Home Depot
Calls Radio Big Part Of 99% Awareness. Home Depot has an ongoing “Let’s Do This” attitude about radio. As
one of the medium’s most consistent advertisers, the retailer and its ad agency
reps discussed their ongoing affair with the airwaves at the Radio Show’s
Thursday morning Advertising Breakfast. Among qualities Home Depot identified as radio’s
strengths—pervasive reach, theater of the mind, flexibility and immediacy.
“Radio is a major part of the reason that Home Depot has 99% brand awareness.
We wouldn’t continue to be so invested with radio if not for the success in
reaching our customers,” said Michael Hibbison, Home Depot’s VP of Integrated
Media. “One of the things we love is that you’re in your car, backing out of
your driveway, and we are engaging interest in the moment for your next home
project.” Diane Fannon, principal of The Richards Group, which has Home Depot’s
creative business, added that radio’s results are also quantifiable—and provide
a thumb’s up. “A year ago, we primarily looked at TV data, but now we look at
radio and digital, and what we see from radio is always really strong. Our ads
catch people’s attention, they stay with it, and the ads have a very favorable
impression with consumers.” Added Hibbison, “We need to make sure we’re
relevant when the customer is in the middle of a project, and radio remains
such a huge part of that to help us get our message out. It’s the one medium
that has really stood the test of time.”
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