My final assignment in Presentation Strategies class involves convincing Kingston Dodge that advertising with KRock 105.7 instead of local newspapers is the ideal way of reaching their target market. Meanwhile, I'm switching station every time a commercial comes on. That's just plain hypocritical. But then again, I AM in advertising.
While researching, I stumbled across some information from a case study which I believe will be the selling point for this presentation.
Back in 2007, Canada's top Nissan dealer, 401-Dixie Nissan, lost its ranking. I'm going to assume it was because 90% of their advertising was through newspaper and that they fell behind with the times, but that's just a guess.
401-Dixie decided to take a new approach by investing 80% of its media budget into radio. Within a year's time, sales increased 31%, making it the biggest year in the history of all Nissan dealerships across Canada! Real-time web statistics also showed that immediately after a commercial aired, the retailer's web hits increased by 1400%!
The success stories don't end with 401-Dixie, plenty of other companies saw exponential growth after switching to radio as their media foundation including Grolsch Beer and Soft Moc, who experienced double digit growth after opting for radio. For more reasons to market with radio, be sure to check out RMB.ca.
Who woulda thunk it? In an age where we seem to crave visual stimulation, radio is going strong. Now if you would excuse me, I have some errands to run and a car stereo system to abuse. If you are in the Gananoque region, I would advise you to stay off the roads!