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Case Study
The Wash House Alfreton
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Our decision to use Amber Sound 107.2FM was a good one. Initially it was a punt because we liked the station and the costs were very low. Now it’s just good business sense for us to continue to advertise.
The important thing for us was that the clients we got from the campaign were not short term they came back time and time again and still do one client gained from the commercials can mean work for years ahead.
Amber Sound will continue to be the main driver of our advertising for the foreseeable future and we are also happy to help and be associated with a valuable community resource. |
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The Wash House is a laundry service based on Nottingham Road Alfreton which has a target clientele ranging from Individuals to business customers.
In 2008 they tuned in to Amber Sound 107.2 and liked what they heard. The station appealed to every member of staff at the business with age ranges of 25 to 50 years of age and they thought if it appealed to them that it must be appealing to their core customers.
A commercial message was carefully crafted and went on air in November 2008. Initially as expected the response was slow but the longer the commercial ran for the higher the response rate. During the second month of advertising they attracted a guest house in Matlock with many bedrooms providing the business with a large injection of work.
Sally the proprietor noticed many new faces coming into the business that were not from the usual passing trade and was reaping the benefit. Many businesses need a change of commercial throughout their campaign however in the case of the wash house the initial commercial has not changed from week 1 due to it’s success and has now been running over a year.
During 2009 the business has continued to thrive attracting yet more guest houses holiday lets and individual customers. The business has since expanded into neighbouring premises and is now almost twice the size and capacity that it was when first coming to the station.
The wash house is a great example of how niche marketing can work on radio and how a continued campaign reaps results month in and month out using radio as it’s prime generator of new business.
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