If you listen to Portland radio, then you probably have heard the jingle for Royal River Heat Pumps. Once you hear it, you can't forget it.
That's music to the ears of the Freeport based company's owner, Scott Libby, He credits his commercial with helping to double his sales over the past year.
Mr. Libby embodies the findings of several research studies from Nielsen which demonstrate that, on average, a radio advertising campaign delivers a 6 time return-on-investment.
Radio Advertising ROI By Product Category
When you ask Mr. Libby what he does for a living, he won't say he sells heat pumps. He tells anyone who asks, though, "I am a marketer. My company sells and installs heat pumps, but it's my job to make the phone ring,"
To market Royal River Heat Pumps, the company started using print advertising with some success. "But," says Mr. Libby, "Every time I would turn on the radio I would hear one of my competitors. So, I decided, reluctantly, that I would try it, too. But, I was going to do it differently. That's when I created my jingle." According to Mr. Libby, he began to see results immediately.
I Knew Right Then The Jingle Was Working
"Twice in the same week," says Mr. Libby, "I showed up at new-home construction sites. When the builders, who I never met before, introduced me to their crews, the workers immediately began singing my jingle. I knew right then the jingle was working."
Contractors and builders have contributed greatly to the success of Royal River Heat Pumps. Mr Libby says, "They are a strong source for referrals and repeat business. When a contractor recommends us to a homeowner, that comes with a huge amount credibility. Our jingle keeps us top of mind when it comes time for them to refer us."
As important as contractors are to Mr. Libby's success, the majority of his sales comes directly from homeowners. The jingle is working there, too.
"I went on one sales call to meet a married couple at their home," say Mr. Libby. "The husband told me about how he and his wife sing the jingle together when it comes on the radio. I offered them a small discount if they would sing it for me right then, which they did. To my surprise, with the exception of a few words here-and-there, they got it right."
The Jingle Makes Us Fun And Memorable
As the husband and wife were singing Mr. Libby knew, "We got it right. Our jingle makes us more than just a service provider. It makes us fun and memorable."
According to Mr. Libby his sales of heat pumps have double over the past year. He attributes a large part of this achievement to the advertising he does on Portland radio. "When it comes to reach," says Mr. Libby, "Radio is second to none."
Listen to the latest Royal River Heat Pump Commercial here
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