Spreading the Security Message With Radio

Pity the ne’er-do-well who seizes the chance to ransack the happy couple’s empty abode. Margie’s message continues: “I don’t mind saying that because before we left, we called Vector Security. They installed a complete home security system protecting us from intrusion, fire and even carbon monoxide. Now we’re enjoying ourselves instead of worrying about what is going on back home!”

The 30-second spot delivers a lighthearted, uncluttered message for a potential customer to ponder, then concludes with Vector’s contact information. “With radio it’s all about talking about the things people are leery of in relation to leaving their home,” says Dave Merrick, Vector’s vice president, marketing. “We want to bring to the forefront that every time you leave your house it could be the time you are chosen for a visit by a burglar.”

The spot was written by Vector’s marketing team and recorded by radio station talent at WILK Newsradio, which Vector buys ad time from in its regional market near Pittsburgh.

While Merrick embraces broadcast advertising — the company is currently spending about $1,300 per month for its radio ad buys — he cautions other companies to be certain in selecting a station that delivers the right audience.

“Anybody that says ‘let’s do radio’ without first giving it a lot of thought is being kind of foolish,” Merrick says. “Radio has become so fragmented. There is a channel out there for virtually every specific demographic interest.” And how do you gauge the success of a radio broadcast ad? In most cases, don’t expect an immediate influx of customer inquiries.

“The direct response leads are going to be few. But if you see over the course of three to four months that your residential leads begin to uptick, then you know it is doing something positive,” he says. “It is all about the cumulative effect.”

Print | posted on Wednesday, May 26, 2010 2:12 PM