I've been working with Mark Long, Marketing & Merchandising Manager for Kelley Williamson Mobil Company, since February 2004.  The company is based in Rockford, IL, but has several gas station/convenience stores (known as Kelley's Markets) in the Madison area.  Mark had worked with our competition before using register-to-win promotions along with commercial flights; he felt that, while the promotions worked ok, they didn't produce a huge, measurable result.  His goal has always been traffic, traffic, traffic and the ability to measure it is important, too. 

 

Mid-West Family's Local Sales Manager Joe Daguanno originally worked with Mark to create a plan that accomplished his traffic goal while beginning to brand Kelley's Market in the Madison area.  According to Mark, men are the primary purchasers so they decided to use Solid Rock 94.1 WJJO which has the popular and successful Frequent Rocker program.  In addition, KW uses well-produced commercials to enhance the FR program and build brand loyalty.  Listeners were instructed to visit their nearby Kelley's Market and with a purchase, receive a 100 pt. keyword on their receipt.  Keywords were selected by me with the help of Mark and select store managers and they change on a weekly basis.  We used important product names (Corona, Miller, Doritos, Coca Cola, etc.) as well as general words (Friendly, Eggs, Milk, Beer, Snacks, etc.).  Each list was given to the Marketing Coordinator on a 13-week schedule and it is up to KW to distribute it to their individual stores and check on follow-through.    

 

We are now in our third round of keywords and we've had tremendous, measurable results.  We've found that the most successful words are short and easy to remember - that way, if the buyer discards or loses their receipt, the word is memorable enough to enter in the FR program days later.  Since February, we've accounted for 4,054 different transactions at KW locations; this means that while there are certainly repeat buyers from week to week, it is a measurable number of purchases in general.  In addition, because we have the ability to pull data from the FR database like age and sex, our contact at KW knows he is reaching the right target.  Finally, for additional promotion, we've supplemented this with extra weekly on-air promos, website exposure and e-mail blasts to the Frequent Rocker database.  All play a part in this client's success! 

 

Because Mid-West Family Broadcasting is the only locally owned radio company in this market, we had to differentiate ourselves and one of the ways we do this is with the Frequent Rocker program on WJJO.  It's worked very well for Kelley Williamson Mobil Company and we appreciate your company's vision and follow-through to help us get success for our clients!