April 10, 2008
The online medium is not the message. The online message is the message!
On-air drives awareness to “watch radio in action”.
Problem:
How do you take an Ex-con turned Baker and show him that radio can
increase his business for not a lot of bread? Introduce him to the
one-two punch of online and on-air and you’ll have him rolling in the
dough.
Dave’s Killer Bread – a rising star
Meet Dave Dahl. After
serving a limited time in prison, Dave cooked up a very interesting
career opportunity as the owner and operator of Dave’s Bread Company in
Portland, Oregon. Dave’s success rose quickly, but Dave knew his
‘killer bread’ could be even more successful if he advertised it.
Problem was, Dave just didn’t believe in regular, old-fashioned
advertising.
Enter Randy White and the talented staff at KPOJ-AM in Portland.
With a handheld camera in tow, Randy captured Dave’s killer bread story
and showcased it on the KPOJ-AM website.
Rotating banners were added along with a :30 second onair campaign.
The entire campaign represented 4 weeks of promotion for a minimal
expenditure. The success was so powerful that Dave became an instant
celebrity and the Dave’s Killer Bread campaign has resulted in a 20%
increase in sales!
No matter how you slice it, Dave’s Killer Bread is a phenomenal success story. And the KPOJ team deserves a toast!
