In about the time it takes to listen to a radio commercial, 116 slices of pizza will be consumed in the state of Maine. That totals 167,040 slices each and every day. Pizza is big business, not only in Maine, but across the country. There are 70,000 pizzerias in America selling three-billion pies a year and raking in $32-billion dollars of revenue. In case you are wondering, 252,000,000 pounds of pepperoni adorn all of this cheese, sauce, and crust.
Competing For A Bigger Slice Of The Pie
To compete for the largest slice of this competitive business, Little Caesars, with 8 locations in Maine, rolled out its "Hot-N-Ready" deep dish pizza. “For more than 50 years, Little Caesars has been all about pizza,” David Scrivano, president and chief executive of the company, said in a statement. “When we set out to create a new deep dish, we wanted it to have an incredible taste, epitomize quality, and fit the tremendous value and convenience Little Caesars is known for.”
The biggest benefit of "Hot-N-Ready" to Maine's pizza lovers is that they don't have to call ahead to order. Between the hours of 4:00pm and 8:00pm, the deep dish pies are always ready for pick-up...no waiting. This convenience certainly resonates with time-strapped families who often make their dinner choices on the fly.
Radio Is Hot-N-Ready For Little Caesars
To introduce "Hot-N-Ready", Little Caesar's executed its largest product introduction in the company's history. The accompanying advertising driven primarily by radio and online media warned consumers, "Do not call 1-800-Try-Little-C. You will regret it." The radio commercial goes on to explain, "Not only is it faster to just swing by Little Caesars to pick up a Hot-N-Ready Pizza, but if you call 1-800-Try-Little-C, bad, bad thing will happen to you." Just like telling a kid not to put a bean up his nose, tons of pizza lovers ignored the warning and called the toll free number. The video below shows the marketing chain reaction that is set-off when the number is dialed:
Topping Radio Advertising With Online Is Like Putting Pepperoni on Pizza
Combining radio advertising with online marketing and social media makes sense not only for Little Caesars, but for any small business. A study by Radio Ad Lab reveals that radio serves as a great prompt for consumers to search for more information about a product or service online:
Little Caesars integrated campaign for "Hot-N-Ready" has not escaped critical notice. The campaigns creator, Barton F. Graf 9000, LLC. was awarded a 2013 Radio Mercury Award for best integrated campaign. “The work from Barton F. Graf 9000 was the standout radio creative, especially the integrated Little Caesars campaign” said Bill Cimino, chief creative officer, Y&R Midwest, and chief judge for this year’s Radio Mercury Awards. “[The campaign] told a true and believable story. [It was] inspired creative executions that deserve every bit of praise they receive.”
The Radio Mercury Awards, the only competition exclusively devoted to radio, was established in 1992 to encourage and reward the development of effective and creative radio commercials. The annual Radio Mercury Awards competition draws entries from advertising agencies, production houses, radio stations, and educational institutions across the country. Approximately 17,500 commercials have competed for over $3 million in prizes. The Radio Creative Fund (RCF), a non-profit corporation funded by the radio industry, governs the Radio Mercury Awards. The Radio Advertising Bureau produces the Radio Mercury Awards.
Many Maine Small Businesses Find Success Advertising On The Radio
Here are 5 more recent articles about how small businesses in Maine achieve their marketing goals using radio:
- OMG...Maine Restaurant Uses Radio To Build Text Message Followers
- Maine Tool Store Nails It With Radio Advertising
- Radio Is Perfect Fit For Portland Maine Shoe Store
- Owner's Voice On The Radio Grows Business For Maine Garden Center
- Radio DJs Help Portland Maine Deli Cut The Mustard