iHeartMedia’s Miami radio stations specialize in effective advertising campaigns. Here’s what businesses say about working with iHeartMedia.
Florida Home-Improvement Associates
“Unlike my print ads, iHeartMedia has been able to provide us with consistent leads/appointments each day. This marketing campaign has opened up a whole new area of customers for us.” – Mel Feinberg, Principal
Situation:
Florida Home-Improvement Associates was looking to increase the amount of appointments they set each week. They were consistently advertising in both local newspapers (Sun Sentinel and Miami Herald) as well as on the local ABC TV affiliate as part of a home-improvement show.
Objective:
To reach homeowners in South Florida who were interested in replacing their windows/doors or roof through a direct response campaign.
Campaign:
Power of Audience – We chose to focus on a spoken word format station to reach highly engaged listeners who were mature in age and a high-concentration of home-owners.
Power of Frequency – The campaign was structured to be high frequency and use prime time and evenings to reach listeners throughout their day.
Power of Influence – The campaign is 100% endorsements both in and out of the talents daypart. This has heightened the strength and credibility of the call-to-action direct response messaging.
Results:
Our goal was to generate 7 appointments per week. After the first 4 weeks of the campaign we had generated a total of 45 appointments, 11.25/week These results were 60% better than expected. Generated $13,500/month in revenue for July 2016 on WIOD.
Largo Honda
“A change in the media helped Largo grow to numbers that we have not seen in quite some time. Thanks iHeart!” – Rick La Mere, GM
Situation:
Automotive dealership based in Key Largo, Florida. Historically the client has been primarily large Cable TV advertiser. With a fairly consistent return on their regular investment they have been hesitant to switch media mix. They focus on service and provide delivery of vehicles right to the buyers door at no additional charge.
Objective:
To reach Hispanic millennials looking to buy new cars in the market place.
Campaign:
Power of Frequency – We chose to focus on Mega 949 with a true Hispanic Millennial target thru a strong schedule on-air and on-line.
Power of Amplification – The campaign focused around morning mix shows as well as afternoon mixes every day at 5pm to push out the message.
Results:
Over a 12 week period our goal was to generate a 10% increase in traffic based on a their investment. Following the first 6 weeks the dealer had generated the 10% increase in sales. After the final day of the campaign the client had increased the traffic by 20% resulting in a sales increase of 18% resulting in an additional $90,000 in sales!
Rana Furniture
“It is a great thing to see things work and come together. While I had a doubt at first- the proof is in the numbers and I am happy to say that we made the right choice with Mega!” – Douglas Esser, President
Situation:
Local furniture store that experienced initial growth but leveled off considerably and was looking for ways to grow its clientele base without spending more money out of fear that it would lose its current share. Their only mix had been TV and small amounts of newspaper advertising.
Objective:
Rana needed to move outdoor furniture and living room sets to the younger 2nd and 3rd generation Hispanic.
Campaign:
Power of Local– Developed local spots that addressed the outdoor lifestyle of the Miami Marketplace and addressed the price points to appeal to the new consumer.
Power of Frequency – The program was developed around shorter length commercials during prime times during the work week and during key weekend times to offer a message that can be remembered.
Power of Influence – The WMGE morning show endorsed Rana Furniture for all of 2nd quarter. This gave them the credibility of our jocks to help deliver this message and make it authentic.
Results:
Over the 2nd quarter the client shifted budget from Hispanic TV to WMGE FM and specifically increased living room sets and outdoor furniture sales by 10% YOY. This has led to an increased budget for radio and local iHeart events in the marketplace.
Hennesy
Situation:
The Hennessy brand was looking to iHeartMedia to support retail accounts and generate an increase in brand awareness. For the past several years, these campaigns were exclusively using urban radio stations to drive these results, most recently WMIB-FM 103.5 The Beat.
Objective:
In 2016, Hennessy needed to increase sales with their key Hispanic accounts and elevate brand awareness to Hispanic male consumers in the market.
Campaign:
Power of Audience – We chose to introduce Mega 94 to reach the active and engaged Hispanic audience who met the targeted age an demographic.
Power of Experience – The campaign was structured as a partnership with the station to top market consumer engagement activations around the branding campaign.
Power of Influence – The campaign is 100% endorsements both in and out of the talents daypart. This has heightened the strength and credibility of the call-to-action direct response messaging.
Results:
Initial indications from client are retail sales increased by 6% YOY, numbers attributed to the sales growth at key Hispanic targeted retail and bar accounts. Recent success has led to discussion to increase budget in Q4 with launch of an additional brand, Hennessy Black.
Service America
“When I became the new Marketing Director for Service America in March 2016 I needed an advertising vehicle that would get our phone ringing again and make the Service America brand viable in South Florida again. I met with my rep, and decided that TTWN was the way to go for maximum reach to get our message out.” – Linda Parrotta, Marketing Director
Situation:
New marketing director took over April 1, 2016. New CEO needed fresh ideas to get phone ringing. They used to use radio quite extensively, but switched to all internet and phone stopped ringing.
Objective:
To reach homeowners in South Florida who were interested in replacing their air conditioning systems and/ or having maintenance agreements for all appliances in their homes.
Campaign:
Power of Audience – We chose to focus on Total Traffic and Weather by aligning this important content consumers want daily.
Power of Amplification – The campaign was structured to leverage the power of iHeartMedia’s influence and cross platform scale to expand their reach.
Power of Moment – Right Place; Right Time. By aligning their brand with Total Traffic and Weather – the type of information that people need everyday.
Results:
Their goal was to increase phone leads thus resulting in an increase in their overall business. Phone calls increased by 80% over Q1. These results were 60% better than expected.
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