"Working with April has been wonderful! She consistently shows us great customer service and is always trying to work within our budget to get us the most bang for our buck!"

Betty and David Streible
Owners of Lazerhead

 

The Problem:
Lazerhead is a CD/DVD store located in The Westport Plaza shopping center. When Cox Account Manager, April Singer, visited Lazerhead for the first time she was impressed by the owners, David and Betty Streible's passion for music. They had not been open very long and suffered from "lack of awareness." They had such a small niche of customers and "word of mouth" advertising was not paying the bills. They were a small operation and needed some exposure on a limited advertising budget!

The Process:


When April shopped at Lazerhead for the first time she noticed that they had not told enough people of their competitive advantages. April, then conducted a CNA utilizing the marketing strategy model. Focusing on target consumers, key benefits sought by consumers and working on a focused approach to advertising as partners. They then prioritized the most important and immediate needs as well as the most important reasons consumers would want to shop Lazerhead. She found out that although Lazerhead was a small shop (smaller than the Best Buys or Wal-Mart's of the world) that they had many advantages. They were specialized and the owners LOVED MUSIC! If a customer was looking for "Uncle Harry's Favorite Polka Tunes" Lazerhead knew where to get it and in a timely fashion. Customer service went above and beyond any large chained CD/DVD store. This advantage proved to be important to Lazerhead's clients and would allow for enough influx of new customers from large chain stores.


 




 

 

The Plan:


Based on the information David and Betty shared with April she then teamed up with onair jock Future Bob to give the right tone to the commercial. The commercial was placed on WSFR a Classic Rock station targeted towards Adults 25-54 or the people more interested in music. There in lies the stations emphasis on more music less talk. A natural fit! This audience is interested in finding the CD/DVD they are looking for. They also appreciate someone who has a vast knowledge in music.

The Performance:


Lazerhead started advertising on a month-to- month trial basis. They have continued to advertise on a very consistent basis and the relationship between April, David and Betty is growing stronger and stronger. They recently celebrated their one-year anniversary and are looking to the future for new ideas and increasing their business. The right-targeted audience with the right message proved to be a success for Lazerhead. The 8-unit load on SFR has also proven to benefit Lazerhead, because they do not have to spend as much money to have a frequency of at least a 3!!! Overall, April expects to be working with Lazerhead for many years to come.