in the future. Establishing brand recognition before it’s needed is critical. Be known before you are required. Become familiar and create positive vibes among listeners, positioning your company as the preferred choice when plumbing services are needed.
Hurman’s comprehensive guide, as outlined in his book “Future Demand: Why Building Your Brand Among Tomorrow’s Customers Is The Key To Start-Up Success,” expands on those and other strategies for each approach. To convert existing demand, he advises employing targeted, rational messaging emphasizing product attributes or pricing to sway consumer decisions. Conversely, stimulating future demand necessitates messaging with emotions tailored for broad audiences to connect positive brand associations that influence subsequent purchasing behavior.
So, the bottom line is that it’s OK to do occasional price and item ads to generate leads a few times a year at critical times. But, month in and month out, run that jingle and make them laugh or cry to build a business.
Jeff Caves is a sales columnist for BSM working in radio and digital sales for Cumulus Media in Dallas, Texas and Boise, Idaho. He is credited with helping launch, build, and develop Sports Radio The Ticket in Boise, into the market’s top sports radio station. During his 26 year stay at KTIK, Caves hosted drive time, programmed the station, and excelled as a top seller. You can reach him by email at jeffcaves54@gmail.com or find him on LinkedIn.
