Problem solving, seasonal push
Overview
A highly targeted, message driven sixty second spot entitled, "Green Up" written on behalf of Soils Alive organic lawn care by Slipher Marketing, reaching upscale households within the Dallas-Fort Worth metroplex who are experiencing weed issues and at the same time have yet to convert to a green lawn fertilization service. This targeted buy aired on WRR Classical 101.1 - North Texas's largest and oldest classical radio station.
Objective
Drive unconverted listeners to soilsalive.com to request a free Soils Alive consultation or to sign up for Soils Alive's organic Soil-building Program during Soils Alive's seasonal Spring push.
Result
A significant increase in sales leads, program sign ups with customer reported awareness through the WRR radio ad. This is also a great example of an integrated campaign which uses one medium to build awareness and another to expand education about Soils Alive while filtering out the best leads. Like similar ads during this campaign, the radio ads yielded a better than 60% conversion rate through the site. This attests to the efficacy of the message and the targeted radio buy - money well spent.
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